How to Maximize Landing Pages With User Behavior Tracking

Digital marketing has long been viewed as a game changer for ad agencies and marketing experts. It’s not only about the sheer number of resources it offers. It’s about the fact that marketers can access nearly every bit of essential information about other businesses and competitors and capitalize on website user behavior tracking with a click of a button.

Today, a careful examination and evaluation of call and user behavior data may reveal information about your target audience’s habits and preferences. According to the latest research, businesses that capture crucial user data by utilizing customer behavior analytics tools typically surpass their rivals by 85% in profits and more than 25% in gross margin.

One of the primary reasons businesses devote time and effort to user behavior tracking and analyzing data is to gain a better understanding of customer needs and user behavior. While analysis can take many forms, most brands use dashboards, comprehensive customer profiles, and various user behavior analytics tools.

By tracking user behavior on the website and across marketing channels, companies can accurately place themselves in their customers’ shoes and explore ways to enhance the customer journey and user experience.

This article will explore the role of user behavior in maximizing the potential of landing pages and how behavioral analysis and behavioral analytics software can help brands improve their digital efforts, fine-tune ad campaigns, and implement conversion rate optimization.

What Is User Behavior, and Why Is It Important?

User behavior is the sequence of actions and behavioral patterns that users display when interacting with digital products and businesses. Utilizing website behavior tracking and analyzing user behavior allows brands to determine what users value most and how they can enhance their experience.

User behavior mainly focuses on and studies performance metrics such as retention rates, signups, impacts of specific features, usage, etc. For instance, behavior analytics software can help you learn about the effects of price hikes on the popularity of a service or feature among a specific group of users.

Implementing user behavior software and acting on user behavior data can assist you with turning your business into a customer- and experience-driven one. On top of that, it can help you focus on and make data-backed predictions based on actionable insights rather than guesswork.

Finally, connecting the dots for your customers and deciphering their behavior across channels and platforms allows businesses to utilize conscious design and deliver the most positive and rewarding experiences.

What Is User Behavior Analytics (UBA)?

UBA is the method of collecting information on events and actions generated by users’ daily activities across various networks, platforms, and devices by leveraging machine learning, statistics, and probabilities to assemble user behavioral data into logical and helpful reports that showcase the activities essential to the company.

Brands equipped with behavioral analytics tools know how to scale processes, ensure compliance rules are followed, and shield the company from insider threats.

UBA is typically used to drive sales through ad placement or recommended products. Here is how businesses use it in different industries:

• • E-commerce and retail: UBA assists businesses in the e-commerce and retail industries by suggesting specific products and forecasting purchasing patterns based on customers’ current preferences.
  • App development: Companies can learn how people use apps to predict and model future trends. The process is relatively simple. They must analyze user behavior and offer upgrades based on specific behavioral patterns. 
  • Online gaming: UBA helps businesses identify usage patterns and predict future offerings preferences. It’s no secret that gaming companies are moving away from packaged products. One of the reasons behind this decision is turning to behavioral analysis to target prospective and regular players with unique in-game upsells.

• Cybersecurity management: Government agencies and private organizations worldwide use UBA to detect compromised data by identifying unusual activity.

Key Metrics and Tools for Collecting Behavioral Data

It is critical to capture, combine, and analyze qualitative and quantitative data from users to understand their behavior and how they interact with products. With user behavior analytics software, brands can leverage this data to complete UBA.

Helpful Features of User Behavior Analytics Tools

As a marketing professional or business owner, you are probably looking for answers to questions like why customers visit your website or leave. Unfortunately, the traditional analysis is not always enough to provide explanations. 

That is when user behavior analytics tools come in to help you gain a better understanding of user behavior. Let’s examine in more detail some of the standard features that user behavior analytics platforms have.

Heatmaps

With heatmaps, marketers can record user behavior on the website and determine which parts of the page consumers spend the most time on. This feature also helps identify buttons, CTAs, and clickable assets that generate the least or most interaction.

Therefore, businesses tend to implement behavior analytics and conversion rate optimization software. For instance, Phonexa’s HitMetrix offers heatmaps and session recordings as standard tools that help to look deeper into website performance and approach conversions with effective strategies. 

While there are many options to choose from regarding user behavior tracking tools, marketing professionals must navigate extensive data sets overlaid with various marketing metrics that aim to improve conversion performance.

As part of Phonexa’s suite of marketing automation solutions, HitMetrix supplies marketers and business owners with a 360-degree view with the help of the following features:

• Friction insights and evaluation: Make the most of the website user behavior analysis and keep track of any action that causes friction, such as click rate, click error, bounce, browsing speed, and mobility.
• Session replays: Archive videos for review and future reference to track user behavior and determine tendencies and frequencies to pinpoint frustrating sessions that need to be fixed.
• Click tracking: Track and record how visitors interact with your website while clicking, scrolling, and moving their mouse. Identify the components of your marketing funnel capturing most visitors’ attention and translating it into clicks.
• User activity tracking: Capture and use real-time data changes to analyze your conversions and track every step of how leads became conversions. Learn how tracking user activity on the website can help you get crucial insights.
• Data visualization: Go deeper with access to the data analytics feature that guides your visitors’ clicking, scrolling, and conversions.

Session Recordings

Session recordings are generated from actual user engagement on the website. With this feature, marketers can see the scrolling, clicks, and taps — every bit of information they need to understand how visitors interact with different web pages throughout their journey.

