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How Behavior Flow Can Save You from Tragedy

online marketing small businessMost people run at the thought of analytics and crunching data. I used to be one of those guys.

If you handed me a sheet of data, I’d probably scan it for one second and toss it to the side in the next second. Data seems so boring… until you recognize data can lead to serious wins in business.

Data can especially lead to massive improvements in online marketing and conversions. And guess what??

Data can show you the smallest adjustments you need to make for some significant increases in leads, conversions and sales. Data can save you from a website tragedy.

Let me share one of my favorite pieces of Google Analytics.

Do You Have Google Analytics?

Real quick, if you don’t have Google Analytics, then you need to sign up for it and attach it to your website. It’s FREE. So c’mon.

You can sign up for it here: www.google.com/analytics

If you have WordPress or another CMS, you can attach it easily – literally in 10 minutes. If you have any questions, feel free to reach out to us for help. Yep, we’ll help you get analytics on your website.

Check Out Behavior Flow

Okay, now you’ve installed Google Analytics or you already have it installed. Let’s check out one of my favorite pieces of data and see what we can learn.

It’s called “Behavior Flow” – you’ll find it on the left-hand side of your Analytics dashboard under “Behavior.”

Screenshot 2015-05-22 09.38.09

And it looks like this:

Screenshot 2015-05-22 10.21.31

 

Now, what is the Behavior Flow exactly? Well, it’s exactly what it implies. It’s the behavior of your visitor and how they flow through your website.

This chart shows where people land, the most popular landing pages (typically your homepage) and where they go after that initial landing page. It also provides metrics about how much people drop off and where they drop off.

Are you starting to see the potential? Let’s dig into that a bit more.

Interpreting the Behavior Flow:

First and foremost, you can determine the most popular landing page. Again, for most small businesses it’s going to be your homepage. Now, take a look at the red portion on the graph, which indicates drop off.

Is there a significant amount of drop off from your homepage? Hover your mouse over the red portion for some metrics. If your drop off is above a 50% then you may want to dig into your homepage more and determine why the drop off is so high.

Let’s also consider the other landing pages listed below the homepage, or whichever page is listed on the top.

Screenshot 2015-05-22 09.51.07

These are the other top-performing landing pages. For us, it’s blog posts. It might be the same for you if you’re blogging and sharing on social. For others, it might be product or service pages.

Which ones are performing well? Why?

Also consider the drop off from those pages. Are people dropping off more or less from those pages? As you start to consider these metrics, you have much greater insight about your website and how visitors interact with it.

Now, check out the paths between landing pages and secondary pages. Where are they going after they land? Are they going to your contact page? Are they looking for something more specific? Are they dropping off from that page?

For us, our most popular secondary page is our Contact page. However, the drop offs are higher than we’d like. We need to take time as a team and consider why people are dropping off that page and why we aren’t capturing more.

Quick Client Story:

As we considered the behavior flow for a client’s website, we noticed most people were navigating to their Team page after a landing page. Hmmm… interesting.

We took a long, hard look at the Team page and wondered – how can we capitalize on the amount of traffic coming here after landing?

What did we do? We placed a call-to-action (CTA) at the top of the page. We added some actionable text and a button for a visitor to click to sign up for a free quote.

We realized – if most people are interested in their team then they’re looking to work with them. If they take a look at the team and really align themselves with the team, then we want to capture them there. We don’t want to lose them.

So, we placed the CTA at the top so people would have an action to take.

And… conversions are already up!

Time To Make Decisions:

Okay, you’ve looked at your Behavior Flow, but you’re wondering what to make of the data. You’re wondering what changes you need to make. Here are a few general ones we can share without digging into your analytics more specifically:

  • Homepage: if more than 50% of visitors are dropping off here then you don’t have actionable content or CTAs. You’re not asking the visitor to do something. You’re not convincing them to dig deeper. Tell them what to do: sign up for something, download something, contact you, get a free quote, etc.
  • Contact page: if your most popular secondary page is your Contact page, but you’re not getting the conversions you need… maybe it’s because your contact form is too complicated. Maybe your phone number isn’t displayed prominently. Maybe people don’t really know what they should say when contact you.
  • Blog posts: if some of your most popular landing pages are blog posts, then you need to have good CTAs here as well. Tell people to read another article. Ask them to sign up for something. Encourage them to contact you. Push them somewhere else on the website.
  • Service/Product pages: if you’re experiencing drop off on these pages, it could be for a whole bunch of reasons. Maybe your service/product descriptions are descriptive enough. Maybe you’re not providing the visitor with a way to contact you. Maybe you need to include testimonials or reviews.

Okay, those are some general things to consider and changes you can look to make. Take an honest look at your pages and determine why people are acting the way they are.

Then share with us some of the changes you’re thinking about making and ask us for feedback. We love to help!

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