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• How to use Behavioural Analytics to Improve Website Performance

  20 septembre 2021, par Ben Erskine — Analytics Tips, Plugins, Heatmap
  

  User behavioural analytics (UBA) give your business unique insights into your customers. 

  Where traditional website metrics track what actions are completed or how many visitors you have, user behaviour shows the driving factors behind those actions. UBA tools such as website heatmap software provide an easy-to-read visualisation of this data. 

  Ultimately, user behaviour analysis improves website performance and conversions by boosting customer engagement, optimising positive customer experiences, and focusing on the most important part of your sales : the people who are actually buying from you. 

  What is user behaviour analytics ?

  User behaviour analytics (UBA) is data that shows how customers and website visitors interact with your brand online. 

  UBA is tracked using tools such as heatmaps, session recordings and data visualisation software. 

  Where traditional web analytics track metrics such as page views and bounce rates, behavioural analytics provide an even more in-depth picture of your website or funnel success. 

  For example, UBA tracks actions like 

  • How far users are scrolling down the page 
  • Which CTA’s and copy they are focusing on (or not focusing on) 
  • Which design elements, links or buttons they are interacting with 
  • What is happening in between each action

  Tracking user behaviour metrics help keep visitors on your website longer because they analyse where customers may be confused or unclear so you can fix it. 

  What’s the difference between data and behavioural analytics ?

  There are a few key differences between data and behavioural analytics. While data analytics are beneficial to improving website performance, using UBA creates a more customer-centric approach to funnel building. 

  The biggest difference between data and behavioural analytics ? Metric data shows which actions are happening. Behavioural analytics show you WHY they are happening. 

  For example, data can show you that a customer bounced or clicked away. Behaviour analytics show you that a page took a long time to load, they tried to click a link several times and then maybe got frustrated and clicked away. 

  Key differences between data analytics and behavioural analytics : 

  • What is happening versus what is driving it 
  • Track an action (e.g. click-through) versus tracking inaction (e.g. hover without clicking) 
  • Measuring completion of an action versus the flow of actions to complete action 
  • Source of traffic versus individual actions 
  • What happens when someone takes an action versus what happens in between taking action 

  Matomo heatmaps offer both website analytics and user behaviour for a comprehensive analysis.

  Why do behavioural analytics help improve website performance ?

  User behaviour is important because it doesn’t matter how many website visitors you have if they don’t convert. 

  If you have a lot of traffic on mobile devices, but a low CTR, heatmaps show you what is causing the low conversions. Perhaps there is a button that isn’t optimised for mobile scrolling, or a pop up that covers important copy. 

  Analysing the driving factors behind each decision means that you can increase sign-ups and conversions without losing money on website traffic that never actually buys. 

  

  How do heatmap tools show website user behaviour analytics ? 

  Heatmap tools provide a visual representation of user behaviour. 

  There are several key ways that heatmap tracking can improve website performance and therefore your overall conversions.

  Firstly, heatmaps show where to optimise website structure. It uses real visitor experiences to indicate whether customers have to scroll to reach important content, whether important messages are being missed, and whether CTAs are clear. 

  Secondly, heatmaps provide always-on UX and useability testing for your website, identifying user frustrations and optimising their experience over time.

  They also show valuable user experience insights for A/B versions of a landing page. Not only will you see the raw conversion data, but you will also understand why one page converts more than another.

  Ultimately, heatmaps increase ROI on marketing by optimising the traffic that you are sending to your website.

  

  5 ways heatmaps and user behaviour analytics improve website performance and conversions

  #1. Improve customer experience

  One of the most important uses for UBA is to improve your customer experience. 

  Imagine you had a physical store. If there was something blocking customers from getting to the counter you could easily see and fix the problem. 

  It is just as important for an online store to find and fix these “roadblocks”. 

  Not only does it reduce friction in the sales funnel and make it easy for customers to buy from you, it improves their overall experience. And when 86% of buyers are willing to pay more for a great customer experience, UBA should be one of your number one priorities for growing your bottom line. 

  #2. Improve customer engagement

  Customer engagement is any interaction between a customer/product user and your business. 

  User behaviour analytics increase engagement at each customer journey touch point. 

  Using data from heatmaps will improve customer engagement because it gives you insights into how you can make your website more user friendly. This reduces friction and increases customer loyalty by making sure customers :

  • See important content 
  • Are not distracted by unnecessary elements 
  • Can easily access information or pages no matter what device they are using 
  • Are clicking on important page elements that take them further through the customer journey 

  For example, say a customer is on a sales page. A heatmap might show that pop ups or design elements like links to another page are pulling their attention away from the primary focus (i.e. the sales copy). 

  #3. Focus on customer-centric approach 

  A customer-centric approach means putting your customers at the centre of everything that you do. There is a lot of competition for your customers’ hard earned dollars, so you need to stand out. A good product or service is not enough on its own anymore. 

  User behaviour analytics are at the heart of customer-centric strategies. Instead of guessing how customers interact with your online presence, tools like heatmaps give insight into exactly what customers need. 

  This matched with an effective customer feedback strategy gives a holistic and effective approach to improving your customer experiences. 
  

  #4. Capture customer data across multiple channels

  Most customers won’t convert on their very first visit to a website. They might interact with your business across many channels and research your product multiple times before purchasing. 

  Multi Channel Conversion Attribution, also known as Cross Channel Attribution, lets you assign a value to each visit prior to a conversion or prior to a sale. By applying different attribution models, you get a better view on which channels actually lead to a conversion.

  User behaviour analytics like the multi channel conversion attribution that Matomo offers can show you exactly where you should focus your money to acquire new customers. 

  #5. Track and measure business objectives

  User behaviour analytics like heatmaps can show you whether you are actually hitting your targets. 

  Setting goals helps track your website performance against business objectives. 

  These include objectives such as lead generation, online sales and increased brand exposure. Matomo has a specific function for tracking goals and measuring analytics.

  Using a combination of UBA and data metrics will produce the most effective conversions. 

  For example, a customer reaching the payment confirmation page is a common objective to measure conversions. However, it is only tracked if they actually complete the action. Measuring on-page customer activity with heatmaps shows why they do or do not convert so you can fix issues. 

  Final thoughts on user behaviour analytics 

  User behavioural analytics (UBA) provide a unique and in-depth insight into your customers and their needs. Unlike traditional data metrics that track completed actions, UBA like heatmaps show you what happens in between each action and help fix any critical issues. 

  Heatmaps are your secret weapon to improving website performance while staying customer-centric ! 

  Want to know how heatmap analytics increase conversions and improve customer experience without spending more on traffic or marketing ? Check out some of the other in depth guides below. 

  The Ultimate Guide to Heatmap Software

  10 Proven Ways Heatmap Software Improves Website Conversions

  Heatmap Video

  Session Recording Video

• Use data to develop impactful video content

  28 septembre 2021, par Ben Erskine — Analytics Tips, Plugins

  Creating impactful video content is at the heart of what you do. How you really engage with your audience, change behaviours and influence customers to complete your digital goals. But how do you create truly impactful marketing content ? By testing, trialling, analysing and ultimately tweaking and reacting to data-informed insights that gear your content to your audience (rather than simply producing great content and shooting arrows in the dark).

  Whether you want to know how many plays your video has, finish rates, how your video is consumed over time, how video was consumed on specific days or even which locations users are viewing your video content. Media Analytics will gather all of your video data in one place and provide answers to all of these questions (and much more).

  

  What is impactful video content ?

  Impactful video content grabs your audience’s attention, keeps their attention and promotes them to take measurable action. Be that time spent on your website, goal completion or brand engagement (including following, commenting or sharing on social). Maybe you’ve developed video content, had some really great results, but not consistently, nor every time and it can be difficult to identify what exactly it is that engages and entices each and every time. And we all want to find where that lovely sweet spot is for your audience.

  Embedded video on your website can be a marketing piece that talks about the benefits of your product. Or can be educational or informative that support the brand and overall impression of the brand. And at the very best entertaining at the same time. 

  84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. Building trust, knowledge and engagement are simply quicker with video. Viewers interact more, and are engaged longer with video, they are more likely to take in the message and trust what they are seeing through educational, informative or even entertaining video marketing content than solely through reading content on a website. And even better they take action, complete goals on your website and engage with your brand (potentially long term).

  It is not only necessary to have embedded video content on your website, it needs to deliver all the elements of a well functioning website, creating the very best user experience is essential to keeping your viewers engaged. This includes ensuring the video is quick to load, on-brand, expected (in format and tone) and easy to use and/or find. Ensuring that your video content is all of these things can mean that your website users will stick around longer on your website, spend more time exploring (and reading) your website and ultimately complete more of your goals. With a great user experience, your users, in turn, are more likely to come back again to your website and trust your brand. 

  All great reasons to create impactful video content that supports your website and brand ! And to analyse data around this behaviour to repeat (or better) the video content that really hits the mark.

  

  Let’s talk stats

  In terms of video marketing, there are stats to support that viewers retain 95% of a message when they view it in a video format. The psychology behind this should be fairly obvious. It is easier (and quicker) for humans to consume video and watch someone explain something than it is to read and take action. Simply look at the rise of YouTube for explanatory and instructional video content !

