User behavior can be defined as a person’s interaction with websites when they visit them. It also includes the amount of time they spend on a page, how many pages they look at on a site and what they do. Studying user behavior helps companies gain insights into user thought processes and what kind of decision they will make. As a business, you don’t want to miss out on insights based on data and stay behind in the competition. Basically, user behavior tells you how a customer behaves when they are in a physical store and how you can retain them as customers.
Tools to track users on websites
- Search Console and Google Analytics
- Click tracking (records every click that a user makes, based on page elements)
- Scroll tracking (records the spot on a page where users scroll)
- Session replay software (this program records the entire time a user spends on a website)
Every business has to use a combination of these tools to understand user behavior. A newer method of tracking user activity on a site is behavior analytics. This is a data analytics tool that generates quantitative and qualitative data to track user behavior. It tells you the how and why of a user’s interaction. Once you have a context to work with, you can fix problems with the page, optimize the user experience and have better conversion rates.
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What user behavior you should track for a better understanding
There are many elements to website design and user behavior. Your marketing, design, and development teams have to work closely once they know what isn’t working. Tracking behavior like:
- In page clicks
- Scroll depth
- Mouse movement on a page
- Navigation patterns
- Live visits, and
- Site speed
Offers deep insights into customer experience and behavior. You could also use session recording and replay software to see a customer’s experience with a site first-hand.
How to use the data
Once you have this information, make changes to the site and content. This will help you retain users and ensure their loyalty. Create the right content to engage their interest and enhance navigation. If the site speed is also bumped up, it becomes easier to coax them to go to the next page. There is a big distinction between how you plan site use vs. how visitors use it. Figure this out from the data gathered with available tools and you have a winning formula.
Updating content is important. The content you have on your site will determine how visitors engage with your page. If a user likes your page, they will take time to browse and share with their friends. Use Google Analytics and other tools to check the frequency of visits and how often the same customer visited your site. You also have an idea of what content to change by the number of bounces/exits. This has a big impact on user experience.
Not every user visit results in a conversion. A customer may visit your site multiple times before becoming a customer. It is your job to track this data and use it along with the right landing page optimization tools to make them loyal customers. Your brand’s viability and reputation depend on this. You can also create and conduct surveys to get a deep view of user behavior and your website’s issues.
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In conclusion, user data is critical. You need it to know how to improve and retain customers in a competitive business environment. It is difficult to find out that you missed out on revenue because your site wasn’t optimized. Your visitors should find it easy to navigate your page and be able to check out easily. Use all the tools available to you and track the pulse of site performance, and this will get you the highest returns.