6 Types of User Behavior to Track on Your Website & the Tools to Do It

6 Types of User Behavior to Track on Your Website & the Tools to Do It
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We work laborious in our roles whether or not in search engine optimization, paid search, or different facets of digital and broader advertising attempting to get folks to our web sites.

Websites are focal factors for our messaging and getting our audiences to take key actions that we are able to monetize.

While massive manufacturers and advertising companies usually have roles and groups which might be accountable for the efficiency of web sites, as soon as a customer enters them by to the closing objective or conversion, that’s not the actuality for many of us.

Most of us have to rely on our personal instruments and skills to monitor person conduct on our websites with the objective of discovering methods to enhance transferring customers by the funnel to finally get to our conversion targets.

Or, worse but, we’re leaving that up to probability as we’re already overloaded working on driving natural and paid visitors to our websites to maintain the prime of the funnel full.

Regardless of the place we discover ourselves, there are distinct classes of person conduct and we are able to dig into and particular instruments to make our lives simpler working to consider and enhance every of them.

1. User Experience

User expertise (UX) might be the broadest class of person conduct and it may very well be argued that each one person conduct is impacted by it.

It will be tough to monitor and measure and infrequently requires collaboration between designers, builders, and entrepreneurs in case you or your staff don’t have a selected function for it.

Behavior to Track

  • In-page clicks & mouse motion
  • Scroll depth
  • User navigation patterns
  • Live guests
  • Recordings
  • Site velocity

How to Get the Data

There are nice instruments on the market that give us the depth and high quality of info that Google Analytics lacks.

We can watch particular person guests reside as they navigate by our websites or recordings of their periods with instruments like Lucky Orange, Crazy Egg, and Hotjar.

We even have the capacity to overview aggregated knowledge and visualizations of how deep guests scroll, the place their mouse pointer goes on the display screen, how a lot time they spend on pages, and rather more.

There’s rather a lot to be gained in these third-party instruments past what GA can present and it’s important to take a look at each collectively to get an entire image of person expertise.

What to Do with the Data

With in-page person expertise knowledge you may make choices that can:

  • Help retain guests on pages.
  • Ensure they see the content material you need them to.
  • Learn how to enhance navigation circulate to nudge them alongside to the subsequent web page or name to motion.

Understanding how customers really use the web site versus the way you deliberate or wished them to is a essential side to know and interpret from the knowledge you possibly can accumulate in person expertise instruments.

Lucky Orange heatmap screenshot

2. Content Performance

Content is gasoline for advertising.

It is the basis and cause why somebody comes to our websites.

It’s additionally what they have interaction with, whether or not they spend hours and dozens of visits to our web site or if they’re coming to a single touchdown web page and changing.

Behavior to Track

  • Popularity
  • Sharing
  • Engagement
  • Bounces & Exits

How to Get the Data

Google Analytics is a superb direct supply of content material efficiency knowledge.

With it we are able to filter and monitor which pages are hottest, which search phrases (if we’ve configured GA to see web site search knowledge) are being searched, frequency and repeat visits, and what content material has the most bounces and exits.

By default, most of these metrics are tracked in GA and we merely have to drill down and filter our manner to seeing every layer and significant knowledge level.

What to Do with the Data

When we’ve knowledge exhibiting us what content material is getting the most engagement inside the web site, how individuals are getting to the content material, and what they’re doing after they eat it and transfer to a subsequent step, we are able to additional form and refine our content material methods.

This consists of weblog content material and impacts the editorial calendar. It can also spell out adjustments for evergreen content material about services or products.

Coupling the content material knowledge with the UX knowledge famous beforehand, we are able to paint an image of how we should always format our content material into sections, pages, sub-pages, and make it as consumable as attainable.

three. Conversion Rate Optimization

Conversions are outlined by us. They are what we wish our web site guests to do.

Whether it’s an ecommerce transaction, a lead kind submission, or sure subsets of engagement targets, we’re sometimes measuring efficiency towards a objective.

Optimizing the quantity of conversions per the quantity of visits is vital to make sure that the web site is acting at in addition to it may and will.

Additionally, the path main instantly up to a conversion is essential.

When we’ve prospects prepared to inquire or purchase, we want to get out of their manner and make it straightforward to do. The steps instantly main to conversions have to be measured.

