A race without any hurdles has always been the easiest one to conquer. The same goes for a website offering a seamless experience to its visitors. If the entire interaction with a website is smooth, it is a victory for the business runners.
Such is the power of Conversion Rate Optimization! Even Forrester based research highlights the fact that 94 percent of firms say that their CRO efforts have aided in enhancing customer satisfaction.
Where understanding the need for improved user experience is easy, understanding how to go about it poses to be the biggest challenge.
As you might be already aware, user behavioral analytics saves the day!
With the assistance of user behavioral analytics, the psychology of a group of visitors can be analyzed while getting a deeper insight into their particular mindsets.
This information, in turn, can add up to improve your conversion rate optimization efforts.
But, a major question is; how do user behavioral analytics and CRO work in synchronization?
A Brief on User Behavioral analytics
User Behavioral analytics is all about getting insider news on how the users interact with the website. Once you get a grip on the users’ mindset and behavior, you can move ahead with creating a personalized user experience.
And, it is this personalized user experience that would lead to better conversions.
To clarify our stance further, here are some essential functions of user analytics:
- Examine user behavior patterns. These could include clicks made, time spent on the website, hurdles faced, actions, etc.
- Classify customers based on common attributes
- Identify visitors with similar preferences and buying patterns
All these insights can further aid in optimizing the marketing strategy that, in turn, would finally lead to the much-awaited conversions.
You need to understand that there is no hit and trial here! A couple of tips would work here in order to boost conversions using user Behavioral analytics.
What are those tips exactly? Let’s have a look.
Key Tips to Improve your Conversions with User Behavior Analytics
1. Keep a Track of the Customer Journeys
Right from the time when a user clicks on the company’s URL on the browser to the time he finally exits the website, everything on the website defines the customer journey.
This journey analyzes the user at every touch-point of the website or the app, which further provides a broader view of how a particular visitor interacts with your website. To understand customer journey better, here is an interesting animated video.
The video clearly illustrates how a visitor interacts with every page of a website/app to form a synchronous story that leads to the intended destination.
When observing the customer journey, finding answers to the following becomes easy:
- The Visitor’s intent: Window-shopping, price comparison, or actual shopping?
- The Website Bottlenecks: Where do visitors find themselves stuck?
- Identify the bad elements that ruin the overall digital user experience
2. Heatmaps for Following Visitors’ Trails
Where the customer journey helps visualize the path followed by a visitor to reach an intended action, heatmaps dive deeper to analyze the interaction at each step of the digital journey. It is like having a microscopic view of what is happening and why it is happening.
It is quite easy to get to the findings of heat maps, for they appear to be big colored blobs on the screen. Bigger the blob areas, more is the engagement in that particular area.
Have a look:
So, this is where you get the actual picture of what works and what doesn’t with your customers. In simple words, you get to know as to what leads to engagement and what leads to an interruption.
And, once you get the key to these secrets, you can work accordingly to optimize and revamp the user experience big time. Thus, offering an opportunity to get one step ahead in the sales funnel.
3. Gaining Transparency on the Scroll Behaviour
Scrolls prove to a useful web element that defines the distance traveled by a visitor on a particular web page. The better the scrolling frequency, the more is the engagement on the website.
If a visitor scrolls through the web page, it either means that the content is enticing enough or they are looking for a particular piece of information.
On the other hand, with Scroll Depth you can measure the extent to which a visitor scrolls in terms of percentage. Here’s an illustration.
Coming to the point, if you analyze the scrolling behavior, you are directly analyzing whether your scroll-able content is being liked by the visitors or not.
This would then lead to an impact the conversions on a whole as scrolls are most likely to lead to CTAs.
4. Record and Save Visitor Interactions
Imagine sitting next to your visitors and visualizing their every move across the website! Be it be tracking clicks, pauses, scrolls, taps, pages visited, and journeys throughout the website; the visitor interaction can be recorded and saved in the database for future reference.
The best part is that these recordings can be accessed at any time through a dedicated video player. All in all, visitor recordings prove to be a useful UX tool to observe user interactions and fix it wherever it lags behind on user experience.
After all, an optimized UX is equal to improved overall conversions.
If you wish to understand the role of visitor recordings in detail, refer to the following key points.
- Diving in the shoes of the users in order to understand their particular mindset while interacting with the website
- Oversee how the users are interacting with the key elements of your website
- An insight into the bugs, interruptions, and hesitations that ruin the user experience
- Discover the root cause behind visitors leaving the website
In the end, when you have your answers, nothing can come in the way of creating a website that is devoid of every negative touch-point.
5. Observing Form Behaviour with Form Analytics
Every website has an embedded form that needs to be filled by a visitor. These forms could be in the form of sign-up portals, surveys, submitting queries, or issuing complaints.
If you have noticed that very few visitors are submitting the forms, then “Form Analytics” is the way to go.
Your marketing team can find answers to the following using form analytics.
- Total Time: Refers to the time taken to fill the form
- Interaction Time: Refers to the actual time to take to fill out a form field
- Hesitation Time: Refers to the idle time waste on a form field
- Refilled: This refers to the percentage of visitors who went on to refill a particular field.
- Ignored: Refers to the percentage of visitors who skipped a particular field
- Dropped: This refers to the percentage of visitors who left the forming filling altogether and the field that they last filled.
Your team can now refer to the inferences from the above parameters to rework on the inefficient elements. As a result, you can expect a noteworthy improvement in CRO.
Just like you can read what’s going on an infant’s mind through his expressions, user behavioral analytics helps in analyzing the pain points of a website visitor without him saying a word.
User behavioral analytics is your best shot at improving your conversions as it helps to analyze users’ perceptions and interactions with your website. All you need is the zeal to take the leap and a reputable digital experience agency to help you deploy user behavior analytics effectively and increase your conversions like never before.