How User Behaviour Analytics Elevates CXVanda Williams
When opening an eCommerce store, you’ll need to uncover what customers like the most about your site, store and product offering in order to succeed. Unlike traditional brick-and-mortar operations, you can’t simply observe how customers navigate your store, what they spend the most time looking at, or what problems they encounter throughout their shopping experience.
Instead, you’ll need to track their behaviour differently – by studying user behaviour via user behaviour analytics (UBA). User behaviour analytics give you a window into the user experience that you wouldn’t normally get, which could be the defining factor of your e-success.
What is user behaviour?
User behaviour includes all of the actions visitors take on a website. This ranges from how a user scrolls on your site, what they spend the most time looking at, where and what they click on, and where they eventually drop off the page/site and leave. Tracking user behaviour gives you valuable insights into how people interact with your site and what obstacles or delights they may face in their buyer’s journey.
What is user behaviour analytics (UBA)?
User behaviour analytics is a method for collecting, integrating, and analysing qualitative and quantitative user data to understand the what and why behind how users interact with a product or website. UBA gives you the full picture of user behaviour – not only measuring user activity by quantifying it but understanding said activity by exploring their reasons behind it.
User behaviour analytics tools
- Heatmaps demonstrate where customers spend the most time on your website and what they’re clicking so that you can assess which CTAs, buttons, videos, or other clickable assets get the most traction. Heatmaps direct your attention to the hottest features of your site and help inform you as to what needs to be improved.
- Session recordings are displays of real user engagement that occur on your website – such as scrolling, clicks, and taps – which you can review to ascertain how people interact with different pages online, and how that impacts the customer journey.
- On-site surveys can be directed to specific pages to help you collect personal responses from users about what they like the most about your site, and what needs improvement.
- Feedback tools/widgets give you hyper-targeted visual feedback on specific pages on your site.
3 crucial benefits of user behaviour analytics
1. Identify critical patterns
User behaviour analytics can enable you to create an insightful narrative about buying habits and preferences. Information on what customers purchase, how many times they contact customer service, or even how long they linger on your website can help guide how you market to those customers. When you understand the needs and wants of your customers, you can personalise outreach and messaging to better fit their profile.
Marketers can know precisely what types of content over what channel and format are likely to have the greatest impact on key segments by pulling together rich customer profiles and rigorously tracking response rates.
2. Improve productivity
Data optimisation helps reduce overall inefficiency. In fact, data analytics platforms, league tables, reporting dashboards, next-best-action analytics, and other solutions can have a profound impact, allowing managers to compare performance and see what’s working and what isn’t. Data-enabled processes can also make specialist knowledge more readily available, enabling company-wide data analysis. This means more insight, more pattern recognition, and better outreach.
Similarly, better data integration across a range of sources can minimise search times and help analysts, auditors, and others spend less time locating information and more time applying the results. In addition, professionals can run the numbers on much bigger data sets faster, allowing specialists to apply their skills in other ways.
3. Forge innovative solutions and services
Customer data is enabling the creation of online marketplaces and bold new business models. When used correctly, data can help you innovate breakthrough data applications and business frameworks (like Airbnb’s). Data can help you locate gaps in service offerings, or help identify patterns that will revolutionise how you do business.
By prioritising a handful of specific customer outcomes, and setting up small, devoted multi-functional teams to test, improve, and launch new approaches, new and established players can generate significant returns.