Your visitor behavior analysis for your website to improve user engagement is very important in converting your audience to business.
A fundamental to growing your online business is to do great at ACQUIRE traffic, ENGAGE your audience, and CONVERT your audience to business.
That said when you analyze your visitor’s behavior, the first thing is to ask yourself is the desirable outcome you want out the visitor, and analyze that segment.
Once you segment to a particular subset of data, then you can look into three areas of data to start with.
- Where do they come from? Basically, the traffic source
- What are the popular page they engage with
- How are your site visitors converting? This will be looking at micro outcomes or events or any other signals that lead users to a conversion
Let’s focus on the engagement part of the behavior analysis
Here in this image what you’re looking at are top pages that transacted visitors (people who completed the purchase on site) viewed.
Notice the home page does not rank high in the top. Also, the ‘Nest’ product page ranks 7th, but it has a pretty high Entrances volume. That means this product is a very popular page that this site’s customers view and enter from (aside from Home Page) and engage with.
Another interesting point that you see in this report is that people are spending a lot of time on /payment.html (1 min 12 sec), while most of the product page seems to have a time spent on a page at around 30 sec. Maybe there is an opportunity to build more engagement with the product page, and also reduce the time people spend on the payment page (so they can move forward quickly).
This is another great report to analyze. When you look at a traffic segment for those who did not buy anything on your site, which page are they viewing the most and wich page has the highest exit rate. It looks like some of the apparel pages are very popular, but it has some room to improve the engagement because the exit rate seems to be worse than the site’s average.
This directionally tells you that there are rooms to improve and where you could be focusing on optimizing your website or web pages.
Understanding the website traffic data would be the key to understanding your visitor behavior, and eventually help your online business improve engagements, and ultimately improve perform to an outcome.
My hope is that these examples inspires you to start looking into the data that matters to you so you can put this back into your optimization planning.
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