User behavioural data is the backbone of your marketing strategy and business as it helps to improve the overall user experience for better conversion rate.
Customers are the corner stones of your marketing strategy and they are getting smarter. They know what they want and how to get it. Hence deeper the insights you have into your user behaviour analytics, the more accurate your predictions on their buying patterns will be. This customer journey analysis is important as it helps you to create campaign ideas, segment your audience, create relevant offers and personalise promotions to improve the user experience that directly pivots the conversion rate.
The data collection method for behavioural data.
There are many data collection and data analysis tools for user behaviour analytics but let us talk about some of the key tools that help you simplify your customer journey analysis.
- Google Analytics: Provides a top-level overview of your page performance such as traffic, average time spent (engagement) and the conversion rate (goal performance)
- Heatmap Tools: Provide a glimpse into website analytics with in-depth behavioural data in terms of the user interaction across elements on the webpage or the site. For example, a product page to see where the visitors are clicking, hovering and scrolling frequently.
- Session Replay: Provides individual visitor’s session, as a part of user behaviour analytics. It shows how visitors interact on the page, which page engages them the most and where they click.
- Clickstream data: Provides visitor details before and after they visit the website. For example, which query the visitor used or through which domain they entered the webpage.
You now have the data in place.
Next is to fix the user experience for conversion rate optimization.
Quick tips to fix user experience.
Use Google Analytics:
Like we have mentioned earlier, GA helps you identify the top-level overview such as high exit rate & bounce rate. High exit rate & bounce rate indicates the level of user engagement on a webpage and helps you detect if the page has issues or is it the one the customers were actually looking for. This quantitative behavioural data bolsters up website analytics by simplifying your customer journey analysis. Based on these insights, this is how you can optimize user experience:
- Improve web page or a landing page to minimize bounce rate.
- ab test to understand what works best for your customers.
- Fix ends where visitors drop to reduce exit rates.
Use Clickstream Data:
It helps you as a marketer understand the customer journey analysis to a particular brand. It provides details such as user demographics, interest, browsing history, purchasing habits and online activities.
Obtaining the clickstream data from users without permission is a violation of privacy, but brands collect data from users who agree to share the browsing activity for marker research. By using individual user behaviour analytics, you can target customers at any stage for conversion rate optimization at the funnel. You can personalise customer experience as per their interests through:
- Personalised messaging.
- Personalised experiences for new and returning visitors.
- Highly customized landing page based on the user’s journey to the brand.
Use Session Replay:
Based on the behavioural data, through the clicks, movements etc, you can identify pain points during the customer journey analysis that help in improving the page structure in terms of content placement, strategic location for the call-to-action buttons, etc. for better conversion rate.
Heatmap Is a web analytical tool that graphically represents behavioural data using a colour coded system to depict different values. The Red Zone is the core area where the visitors click often, and it is a clear indicator of the user intent. This zone is primarily seen around the CTA buttons and if the red zone shows up for an element on the page and yet fails to achieve the page goal, then it is probably distracting the user.
Blue Zone is where the visitors interact lesser. If valuable content or element on a page, gets highlighted under the Blue Zone, then the element/content on the page could be wrongly placed.
Using the heatmap, gives you a holistic view of your customer’s online interaction by:
- Avoiding distraction & providing more engaging content.
- Ensuring that the links are not cannibalizing with each other.
- Readjusting content, rethinking the page layout and testing it against the original.
So, what is it that you need the most at the end of the day be it from social media analytics, user behaviour analytics or website analytics? You want to attract your users and not alienate them lest you want to jeopardise your conversion rate and your business growth.
Start off with our data analysis tools for a comprehensive data collection and move on to simplifying the customer journey through easier navigation, CTAs based on our quick tips and listen carefully to what your customers are trying to tell you.