How To Use Behavioral User Data To Improve UX 

Optimize User Journeys with User Insights

Digital analytics is by now one of the biggest drivers for UX improvements. Especially for e-commerce websites it is all about getting the important next click. 

Data serves as the compass guiding us through every click, scroll, and conversion journey. Tools like GA4, ContentSquare, Hotjar, or Crazyegg open the door to endless insights. However, with large data sets comes the risk of misdirection, by interpreting too much into small things. 

In this article, I'll outline essential steps to take before immersing yourself in the vast sea of data and show some examples of how you can use big data to improve your website immediately.

Don’t just dive into the data

Understanding Customer and Business Needs:

Before plunging into data analysis, it's crucial to establish a solid foundation by understanding both customer needs and business objectives. Take the time to clearly define what actions you ideally want users to take on your page and identify the most valuable customer journey for your business. This initial step prevents the risk of being blinded by raw data and helps in steering clear of misguided optimizations.

What happens if you skip this step?

A common pitfall in data analysis is the tendency to dive in without a clear understanding of what truly matters. Blindly optimizing for metrics without aligning them with customer needs and business goals can lead to suboptimal results. For instance, focusing on improving clicks on a slider might be irrelevant if users are already engaging with more valuable elements on your page. The key is not necessarily to alter customer behavior but to optimize for maximum profit and customer satisfaction. This ensures a strategic approach that encourages users to return, fostering long-term success.

5 Ways to Improve Your Customer Journey Through Data Today

Understanding your customer's journey is paramount for sustained success. Leveraging data-driven insights can unravel the intricacies of user behavior and pave the way for strategic optimizations. But when does it matter that my user clicks on one element instead of another? Here, we explore five impactful ways to enhance your customer journey through meticulous data analysis instead of getting lost in meaningless click percentages or scroll behavior.

Segmenting Buyers from Non-Buyers:

When diving into the wealth of data, segmenting customers based on outcomes provides valuable insights. 

  • By discerning the differences between buyers and non-buyers, you can identify potential hurdles in the customer journey. 
  • For instance, if non-buyers linger on a specific page, scrutinize their clicks to uncover potential issues such as confusing elements or unfavorable product mentions. 

Whether it's unclear Call-to-Action (CTA) wording or unexpected shipping costs, understanding these pain points is the first step toward targeted improvements.

Form Fields:

Form fields can be a stumbling block on the path to conversion. 

  • Delve into your data to scrutinize the impact of each field on user experience. Evaluate the necessity of optional fields, ensuring they contribute justifiably to the conversion process. 
  • For global businesses, be wary of differing address and phone number standards across countries. 
  • Tailor your form fields to meet these standards, addressing intricacies such as additional door numbers in certain locales like Vienna. 

This meticulous attention ensures a seamless user experience and bolsters your conversion rates.

Click Errors:

Understanding what is clickable and what isn't is vital, especially in the mobile-centric era. 

  • Analyze user interactions to identify elements mistakenly perceived as clickable. 
  • Assess the impact of these click errors on user behavior, gauging frustration levels. 
  • Segment users, who engage with non-clickable elements and observe whether it affects their journey – do they continue, drop off, or make fewer purchases?

This insight is crucial for refining your website's functionality and ensuring a frustration-free user experience.

Jumping Between Pages:

The customer journey, particularly during processes like checkout, should ideally follow a chronological order. 

  • Analyze data specific to journeys from checkout pages to pinpoint instances where users deviate. 
  • Identify potential stumbling blocks, such as specific checkout steps causing jumps. 
  • Pay attention to the pages users visit before returning to the checkout, focusing on those who abandon the process entirely after having been in the checkout phase. 

This targeted analysis sheds light on critical areas for improvement in the user journey.

Above-the-Fold Checks with Scroll Data:

In a world where scrolling is often overlooked, harness the power of scroll data to optimize the visible section of your landing page – the above-the-fold area. 

  • Conduct tests to determine designs that encourage users to stay and scroll. The placement of the Call-to-Action (CTA) is pivotal. 
  • Experiment to find the most effective CTA placement on top. 

An effective trick is to always display a glimpse of the next section, enticing users to explore further. This strategy not only improves engagement but also ensures that users are aware there's more to discover.

Why Numbers Shouldn't Always Beat Words:

In the realm of data-driven decision-making, the marriage of quantitative and qualitative insights becomes imperative for the success of any product. While quantitative data provides a valuable glimpse into unbiased user behavior, it often only scratches the surface. Numbers offer symptoms, not causes, and the intricacies behind user actions can be complex. 

This is where qualitative insights shine, unraveling the nuances of user behavior through interviews or remote usability tests, exposing misunderstandings and emotions that raw numbers may miss. 

A crucial point to remember is the power of A/B tests, the ultimate proof of high-impact changes. Regardless of the data source, leveraging A/B tests, especially with over 1000 conversions to a trackable event, ensures a robust validation process. In the upcoming section, I'll outline a concise method for creating and testing significant changes to elevate your website's conversion rates.

Creating High-Impact A/B Tests with Redesign Exercise:

A/B testing stands as the litmus test for website optimizations, and a strategic redesign exercise can elevate these tests to high-impact levels. The journey begins with the "CTA approach" – a simple yet powerful exercise. 

Picture your page with just one button. What would that button be? This prompts a focused examination of the primary conversion-driving behavior you aim to encourage. Once you've crafted a compelling Call-to-Action (CTA), the key question arises: what does a user need to know and feel to click that CTA? Every element on the page should align with this goal; if it doesn't contribute to facilitating the user's journey toward the CTA, it's not essential.

The next step involves anticipating the next best move. Recognize that not every user will click on the primary CTA, and that's okay. Instead, provide alternative pathways for users to navigate your site, ensuring they are always guided towards the next best move for both you and the customer. This meticulous approach ensures your page is not just a collection of aesthetically pleasing elements but a strategic conversion-focused design.

The beauty of this methodology lies in its adaptability – it can lead to either a massive overhaul or subtle tweaks to the existing design. Regardless of the scale, the crux is to run an A/B test against the old version. This serves as the ultimate litmus test to validate whether the redesign truly enhances the user experience and drives conversions or if any crucial elements were inadvertently overlooked. In the subsequent section, I'll provide a concise method to facilitate the creation and testing of impactful changes for your website's conversion journey.

Last Update: