{"id":142085,"date":"2020-09-24T15:30:38","date_gmt":"2020-09-24T15:30:38","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=142085"},"modified":"2020-09-24T15:30:38","modified_gmt":"2020-09-24T15:30:38","slug":"why-behavior-analysis-is-important-online-business","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2020\/09\/24\/why-behavior-analysis-is-important-online-business\/","title":{"rendered":"Why behavior analysis is important online business"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li>A typical consumer now\u00a0owns an average of 3.6 devices\u00a0which means a person\u2019s journey may start from a laptop and end on a mobile or a tablet.<\/li>\n<li>In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners.<\/li>\n<li style=\"font-weight: 400;\">Developing analytical skills can help you better manage these obstacles.<\/li>\n<li>MD of SEO Discovery shares a guide to help you understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.<\/li>\n<\/ul>\n<\/div>\n<p>In today\u2019s digital age, the customer journey is getting complex day by day and if you are doing online business then it\u2019s vital to understand your customer journey. A typical consumer now <a href=\"https:\/\/blog.globalwebindex.com\/chart-of-the-day\/digital-consumers-own-3-64-connected-devices\/\" target=\"_blank\" rel=\"noopener noreferrer\">owns an average of 3.6 devices<\/a> which means a person\u2019s journey may start from a laptop and end on a mobile or a tablet.<\/p>\n<p>In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners. According to <a href=\"https:\/\/www.statista.com\/statistics\/457078\/category-cart-abandonment-rate-worldwide\/\" target=\"_blank\" rel=\"noopener noreferrer\">Statista<\/a>, 88.05 percent of online shopping orders were abandoned in March 2020 worldwide, which means over 88% of people added selected products into the cart and left without buying for various reasons. This is a massive business opportunity loss for ecommerce players.<\/p>\n<p>Developing analytical skills can help you better manage these obstacles. Without adequate knowledge of analytics, your marketing won\u2019t work because you won\u2019t know what worked and what didn\u2019t work. All the marketing suits come with analytics tools to help perceive the behavior, engagement metrics, and demographics of the visitors coming to a website. The most common web analytics tools are Google Analytics, Adobe Analytics, Kiss Metrics, and Mixpanel. They generally come with the following features and capabilities:<\/p>\n<ul>\n<li>Real-time analytics<\/li>\n<li>Mobile analytics<\/li>\n<li>Attribution modeling<\/li>\n<li>Segmentation<\/li>\n<li>Ecommerce tracking<\/li>\n<li>Funnel analysis<\/li>\n<li>Cohort analysis<\/li>\n<li>Cross-device tracking<\/li>\n<li>In-page analytics (Session recording, click tracking, heatmaps)<\/li>\n<li>Goal conversion tracking<\/li>\n<li>Event tracking<\/li>\n<li>A\/B testing<\/li>\n<\/ul>\n<p>Every feature has its own data sets which can be compared to help you make informed decisions. Today we are going to understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.<\/p>\n<h2><strong>What is a Cohort Analysis and why is it important?<\/strong><\/h2>\n<p>Cohort analysis is a subset of users grouped by shared characteristics. It simply allows you to compare the behavior and metrics of different cohorts over time.<\/p>\n<h3><strong>Cohort Analysis Example &#8211; Finding Engagement Drop<\/strong><\/h3>\n<p>Let\u2019s suppose you have an online food ordering website\/app and using acquisition date (when users started their first sessions) cohorts you can find out when in the customer lifecycle your users tend to drop off.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-142088\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Table-1024x275.png\" alt=\"Cohort table for behavior analysis\" width=\"640\" height=\"172\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Table-1024x275.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Table-300x81.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Table-768x206.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Table-1536x413.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Table.png 1559w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>The best way for visualizing this data is to chart out the retention curve, portraying retention over time.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-142087\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Curve-1024x476.png\" alt=\"Cohort Curve - Behavior analysis\" width=\"640\" height=\"298\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Curve-1024x476.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Curve-300x139.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Curve-768x357.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Curve.png 1044w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>This retention curve clearly reflects the most important insight \u2013 around 75% of the users stop using the website after the first day. We can see a downfall in the engagement. Hence, it\u2019s evident to improve the overall experience and abet customers through daily offers\/coupons to boosting retention.<\/p>\n<h3><strong>Cohort Analysis Comparison &#8211; Organic vs Direct<\/strong><\/h3>\n<p>The below cohort analysis indicates that organic traffic has a better retention rate than direct.<\/p>\n<p><em> <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-142086\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Organic-vs-Direct-1024x716.png\" alt=\"Cohort - Organic vs Direct - Behavior analysis\" width=\"640\" height=\"448\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Organic-vs-Direct-1024x716.