What is User Behavior Analytics

When you’re running a business big or small it is necessary to have a good understanding of your customers, who they are, how they interact with and experience your website, and how you can use these insights to deliver better experiences that address your users’ needs.

Behavior Analytics is a critical component for growth, and it can help both businesses and users. Below we will have a look at how behavior analytics works and its benefits.

First, let’s clarify what is user behavior analytics. User behavior analytics in short (UBA) refers to data analytics that can track, collect and assess user data. With this data, you can have insights into important factors, including the audience’s needs and wants, their behavior when interacting with your website or with your social media, and what challenges they’re facing when navigating your website.

User behavior analytics enables businesses to gain a deeper insight into their users’ behavior by enabling them to have access to actionable data it helps them make data-backed decisions, and build more customer-centric experiences.

Below we will have a look at how your users view and interact with your website. How you envision your site versus how your users actually interact with it will often be two very different things. User experience is a broad category that can be tricky to measure, but it is an essential metric that can help you improve your website’s navigation flow and encourage visitors to stay on your website for longer. Additionally, these can help you understand what website elements your visitors prefer to follow or skip, what sections they prefer to spend more time on, what issues they’re facing, and the factors that cause them to bounce back.

A few of the behaviors you can track under Navigation and UX include in-page clicks, mouse movement, user navigation patterns, and site speed.

When analyzing user behavior, you can track and collect:

User Feedback

It is crucial to collect feedback if you want to better understand your visitors and implement data-backed decisions to improve their overall experience.

A simple way to collect user feedback is by doing surveys and other feedback tools that are integrated into your website. With that measures, you can receive a clearer idea of how your visitors perceive your website, what’s stopping them from completing a specific action, and their views of the product or service you’re offering to them.

Website Accessibility

It is extremely important to collect data on website accessibility and use that to make your site more accessible to a wider audience. Website accessibility remains a pressing issue for persons with a disability. A recent study showed that across one million home pages, close to 51 million accessibility errors were detected. When businesses don’t prioritize accessibility, they can potentially lose revenue and face lawsuits and litigation.

Engagement

Tracking engagement can measure behaviors such as live chat engagement or engagement with your site’s chatbot. Using the data collected, you can derive answers for common questions, such as common issues your visitors are encountering when navigating your site, like issues with UX or content.

How Analyzing User Behavior Helps Companies: Why should businesses look into user behavior analytics? Here are 4 reasons why you should incorporate UBA into your growth strategy:

1. Allows you to understand why your visitors are doing what they’re doing. For example, you notice a high cart abandonment rate. What’s stopping them from making a purchase? By looking at user behavior, you’ll get to see how users behave on your website. You’ll also get to see what’s preventing them from completing an action, such as bugs or crashes.
2. It can help you get into the mind of your visitors to see what motivates them to take a specific action, learn about their wants or pain points, and how you can offer a better experience to them. User behavior analysis gives you concrete data you can use to target key moments in the user’s journey so you can get a better understanding of their actions or what elements can help improve conversions.
3. It can create sustainable growth. Data can give you a clearer picture of your customer’s interactions with your products or services, which as result you can use to predict their behavior. Using machine learning techniques to complement your UBA can lead to more accurate data that you can use to shed some light on possible future interactions.
4. User behavior analytics can also help you improve how you market your brand, and how your visitors perceive your brand. For instance, you can find the trends they’re paying attention to, the purchasing power of each segment, and the economic conditions of your target market. By doing this automatically you position your brand, along with your products or services, accordingly, helping your audience see you as something essential or value-adding.

There are many available Behavior analytics software out there you can use to monitor user behavior including:

• Google Optimize
• Google Analytics
• Hotjar Heatmaps
• Lucky Orange
• Crazy Egg’s

The above behavior analytics tools include split testing (A/B) tools, heatmaps, and feedback tools. UBA tools collect website data, such as page views and bounce rates, that can give you insights into user behavior. Often, these tools use cookies to collect user information. Given that such tools collect a broad set of data, you can complement these with tools that incorporate artificial intelligence to refine results, process large data volumes, and get better insights.

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