In the current times, having a well-maintained website is an absolute necessity for businesses. The website is not only a platform for e-commerce transactions; it is a powerful tool to establish customer trust and business viability.
An important part of learning more about your customers is to track user activities properly by adding events and key moments to find out your customer journey. Not only that, it can provide key insights into consumer behavior, which can be used to enhance consumer engagement. As a result, you can attain increased conversion and consequently increased sales and profits.
Why is it important to track user activities?
Businesses use websites to track user activity to observe consumer behavior and then use the insights to draw inferences and device strategies that can help attract more visitors to the website and increase conversion.
Through website tracking, analytics businesses can gain insights into the following aspects
- Source of the traffic
- Click-through rate or CTR as well as the bounce rates
- The demographics of the visitors
- Number of unique visits
- Duration of sessions
- Visitor’s interaction with the different page sections and aspects
As a business, when you invest time and effort in tracking and understanding user activity and behavior, you can gauge a perspective about what elements of your website are appealing for the users and what kind of visitors the website is attracting. Based on the information available, you can develop your target consumer’s personality and device data-driven tactics that will enable you to increase user engagement, attract more traffic and generate more leads. Moreover, you can identify areas of improvement and opportunities to gain maximum benefit from user activity tracking.
As a business seeking to grow and prosper, if you are not tracking the user activity on your respective website and neglecting the data, you are merely sitting on capped opportunities and not using the website to its utmost potential. In the long run, it may cause you to lag behind the competition and lose out on instrumental opportunities and consequently, profits.
How to track user activity on the website
In the forthcoming section, we will look at the process through which you can incorporate website tracking tools and will also look at a few ways through which you can track user activity on your website.
Cover the pre-requisites
If you are venturing into the process of tracking user activity on your website, it is necessary to do a little groundwork before you set out to employ the tracking tools.
- Firstly, assess the current status of your business and identify what website metrics you want to improve. These could include your conversion rates, click-through rates, and even the traffic driven towards your site.
- Based on the evaluation of your business metrics, set out realistic objectives. You may want to look at the industry stats to figure out the benchmarks for the key metrics and set objectives in relevance to the respective benchmarks.
- Once you have set up data tracking tools for the site, you can collect the data and evaluate it to improve on the aspects you had identified during the diagnosis.
Consumer Behavior Analytics
Analyzing consumer behavior on your website helps you answer the basic questions of how what and why. You can determine how the visitors are coming to your website, what are they doing on the site, why are visiting your site, and finally why are they leaving your site if they leave without the visit leading to conversion. In addition to data analytical tools, there are a few other measures you can employ to gauge consumer behavior analytics.
Certain websites include on-site surveys to find out what the customer is looking for. These help you in getting instant responses from the visitor and can provide useful information which you can use to improve your website. You can also incorporate feedback widgets on certain pages on your site to find out people’s likes or dislikes about certain aspects. Another measure that can be taken is to send out email surveys. Based on data analytics you can identify targeted market segments to whom you can send out questionnaires to gauge their specific preferences and use the information to improve your website as well as your products and services.
More than anything, it is the data analytical tools that can help you gain insightful consumer behavior analytics.
Using Google Data Analytics
Google Data Analytics is one of the most popular and powerful data analytical services that can aid in tracking visitor behavior on the website and collect great insights which can facilitate the business in developing successful marketing campaigns. According to studies, almost 50% of the top million websites employ Google data analytics. Google Analytics can provide you the exact data required to help improve your performance metrics and attain your objectives. One of the key highlights of the service is that it is free of cost and is therefore great for small-scale and new businesses as well.
Since a majority of the websites use Google analytics it should not be surprising that most of the time that you are online, your activity is being monitored and the activity data is being transmitted to Google servers. However, keeping in view the users’ privacy concerns, while the user activity data is recorded, the user anonymity is maintained and the names are not revealed. The website will only get data about the number of times you visited, the pages you interacted with, and the source from where you landed on the website. At any instant, the user name is not revealed.
In addition to Google Data Analytics, there is other web tracking software that can also be employed for the purpose. Some examples are Hotjar, Leadfeeder, Crazy Egg, and Hubspot CRM, etc. Unlike Google Analytics, these are mostly paid services.
Since the opportunity cost of not tracking user activity on a website may be steep, it is, therefore, a wise strategy to invest in user activity tracking tools. When you use the information to improve your metrics, you can then compare it with the objectives you had earlier set and assess your performance and identify the shortcomings so that you can further improve on them.