Setting up a website is done strategically with a specific goal in mind. In most cases it is about achieving as many conversions as possible or generating more awareness. To make sure that visitors to perform a desired action, it is very important to look at visitor behavior.
What can you do with visitor behavior?
When visitor behavior has been mapped, it is not only possible to look at the weaknesses of a website, but also to predict certain behavior. For example, a website can be continuously improved to achieve the intended goal.
There are certain universal guidelines that you can apply when you design a website. But what do you do if it appears that the visitors of your website are not following the path that you have devised for them? Driving traffic to a website is not an easy task, but retaining this traffic is much more difficult. A lot of important data can be collected by looking at visitor behavior and by analyzing this behavior.
With this information you can adjust your own strategy of a website to optimize it. It is necessary that the design of a website is based on the behavior of the visitors. A tactical placement of an order button or certain information can lead to more conversions.
There are several aspects that can be analyzed to reflect visitor behavior, we will discuss a few with you.
- Heatmaps : Heatmaps actually represent the popular areas on a website, the so-called ‘hot’ points. By tracking the movements of the cursor, the scrolling behavior and the clicks you can obtain a lot of information. Unfortunately, it is not possible to report the cursor movements of devices with a touchscreen.
- Session: When you map a session of a visitor, this can provide a lot of useful information. Which pages has a visitor visited in a session? In what order? And how long has a visitor visited each page?
- Conversion funnel: When do visitors leave a website? It is important to know where visitors who end up in the conversion funnel end a session. Does this take place for a large part of the visitors at the same point? If this is the case, adjustments can be made to prevent this.
- Shopping baskets: It may be something that is not unknown to you. You visit a website, add several products to the shopping cart, and then you do not pay. By analyzing this behavior among visitors, useful information can be obtained. Which products does a visitor add? And why is there no purchase?
The above measurement points can provide many insights. Nevertheless, the most important questions can also be asked of a visitor himself. A visitor’s opinions can provide unforeseen solutions. Useful information can be obtained by means of a survey or a response form. To stimulate the completion of a questionnaire, for example, a discount voucher can be offered on a subsequent purchase.