If you’re an online business owner in this era of technology, then you’re in luck. Since the world is connected via internet, it’s easier to reach a lot of people. With that, CRO (Conversion Rate Optimization) tools have made it easier to store a lot of data about the consumer mentality. However, CRO tools are all about maximizing clicks, increasing conversions, and sales. And therefore, it doesn’t analyze the user behavior in between. So is that not important? It is, and that’s why User behavior Analysis is the topic of today’s article.
Today, in this article, we’ll get to know what user behavior is and how it impacts your clicks, conversions, and sales. We’ll get to understand how user behavior gives us an idea on the way users and visitors think and act when they visit a page. For example, when a visitor is having second thoughts on his cart and abandons it, you need to know how he/she is behaving and what precisely is causing this cart abandonment. And this is where the role of CRO tools is so important.
So, let’s dive into today’s elaborate article on User Behavior Analytics.
So what is this user behavior that we’ve been ranting about for the whole introduction? To put, whatever your visitor does once he/she has opened your web page is user behavior to you. That is, every click, every scroll, every opt-in form filled up, every read-through of a blog and taking quizzes, etc. can be classified into user behavior.
Imagine teaching a class full of students. You can’t create a pattern of your pupil’s behavior unless you put your focus into it. Once you start monitoring the activities of your students, you slowly start developing a pattern and finally discover what tactics make you more successful at teaching them. You read into every furtive glance that the students make at each other; you analyze all the secret, sporadic laughs; you study their strengths and weaknesses, and most importantly, you read into their output. That is, you explain how they react to what you’re throwing at them. Also, how you’re delivering to matters. Finally, you develop an algorithm, and you improve on that.
The same above principle applies to the users of your online business platform too. You offer a product or a service, and then you analyze how the users react to it. More precisely, you see how the users or visitors respond to your marketing process and if they’re indulging on what you’re offering. And for that, you need to implement User behavior Analysis. CRO tools will help you in this regard.
You need to read into each trend of your visitor’s behavior. By that what we mean is that you need to read into each click, each scroll down, each blog read, each participation in exclusive quizzes, options etc. That is, you need to monitor all the activities on your website and create a pattern depending on that. Only then you can develop a proper algorithm to boost your business.
User psychology and behavior go hand in hand and is an endless cycle. People’s behavior is affected by their psychology; this is an eternal truth. Let me give you an example. Consider two CTA’s. One is titled ‘Subscribe Now,’ and another titled ‘Join Now.’ Which one will attract more users according to you? The one titled ‘Join Now’ will attract more visitors. There’s an apparent reason for this too. The word ‘Join Now’ provides a more positive incentive to a consumer and gives him/her a sense of belonging and this, in turn, creates a feeling of connectivity in that user’s mind with your venture.
See? This is why User Behavior Analytics is so essential for an entrepreneur.
There’s no specific answer to this question, to be honest. Once the user is on your page, everything he/she does is user behavior and need to be analyzed. Because you never know which necessary action you may have skipped without giving it much attention. Now, what are some of the typical behavior patterns we usually look for in digital business?
There are common behaviors like clicks, scroll downs, participation in quizzes, filling up opt-in forms, subscribing to your venture, cart abandonment etc. to a lookout.
Let’s give an example. Suppose you’re selling a product that looks lucrative until the user clicks on its link and watches the details mentioned within. Maybe this causes the user to lose interest in your website altogether, and he/she leaves. Then what do you do? You use CRO tools to find out this common anomaly every time someone adds this product to their cart and proceeds to checkout and finally abandons it. Now that you have found out the weak link in your website, you can take necessary steps.
Remember, your website is only as secure as the weakest link in your online platform. Therefore, do not hesitate to take harsh actions if needed for the long term effectiveness of your business.
Like the above example, there are hundreds of other such cases that may point to an anomaly that you may need to take action. For example, a user may click on something thinking that it’s a link when, in reality, it was not hyperlinked. So, using User behavior Analysis, you can optimize your website correctly.
If you know the ‘Pareto Principle,’ you know that it states the fact that 80% of your success is a result of 20% of your efforts. This can be otherwise said that the optimization of your website should be done for 80% of your visitors, not the remaining 20%. What’s the reason for this? It’s common sense. User behavior varies widely and changes from person to person. And therefore, you’ll never be able to develop one single pattern for all your visitors. You’ll always end up finding more than one model or more than one algorithm, and then you act on it.
This is precisely why User behavior Analysis is important. You cannot cater to every segment of your venture. You need to provide to the majority of your users. You need to read into what the majority is doing and develop your business accordingly.
What most business owners do wrong is that they predict what the users may want and proceed from there. However, this approach is wrong. You can never assume what the users want. You need concrete proof of what they’re doing and then make assumptions, educated assumptions, to monitor and further evaluate.
