Studying user behavior on web or mobile apps will help in improving web or mobile apps to improve conversions. User behavior is all the actions users take on a web or mobile app. Examples of user behavior include: where did the users click, how often did they scroll a page, or on which section users ended the session. Tracking user behavior will generate ideas on how to improve apps. To understand the interaction of users on your web or mobile apps, we need to collect and analyze quantitative and qualitative user data.
The target of understanding user behavior is to improve user experience (UX), improve content, and improve conversion rates.
To improve user experience, we advise to collect the following data:
- User navigation patterns
- Site speed
- Scroll depth
- Live recordings of users’ visits
- Time needed for a user to fill a form or fill a cart
- Session time and time spent on a page
You can collect such data using tools like Google Analytics, MixPanel, and PageSpeed Insights. You can also collect live recordings of users with tools like Hotjar or FullStory.
Analyzing the collected date, we can make decisions to:
- Change positions of buttons especially call to action buttons.
- Ensure users read the content you want them to read.
- Improve navigation flows.
The main output of the data analysis is to understand how users actually used the site versus how you thought or planned for them to use it.
To improve content, we advise to collect the following data:
- Bounces & Exits
Google Analytics or MixPanel are the optimal tool to collect data on content performance. Data collected includes: search terms, popular pages, frequency and repeat visits, and content that has the most bounces and exits.
Linking the content performance data with the UX data, we can improve content distribution into sections and pages to improve popularity and engagement and decrease bounces and exits.
Our last target is improving conversions, to optimize conversion rates, we advise to:
- Build Funnels to understand the flow of the conversions and where you lost visitors from converting.
- Do A/B testing using tools like Optimizely and compare conversion rates between two different designs, button colors, font size, or call to action button positions.
- Do form testing to know on which fields do users exit the conversion funnel.