First, let's recall the definition of behavioral data : it is all the information that companies can collect from the purchasing behavior of their target.
By observing all online actions and offline interactions of consumers ; habits, preferences and product usage can be analyzed and understood to refine marketing campaigns. This information is invaluable in optimizing customer acquisition, conversion and retention campaigns. To give you an example, a purchase history or the way a prospect will behave on your website (pages views, backtracking, registration, etc.) will simplify the targeting you need to ensure the best possible advertising strategy.
With the basics in place, let's look at how to use the behavioral data to increase your conversion rate and turn visitors into buyers.
After analysis, you will quickly notice that one disturbing element emerges from your study : the intolerance to frustration that internet users may feel. They will tend to feel quickly disturbed if your website does not look like what they expect when they come to visit it, whether in terms of choice of words, ease of navigation, pages that are too long... the simple fact of not being able to quickly translate the site into the desired language is a brake on the purchase and will encourage them to go and consult the competition.
To remedy possible mistakes, here are some tips to ensure a good control of your strategy :
Use the browsing history to determine the different blockages experienced
With the visitor history, you will be able to observe every click, every movement in real time, every backtracking, but also the moment when they quit the website navigation and the reasons for this abandonment.
You will then be able to think like them, understand what they do and especially why they do it, in order to offer the best possible digital experience.
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Use the Google Analytics tool
Google Analytics is a trafic analysis tool developed by Google. Today, about 70 % of websites use it to start their strategy. And for good reason, its popularity is due to the fact that it offers many advantages while being free and efficient.
The tool collects the main metric data of your website, namely :
- The sessions of the Internet users (duration of the visit, pages seen.)
- The audience (language, geographical area, media used.)
- Soucre of traffic (Google Search, social networks, emailing.)
- User behavior (history)
- Conversation rate (online purchases, registration, etc.)
Google Analytics defines conversion as any action taken by visitors to your website that provides a business benefit :
Make a purchase online
Create a customer account
Subscribe to your newsletter
Contact you via a form
By aggregating this information for each conversion, you can deduce the factors that drive these conversions and develop a solid sales process.
Note that from 2023 onwards, the legislation on cookies will evolve and will therefore lead to changes in the collection and use of data. It will then be necessary to do better with less personal data following the abandonment of third-party cookies.
Identify the most relevant metrics
Given the exponential number of metrics that can be obtained through Google Analytics, some will be essential while others will be secondary. It is easy to get confused and lose sight of your objectives. Don't panic, we give you here 7 important data to monitor to have an optimal web presence.
The amount of time people spend on your website to analyze the quality of your content
For example, if the time a visitor spends on an article is shorter than the expected reading time, you can deduce that your content needs to be reworked.
Bounce rate : Ratio of the total number of visits to the number of visits to a single page
Expressed as a percentage, it will allow you to know the rate of visitors having left your website after having viewed a single page.
The success of your publications and their reach on the web
This is another way to evaluate the quality of your content. Measuring the audience you have reached and the number of shares for example, are good performance indicators.
The conversion rate
This metric is of course the one we are particularly interested in, but misinterpreted, it can be confusing. Indeed, Google Analytics has a rather positive view of your conversion rate and yet, there are surely points to improve. We advise you to ask Google Analytics to create objectives according to your pages, your target or other criteria. For example, if you set goals according to different traffic sources, you will be able to identify which ones work best.
A Mobile-Friendly website
Since most of the traffic is done via mobile version today, make sure that the navigation of your website is just as intuitive, but also on other media such as the tablet. Make sure that the speed of navigation remains intact and that the visual proposed keeps an aesthetic image. By adapting to new technologies, you will be more efficient and profitable.
The number of times your brand is mentioned
Knowing the number of mentions of your brand on search engines, social networks but also on others websites indicates your notoriety rate and your ability to be present on the web. This is a relevant step for your strategy that you can easily start with Google Analytics. Although the tool gives you the number of mentions, you can also use more powerful software that will give you additional information like the sources of these mentions.
The ROI metric (Return On Investment)
Finally, we invite you to regularly consult the variable of the return on investment of your marketing campaign. The ROI is one of the most important that you should know. Indeed, the profitability of your actions in relation to the money you have invested will determine if your company wil be able to prosper in the long term.
Make changes based on solid statistics
Let's imagine the following situation : you are in charge of your company's marketing strategy and after collecting the behavioral data you needed, you decide to make some changes to improve your online presence.
You have two options :
Either you get a positive result quickly and your statistics show an improvement.
Either you get a negative result and your statistics show no improvement or a worse result than before.
In both cases, we would avise you to be patient and observe your results over a longer and more relevant period. Before making any further changes, make sure that the statistics are solid. This process takes time and one result can quickly turn out to be the opposite ; a positive result can be negative in the long run and vice versa.
Use the Machine Learning
To facilitate the improvement of the conversion rate of your website, consider using artificial intelligence such as Machine Learning. Indeed, it is an artificial intelligence technology that allows computers to learn without having been explicitly programmed to do so. By fully exploiting the potencial of behavioral data such as browsing history, the computer will understand why your website visitors are frustrated. You won't need to manually go through the data to find explanations, so it's a precious time saver. Moreover, it avoids making calculation errors and thus you can focus on the areas that need your attention the most.
Join Leadup DXP Project now and increase your conversion rate. You'll benefit from our virtual marketing assistant that allows you to track the results of your sales and marketing actions in real time.