What Are the Different User Behaviour Metrics Marketers Should Track?
The act of analysis is a crucial part of digital marketing. There are far too many marketing campaigns that implode and crash because marketers never analyze the right and wrong things they are doing.
The evidence for the importance of analysis in digital marketing by seeing the number of analyst positions opening in the field. Job titles like SEO and SEM analyst are not uncommon. Brands, big and small, are hiring analysts to figure out how they can improve their digital marketing campaigns to get better results.
A large part of digital marketing analysis is based on user behavior. Platforms like Google Analytics are essentially repositories of data and convey all the statistics related to incoming traffic to marketers. It is up to the marketers to look at raw data and draw conclusions on consumer behavior.
In order to nurture and grow a base of customers, marketers must first understand how people coming on a website behave. Analysis of user behavior is the most difficult part of digital marketing as it is the least obvious. This is where professionals have to show their true creativity and talents and not rely on tactical methods of digital marketing.
Digital marketing institutes try inculcating the habit of analyzing campaign data in students. Only professionals who know how to use data to improve themselves and the campaign they are running can succeed in the long term.
In this article, we discuss the different types of user behavior metrics that marketers should track.
Content Engagement
Very few things on a website can make people trust you more than content. By publishing quality and authoritative content on your website, you’re letting the audience know that you know what you’re doing. A shoe seller who can predict the exact trends of the shoe industry and share this knowledge with you is not trying to educate you. Instead, the shoe seller wants to let you know beyond a reasonable doubt that he knows his stuff.
Content is a great way of conveying authority and expertise. Usually, user behavior in relation to content can be evaluated by checking average session time, social shares, comments, bounce rate, and organic backlinks to the content. This data helps marketers evaluate their content better.
Conversion Rate
Optimizing conversion rate is the chief goal of any business trying to sell something. The more people a business can convert, the better the odds it has at making more money.
In order to understand how users respond to efforts made in a marketing campaign to convert them into becoming customers, marketers must take into account factors like sales funnel movement, checkout page exits, mouse movement on product pages, and so on.
In Conclusion
A large reason why many marketing campaigns fail is that many marketers simply don’t understand how the target audience is reacting to it. Tracking user behavior is the only solution to the problem of understanding the target audience. This article covers the different types of user behavior marketers must track.
About the Author- Ravi Teja is a marketing analyst and freelance writing currently plying his writing talents as a guest author for Delhi Courses. The institute is known for being amongst the top brands for digital marketing courses in India.
