{"id":8123,"date":"2021-07-22T05:57:18","date_gmt":"2021-07-22T05:57:18","guid":{"rendered":"https:\/\/colibriwp.com\/blog\/?p=8123"},"modified":"2021-07-22T05:36:50","modified_gmt":"2021-07-22T05:36:50","slug":"web-behavior-analytics","status":"publish","type":"post","link":"https:\/\/colibriwp.com\/blog\/web-behavior-analytics\/","title":{"rendered":"Find Your Site’s Revenue Leaks with Web Behavior Analytics"},"content":{"rendered":"

We’re so excited to introduce you to our “Learn from” series guest: Russell Wojcik, Content Manager at Mouseflow.\u00a0<\/a><\/em><\/p>\n

We all know that after you launch your website your work ain’t over yet. You must strive to acquire traffic and convert it. The moment you get the needed traffic, you also need insights into user behavior. And tools like Mouseflow can do the trick here. Mouseflow lets you replay the full visitor experience to identify pain points, boost conversions, and optimize your site. Having over 165.000 customers, they know the drill.<\/em><\/p>\n

Today we’re going to learn how to use web analytics to identify money leaking holes inside a website.\u00a0<\/em><\/p>\n

Listen, we get it \u2014 we\u2019re all in this business to make some money. And if your goal is to <\/span>earn money from your website<\/span><\/a>, you\u2019ve got to A) drive users to your site and B) convert them once they get there.\u00a0<\/span><\/p>\n

Driving traffic \u2014 there are a thousand ways to do that! But converting users into paying customers once they land on your site? A lot trickier.\u00a0<\/span><\/p>\n

You may have a beautifully designed website with clear calls to action, vibrant and inspiring imagery, super-clear navigation, et cetera et cetera \u2014 and you can still be losing conversions.\u00a0<\/span><\/p>\n

So how can you analyze your website to find out where it\u2019s leaking revenue? The answer lies in web behavior analytics.\u00a0<\/span><\/p>\n

Tools like Google Analytics and Adobe Analytics provide a wealth of data. But they don\u2019t go far enough in measuring how users actually see and interact with your website. Therefore, it\u2019s worth your while to invest in a web <\/span>behavior<\/span><\/i> analytics tool that can add a rich layer of engagement data on top of your existing web analytics. You can choose from lightweight free versions all the way up to costly, full-suite solutions. It’s crucial to find a tool that can help you with this \u2014 before more profits leak out of your website!<\/span><\/p>\n

Here\u2019s what to look for when gazing through the lens of web behavior analytics.\u00a0<\/span><\/p>\n

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Search for troublesome web behavior from specific referral sources<\/span><\/h2>\n

Within your web behavior analytics tool, filter by traffic referral source. You will see a segmented view of how your users behave and which source brought them to your site in the first place.\u00a0<\/span><\/p>\n

Perhaps you\u2019re tracking UTMs for email, paid social, paid search, and more. Look at these UTM sources individually, analyzing key metrics like conversion rate, order value, and lifetime value.\u00a0<\/span><\/p>\n

Which sources stand out with high ROI? Pump more money into that channel!<\/span><\/p>\n

Which sources scare you with their low conversion rates, values, etc.?\u00a0<\/span><\/p>\n

Take a close look at the user journey in these cases. You may choose to turn off spending on this referral source. Or, you may just need to send the traffic to a more logical page. Or, the page you send them to now may be fine \u2014 it just needs some attention as laid out in the following sections.\u00a0<\/span><\/p>\n

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Uncover and improve high-drop-off pages<\/span><\/h2>\n

With a segment by referral source or unfiltered, web behavior analytics can show you the most troublesome pages \u2014 where users exit your site.\u00a0<\/span><\/p>\n

This may be the most direct connection to the leaking revenue metaphor. Think of this page as a leaky, rusty, clogged pipe surrounded by shiny new ones. The plumbing system will only work as well as the weakest link. Web behavior analytics helps you find that weakest link.\u00a0<\/span><\/p>\n

By identifying high-drop-off pages, you can make some careful choices. You could improve that page by engaging a CRO strategy. You could replace that page in the user\u2019s journey with a more relevant one. You could adjust your paid ad copy to more accurately represent your offer. And on, and on\u2026<\/span><\/p>\n

The important part is zeroing in on the problematic page, Rarely is an entire web conversion funnel<\/a> broken. Typically, a weak link or two is what spoils the journey. Fixing it can get users flowing freely again.\u00a0<\/span><\/p>\n

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Fix your forms \u2014 the underrated web behavior improvement trick\"Optimize<\/span><\/h2>\n

This one\u2019s tricky, because forms are an essential part of actually collecting money from a user or fully completing their conversion journey, whatever it may be. But what if your form itself is the weak link?<\/span><\/p>\n

How would you even know that?\u00a0<\/span><\/p>\n

Aside from reviewing high-drop-off pages and identifying the checkout (or wherever the form is present) page, you can engage the help of a form optimization tool.\u00a0<\/span><\/p>\n

Many web behavior analytics platforms have such a tool \u2014 they break each form down into a funnel and look at completion rates for each field. That way, you can understand where a user gets tripped up.\u00a0<\/span><\/p>\n