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It's time you went beyond data focused on events frozen in time (“a user clicked on a certain link at a certain moment during his/her customer journey on your site”) and traditional metrics (e.g. page views)! Time you dug deeper than the surface level of “which visitors clicked on which links?”!
It's time you turned all that massive load of raw data that you've collected so far into customer behavior patterns! Into actionable insights!
Reading and fully understanding your customers' digital behaviors will help you “influence” their next buying journeys on your website/app. This is both the beauty and the power of behavioral analytics!
A power too great not to use it for turning your first-time visitors into highly engaged customers! One enabling you to make the right offers to the right segment of your audience, at precisely the right time in their shopping journey on your website!
Let's detail now, shall we?
A straightforward answer would be: “behavioral analytics is about focusing on the “why” and “how” a user ended up taking a certain action on your website (buying a product, leaving a web page right away, clicking a link etc.).”
A more “refined” answer would have to be: “behavioral analytics is analyzing your raw data in order to “extract” actionable information about your customers' digital behavior”.
And last, a much more “sophisticated” answer: “behavioral analytics is piecing out all the apparently unrelated data points and putting together your customer's buying story! A story including all those actions (or “chapters” if you want) that he/she took for achieving his final goal (making a booking, purchasing a product, subscribing to your newsletter etc.)"
Take behavioral analytics as your set of user behavior analyzing tools that help you go from generic questions such as “What action did visitor “X” take on my website?”, to questions like:
Analyze user behavior data. Detect patterns. Take action!
Use the actionable insights you get to make the right adjustments and, obviously, to improve your conversions!
“... that goes beyond the conventional page clicks, user purchases or traffic type of data”
So, why not go beyond the “obvious”? How about standing out from the crowd of e-commerce business owners who still consider that traffic and page clicks are the only actionable information they could possibly get their hands on?
Behavioral analytics is made of all non-conventional data just sitting there, waiting to be “capitalized”:
You'd better start valuing this type of data, as well, if you want to remain relevant in this customer-centric “jungle”, which is the digital arena. This means getting your “hands dirty”:
And it's by analyzing all this “un-exploited” data left there, “in the dark”, that you'll get to understand your visitors' behaviors. What makes them connect with your brand or, on the contrary, reject it!
Rushing in and greedily collecting all the user behavior data you could possibly get, in a desperate need to read your customers' digital body languages, won't take you too far!
Take your time to clearly identify the specific issues that you need to solve on your e-commerce website/web app, first and foremost.
To “detect” all those particular “sore points” in your e-commerce business so you can build your behavioral analytics-based strategy accordingly!
If not, all the metrics out there, all the collected data and tests that you'll run will slowly, but surely lead you to “analysis paralysis”.
In other words: what type of conversion/traffic issues do you need to address with your data?
And this is precisely the key difference between event-based analytics and behavioral analytics:
If you want to “decipher” your users' digital behavior towards your website/web app, you'll just need to pay attention to the right kind of analytics!
Moreover, it requires that you:
… so you should be able to predict their future behaviors as shoppers on your website and to use these results for your next marketing campaign.
… and this is what power, from any e-commerce business owner's standpoint, is all about!
Bottom line: behavioral analytics, when harnessed right, offers you precisely those actionable insights that will empower you to actively influence each one of your customer segments' decision journeys!
We’re excited to hear your project.
Let’s collaborate!