Organic search rankings seem to be highly impacted by critical user behaviour data. If you are aspiring to gain higher rankings on the Search Engine Rankings Page and thinking of boosting your overall brand awareness online, it is essential to understand the psyche of your users. Optimizing your content certainly is the most effective way of accumulating and making the fullest use of crucial user behaviour information and data for enhancing your SERP rankings. Most content marketers and SEOs are not effectively incorporating user data into their marketing and content campaigns. They are generally concentrating on keywords present in the search query or search term. We understand that search engine algorithm changes have led to a greater emphasis on the user.
As per https://www.entrepreneur.com, you need to learn quite a lot from behaviourism. The reason for this is explicitly explained by Darren Kaplan who believes that you could enhance your chances of boosting your business provided you clearly understand human behaviour.
It is important to keep track of user behaviour, however even though large marketing organizations and brands have teams and roles that are chiefly responsible for ensuring that their official websites are performing well. They keep track of a visitor right from when they come to the website until conversion which is the ultimate goal. However, not all businesses have the luxury of a team to monitor constantly user behaviour. Most businesses have to depend on their abilities and tools for monitoring user behaviour on their sites to identify effective ways of retaining existing customers and making new ones and fulfilling conversion goals. There are different categories of buyer or user behaviour and you could use specific tools for evaluating and enhancing each of those categories.
User Experience
UX or user experience is supposed to be the broadest of all user behaviour categories and all sorts of user behaviour are influenced by it. It could be pretty difficult to measure or track UX; however, it often necessitates collaboration between developers, marketers, and designers.
Behaviour for Tracking
- Scroll depth
- Mouse movement & In-page clicks
- Live visitors
- User navigation patterns
- Site speed
- Recordings
How to Obtain Data
You have access to a plethora of exceptional tools that give you the quality and depth of information that is lacking in Google Analytics. You could monitor individual visitors to your site very much live as are navigating through your sites or you could watch the recordings with effective tools such as Crazy Egg, Lucky Orange, and Hotjar. Moreover, you could review aggregated user data and also, visualizations of precisely how deep the users would be scrolling, the amount of time they actually spend on pages, etc. You could gain a lot more from using these brilliant tools in comparison to using Google Analytics. However, it is a great idea to use the data from these tools, as well as, data provided by Google Analytics for getting a comprehensive picture of UX.
What Should Be Done with the Data?
With crucial in-page UX data, you could make important decisions that will:
- Assist you in retaining visitors on pages.
- Ensuring they can see precisely the content you wish them to see.
- Learning ways to enhance navigation flow for nudging them and keeping them motivated enough to go to the next webpage or respond to the CTR.
It is of pivotal importance to understand the difference between what you had been planning or wanting them to do versus how users are actually using the site. You must consider interpreting the data provided by the UX tools.
Content Performance
Content is rightfully regarded as the fuel for marketing. It is essentially the reason and foundation why a visitor is attracted to your site. Visitors would be engaging with your content and content is responsible for visitors spending hours on your site or making multiple visits to your site. Content may motivate visitors to go to the landing page and convert.
Behaviour for Tracking
- Sharing
- Popularity
- Engagement
- Bounces & Exits
How to Obtain the Data
Google Analytics is a wonderful direct source of crucial content performance data. With its help you could be filtering and tracking the most popular pages, determining the search terms that seem to be searched, repeat visits and frequency of user visits and examining precisely what content seems to have the maximum exits and bounces. We understand that a majority of these metrics by default are tracked in Google Analytics. You would just need to drill down while filtering your way to observing meaningful data point and each layer.
What Should Be Done with the Data?
You could consider shaping and refining your content stratagems when you have easy access to data that shows you precisely what content is receiving the maximum engagement within your website, how users are engaging with your content and what they seem to be doing once they consume the content and go to the very next step. Integrating UX data and content data could help in chalking out ways to format your content into pages, sections, sub-pages, and make the content as enticing and consumable as possible.
Conversion Rate Optimization
Conversions are certainly defined by you. Conversions are precisely what you want your site visitors to do. You are always evaluating performance toward an objective or goal in terms of an e-commerce transaction, or any lead form submission, etc. Optimizing conversions per visit is certainly vital to ensuring that the site seems to be performing as effectively as it should or it could. Moreover, the path that culminates in conversion is quite crucial. The steps leading directly towards conversions need to be evaluated and measured.
Behaviour Tracking
- Checkout process
- Funnel
- Form testing
- Variable testing
How to Obtain the Data
You have easy access to a host of brilliant tools to assist you with CRO. You could use Google Analytics, UX tools such as Lucky Orange, or even variable testing tools such as Optimizely. Thanks to these amazing tools, you could understand how users go through your defined conversion funnels such as form submission or checkout processes. You could also perform variable testing for seeing how diverse forms, pages, and content perform.
What Should Be Done with the Data?
You could leverage CRO data for improvement and testing purposes. Conversion rate optimization is powerful data because you could make sure that you are maxing out your ROI by driving more traffic to your site and ensuring that the visitors are converting.
Conclusion
User data is of vital importance and significance. User data proves useful in driving more traffic to your site. Nothing could be more frustrating than realizing that you left profit or revenue on the table just because visitors were not guided properly or a form was not effectively optimized to get to the next stage in the buying process.
