When building a website, understanding how your users behave on your site is a great opportunity to optimize their interaction with your brand. However, to take advantage of this, you need to collect behavioral analytics or data points about your audience's behavior.
What is Internet Behavior Analysis?
Behavior analytics A type of web analytics that tracks user behavior on a website. For example, many websites use bounce rate as a key metric in their behavioral analysis practice. Measuring how quickly or how often users leave your site without interacting with page can help you understand how well your page's content works with your target audience. It can also help flag if you have structural site issues that interfere with user experience. Solving these two problems can help you improve other business goals, such as increasing conversions or customer retention.
What is behavioral data?
You can collect behavioral data by observing how users interact with your company's website. Users can interact on your site in many ways. For example, you can study how often users click on a product or call to action, or how long it usually takes them to leave a page.
General Site Behavior Data
Clicks on ads. Collecting data about which display ads users click on on third-party sites can help you understand which ads resonate with your audience most.
Purchase History: You can use buying behavior to recommend other products and retain customers.
Time on Page: Knowing how much time users typically spend on a web page can show if it is performing correctly, both in terms of content and user experience. If your average time on page is lower than expected, you may need to rethink how to improve content on page to match user's intent.
Customer service requests. Support requests can improve how your website works. If you see a pattern between frequency and type of support tickets that indicates a problem with your site or product, you can easily prioritize and fix it.
Types of Website Behavior Analysis
Firstly, analysis of user behavior.
Analyzing site behavior data can help you understand how users interact with your content and experience your site. You can view metrics such as page views, bounce rate, CTA clicks, and navigation behavior.
Secondly, analysis of behavior of events.
In behavioral metrics, an "event" is an action taken by a user. While website behavior analytics uses data about how users interact with your website to determine overall user experience, event tracking focuses on whether and how users interact with your content. Common event behavior analysis metrics include starting a video, downloading, playing a song, or signing up for a newsletter.
Third, conversion tracking analysis.
To understand conversion behavior, focus on data showing whether users clicked on call to action. If not, you may need to re-evaluate whether your calls to action are visible enough. If they are getting a lot of clicks but still not converting, you may need to rethink your buying process.
Behavioral data can bring significant benefits to companies. Data-driven decision makers are three times more likely to report improvements in their processes, according to Google. In addition, creating a reporting process for specific behavioral data points can lead to more efficient and accurate decision making across all business functions.
The Seven Steps of Website Behavior Analysis
1. Set clear goals
Set goals. Include goals for metrics and KPIs you want to track. Keep in mind that your goal should be to accurately track and measure behavior, not to increase your conversion rate by a certain percentage.
2. Define your ideal user journey
Draw paths by which user can achieve desired result. For example, an e-commerce company might map out ideal user journey from landing page to checkout.
3. Determine next step
Don't track as many metrics as you can when you're just starting out. Instead, create a tracking plan that takes into account user's desired journey and highlights events and actions you want users to take. Focus on tracking them first and then develop a tracking process.
4. Assign a unique ID
To get accurate user trajectories, assign unique identifiers (such as email records or user IDs) in behavioral analytics software to track a specific user's behavior across multiple devices. The unique identifier does not change over time and can be tracked across digital platforms by connecting touchpoints in user's diary.
5. Set up cross-platform tracking
You may need to study behavior across platforms to understandHow users navigate from your website to your app or social media channel.
6. Follow tracking sequence
Make sure you monitor same metrics regularly so you can spot patterns in user behavior and spot inconsistencies easily. Both of these modes help you determine which areas of your product or website need attention.
7. Check accuracy regularly
Before you start tracking data, run a few tests to ensure you collect accurate, real-time reports. Once you have established a regular practice, be sure to test regularly to make sure there are no bugs in your analytics tool or tracking process.