Wouldn’t it be nice to gain access to your customer’s every behavior on your website, much like search engines (Google, etc.) extract all the goings-on in your site through their crawling process?
Accessing a deep read of your customer’s digital experience will allow you to know where they’re struggling, as well as where they’re kept engaged and digitally happy.
This is of the essence where user experience (UX) is concerned, enabling brands to create experiences that delight and add value to their customers’ lives. It’s even more crucial when you consider that a visitor who has a bad experience is unlikely to return to a website, much less convert.
Visitors to a site communicate their frustration and satisfaction with every click, hover and tap — tracking these behaviors is the first step towards deciphering the digital conversation to help them achieve their goals.
Customer behavior analysis has a rather self-evident purpose: the methods of analyzing user behaviors of a particular website. It reveals the areas of a site that users engage with, their points of friction and hesitation, and where they show interest or unsurety. It also refers to a slew of other behaviors such as how they click, tap or scroll, empowering you to better understand the impact of your website’s User Experience (UX).
The data and metrics of customer behavior analysis allow brands and marketers to make informed decisions on how to communicate with their audience, along with improving the customer journey on their digital platforms. User behavior analysis pivots you forward in optimizing both the UX of your website, your conversion rates and producing desired customer behaviors (purchases, sign-ups, engagement, etc).
In this way, understanding your customers can spur brand loyalty, in an optimized site, that is. If you understand where users are struggling, you’ll know exactly what to tweak to maintain a healthy brand perception. This keeps visitors engaged with your site and then making their way back to it, the foundation for brand loyalty.
The following is an examination of customer behaviors and their accompanying metrics for a behavioral analysis.
We’ll start with the basics; in order to extract insights about visitor behavior, we begin with their visit to your website. Now that they’ve made it to your site, you ought to parse the way they spend their visits and the way they leave, such as through bouncing. This behavior will help you arrive at the elements — whether specific zones or overall design of a page — that need improvement.
Metrics that capture the manners of user visits:
It is needless to say that if your site visitors don’t see your content, they won’t engage with it, let alone convert. That’s why you need to be kept informed on whether they see certain elements and to know the time they spent viewing them. This behavior is necessary to follow since it shows you how much of your content is known to your users. Before the users engage or hesitate, they come into view with your content, as it enters their consciousness… or not, so you have to measure to be certain.
Metrics that capture points of user awareness:
User hesitation is defined by inactivity while at or around a clickable or interactive element. It reveals your site visitors’ inactivity within areas that would typically require some kind of action. This is also important to record as it shows whether your content is easily understood or leads visitors to pause, or hesitate.
Metrics that capture points of hesitation:
These metrics should lead you to consider — of the people who hesitate, are they understanding your content? Once you know where your users are hesitating, you can make a move to tackle this hypothetical, from where you can optimize the hesitated elements of your UX.
Engagement can easily be seen as the opposite of hesitation, as it shows the points in which users are taking action with, or using, site elements. Engagement is a critical behavior to keep track of, as it conveys how intuitive site elements are. When an element is intuitive, it has a high capacity for demonstrating how it should be used by its design alone. For example, a CTA should be easy to see as a clickable element.
Metrics that capture points of engagement:
The behavior at the very bottom of the sales funnel and every brand’s ultimate goal for their site visitors, conversions need little introduction. These can be segmented as an overall user behavior, one that signifies the highest level of interest with your products.
Metrics that capture points of conversion:
Site behavior can be measured through a variety of metrics, the more nuanced they are, the more precisely you can understand why your consumers and site visitors behave the way they do. As you can see, each behavior is not only measured by a single metric, in fact there are many more that can be attributed to the broader sense of a behavior. Thus, each behavior is not limited to the metrics laid out in this article. Scoping them out on your website is the first step towards UX optimization, achieving digital happiness for your customers and potential customers and ultimately attaining more conversions.
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