Intro to using user behavior data to boost conversions

Conversions are a major source of frustration for many businesses these days. It’s easy to see why. Conversions are extremely fickle, and they necessitate a great deal of attention from your marketing team. The worst part is that no matter what you do, you will occasionally fail to convert a potential customer. This, combined with the fact that conversions are the most important factor influencing the development of any organization, necessitates an understanding of user behavior. Though it is impossible to predict how your users will behave, there are methods that can assist you in increasing your chances of conversion. For this reason, we are going to give an intro to using user behavior data to boost conversions.

User behavior exploration tools

The term Analytics in a phone's Google search bar.
Google Analytics is one of the best tools that can aid you with using user behavior data to boost conversions

If you want to know how to increase your lead conversion rate, you must first get all the necessary data on the behavior of your users. Thankfully there are quite a few tools that can help you gather this information:

  1. Website analytics: These tools will provide you with an overview of what your site visitors are doing while on your website pages. However, you will also be able to evaluate your site visitors’ activity using easy-to-understand statistics and visualizations.
  2. Heatmap tools: Using heat maps, you can see exactly where your visitors are spending most of their time. In this way, you can get a better sense of what kind of information appeals to your target audience. If you are wondering how to increase user engagement on your website, this is the tool that can help you the most.
  3. Clickstream data: This tool will give you additional information about the behavior of your visitors on your website. It covers where they were before visiting your site and where they go after they leave. This gives you a lot more information about their goals and how your website fits into their surfing activity as a whole.

Use machine learning to better understand visitor behavior

All of the tools we’ve mentioned can assist you in understanding user behavior. The issue with them is that they provide raw data that is difficult to interpret. However, using machine learning can make the entire process much easier. Machine learning algorithms eliminate the need to manually go through the data that you receive. If your visitors are upset for some reason, or you find that you can’t keep them on your website for as long as you need them, a machine learning algorithm will be able to tell you what the problem is.

Machine learning can accomplish this because it can interpret both the impact of browser events and device kinds, as well as hundreds of various behavioral indicators. This includes: clicks, taps, scroll distance, scroll velocity, as well as time on the page. It’s a quick approach to see where you should concentrate your efforts and where improvements will provide the biggest results.

Determine the cause of the elevated bounce rate

When using user behavior data to boost conversions, one of the most important metrics to follow is the bounce rate. If you are noticing increasing bounce rates on your website, particularly on your landing pages, you need to do something about that. Heatmaps and session replays might help you figure out why your bounce rates are rising. That being said, it’s not easy to figure out what exactly could be causing this. Some of the more prevalent issues that can cause an increased bounce rate are:

  • If your branding and messaging aren’t consistent.
  • Sluggish page load times.
  • Your headline and the rest of your landing page copy aren’t enticing enough for the user to stay.
  • The lack of engaging elements such as images, video, and proper formatting for your content.
People trying to figure out what is causing their website's high bounce rate.
You will be able to resolve the issue once you have determined what is causing the bounce rate.

You can use A/B testing to verify the cause of an increased bounce rate once you’ve identified the most likely culprit. By modifying your headline, for example, you can try split testing and see if you can increase your conversions by lowering your bounce rate.

Differentiate the experience for new and returning visitors

You need to understand that new visitors and returning ones don’t share the same experience. There is no one size fits all solution when it comes to conversion. New visitors should have a distinct user experience that you have tailor-made for them. It needs to be different from the experience that you create for repeat visitors. For example, when they come to your website, first-time visitors are most likely going to want to get acquainted with it. This means that you can’t be direct or forceful when it comes to trying to convert them. Return visitors have most likely converted previously and are ideally eager to convert again in other ways. An all-in-one callback widget is going to be a great tool if you want to convert your repeat visitors further.

Create personalized landing pages

Personalized landing pages may do wonders for your conversion rates. Using behavioral analytics for customization is no longer a cool new gadget; it’s almost a prerequisite for online success. Assume a person landed on your website as a result of a recommendation from a referral site’s advertising. Perhaps this reference comes from social media or a blog. When customers click on your special offer for a new product, they should be sent to the page on your website that features the same product. Furthermore, if someone was directed to your website using a discount code, they should be greeted with a pop-up with the appropriate material. Obviously, this will make it much simpler for the user to convert.

A website's landing page on a laptop
Your conversion rates will skyrocket if you can create a personalized landing page for each of your visitors.

Regardless of what you’re trying to accomplish, your content should be tailored to each individual visitor based on where they came from. There are a variety of ways to personalize your website. All of them work well and can help you build dynamic landing pages based on user data. Ad clicks, third-party referral profile information, content efficiency reports, and other such tracking behaviors are all part of this. Therefore, if you are serious about using user behavior data to boost conversions, you need to consider personalized landing pages.

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