Behavior to Track

  • Funnel
  • Checkout course of
  • Variable testing
  • Form testing

How to Get the Data

There are a number of nice instruments to assist with CRO.

These vary from Google Analytics to UX instruments (e.g., Lucky Orange) to variable testing instruments (e.g., Optimizely).

With these instruments we are able to achieve perception into how folks undergo our outlined conversion funnels like checkout or kind submission processes.

We can even carry out variable testing and see how totally different varieties, content material, and pages carry out.

There’s energy in gaining insights into what kind discipline causes customers to bail from a conversion course of or what web page is tripping them up in testing.

What to Do with the Data

We have the energy to enhance and check when it comes to CRO knowledge.

This is highly effective knowledge as we are able to be sure that we’re maxing out our return on funding in advertising actions in sending extra visitors to the web site by guaranteeing that as a lot of it as attainable is definitely changing.

four. Accessibility

Website accessibility has change into a rising challenge in the previous decade.

In the absence of concrete legal guidelines and requirements, typically accepted ones have emerged based mostly on litigation.

If your group gives a hostile person expertise to those that want added accessibility aids in navigating our websites, you can lose extra than simply income. You may lose bigger sums by lawsuits and litigation.

Behavior to Track

  • Testing & Validation
  • Live Site Tools

How to Get the Data

I’m not going to go in-depth on this one as there’s a variety of instruments and approaches to web site accessibility.

There are free instruments like the Lighthouse auditing instrument in Google Chrome Developer Tools all the manner to enterprise paid instruments (e.g., BoIA) and providers for analyzing web sites and the way they meet (or don’t) WCAG and different requirements.

What to Do with the Data

With the danger of alienating web site guests and potential litigation, it will be important to search authorized recommendation and sound dev and IT options to make the most of accessibility knowledge and discover a plan that works in your web site and group.

5. Engagement

Not each go to leads to a conversion.

A buyer journey may require a number of web site visits earlier than prospects transfer from analysis mode to shopping for mode.

We should information and help our web site guests at every step – by participating them and serving to them alongside the manner.

Behavior to Track

How to Get the Data

Through the use of reside chat and automatic options, we are able to achieve a brand new degree of person knowledge.

Beyond simply web page and in-page analytics for FAQ and assist content material, we are able to really have interaction with web site guests.

Many websites already use reside chat or chatbots as an additional help for guests or as a gross sales instrument.

Review the analytics in these instruments or notes in CRM to mine for particular knowledge factors on:

  • Questions requested.
  • Frequent points.
  • Why customers are sometimes participating with these instruments.

What to Do with the Data

With knowledge from chat and AI instruments, you could find widespread questions, hangups, and decide if there’s a difficulty with UX, with content material, the conversion course of, and extra.

Live human interplay knowledge is an additional layer that analytics knowledge can’t give us.

Work together with your staff who owns these interactions and this knowledge to see if you could find advertising makes use of for it and methods to enhance your web site total.

If a couple of individual has the similar query, it is best to in all probability discover a manner to reply it – with out hoping your guests will ask.

6. External Data

If you really need to dig deep and transcend what is going on on the web site and perceive what customers need, you possibly can create a survey.

There are many instruments (e.g., SurveyMonkey) which might be free or reasonably priced to arrange and deploy.

You can even do first-party analysis with your individual clients, prospects, and stakeholders.

The objective of gaining exterior knowledge is to leverage it in enhancements in the web site.

You can discover out issues like what folks take into consideration your content material, model, and navigation, or why somebody is likely to be extra comfy calling versus conducting a transaction on-line.


User knowledge is tremendous essential.

We all want it irrespective of how we’re driving visitors to our websites.

There’s nothing worse than discovering out that you simply left income or revenue on the desk as a result of a kind wasn’t optimized or guests weren’t clearly guided to the subsequent step in a shopping for course of.

Through the use of particular instruments in the classes of person expertise, content material efficiency, conversion charge optimization, accessibility, engagement, conversions, and exterior knowledge, we are able to develop or personal methodologies for guaranteeing we’ve the pulse of how our websites are performing and preserving the person first.

Tracking person conduct will assist us get the most return on our funding in search and advertising.

More Resources:

Image Credits

Screenshot taken by creator, January 2020

Source hyperlink search engine optimization

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