“When every screen or page is self-evident, it is equivalent to good lighting in a store. Everything seems better.” – Steve Krug
As cliché as it might seem, knowledge is indeed power. We spend most of our effort and time deriving customer feedback and insight. Whether it’s with the help of heatmaps, surveys, or some other ways, we try to derive relevant information all the time.
Improving UX can be a difficult task especially if you don’t have meaningful, actionable insights. Insights that can not only help optimize customer experience but also your overall business strategy.
Also, the process of gathering, cleaning, and examining data is not easy and although 85 percent of organizations claim that they’re starting to be more data-driven, just 37 percent of companies claim to succeed in this area.
In this post, we’ll take a closer look at how you can derive actionable insights from user behavior recordings to optimize the user experience.
About actionable insights
Understanding the needs and wants of your customers has become an integral part of ensuring that your organization is future-proof. This empowers you to interact and learn from your customers to offer ever-improving experiences. This is what actionable insights do.
Actionable insights refer to direct, meaningful actions, which are derived from analyzing any form of raw data. It helps businesses in making well-informed decisions.
One of the ways to gain actionable insights is by making use of user behavior recordings.
In doing so, you’ll be to have a better understanding of how your consumers feel and think. Analyzing consumer behavior helps organizations to understand what their audience wants and needs accurately and also the reason behind it.
When customer behavior research is done correctly, it’ll help you gain relevant insights, which in turn, will help optimize the effectiveness of how you engage with your audience, thereby improving UX and boosting sales.
However, not every insight is actionable. Actionable insights don’t translate to more data or more information. Data, insights, and information aren’t the same thing.
So, why is UX optimization critical?
Optimizing user experience is important because it boosts retention. By improving user satisfaction, you’ll be able to avoid losing customers as a result of poor user experience. Besides, improving UX helps in boosting conversion rates, which, in turn, will drive increased revenue. If you don’t put your time and effort into improving the UX, your lead or prospect might grow cold. They’ll more likely abandon your site if they aren’t getting anything of value.
According to Forbes, a better user experience design can help increase conversion rates by 400%. User experience is much more than just beautiful web design. It’s likely for you to lose revenue if customers don’t get what they expect from your site.
This is why deriving actionable insights from user behavior recordings is quite essential as it helps you determine exactly what it is that your audience wants and needs.
Get actionable insights with user behavior recordings
Regardless of which industry you work in, if you’re running an online business, the success or failure of your company depends on the UX.
In the digital arena, it’s vital to determine how easily your visitors navigate through your site and the potential issues that might prevent successful conversions to make a profit. That’s why online businesses rely on smart technologies like user behavior recordings or visitor session recordings to gain actionable insights to further enhance the user experience.
User behavior recordings offer a visual representation of the scrolls, clicks, movements, and other actions of a real user when they visit your site. It’s saved in the form of a video file that can be played back later.
User behavior recordings let you see how your visitors behave when visiting your website, enabling you to gain actionable insights for optimizing the user experience.
Here are 4 types of user behavior recordings that can help you gain actionable insights and optimize UX:
1. Session Recordings
The best and easiest way to monitor user behavior is by actually reviewing how users interact with your app or site. That’s exactly what user session recordings allow you to do. It shows exactly how your users behave when they launch the app or visit your site until they leave. You’ll also be able to see every gesture and tap they make, along with unexpected app crashes, freezes, and closures.
It not only records the interactions but also lists the documents chronologically, enabling you to find certain interactions easily and quickly. As such, unexpected gestures and frustration patterns can be determined.
Hotjar is a popular tool that helps with real-time session recordings so that you can watch what users see on a web page.
Hotjar features include:
- Tag and share the video recording
- Taking notes while watching a visitor’s action
- Filter or search recordings like exit page, start with, or page contains, etc.
2. User flows
Navigating user flows give an overview of your user’s journey, without the need for you to view every session replay. They present an aggregate of several users and sessions.
User flows also help in finding the most important sessions to review, such as the first screen that users open when they launch the app and the number of screens the users open before the intended screen is found.
Take a look at this user flow of a Fintech product. By identifying the product’s user flow in advance, you can easily align design and navigation with the specific user goals.
Optimization of the user flow and conversion funnel will improve a website’s success rate and increase the conversion as it enables visitors to accomplish their tasks quickly.
3. Touch Heatmaps
Other elusive user behavior such as the way they experience gestures and navigate each screen and menu can only be determined with a qualitative tool. That’s where touch heatmaps come to play.
Touch heatmaps create a color spectrum of several user interactions on every screen of an app or website, providing you with instant insights about how your users behave and engage with each screen. This enables you to monitor and understand user behavior immediately.
Also, you can filter touch heatmaps by several other parameters like the first gestures of your users on a screen, unresponsive gestures, or the last gestures. As such, you can determine your users’ interactions with one section of the screen. Another benefit of touch heatmaps is that it allows you to find usability issues that cause unresponsive gestures.
OTT (over-the-top) media services like Netflix use website heatmaps as a data collection and visualization tool. Engineers at Netflix took it upon themselves to determine the pattern of their target audience’s interests, the kind of shows and movies they usually watch, the genres they identify with, and so on. This data is then used to deliver personalized UX to each viewer.
Given below are two examples of the website heatmap by Netflix for optimizing the watching experience:
In the above image, Netflix found that users were forced to shift their attention to the sidebar, and then back again to the highlighted title located on the left.
Considering the pain point, the company designed the new interface where it shifted all the information to the top left, just above the highlighted title, lessening the number of back-and-forth movements.
4. Conversion funnels
This is another important tool that is helpful in determining actionable insights as it analyzes user behavior in areas of the app or site that affect your organization’s bottom line. In-app purchases, onboarding, etc. Conversion funnel tracking provides a clear explanation of which stage your users leave the funnel.
Often, visitors do not complete their journey through the conversion funnel for several reasons. Frequently, marketers assume the reason behind an abandoned cart. However, you can precisely locate where they quit using Google Analytics.
Before beginning with the Google Analytics funnel report, you must find the pages that serve as the entry point of your funnel. Once done, it may take a week or two to gain adequate data to draw valid conclusions on UX performance. Ideally, wait for 30 days to get at least one well-rounded sales cycle to use as a baseline.
The bottom line
It is through user behavior recordings that online businesses have been obtaining deeper insights into their customers’ behavior. By implementing this evolving technology, you’ll be able to refine user interactions with your services and also build a proven commitment towards customer service.
User behavior recordings can deliver actionable insights to your fingertips. By analyzing how users or visitors interact with your site you’ll be able to take the necessary steps for streamlining your sales and marketing processes online.
Guest author: My name is Lauren Williams, currently working as a SMM at MedicoReach. I have been working in the B2B industry for a decade now. Through my blogs, I keep the industry updated on latest trends, development, and advances across the various segments.