User behavior analytics
Posted: Jun 23, 2022
Imagine that you are running a regular store. Without leaving the counter, you can see and correct any problems customers are having as they move around the store. If they're uncomfortable navigating the aisles, you can make changes to the design. When they approach the counter, you can strike up a conversation and find out who they are and what they're looking for. That's not the case on an e-commerce site. You're tracking overall conversion rates, but you can't keep an eye on every one of the site's users all the time. You can't see the people who wander through the pages of your site. You can't informally discuss their experiences during checkout. Your access to users is limited. It can be difficult to understand their behavior and what they want. This is where user behavior analytics comes to the rescue. It provides a window into the user experience that you wouldn't otherwise get. User behavior includes all the actions visitors take on a website: where and what they click, how they scroll down the page, where they stumble and leave the page.Tracking user behavior gives you insight into how people interact with your site and what obstacles or leads they encounter along the way as your customers. When you want answers to business questions like "Why are people coming to my site?" or "Why are they leaving?", traditional analytics alone can tell you that quantitative activity is happening, but can't give you any "why." That's where user behavior analytics comes to the rescue with tools to help you get a complete picture of user behavior:- Session recordings https://creabl.com/service/session-recording are a visualization of the actual user interactions happening on your website. For example, clicks, taps, and scrolling. You can view them to see how people are actually interacting with different pages during their path to purchase.- Heatmaps show where on the page customers spend the most time and where they click. You can see which buttons, CTA calls to action, videos or other interactive resources get the most and the least interaction.- On-site surveys can target specific pages and help collect personal responses from users about what works and what doesn't.- Feedback widgets allow you to get hyper-focused visual feedback on specific pages of your website.By taking the time and effort to analyze user behavior, you can do for your website what a regular store owner might do in their store every day:- Get a real first-hand understanding of what people are interested in, what they're looking for or what they're ignoring.- Identify the points in the customer journey where they get stuck, struggle, get confused and leave.- Learn how certain pages and sections work.- Understand what your customers want and care about.To get a complete picture of user behavior, you must be strategic about the user behavior data you collect and use it to understand three key things about your users:- DRIVERS that bring them to your site.- BARRIERS that can stop them or make them leave.- HOLDINGS that convince them to take targeted actions.To find out WHY users come to your site in the first place, you need to identify the drivers or triggers that motivate them to visit it. There are three types of website users:- Just browsing wanderers: people who came in just to look and have no intention of buying your product.- Determined heroes: people who came with the sole purpose of buying your product and will follow through despite any obstacles they encounter.- Undecided explorers: people who don't know whether to buy from you or not.You're unlikely to win over just browsing wanderers; you want to get decisive heroes right away. It turns out you should focus on understanding and catering to indecisive explorers. And for that you need to really get inside their heads.
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