Want the site to bring you more customers and deals? This problem can be solved by analyzing the behavioral metrics using Google Analytics. From this article, you will learn where GA behavioral reports are located, how to interpret them, and what actions you can take to improve resource efficiency.
What are Google Analytics Behavioral Reports?
Sign in to your Analytics account and select the Reports tab. In the sidebar, find the "Behavior" section. Select the "Browse" option. You see Google Analytics behavior reports.
GA Behavioral Reports are metrics summaries that allow users to evaluate user behavior on the site. Behavioral metrics analysis helps measure resource efficiency and determine optimization directions. Note that these metrics can be considered as qualitative characteristics of the site’s effectiveness. You will not be able to implement an intensive way to develop a project if you ignore behavioral factors.
There are two ways to develop projects: extensive and intensive. The extensive method implies a constant increase in quantitative indicators of efficiency, first of all, traffic. Extensive growth is rapidly depleting, faced with a shortage of resources and market constraints. Intensive method involves working on quality indicators of efficiency, for example, conversion rate. Intensive growth has almost no limits.
As you can see in the illustration, the Google Analytics Behavior section has nine subsections. What are they needed for? Let's figure it out.
The "Overview" section contains information about traffic, as well as a number of additional metrics.
With the help of metrics you get the following information:
- Page views. This indicator records the total number of page views, including repeated views by one user.
- Unique views. The number of page views excluding repeated views by one user. Views and unique views are quantitative metrics that allow you to estimate traffic.
- Average page view duration. This is a quality metric. The longer a user stays on a page, the higher his involvement. A low average viewing time usually indicates that the content does not match the visitor’s expectations or is of poor quality.
- Bounce rate. GA default settings fix a failure if a site visitor views one page and leaves the resource. This is a qualitative metric: the higher the bounce rate, the more likely that the content does not meet the needs of the audience.
Please note, GA records a failure, even the user remains on the site for a long time. Visitors who, for example, read a large review and leave the resource, having satisfied their informational needs, get to refuse. To solve this problem, you can track the refined bounce rate.
- The percentage of outputs. This metric reflects the percentage of users who have left the site from the selected page or set of pages.
Marketing advice: if you recorded a low user time on the page and a high bounce rate, evaluate the design, functionality and usability of the site. Users do not face technical difficulties and ease of use of the resource? Most likely, your content does not meet the expectations of potential customers. Start by developing a content strategy.
2. Map of behavior
In the "Map of behavior" displays the typical paths of users on the site.
The map allows you to visually assess the duration of the visitors' stay on the site, entry and exit points, as well as the paths through the site. This information refers to the qualitative characteristics of the efficiency of the resource.
Marketing advice: track the behavior of users who enter the site through certain pages, for example, through the pages of a corporate blog or various product categories. To do this, create content groups in the presentation settings.
3. Site Content
Section "Site Content" contains information about user interaction with your resource.
The section has the following subsections:
- All pages. Here you will find indicators for top content for the selected period. Use this subsection to quickly determine the most effective resource pages.
- Analysis of page traffic. This subsection is important for resources that have large categories, for example, a blog, product groups in an online store, etc. With it, you can quickly analyze the effectiveness of categories.
- Login pages. This subsection helps you quickly identify pages that drive the most traffic. You can also evaluate the performance of these pages using a number of metrics, including conversion rates.
- Exit pages. This section shows the pages from which users most often leave your site.
Marketing advice: pay close attention to the "Exit Pages" subsection. Try to find the reasons forcing users to leave the site. These pages may not be very informative. Maybe they do not have internal links relevant to the interests of users. Make sure that all resource pages have conversion options: subscription form, order button, etc.
4. Site loading speed
Section "Site loading speed" contains information showing the relevance of technical site optimization.
The section has the following subsections:
- The speed of loading pages. Here you will find information about the download speed of the most popular pages in comparison with the average for the site.
- Suggestions to increase the download speed of the site. In this section you will find recommendations on how to speed up the loading of the most popular pages on the site.
- Custom page loading speed. In this section you will find information about the average download speed of individual page elements and its impact on user experience. To use this subsection, you need to install additional code on the site.
Marketing advice: if you think the page loading time or other indicators are too high, contact the employee or the outsourcer responsible for the technical support of the resource. In some cases, you can reduce the page load time by yourself. To do this, reduce the size of the images on the page, and also remove unnecessary widgets from the pages. Pay attention to the download speed in the context of browsers. Estimate download speed for mobile browsers: this indicator is critical for users and search engines.
5. Site search
After the semantic apocalypse, the section "Search on the site" has become an important source of data on search queries.
The section has the following subsections:
- Overview. Here you will find general quantitative information about the use of search on the site.
- Using site search. In the subsection, you will find data on visits using site search in relation to visits without using search.
- Searches. This section will tell you what users are looking for on the site.
- Search pages. Here is the information needed to assess the effectiveness of the pages on which users initiated the search.
Marketing advice: pay close attention to the section "Search queries". Use it to determine audience needs. Do you have content on the site that responds to the most popular user requests? Please note that the search queries of site visitors often coincide with the search queries of users of Yandex and Google. This is important in the context of the absence in the analytic system of information about key queries in the natural search.
The "Events" section allows you to follow certain user actions, for example, by clicking on external links, watching videos or making online chat. To use this section, install an event tracking code on your site.
In the events section you will find subsections:
- Review of events. Here you will find general information about the events that you are tracking.
- The best events. Shows the events that generate the most interactions with users.
- Event pages. There is information about the top pages that generate tracked events.
- Event Map In the subsection, you will find visual information showing the user's path from landing on the site to initiating the events being tracked.
Marketing advice: By default, the event map groups users by country. Change the settings to group visitors by traffic sources, entry pages or other practically important parameters.
To use the AdSense section, link your Analytics and AdSense accounts. The section has the following subsections:
- Overview. In the subsection you will find general information about the income received in the contextual advertising system.
- AdSense pages. Here you will find information about the top pages that generate income.
- Sources of transitions. Here you will find top traffic sources that generate clicks on contextual ads.
Marketing advice: Try to find patterns that unite the top AdSense pages. Can I repeat them on other pages of the resource? A positive answer will help you increase your AdSense revenue.
This section will help you conduct A / B tests in Google Analytics.
Marketing advice: use split tests to compare content performance. For example, create an experimental landing with aggressive advertising text and compare its effectiveness with the original informational variant. Experiments will help determine the preferences of your audience and improve the effectiveness of the site.
9. Page Statistics
To use this section, install an extension for Google Chrome Page Analytics.
This section allows you to view website pages and visually evaluate Google Analytics metrics.
Marketing advice: Use the "Page Statistics" section to determine the most popular links on the site pages. Make sure that the requested links are included in the conversion path of users.
Behavioral reports: site analysis and optimization tool
The Behavior Analytics section of Google Analytics helps you monitor user behavior and determine their needs. Use the data to solve practical problems: optimizing conversion, improving the quality of content, maximizing revenue from contextual advertising. In this case, behavioral reports will become a tool for resource development for you.