Website Analytics and Tracking

User behavior tracking collects, studies, and analyses users’ behavior on a website. This is done with the intention of learning more about user interactions across a website. In the short-term, it helps to discover trends that you can take advantage of. If many users are visiting a promotional campaign page and are spending more time on it, it can be an early indicator that the campaign is creating a buzz in the market. The opposite is also true. If users are not paying attention to a new campaign, you might need to tweak a few things. In the long run, tracking user behavior will allow you to see a bigger picture and improve the user experience of your site. If you can pinpoint a problem, why wouldn’t you want to solve it?

The results of a behavior tracking session are usually a bunch of graphs and charts that need deciphering. Even though tracking campaigns are tailor-made for websites, all campaigns utilize custom parameters to define a campaign’s effectiveness. Here’s an example of how we can utilize behavior tracking to enhance a website –

A user begins exploring a website from a page and navigates through a series of pages. If several users go from Page X to Page Y, creating internal links across the two pages may increase engagement. As long as users are engaged with your website, the chances of conversion increase.

Web analytics is about understanding patterns across user behavior. Search engines offer insight into several details of how a customer found your site, but web tracking is about what takes place when a visitor is on your website. It is about understanding how users interact with your website and why they interact the way they do. Tracking this user behavior allows us to optimize the user experience. It’s a journey dedicated to improving the user experience on a website.

It’s important we can track how users interact with the website so we can identify if the changes enhanced or harmed the user experience. Without this data, we are in the dark. As computer scientists, we like to follow the data for the betterment of our clients and their bottom line.