You might keep in mind all the details related to the closest people of yours, their preferences, and dislikes, as it is really helpful when it comes to choosing a gift or buying some food. But what if we say you can do the same trick with your website audience, and get a lot of profit from it? For this reason, we would discuss the following points in this article:
- The user behavior, its analysis, and benefits
- How to perform the rigorous UBA: a step-by-step guide, useful tools, and typical mistakes
- Examples and cases of user behavior analyses
What Is User Behavior?
The user behavior is the information on how users interact with your product or brand, for instance, on your platform, mobile application, or website. Needless to say, it includes different metrics like weekly activity, product purchase, page views, and more. Behavioral data introduce the level of user engagement and can greatly help you to find out the strong and weak points of your online activities to improve the engagement, retention, conversion, revenue, and other metrics that are greatly important for your business development.
What Is User Behavior Analysis (UBA)?
According to HubSpot, by understanding the quantitative and qualitative metrics of your user behavior it becomes much easier to build a strong strategy based on the various ideas of improving the customers’ experience and their general impression of your platform. Thus, UBA is the way you evaluate the metrics of user activity on your website. Consequently, it provides you with the main points that need to be improved to boost the website’s performance and its total revenue.
Benefits of Analyzing User Behavior on Your Website
Nowadays the UBA is an extremely important point for online platform improvement, which brings a vast number of benefits for the website’s overall metrics. So, let’s find them out!
Learn Your Audience
By applying the UBA, it becomes easier to understand your final consumers and their needs.
Find Out the Efficiency Improvements
Additionally, the research about trends and interests of your audience allows creating and improving the relevant content, high-rated product, or popular service.
Detect the Weak Points
The UBA shows the exact points your customers always have troubles or are confused with, such as the procedure of item’s purchase, inability to get the full information about a certain product, or absence of a support team. UBA provides you with additional knowledge about all of it. Thus, it is crucial to apply any changes.
Measure the Website Performance
Additionally, it displays the website’s overall metrics, as well as its pages and sections, and provides the basic ideas of how they can be improved.
Increase Business Efficiency
If applied thoroughly, you can greatly boost not only the website performance but also the business you are running there. The UBA significantly improves the customization process and allows you to reach the target audience without additional expenses for the ads to increase the product or platform awareness.
So, what are the main points you need to keep in mind for a successful UB analysis?
A Step-by-Step Framework for Your User Behavior Analysis
It is always difficult to start anything from a scratch. But we have prepared the step-by-step outline of the crucial changes which have to be applied to make the most from the user behavior analyses of your website.
Step 1. Find Out Why People Are Coming to Your Website
First of all, it is crucial to learn the goals of your website, its peculiarities, and how it can encourage visitors to come. In other words, it is the main idea of your website and why it is interesting for your audience.
Step 2. Segment Your Audience
Next, answer the question: who is your target audience? For making a successful UB analysis and get the general idea of their preferences, discover your audience first. For instance, you can divide your visitors based on their gender, age, region, interests, and more. So that it will be much easier to form the directions for the website optimization.
Step 3. Identify the Key Benefit of Each Group
Then, according to the results of your audience analysis, make brief research of the things important for every segment of people. Here you can find the common topics which can connect your website with people who are using it.
Step 4. Allocate Quantitative Data
At this stage, find out the latest statistics of your website performance, like the daily amount of clicks or purchases, what are the most interesting web pages there, and more. Then, think over the ways of its improvements based on the data received. For instance, if your audience is interested in the guidelines about the website launching and managing, then you should make more content regarding this topic.
Step 5. Compare Your Quantitative and Qualitative Data
Additionally, you have to get an idea of the revenue of your website to measure the efficiency of the methods you have already applied to your strategy. As an example, you can analyze the user behaviour based on the product views and its purchases, discover the main difficulties and disadvantages of a page, which make your potential customer leave.
Step 6. Analyze What Is More Profitable for Your Business
Sometimes, the methods applied don’t work out in a certain website due to its peculiarities. By measuring the returns obtained from each change, you can easily cut off the methods which haven’t achieved the targets, thus saving a lot of costs, efforts, and time for the new changes.
Step 7. Apply Your Analysis of a Campaign
Having got the options and ideas on how to apply the changes and what are their main targets, now it’s time for their implementation. We also recommend you to make this process gradually, to track their efficiency and results.
Step 8. Analyze the Results
Finally, compare the metrics before and after your changes are applied. What has changed, and what are the benefits of these methods? Analyzing results would help you understand why and when people leave your website and what should be improved.
Step 9. Discover What Convinces Users to Convert
Think over the main peculiarities of your website which boost your visitors’ conversion. Additionally, find out the things you have to give up on so as not to waste your resources, investments, and time.
What Are the Different Tools Used for Conducting User Behavior Analysis?
To make the most from your UB analysis, it is also crucial to apply various tools that can display the current user activity on your website and understand the ways you can change it. Here we will have a look at the most popular options used for the UB studies and website performance improvement.
