Interpreting User Behavior - Website Analytics & Tracking
AT&T Website Solutions explains how website analytics can help improve your e-commerce business. Read on to learn more!
Turning Data into Solutions
Many retailers collect information about their customers and use that information to boost sales. In the world of in-person shopping, retailers can see where customers go in the store, how they interact with the displays, and learn which products are difficult to find. Shop owners can even strike up a conversation at the checkout counter to find out from the customer firsthand how the shopping experience was and what, if anything, could have made it better. All this information can be used to change shop layouts, create new displays, and modify product offerings.
E-commerce retailers need the same kind of information to help provide their customers with the best shopping experience, but in an environment where there’s no personal link between retailers and customers, how can business owners find out what they need to know to get and keep customers?
User Behavior Analytics
User behavior is everything users do while visiting your website. Website design companies use user behavior analytics (UBA) to collect all the information and analyze it to give business owners a picture of how and, most importantly, why their customers interact with their site. Every click, every scroll, and every closed page gets recorded and analyzed.
Spending time with UBA helps you understand many customer behaviors, including the following:
- Why customers are coming to your site?
- What devices are they using to search your site?
- How are customers finding your site?
- How much time are consumers spending on your site?
- Do you have peak periods and slow periods?
- What are your customers interested in and what are they ignoring?
- Which spots on your site are causing customers to struggle, get stuck or confused, and then ultimately leave?
- How are specific sections and pages on your site performing?
- Why are customers abandoning shopping carts?
- What information do your customers actually want and care about?
Real-time answers to these questions and many others help you create a more effective website and spend your marketing dollars wisely.
What Can You Do with the Information?
The good news is that businesses have access to many, many outstanding analytics tools to help them monitor their metrics. Some of the tools are provided for free and provide a wealth of information about traffic on your site. Armed with analytic data on things like overall traffic, bounce rates, and traffic sources, you can make informed choices to help boost your e-commerce business.
- Tracking the total number of visits to your site helps to give you insight into growth. Increasing traffic numbers mean you’re doing something right; decreasing or stagnant traffic numbers may mean your SEO strategies are getting stale.
- When your site is visited without the consumer viewing a second page, it’s called a bounce. Your bounce rate is the percentage of visits that end with a bounce. High bounce rates may mean that your page struggles to load, that you have a poor navigation structure, or that your web design leaves something to be desired.
- Understanding where your traffic comes from helps you decide where to focus your marketing energy. Most consumers visit sites by clicking on links found in sources such as social media, email marketing campaigns, search engines, or other websites. If you aren’t getting much traffic from social media, it may mean that it’s time to increase your presence.
Great Web Design
It doesn’t make much difference how great your web design is if no one ever visits your site. Effective business website design must include robust analytics so you can understand your customers and what you need to do to help keep them coming back. Trust AT&T Website Solutions with all your e-commerce needs. Contact us today!