Using 6 analytics features to Improve user experience and website metrics

Analytics is a fantastic tool because it eliminates the guesswork as to how visitors behave on a website. Conversion rates are one of the top priorities for many marketing websites, and Analytics can certainly help give you insight as to why the conversion rate is what it is. It can also shed light on additional user experience issues.

Google Analytics is a tool for improving products, not just marketing websites. It tells you exactly what users are doing, where they’re coming from, how long they engaged, and so on.

Looking at User Behavior with Analytics

In order to improve the user experience, you need to understand how users behave.

• Which pages do visitors land on?
• Where do they exit the site?
• Whether or not they converted?

Behavior Flow

Behavior flow in Google Analytics identifies pages, volume of traffic, and paths of traffic, such as the most common routes visitors take to get in and out of specific pages. You can get a great view of the overall flow of traffic surrounding a specific page, customer journey, or funnel. When you compare the behavior flow against the time spent on your site, you can quickly identify pages that are bridges and areas of the site, which are conversion hubs.

Looking at User Behavior with Google Analytics

How are people move around your site

Take a look at the behavior flow is a great way to analyze the current user journey to optimize further. For example, you can optimize the number of pages a visitor encounters to get to an opt-in form, to make a purchase, or to read a blog post. You can also see if visitors are clicking back and forth between many pages. This is an excellent indicator of confusing navigation, misleading design, or confusing copy.

Additionally, behavior flows identify pages that people visit that you wouldn’t necessarily expect. For example, this could suggest that your visitors have difficulty getting where you want them to go, they are interested in those pages more than you initially thought, or they simply might be a lot more important to their customer journey than anticipated. It could mean that you maybe misunderstood what the visitors are actually trying to do.

Questions behavior flows answer

To iterate, Google analytics’ behavior flow tool answers many questions, such as:

• Which pages do visitors land on?
• Where do they exit the site?
• Whether or not they converted?
• Where in the funnel did they drop out if they haven’t?

Event Tracking

Event tracking is another fabulous tool in Google Analytics because it lets you track actions that are otherwise invisible. Event tracking allows you to track specific clicks like on CTA buttons, links, navigation, or anything else that’s interactive. Simply put, event tracking lets you figure out whether or not people are interacting with a specifically identified interactive element on your site.

You will have to set them up yourself, but it’s well worth it. For example, you can test whether a new CTA button or strategy is performing well. It is also a fantastic tool to track the success of downloadable items. It’s great to track video plays, ad clicks, and pop-up interaction.

Anything and everything that a visitor or a user can click on, you can track with event tracking.