1. Website Heatmap
According to Forbes, the heatmaps identify the most popular and the least interesting points of your website. For this purpose, you can also track and analyze the data according to the next types of heatmaps:
- Heatmaps. The “hottest” website areas, which users mostly watch on, help you tailor the content accordingly, so the most important information is located in “hot areas”.
- Scroll maps. This method is used for analyzing if the content meets the consumers’ expectations. Knowing how far most users scroll down the page helps you detect when people stop reading and which areas should be improved.
- Clickmaps. The popular areas users always click on help you analyze whether or not the most important buttons on your website are attractive to users and if not what exactly should be improved.
- Mouse & eye-tracking heatmaps. Used to discover the most attractive points of the webpage for your audience. This kind of heatmaps can help you better structure the content on your page.
2. Session Recording
The video session recording allows you to observe and understand how users interact with your platform, which buttons they mostly use, the points which mostly catch their attention, and the issues they might face while using your website.
3. Website Surveys
This method is widely used for getting feedback from your users on their preferences, the things they like and don’t about your website.
- Pop-up website surveys. Offers the audience to leave some words about your website by appearing on their screen.
- Widget surveys. Its main advantage is that you will get feedback without annoying your visitors, as it appears at the website corner.
- Collapsible pop-up surveys. The mix of the previous surveys, which allows choosing the options anytime.
4. Website Form Analytics
To get a general idea about your website performance, it is greatly important to constantly track the data of your website and see the changes which are efficient enough to improve the user experience and website usage.
- Contact forms. Provides a regular connection between your platform and consumers.
- Sign up/registration forms. Forms a community of the audience, as well as gives general information about them.
- Subscription forms. Sends the latest updates and great offers based on personal UB.
- Survey forms. Displays the preferences and interests of your visitors.
5. Conversion Funnels
This method helps to place the right content in the right places to boost the conversion of your target audience and consequently improve the return on investment. In fact, that’s a crucial point for business development as it reflects the website performance and the sales revenue.
Common Mistakes Made While Conducting Visitor Behavior Analysis
In fact, website owners often leave aside many points while focusing on the numbers without keeping their meaning in mind. So, here are the most common mistakes you should definitely keep the eye on:
- Confusing visits & views and obsessing them. In short, the website performance is based on the actual revenue, not on the number of views!
- Focusing on the number of visitors. Instead, it is crucial to think over the UX and some ways of its improving it to boost the users’ conversion.
- Analyzing the numbers without targets set. That mistake will lead to your UBA failure, as you haven’t realized the goals.
- Boosting the metrics, not efficiency. Remember, once taken out of their contexts, the numbers lose their true value.
In such a way, it is much easier to prevent false decision-making and greatly improve the user behaviour analysis of your website.
Visitor Behavior Analysis Use Cases and Examples in Popular Industries
To see the efficiency of the UBA, let’s find out how it works in practice.
Use Case 1: Heatmaps and Clickmaps
Analyzing user behavior is especially relevant for the eCommerce industry, as improving user experience can increase the number of customers.
A Scandinavian leading supplier of personalized gifts with embroidery nameOn noticed the 31.7% drop-off rate between the add-to-cart page checkout page. They thought that the big number of CTAs on the page may have been distracting users from completing the purchases. So they decided to remove most of the CTAs, leaving only 2 main ones “continue to checkout” and “welcome bonus”.
They tested this hypothesis for 44 days for 621 visitors and it was proved right. During the test period, the number of people reaching the checkout page has increased and the company’s overall performance experienced an 11.4% boost. You can read the full case here.
Use Case 2: Website Form Analytics
Most travel companies operate online, so it is of crucial importance for them to promptly study the online behavior of their visitors on each step of the conversion funnel.
A global travel company Expedia noticed that one of the fields on their checkout page was causing visitors’ confusion. To purchase tickets or services visitors are asked to provide their billing and travel information. One of the forms contained an optional field called “Company”. Expedia noticed that often people have been putting the bank name instead of their company name. They created a version of the form without this field and after testing the new form they have been able to gain $12 Million in profit a year.
By removing a field that was causing many people to leave the page because they were not sure what to put there, Expedia increased the number of people who’ve successfully completed the form.
Use Case 3: Session Recording
This method is a must for finding out the difficulties of the user activity on your website. For example, Bizztravel used session recording for detecting the website navigation problems and facilitating the data searching process of their website. So, after they have totally changed the header and the webpage structure, made separate links for each ski village section, and the list of the most popular destinations, they have created the perfect website structure variation with great performance metrics. The test helped them achieve a 21% increase in conversions. You can read the full case here.
Once you have tried applying the UBA to your website performance improvement, it becomes obvious how to build a powerful strategy for your successful website development. User behavior analytics brings a vast number of benefits and is one of the most efficient methods to understand your audience, get some great ideas on what is to be changed, and the results you and your visitors can experience while using the platform. Thus, it is now considered to be an essential part of your website’s efficient upgrading.
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