Today, most of the analytics specialists will agree that it is more and more about the data. Whether you’re looking to learn how many users visit your website, engage with your posts, or how many conversions you make, you’ll have to look at the data.
But numbers are not enough for marketers nowadays. The goal of data analysts is to understand the customer and predict their behavior. Data-driven analytics can improve your user experience along with revenue.
This sort of understanding can give us leverage over other competitors in the field who are still finding their way through the fog.
For this reason, many companies have established customer-centric teams, which will try to find out a few key factors, such as:
- Understanding the customer’s challenges and problems,
- Get insights on what particular features customers use and which ones they don’t,
- How prospects get value out of your product and similar products or services.
To establish these key metrics, they will use behavioral analytics along the way. But what exactly is behavioral analytics, though?
What is Behavioral Analytics?
Behavioral analytics is the piece of data that will tell you exactly how your users behave on your website or in your online store. This is the sort of data that goes beyond the numbers and will tell you the “why”.
Understanding the behavior of your customers and visitors is crucial for increasing conversions and for providing a service that will resonate with your customers better. Because you exactly know what the customers need and want, you’ll be able to cater to their needs better.
There are a lot of questions that behavioral analytics can help you with, based on the data. Having the numbers and data is nice, but not understanding them won’t get you anywhere. With behavioral analytics, you’ll get a better perception of how these numbers work and what they mean.
8 Steps to Get You Started with Data-Driven Behavioral Analytics
If you’re new and curious about behavioral analytics, follow these steps to make your campaign easier and more successful.
Step 1: Define Your Goals
The first step of this process should be to establish a clear goal for your campaign. What is it exactly that you and your team are working towards? What is the main aim of your campaign?
Set up your goals of behavioral analytics and decide what it is that you want to understand.
Once you know your exact goal, you can establish how successful your campaign is. That’s why you need to establish KPIs, or key performance metrics, to know how your campaign is going.
For example, for some people, the main goal is to get more customers or visitors onto the website. However, for most of the online sellers, the ultimate goal will be to have more conversions.
When you develop your plan, make sure you align this plan with all your teams. Select the right digital marketing channels, consider your budget, and map out how you’re looking to progress.
Step 2: Identify How You Will Track Your Success
After you have established your goals, you need to start measuring your success with data. Once you collect the data, you’re on your way to a better understanding.
First, know what exactly you’re going to measure. Also, how you will use that data and make it work for you in such a way that you’ll get more information about your customers.
It’s about how you interpret the data and identify what it means.
Step 3: Identify the Pathway on Your Website and Know How Customers are Attributed
Next, identify what steps the visitors take on your website and where you need to improve.
If you’re selling a product or a service, there should be a clear pathway for customers that they should take to go through your sales funnel. It starts on your landing page through product pages to the cart where they complete the sale.
You need to make sure that you have a well-optimized conversion funnel.
You can track this through data, with the help of web analytics tools like website heatmaps, and session recording.
Step 4: Collect and Analyze the Data
Once you have collected the data through your preferred means that you set out to do with your team, you will have to start interpreting the data to be more successful with your data collection.
Now, the numbers will tell you just a part of the story, but you need to get deeper than that. With the data, you can start to identify which parts of your website are lacking and where there is room for improvement.
If you’re offering your product on a variety of platforms, then you’ll need a tool that will allow you to track your customer data through a variety of platforms.
In some cases, the user behavior will be different on other platforms, especially on an app. If you want to analyze customers on all your platforms, then you need to focus on creating a data analysis tool.
With the help of the proper analytics tool, you can get the meaning of your numbers. This is crucial since the numbers alone are not enough to allow you to understand user behavior.
Step 5: Perform A/B Testing
Now, based on your analytics and your customer behavior, test various strategies to see which one works best for your customers.
With the help of A/B testing, you can test new strategies and see how successful they can be. It might make sense to do the testing for several weeks to see real, tangible results.
Step 6: Create User Properties and Event Properties
As you collect your data about the customers, you can assign user properties to your users and add properties to events. That will allow you to track the data even further and make sense of the behavior patterns on your site.
With the help of these properties, you can understand your users’ behavior better. With the properties, you can get the flows and how it’s working.
Step 7: Start Digging Deep into the Behavior
The next step is to start digging deep into their behavior by analyzing the data and making sense of all the properties you’ve set before.
Now is the time to get a deeper understanding based on the data you collect. Make sure you do all you can to make the most of these patterns and try to analyze your customers as much as possible.
Step 8: Make the Necessary Changes
Now that you have a slightly better understanding of your customers, you can make the changes to cater to their behavior better.
This will make your site more satisfactory to use. You will be able to see the results of your data-driven behavior analytics that leads to more conversions.
Behavioral analytics can help you understand your customers better and make sense of their behavior on your site. Having all the numbers is one thing, but if you don’t understand why they happen, then there is little to no sense behind them.
Understanding user behavior is crucial for improving the user experience on your website and making it more appealing to customers. This can drive your marketing plan and conversions to another level.
Evelin Rácz is the Content Marketing Manager of Capturly, a full-scale online analytics tool that can provide online businesses with first-hand feedback and real business insights simply and intelligibly. Connect with Evelin on LinkedIn.