What is Behavioral Analytics?
Behavioral analytics is a strategy... for gathering and analyzing quantitative and qualitative user data. In order to better understand how and why people behave on your website and engage with your product.
How does it help?
Data from behavior analytics may help you figure out:
- What your users desire
- Care about
- Struggle with
as well as answer questions like:
What do users care about, or what do they utterly disregard?
Where do people get stopped and struggle on your website or app?
What happens just before a consumer leaves your website or app?
What do consumers expect to see on the sites they visit?
Standard web analytics data, such as that provided by Google Analytics... provides useful but incomplete aggregated metrics like:
- Pageviews
- Conversion rates
- Bounce rates
these metrics tell you what occurs, but not why it happens or what you can do to remedy it.
Data from behavior analytics tracks user behaviors to fill in the gaps in your knowledge and give the whole picture of what happens on your website or app.
Allowing you to find methods to improve the user experience (UX).
Tracking Actions
With behavior analytics, you can track (and gather) a variety of actions.
By tracking user activity on your site or app and gathering feedback from real users. Behavior analytics offers you a complete picture of the user experience.
Keep track of your actions and gather information such as:
Click Events
See where people click (on desktop) or tap (on mobile). To see what motivates them to take action. And connect with your site or product (on tablets and smartphones).
With a few clicks and taps, you'll be able to see if people are:
Getting involved with key components of your website or app. Such as a call-to-action (CTA) or a new product feature.
Clicking an element that isn't clickable. Such as an image or plain text, repeatedly (also known as anger clicking).
Having problems with your website. Such as a broken button or a complicated navigation system?
You may use these insights to develop data-driven UX enhancements. That helps users discover what they're looking for.
Scrolling
Scroll monitoring shows you how far down your site or product's consumers scrolled. This is a useful insight since it allows you to see if people get to the crucial parts of a page.
Consider the following scenario: one of your landing pages has a poor conversion rate. Only 20% of all users reach the CTA on this page. According to a scroll map (a form of website heatmap that gives you the proportion of users that reach each area of the page).
80% of your users were unable to convert since they never saw the CTA button.
With this knowledge, you may devise a remedy, such as moving your CTA or displaying it in many locations on the page.
User feedback
Do you have any burning questions for your customers? To ask them, use methods like on-page surveys and visual feedback tools.
Find out, in the words of the users:
What is preventing users from taking action?
Why are people leaving your page?
What they have to say about your product and how you might make it better
Why are they focusing on one product, service, or feature while disregarding others?
User feedback allows you to see inside your users' heads. While they browse your site or use your product. And it may help you make better judgments about how to improve their experience.
Mouse movement
Mouse motions show you how users traverse your website or app. By moving their mouse around the screen.
Because users' eyes tend to follow their cursor. Mouse motions might reveal what catches their attention. And what they disregard (also known as eye-tracking).
When you track mouse movements, you'll be able to see when users:
Pay more attention to a single piece on the website. Such as a product image or description, than to everything else.
Ignore a piece of your page entirely.
In a different order than you expected, navigate through the page or website.
With these insights, you can enhance UX. And direct users' attention to the most essential components of your site or app.
By doubling down on what works and replicating it on multiple pages of your site or app. And removing or testing versions of areas that don't work.
Conclusion
Behavioral Analytics is an essential tool for improving the user experience on your website or app. You have to make sure you have the right tools and techniques. To track and analyze your users' actions and behaviors.
But thanks to the available tools - you can easily do this within a few clicks.
That is all for now. We hope you find this guide useful and that you can use it to help you improve your website or app.
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Cheers!