Latest News

Understanding User Behaviour (part 2)

Heather

In part 1 of this two-part blog series, I explained some of  the user behaviour “ground rules” – in other words, how you can generally  expect customers to interact with your website, and the cues which you can  expect them to understand. In this part I’ll look at the second step to  improving your website experience for your customers.

Step 2: Checking how your customers interact with your website

If you’re reading lots of conflicting information about what  kind of content performs the best, you can use your website statistics to find  out what’s really going on with your website. If you’re not already set up, a  relatively easy option is to create a Google Analytics account and install  their code on your website.

Once you’ve got access to that data you can start using it  to help you make lots of small changes. Those changes should all work together  to improve your customers’ journey through your website, and ultimately generate  a better response, whether that’s sales, leads, purchases, or bookings. 

Start by asking lots of questions. Which page do your users arrive  on when they visit your website? What are your most popular pages? Which pages  do people stay on for the longest? You could try to keep more users on your  website for longer by adding a link from your most popular pages to the ones  that people stay on for the longest. The more time that users spend on your  site, the more likely they are to reach out to you or make a purchase.

You can also consider some paths you’d like your customers  to follow in an ideal world, and see what happens in reality. When you get a  contact form query, or when somebody calls you, where do they come from? Do you  think it’s because of the content on the page or the way the contact  information was presented on that page? Can you place similar content  elsewhere, or present the contact information similarly elsewhere?

Not sure if an orange button or a green button is going to  produce the best results? Or whether a banner with a picture of a cat or a dog  will get more clicks? Or, do you want to test whether an idea you had when you  checked your Analytics will work better than what you’ve got now? You can A/B  test it!

A/B testing is a technique you can use where you want to  compare two possibilities and measure which one produces the best results. Once  you have enough data to declare a “winner”, you can simply show that winning  button or banner to all of your visitors.

So, you start by randomly showing half of your visitors the  banner with the cat, and the other half the banner with the dog. Then, you  adjust the buttons on those banners so that you can tell which banner was  clicked in Analytics. There a few ways to do this, and the best method would  depend on your website. Finally, after you think enough customers have seen the  banners, you can declare your winner. If 20% of those who saw the cat banner  clicked the button, and 30% of those who saw the dog banner clicked on that,  then dogs win!

Hopefully this article has given you a few ideas about how  to check what your customers are doing on your website and guide them towards  your website’s goals (remember rule 4 from the first part of this blog?).

We can help with implementing the ground rules and measuring  how your customers behave on your website – just contact us to discuss what we  can do.

Email us: info@emsl.co.uk

Call us: 01462 67  60 70

      

Understanding User Behaviour (part 2)
We’d love to show you what we can do