  And how about the 87% of marketers that report a positive ROI on using video in their marketing ? This number has steadily increased since 2015 and matches the increase in video views over the years. This should be enough to demonstrate that video marketing is the way forward, however it needs to be the right type of video to create impact and engagement.

  Do you need more reasons to consider honing and refining your video content for your audience ? And riding this wave of impactful video marketing success ?

  

  But, how do we do that ?

  So, how do you make content that consistently converts your audience to engaged customers ? The answer is in the numbers. The data. Collecting data on each and every piece of media that is produced and put out into the world. Measuring everything, from where it is viewed, how it is viewed, how much of it is viewed and what is your viewer’s action after the fact.

  While Vimeo and YouTube have their own video analytics they are each to their own, meaning a lot more work for you to combine and analyse your data before forming insights that are useful. 

  Your data is collected by external parties, and is owned and used by these platforms, for their own means. Using Web Analytics from Matomo to collect and collate media data can mean your robust data insights are all in one place. And you own the data, keeping your data private, clean and easy to digest. 

  Once your data is across a single platform, your time can be spent on analysing the data (rather than collating) and discovering those super valuable insights. Additionally, these insights can be collated and reported, in one place, and used to inform future digital and video marketing planning. Working with the data and alongside creative teams to produce video that talks to your audience in an impactful way.

  The more data that is collected the deeper the insights. Saving time and money across a single platform and with data-backed insights to inform decisions that can influence the time (and money) spent producing video content that truly hits the mark with your audience. No more wasted investment and firing into the dark without knowledge. 

  Interrogating the ideal length of your video media means it is more likely to be viewed to the end. Or understanding the play rate on your website of any video. How often is the video played ? And which is played more often ? Constant tweaking and updating of your video content planning can be informed by data-driven human-centric insights. By consistently tracking your media, analysing and forming insights you can build upon past work, and create a fuller picture of who your audience is and how they will engage with future video content. Understanding your media over time can lead to informed decisions that can impact the video content and the level of investment to deliver ROI that means something.

  

  Wrap Up

  Media Analytics puts you at the heart of video engagement. No more guessing at what your audience wants to see, how long or when. Make every piece of video content have the impact you want (and need) to drive engagement, goal completion and customer conversion. Create a user experience that keeps your users on your website for longer. Delivering on all of those delicious digital marketing goals and speaking the language of key stakeholders throughout the business. Back your digital marketing, with truly impactful content, and above all else deliver to your audience content that keeps them engaged and coming back for more.

  Don’t just take our word for it ! Take a look at what Matomo can offer you with streamlined and insightful Media Analytics, all in one place. And go forth and create impactful content, that matters.

  Next steps :

  Check out our detailed user guide to Media Analytics

  Or, if you have questions, see our helpful Video & Audio Analytics FAQ’s

• 10 Proven Ways Heatmap Software Improves Website Conversions

  20 septembre 2021, par Ben Erskine — Analytics Tips, Plugins, Heatmap
  

  Heatmap software is critical in improving website conversions. Why ? Because it provides customer-centric insights. 

  In the online market, businesses that are customer-centric are 60% more profitable than businesses that are not.

  Using heatmaps to track factors such as usability, compare A/B landing pages and content engagement across channels optimises online conversions by addressing issues faced by real users. 

  How heatmaps benefit your customers

  Customer experience is one of the most important factors in business success. 

  Website heatmap software like Matomo offers unique insights into customer behaviour that is then used to improve their experience, usability and engagement. 

  Data analysis captures information on how many people complete a sales funnel or bounce from a website. Behavioural analytics like heatmaps can show you why they bounce.

  This benefits your customers (and therefore your bottom line) because it puts the focus on them and their needs.

  10 ways heatmap software helps increase website conversions

  #1. Improve UX/Usability 

  Heatmap analytics improve usability by identifying where you are losing customers on your website.

  Forrester research indicates that improving user experience can improve conversions by up to 400%, and on average every $1 spent on UX has a return of $100. 

  For example, you may have a CTA button but customers never click it to reach the payment page. 

  Heatmaps show you how customers interact with your website naturally so that you can adjust it according to their needs.

  Using heatmap analytics to improve usability boosts conversions because it improves customer experiences. 88% of online consumers say that they wouldn’t even bother returning to a website after a bad experience. 

  #2. Website design and content structure 

  Another way that heatmaps can improve conversions is to analyse your website design and content structure. 

  You might be wondering how often a specific ad or a banner was displayed and viewed by your visitors on any of your pages and how often a visitor actually interacted with them. These two parts of the analysis are called content impression and content interaction.

