User Behaviour Tracking: How Understanding User Behaviour drives the growth of your Product.
In this blog, I am going to discuss with you about User Behaviour.
Have you ever thought, what is the difference between two products from two different companies, serving the same purpose, but 5 years one goes to the sky and one hits the bottom?Â
The difference is their Product Growth Team, how they understood the requirements of their users, and made hypotheses based on user behavior rather than just doing whatever felt natural to them.Â
Before we get into tracking let’s discuss one more thing. Metrics.
It is imperative that you track the right metric. The metric that will actually have an impact on the revenue (Or growth, if revenue is not something you care about at this stage if you have got big funding)Â
There are different stages of user behavior tracking. Starting from the top of the funnel:
From where did they land on your Landing Page: (optimizing the traffic)
Tools that you can use at this stage: Google Analytics (Click here to setup)
Let’s say that you have invested in some marketing efforts, both paid and organic, like Google ads, Facebook Ads, Linkedin Ads, SEO, Google Search (For specific Queries), Influencer Referrals, Youtube Ads, and many more. Then you must track how many visitors are coming from which effort. Talking about metrics, the right metric here in any case will not be the number of visitors from each channel. The right metric will be the Number of visitors from a channel ÷ Money spent on that channel.Â
If you want to go into more detail, the most accurate metric will be the one with the highest conversion rate. Let’s take an example to understand this in-depth:Â
Here is a Sample Data:Â
Now According to this data, any normal person would assume that SEO is the channel with the best results. But we are smarter, There is one important number that we did not consider in this equation. That is the conversion rate.Â
Let’s see the table again:
Now, this is more accurate data and tells you that Linkedin Ads is the most cost-effective channel for you. If we consider the most popular term which is CAC (Cost per acquisition) then the metrics will be respectively:
Facebook Ads: $ 4
SEO: $ 5.714
Google Ads: $ 5
Linkedin Ads: $ 3.3Â
This shows how many dollars it cost you to acquire one customer. (Not visiter, but customer)
What did they do on your landing page: (Optimising conversion)
Tools that you should use for this: Hotjar (Click here to set up)
Coming to the next step, As much important as it is to track where did they come from, it is also important to track what did they do you your landing. Because this will help you improve your conversion rate. The tracking part for this step is easy, what needs your smartness is how you interpret the data.Â
Scroll:
Here is a website scroll example to understand in depth. When you are using the Hotjar tool. In the heatmap section, you will come across this scroll tool. This tells you what percentage of visitors scroll how much down. This can be interpreted as the call to action should be at the place where most visitors are, and many other things. That data is yours to interpret. You can use it however you want. Let’s take a real-life case to understand better.Â
Let’s say that 90% of the people landing on your website do not scroll. Now how would you interpret this data? That people don’t like your website? That people lose interest just by the hero section? That people click on the first button in the hero section and don’t need to check what is down below?Â
The most common reason for this could be that this is not the most important page on your site. Meaning people are clicking on the nav bar and moving to a page that is more important to them.Â
For almost every website, the most visited page is the main page. But the second most visited page is the one that you should keep your eyes on because people are navigating to that page by putting in the extra effort.Â
Heatmaps:Â
Heatmaps on your website give you an idea of where your visitors have been spending time. Maybe they are not spending time near the CTA button. Maybe they are interested in one particular thing that you thought was not that important. This gives you an idea of the change on the website. The idea of where should you start the next testing. Next A/B testing.Â
Screen Recording:
With Hotjar you get access to what people are exactly doing on your website. This gives you a screen recording of all the sessions on the website.Â
This is 100 times better than user testing. Why? Because User testing is done in a controlled environment, where you are asking the user to try some features on the website or app. But here you actually see how they interact with your product in a real-time environment. Are they even going to the features you newly introduced or not? You will find out with Hotjar Screen Recording.Â
Screen Recordings also help you frame better questions for your polls. Let’s say that you send a mass email to your current users asking them some random questions to get an idea of their perspective. But after seeing the screen recordings you will want to ask them why did they do what they did. Why did they take any specific action?Â
With this, I will end this Blog. I will also be publishing a blog on how to set up your own tracking systems by tracking the API calls of your App and it will mainly focus on Retention Optimisation, What is Profiling, and Benchmarking? So keep a lookout for that.