Now comes the main focus of User behavior Analysis. You need to know how to use CRO (Conversion Rate Optimization) tools to track user behavior. For example, suppose you started a blog assuming that your target segment wants massive blog posts from you regarding how to proceed with digital marketing. And initially, you may even see that a lot of users are reading these massive posts too. However, if you use user tracking, you may find out that most of the readers of your article are up and coming business who don’t have the money to avail your services and therefore they are reading through your free materials. So you see? You’re not necessarily providing your Target Group. Instead, your contents are being visited by someone who’s not even your Target Audience.
This is where CRO tools come in. If you have knowledge of how the CRO tools work, you can analyze user behavior and take steps accordingly. For example, consider the above example. If you had used user behavior tools or CRO tools, you would have analyzed the information and taken steps accordingly and stopped pumping out those vast articles. Instead, you would have focused on what the users really want and what’s causing you more profit.
So, how do you use CRO tools, and what do you do with the info you collect?
User behavior reports are the key elements when it comes to understanding user mentality. It doesn’t matter if they’re new or returning visitors. What matters is the way they behave. Make sure to set up user behavior reports running for a couple of months. This will give you a thorough idea on each scroll, click, form engagement, subscription etc.
Once you have reliable data in your hands, investigate which data indicates which possibility. For example, people may be scrolling down your blog post and lose interest because it’s just too long. Maybe people who came to know about your site from facebook is connecting more than those who joined to you via email marketing.
Jot down all the data that you have gathered and formulate your observations into hypotheses. Do not draw conclusions yet as these are actually still hypotheses. But, do make educated guesses and see how your predictions pan out depending on your user behavior report.
For example, a possible list of behavior data may include the following – Majority avoiding long blog posts. Most people are abandoning their carts at a specific point in the process. Most people are clicking on hyperlinks rather than scrolling through the entire post.
Don’t set unreal goals. For example, if your user behavior report shows an average of 10 subscriptions a day, then don’t set a target of achieving 1000 subscribers from the next day. This will be very unrealistic and unachievable. And therefore, setting such goals will only cause you more hair fall and anxiety as achieving this goal will be practically impossible. Decide the goals you want to pursue first in order to get long term gratification instead of short term ones.
Consider the following list of comments that you made after analyzing the user behavior report:
Based on the three above observations, we can design tests. For example, You may remove one CTA to direct the user’s attention to the ideal next step. You can hyperlink the author’s picture with the author’s biography page. You may increase the size of the CTA in the blog to gain more attention.
You should know the metrics that matter. That is, for example, let us suppose that you want to increase conversions on your site by a minimum percentage within a specific date. Then your metrics to track should be bounce rate, time on page, overall traffic numbers and etc. Or for example, if your current goal is cart abandonment issue, then your metric shouldn’t be opt-in forms or such other things because they’re not directly in line with your current target.
Once you’re done with data analysis, creating hypotheses and setting up main metrics, you should test the strategies in one of your pages. For example, you can set up an alternate CTA (Call To Action) in one of your blog pages to see if it helps boost your posts. If you see that most conversions in your page come from social media pages, then maybe you can try to promote jobs on Facebook, YouTube, Twitter, etc. The gist of the idea is that after analysis, you run a pilot program to check if your analysis, observation and hypothesis are correct.
There are a lot of CRO tools in the market to help you get started in matters of User behavior Analysis. But we believe that among them, Crazyegg is a must-try tool. This CRO tool will surely help you achieve your target in the most minimum time required. Crazyegg enables you to analyze all sorts of user behavior that occurs once they drop by your site. It explains every click, every scroll down, every cart abandonment etc. to help you optimize your page for maximum conversion. It enables you to understand all the sales, conversions, and other KPI’s related to your page boosting.
Some exciting features of Crazyegg include ‘Recordings’ which basically gives you an invisible eye over the shoulders of the visitor. With this feature, you’ll have access to multiple layers of information, and you’ll be analyzing the info at a depth you have never before. Using this, you’ll be able to differentiate if the page has been designed for max output. For example, if a user is doing everything in your website other than clicking the CTA, then maybe the CTA isn’t big enough or bold enough. So make sure you do that.
Crazyegg features several types of heatmaps that highlight different types of user behavior by showing various color temperatures in the page to signify, where the user engaged the most.
Another brilliant feature that Crazyegg provides is the A/B testing feature. Crazyegg offers intelligent A/B test suggestions based on a smartly designed algorithm that gives the most accurate user behavior report.
For all of those lovely souls out there who were patient enough to read through the entire article about User behavior Analysis, we have a special surprise for you. Use the promo code twenty to get 20% DISCOUNT on your purchase of Crazyegg Conversion Rate Optimization tool.
To conclude, we earnestly hope that this piece helped you get some insight into the nooks and corners of User behavior analytics. For more of such definitive items, do subscribe to our blog and don’t forget to fill up the opt-in form. We provide exclusive newsletters, free tutorials, and other exciting gifts to our members. Until next time, take care and Ciao!
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Hi, I am Yousuf Hossain, an expert in WordPress and digital marketing. Let’s dive a bit deeper into what I mean when I say that I’m an expert in WordPress. I have spent my entire life trying to master wordpress plugins, themes, tools, hostings etc. And it is safe to say that my portfolio follows my reputation as an expert in this field – Read More
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