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Understand User Behavior With Google Analytics

July 13, 2017


Google Analytics is the single best tool to help you understand user behavior.

Here are three ways you can use Google Analytics to understand exactly what people do when they land on your website.

Use In-Page Analytics to Analyze Website User Behavior

Quick Access
In-Page Analytics lets you instantly connect to your Google Analytics account without having to log-in to the traditional interface (assuming you’re already logged into Google Chrome).This makes the process so much faster if you want to do a quick check to see how a particular page on your site is performing.Like the traditional interface, you can select a date range for the data you’d like to see and instantly accesspage views, average time on page, and bounce rate all while you’re surfing your website.

Heat Map
What I love most about the extension is the heat map functionality.You can see exactly what percentage of website visitors click on any clickable area of your site.This is so useful because you can see if people are actually clicking on all of the buttons, links, etc. on any given page.Let’s say you have a button with a call to action that says “read more”.You’ll be able to see the percentage of people who actually click on that button.You may find out that your “obvious” call to action may not actually be so obvious. Based on the results from the heat map,you can make tweaks and improve the overall user experience of your site.

Set Up Conversion Goals to Track Website User Behavior

Why is this important?
It allows you to translate your business objectives into measurable actions within your website.Instead of just knowing how many people land on a page, you’ll know what specific action they’re taking (or not taking) on that page.Google Analytics puts your data into context to easily see which pages are converting the best.Knowing this, you can send traffic directly to the high converting pages and split test to improve the performance of the lower converting pages.Often times people think their largest traffic sources correspond to their largest number of conversions, but that’s not necessarily the case.By only looking at your traffic reports and not setting up goals, you can miss this piece of the puzzle.To put this into perspective, let’s say your traffic reports tell you that the majority of your traffic is coming from Pinterest. But when you view your goals, you may see that the majority of your conversions are actually coming from search engine traffic.So even though you may have less search engine traffic than Pinterest traffic, based on your goals the search engine visitors are more inclined to opt-in to your list.Tracking your goals will allow you to easily determine this and you can then adjust your marketing strategies accordingly.

View Behavior Reports to Understand Website User Behavior
Behavior reports are the best tools to use for diving deep into website user behavior.While it’s great to know the type of people who visit your site (Audience Reports) and how people find their way to your site (Acquisition Reports), the best reports for understanding what actions people are taking when they’re on your website is the suite of Behavior Reports.

Knowing how people behave when they’re on your site will help you understand your conversions and how you should structure your marketing campaigns to increase your ROI and overall success.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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