Decrypting Your Website User’s Behavior
Competition is rife and competitors are poised to jump in should you falter! With the digital revolution, customers have a plethora of options to choose from making the tiniest of lapses super dangerous. This is why assessing user behavior and acting on it is tantamount to business success.
Say for instance that you’re the proud owner of a corner shop. It is easy to interact with your customers and decipher their buying habits face-to-face. It is also pretty simple to get to know them and offer them deals that will make them return. Moreover, you can guide customers through different product options and help them buy whatever they want.
However, these options go out of the picture with an online store. You can’t just look at your website’s visitors and understand their buyer behavior. Websites need different tools and processes to comprehensively understand user behavior. Behavior data needs to be utilized in order to achieve it. This article will discuss how to gather data and utilize it to stimulate higher conversions.
What is User Behavior?
User behavior comprises all actions users/visitors perform while on the website. These include where and in what item or category they click on, how they scroll down the page, where they pause, and finally when they decide to exit the page.
Keeping track of user behavior gives you an insight into how users interact with your website and what kind of obstacles they face while making their journey as your customer.
Benefits of Analyzing User Behavior on Your Website.
Tracking and analyzing user behavior on a website helps you in gaining crucial information about your customers and lets you do what a brick-and-mortar shop owner can easily do:
Get insight on what is trending among users and what they are gravitating towards, interested in, or ignoring.
Identify easily the points where users get stuck, struggle, get confused, and ultimately leave.
Investigate the performance of specific pages and sections.
Understand what users want and care for.
3-Step Framework for User Behavior Analysis
To get a full picture of how your users behave, you need to strategically collect the behavior data of the users and use that data to find answers to the following questions:
What drives customers to your website?
What makes them leave, and what might interest them to stay?
The hooks that persuade them to convert.
Here is a 3-step framework that combines behavior analytics, traditional analytics, and user feedback.
Step 1: Find out why people are coming to your website.
To know why people visit your website, you need to understand the triggers that drive the users towards your site or away from it. According to researchers, the website users are divided into three categories:
Just-browsing wanderers: these are the users who come with very little or zero intention of buying your products.
Determined heroes: these are the users whose attention you have captured and who will buy from you no matter what.
Undecided explorers: these are the people who have not yet decided whether to buy from you or not.
It is a complicated task to win over users who are just-wanderers, and you already have the determined heroes in your grab. It’s the indecisive explorers that you need to focus on to make things happen. For this, you will need to take a peek inside their heads. Wondering how to go about that? The answer is simple – just ask!
You can use on-site surveys to ask questions and learn about their motive.
First, use an analytical tool to find out which channel is bringing you the most users. Is it social media or a search engine? After you get the source, say for example social media ads bring you the most users, you might want to raise your efforts for the Facebook campaign. You can also narrow down your search and find out which landing page most users frequently arrive at.
Once you get a hold of all landing pages, you are all set to place survey questions on them. You can tailor the questions to know about the users, their reason for visiting the site, gender, age, values, desires, etc. Below are the types of questions you can ask:
What is your reason for visiting this site?
How and where did you hear about us?
Describe yourself in one sentence.
Gather the answers to the questions and analyze them to create short profiles of your ideal customer(s) and improve your marketing and designing strategy.
Step-2: Find out what makes users leave your website?
In the Driver/Barrier/Hooks model represented earlier, the barriers are those points that prevent the visitors from converting to customers. The pain points can be anything from how the prices are displayed or how expensive the products are, a poor user interface, or even a broken form at the time of checkout.
By understanding user behavior, you find out the gap and seal those leakage points to increase conversion.
You can use UX designer tools such as Heat maps and Session Recordings for investigating purposes. Instead of looking for every page of your website for behavior analysis, look for the problematic pages with larger exit rates.
You will get a list of all those pages where the users generally drop off on your website. You can now use Session recordings, an analytical tool that records the activity done on a page in the form of a video, to see at what point the users funnel out and take notes on what they did before leaving.
Once you have gathered enough information, you can tell exactly what the users were doing, reading, or looking at right before leaving the page.
You can now conclude what the cause might be and take necessary actions to prevent it from happening in the future.