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Organic-vs-Direct-300x210.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Organic-vs-Direct-768x537.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Cohort-Organic-vs-Direct.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/em><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Visitor behavior analysis and its importance<\/strong><\/h2>\n<p>It\u2019s a process of tracking user behavior on a website and there are some great tools in the market that give accurate information. Tools like Hotjar, MouseFlow, Crazy Egg record visitor sessions to see how visitors are navigating on the website. They also offer click tracking and heatmaps to analyze the most engaging and ignored (skipped) elements on a page.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-142090\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-Mouseflow-1024x488.png\" alt=\"Screenshot - Mouseflow - Understanding visitors' behavior analysis\" width=\"640\" height=\"305\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-Mouseflow-1024x488.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-Mouseflow-300x143.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-Mouseflow-768x366.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-Mouseflow-1536x732.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-Mouseflow.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>If you look at the above heatmap, you would notice that no one bothered to click on \u201cPORTFOLIO\u201d in the top menu, which means people aren\u2019t interested in see the portfolio. Maybe we have to replace it with something more interesting (like Case Studies, Achievements, and more) which grabs a visitor\u2019s attention. These kinds of insights help you add\/remove elements to improve page engagement.<\/p>\n<p>Using filters, you can further segment your audience to dig deep and pull out actionable insights, see those filter below:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-142091\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-Mouseflow_Filters.png\" alt=\"Screenshot - Mouseflow_Filters\" width=\"561\" height=\"785\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-Mouseflow_Filters.png 561w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-Mouseflow_Filters-214x300.png 214w\" sizes=\"auto, (max-width: 561px) 100vw, 561px\" \/><\/p>\n<p>In Google Analytics, behavior flow gives you a visual presentation of how people are navigating on your website. You can apply segments to get a deeper view of their behavior and it also enables you to apply different dimensions on top of these segments to get actionable insights.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-142089\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-GA-Behaviour-Flow-1024x510.png\" alt=\" GA Behaviour Flow\" width=\"640\" height=\"319\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-GA-Behaviour-Flow-1024x510.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-GA-Behaviour-Flow-300x149.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-GA-Behaviour-Flow-768x383.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-GA-Behaviour-Flow-1536x765.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Screenshot-GA-Behaviour-Flow.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>The power of these analytical tools lies in the fact that it allows you to view which customers leave and what\u2019s making them leave your website\/app \u2013 so that you can fix it. You can also hire a professional digital marketing agency that can help you find these hurdles and remove them to enhance your overall engagement.<\/p>\n<p><em><a href=\"https:\/\/searchenginewatch.com\/author\/mandeepsingh\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mandeep Singh<\/a> is the MD of SEO Discovery. He&#8217;s mission is to provide affordable digital marketing services to startups and SMEs. He&#8217;s an official member of Forbes Agency Council. You can find him on <\/em><a href=\"https:\/\/bit.ly\/2DHTqMC\" target=\"_blank\" rel=\"noopener noreferrer\"><em>LinkedIn.<\/em><\/a><a id=\"LPlnk198534\" href=\"https:\/\/bit.ly\/2DHTqMC\" target=\"_blank\" rel=\"noopener noreferrer\" data-auth=\"NotApplicable\"><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A comprehensive guide that helps you understand user behavior on the website and how can you improve engagement using cohort analysis and behavior analysis.<\/p>\n","protected":false},"author":1092,"featured_media":142093,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16,5],"tags":[27950,27942,27951,703,27726,19138,22,27949],"content_type":[],"class_list":["post-142085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-seo","tag-audience-behavior-analysis","tag-audience-engagement","tag-cohort-analysis","tag-data-analytics","tag-digital-marketing-tips","tag-guide","tag-seo","tag-seo-guide"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/09\/Why-behavior-analysis-is-important-online-business.png","category":"Analytics","timeago":"5y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/142085","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=142085"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/142085\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/142093"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=142085"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=142085"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=142085"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=142085"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}