Here’s an example of a short session recording showing how visitors navigate the website:

Source: Hotjar

Here are several aspects marketing professionals typically pay attention to when watching session recordings:

#1. How long it takes users to complete specific actions	That may indicate that visitors are unsure how to proceed and require some contextual assistance. Improving the UX design can help you achieve the mission.
#2. What causes abrupt form abandonment	It is always beneficial to learn why visitors leave your website. If consumers abandon an online form after starting to fill it out indicates the need to shorten or simplify them to reduce drop-off.
#3. Reasons behind high bounce rates	You may notice that many users immediately bounce away. One of the reasons for such user behavior is that the product value is not directly apparent. If that’s the case, observe what visitors do before leaving to map out the required changes.
#4. Identify unusual behavior patterns	Users get easily frustrated. For instance, if you’re dealing with rage clicks, it may result from poor UI design or bugs.  Here are several things you can do: Assist visitors by providing nudges  Review the website navigation Assess information architecture

On-site Surveys 

Collecting customer feedback is crucial for businesses to understand user behavior and motivation. For that reason, it’s not uncommon for people visiting a specific website page to come across an on-site survey. Such surveys ask visitors detailed questions, collect customer feedback, and help marketing professionals study users’ behavior.

In conversion research, the principal goal of on-site surveys is to identify sources of friction. They allow marketers to evaluate real-time feedback as users interact with the website. 

Marketers can use many different types of surveys, depending on their goals. For instance, a survey can pop up depending on the time visitors spend on your website, the number of pages they viewed, or their activity. 

Here’s an example of an exit survey that pops up when a user decides to quit the website page:

Source: Pagewiz

The purpose of exit surveys is to eliminate the need for speculation and comparisons by providing first-hand, industry-specific information. They are often called intercept surveys since they allow marketers to understand the motivation of visitors attempting to leave the website.

Essential User Behavior Metrics

It’s no secret that user behavior metrics can help brands gain a comprehensive view of the customer experience and pinpoint opportunities for improvement. Let’s take a closer look at the most common ones:

• Feature usage: Understanding what features your target audience, and users need can help businesses decide which features to add, create, or remove.
• Feature adoption rate: The proportion of users who employ a newly released feature.
• The number of clicks and interactions: The more clicks or taps a specific design element drives, the more valuable it is to users.
• Sessions per user: The frequency of product usage indicates the level of user engagement.
• Referral rate: Demonstrates how well your product or its features can persuade users to recommend it to others.
• Churn rate: The number of users your business lost in a given period. While the loss of users is common, it can be minimized if adequately managed.
• Retention rate: Indicates how many users return to your platform and reveals why with access to user behavior data.

Essential Landing Page Metrics

There’s no denying that every brand has to start by analyzing how visitors and regular customers flow through the website. When equipped with user behavior tools, marketers can tap into the minds of their visitors and see a clear picture of the flow, including how visitors land on the website and the actions they take while on it. 

Connecting these two instances can help brands influence how prospective customers behave, how different web pages perform, and what metrics to focus on when evaluating landing page performance. 

If you’re looking to establish specific KPIs, here are the essential landing page metrics to track to properly evaluate the success of ad campaigns that use a landing page:

• Page views: The number of landing page views provides insight into which pages generate high-quality traffic and which are underperforming. But remember that many pageviews are irrelevant if your conversion rate is low.
• Conversions: Connecting a goal to your campaign’s thank you page is essential. This way, you’ll be able to track the number of visitors that viewed your landing page and took a target action like filling out a form, downloading a whitepaper, or clicking a link.
• Average time on page: The average time spent on the landing page may be concise. If that’s the case, you need to consider improving the content placed on the page. However, remember that a lower average time spent on a page does not always imply that it is underperforming.
• Bounce rate: Marketers typically want to keep the bounce rate as low as possible. If it is high, it might mean several things, like your offer not being clear enough, your campaign promotion being misleading, or users not interested in taking action.

It’s no secret that customers make deliberate, well-thought-out decisions. When interacting with your web pages, products, or offerings, they do so on purpose.

The most important task, in this case, is to analyze all the meaningful interactions to find a way to map their journey in depth, track user behavior, examine interaction insights, and guide consumers toward specific actions and decisions.

5 Common Mistakes When Analyzing User Behavior

Here are some of the common pitfalls marketers need to avoid when going through behavioral analysis:

• Introducing too many features at the same time. Observing the performance of a single feature requires numerous steps to determine its success. Launching too many features at once could confuse users, mess up the overall picture, and make further website user behavior analysis ineffective.
• Inadequately instrumenting properties. It’s essential to create and enact a set of data governance rules. After all, a successful process implementation is the crucial factor of success in user behavior tracking.
• Tracking too many events with user behavior tools. Initially, it’s important to focus mainly on the key events. This way, marketers will identify the ones that have the most impact.
• Performing surface-level data analysis. Without proper user behavior analytics tools, marketers won’t be able to track or assess users’ product experience and buyer’s journey or ensure long-term business growth.
• Not using user behavior tracking tools. Since marketing technology is rapidly evolving, brands must keep up with the new approaches and tools that eliminate the chance of creating data silos.

Learn more about how Phonexa’s HitMetrix can help your business improve conversion flows and leverage behavioral analysis by scheduling a consultation with one of our experts.

Frequently Asked Questions

Here are some of the reports that can help you run a successful behavioral analysis:

• Behavior flow
• Audience
• Site search
• Traffic sources
• Session duration
• Bounce rate