Step -3: Discover what convinces the users to convert
The key to increasing the conversion rate is by understanding what happens when users ‘do’ convert. This factor gets overlooked in the e-commerce business because we tend to celebrate the first thing as soon as the conversions start improving instead of learning from the change and applying it to other areas.
Knowing the reason why do people convert will aid you in:
Pinpoint all the strong points of your product and continue playing with those.
Identify the most persuasive part of your site so that a stronger sales funnel can be built.
Informing the user personas by helping them create a clear picture of an ideal customer (as mentioned above)
You need to identify and understand the ‘hooks’ which persuade the customers to buy from your site, neglecting barriers, if any. For this, you may need to investigate the factors that are common in all of the users.
#You can learn about all this by setting up a post-purchase survey on your site at the thank you page.
#Send surveys through emails and ask them questions about their decision-making process.
#You can also interview people by asking them prior if they are comfortable in getting a call from you.
After gathering all the data, analyze and understand what you did right and what needs improvement. Implement necessary actions and start analysis again after some time.
Tracking Behavioral Metrics for Conversion Strategy
Apart from analytical research and understanding user behavior, you also need to analyze meaningful
metrics to understand users and increase your conversion rate. Below mentioned are a variety of behavioral metrics you can track for maximization of your conversion strategy. By tracking these metrics, you will gain insight into what the users are and are not doing on your site while browsing to buy new things.
To know where the user lands when they visit your eCommerce website should be your top priority in any segmentation. Knowing the way the users navigate your website and why may provide you with the answer as to why the user visits your website page in the first place. Use that knowledge in your favor.
Click, Hover, and Scrolling
Understanding where the users click and why is another important indicator of engagement that should be considered. But clicks are not always done while navigating. Sometimes users click on an image, thinking that it might be interesting/interactive, but it isn’t.
Other times, a hover over a page or scroll might grab the user’s attention, and if you get to know where you are looking or what grabbed their attention might help you in working on your conversion strategies properly.
This is an obvious but crucial one. See what your users are buying or browsing and understand their tendencies of buying similar items. It is a good strategy to put a similar or complimentary item at the checkout to add it to the basket. Not all but some of them will buy the complimentary item also.
Approved or Declined Credit Card Transactions
If you already know why or how a transaction is failing, then you have everything under control. If not, then it is best to understand the reason for the failure and track the metrics to suggest an alternative payment method if one doesn’t work.
If a user wants to open a page and it turns out to be invalid, it will likely set the user off. So, it is necessary to look for such barriers and eliminate them as soon as possible to avoid any churns on the part of the user.
Coupons, QR Codes, and Flyers
How users use the coupon codes and how much frequency shows how well your retention strategies are. If none of your discount coupons and offers are being used, then it indicates that you need to have a new approach for your strategy.
Frequently Asked Questions
Q1. What is user behavior analytics?
Ans. User Behavior Analytics is the process of tracking, collecting, and then analyzing the data in a quantitative and qualitative form to understand how users interact with a website or a product. By tracking user behavior, you can gain insight into how and why a customer behaves in a certain manner and the barriers or hindrances they face on their e-commerce journey to make the necessary changes.
Q2. How do you understand user behavior?
Ans. You can understand user behavior by analyzing the collected data and find answers to questions such as:
The Drivers that compel users to come to your website
The Barriers that make them funnel out of the page
The Hooks that make them convert
By tracking these points, you can pinpoint all the elements and anomalies in user behavior, understand how and why people interact with the website, and optimize them as needed.
Q3. How do you track user behavior?
Ans. These are the following ways you can use to track user behavior:
Clicks, scroll, and heatmaps: see how users go through your site and spend time and where they click and scroll to see which elements of your website get the most attention.
Session recordings: record the activity of real users browsing through your site and see where they are looking, at what point they stumble, and what makes them leave off the page.
On-site surveys: put up questions on different pages of your website to get to know your users and see what is working and what is not for your site.
Analyzing user behavior metrics is vital to understand how users interact with your website. Therefore, to improve the conversions on a large scale, you must work extensively on your analytical strategies. With the help of data unification and the alignment of metrics into a consistent narration, you can use the power of storytelling to create a business strategy that’s ironclad and appealing. After all, users are the ones driving your business. So learning about their likes and dislikes is always worth the effort.
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