  Ideally, your website elements such as banners, listings, buttons and thumbnails will entice customers to click and find out more. 

  Heatmaps and click maps analyse

  1. How many impressions the content has (e.g. a banner), and
  2. What percent of users that see the content click on it 

  For example, you may have a banner with high impressions but low click-through rates. Tracking content interactions optimises your website by showing which elements or CTAs need more visibility. 

  #3. A/B testing

  Heatmaps provide invaluable data on which landing pages are converting the best. Not only that, but session recordings and heatmap data can show you exactly why one is converting better so that you can replicate the results to increase conversions on other landing pages.

  Tracking heatmap updates on different versions of the same sales page will help confirm creative solutions faster than feedback alone. 

  Ultimately this kind of comparison increases your ROI faster because you are not guessing why some customers are converting and others are not. 

  #4. Conversion Funnel

  Using heatmap software in sales funnels lets you visualise user behaviour at each stage of the conversion process. 

  For example, if many customers are dropping off a payment page, heatmaps can indicate whether it is a usability issue such as pop ups, lack of clarity with payment buttons or something web developers haven’t seen from the back end. 

  These analytics improve conversions by reducing friction in sales funnels as much as possible. 

  #5. Content engagement across channels 

  Optimising websites across all channels is now expected for online businesses. 

  Bad mobile optimisation annoys 48% of online shoppers, and if your web page takes longer than 3 seconds to load, 53% of visitors will simply click away. 

  You can use heatmaps to improve engagement by tracking mouse activity, clicks and scrolling. This helps improve conversions by confirming 

  • How invested a user is in the page 
  • How easy it is to navigate your website and content on different devices 
  • What is your most viewed content and what to push more of 
  • How users generally move through your website on different devices 
  • How clear your messaging is (e.g. high click through rate but low engagement could indicate they aren’t finding what they’re looking for once they click on a CTA)

  #6. Above the fold analysis 

  Although a well-used web development term, above the fold is still one of the most important factors in heatmap analysis. 

  Above the fold analysis gives you insight into a customer’s first impression of a page. 

  An example of above-the-fold heatmaps in action could be a page with a video explanation. Say you have a landing page with a video below the fold that explains why someone should buy and has a CTA button underneath. If there are a lot of page visitors but very few people scrolling below the fold, you can see why hardly any visitors are watching the video or engaging with the CTA button. 

  Insights like this would inform further development such as including important video content above the fold or updating header copy to encourage visitors to scroll down the page more often.

  

  #7. Session recording

  Recording features go hand in hand with heatmap visualisations. Recording features like Session Recording shows the flow of each user’s time on your website. 

  For example, a session recording replays all clicks, mouse movements, scrolls, window resizes, form interactions, and page changes (e.g. when a popup appears).

  #8. Scroll heatmap 

  A scroll heatmap shows the percentage of people that have seen a part of the page. 

  For example, the top of a website page will be the “hottest” in a scroll heatmap, and it naturally gets “colder” further down.

  Tracking this shows whether customers are staying on the page, whether they are only seeing information above the fold, and whether sales pages are engaging. 

  It is an effective strategy for improving sales pages because it shows where customers are losing interest and which elements receive the most engagement.

  

  #9. Records clicks 

  With a click heatmap, you can find out what your visitors think is clickable on a webpage.

  This improves conversions in two ways. 

  Firstly, it shows whether customers are clicking where you expect them to. For example, if you create a “buy now” or “free trial” button but nobody ever pushes it, it informs your back end developers that it needs an upgrade. 

  Secondly, it indicates any user experience issues. If there are a lot of clicks on an element that doesn’t link anywhere, it shows that it either needs to be changed or have a link included because customers are trying to engage with it. 

  For even more accurate data, combine click maps with hover maps. This shows where users are paying attention but not clicking through. 

  #10. Records mouse movement/hovering

  Is your website distracting users from the ultimate goal of converting ? Does your website have a logical flow and next step ? Recording mouse movement and attention will help you answer questions like these. 

  Mouse move and hover heatmaps identify where your website visitors engage on the page. Are they naturally drawn to your CTAs ? Is the sidebar taking their attention away from the primary content ? 

  This data increases the likelihood of conversions because it shows where you need to remove distractions or draw their attention in. 

  

  Final thoughts on heatmap analytics 

  Heatmap analytics benefit both you and your customers. By identifying issues that stop them from buying and optimise their engagement, you’ll have happy customers and happy stakeholders. 

  Next, check out these guides on heatmap software and using user behaviour analytics to increase conversions and improve customer experience !

  The Ultimate Guide to Heatmap Software

  How to use Behavioural Analytics to Improve Website Performance

  Heatmap Video

  Session Recording Video