The first hurdle in website marketing is getting people to visit your website. Once you start to see traffic grow—great! But do you know why those visitors are on your website? Are they the right type of leads you’re looking for? And if so, are they finding what they came looking for, once they’ve arrived?
These are important considerations if you’re in the process of growing your business and reaching new audiences. And with today’s digital tools, user behavior shouldn’t be a big mystery or a guessing game.
Here are a few ways to learn more about what users are doing on your website:
- Review your website analytics regularly. Tools like Google Analytics can show you which pages visitors look at most, how long they stay, where they drop off, and how they arrived on your site.
- Track clicks, scroll depth, and navigation paths. Heatmaps and behavior-tracking tools (like Hotjar or Microsoft Clarity) visually show how visitors interact with each page—what they click, what they ignore, and where they hesitate. You can begin to experiment with solutions that ease their journeys after identifying potential hurdles.
- Check your search queries and search behavior. If your website has a search bar, reviewing what people type into it can reveal exactly what they came for—and whether they’re finding it.
- Look at form submissions and contact paths. Which form fields get filled out most? Which CTAs perform best? This helps you understand how users prefer to reach out.
- Monitor mobile vs. desktop behavior. People often behave differently depending on their devices. Knowing this helps you optimize the experience where it matters most.
- Ask your audience directly. Short surveys—for example, the kind you’d include in a post-purchase follow-up email—can quickly uncover what users liked, didn’t like, or still have questions about.
Here are a few reasons that this information matters:
- It helps you attract more of the right customers. By knowing which pages and topics resonate most, you can create more content that meets their needs.
- It shows you where customers are getting stuck. High bounce rates, abandoned carts, or confusing navigation paths can signal that something needs improvement.
- It helps you refine your marketing budget. When you know which channels bring in high-quality traffic (not just any traffic), you can invest more confidently in the outreach methods that work best.
- It improves the user experience—and builds trust. A website that’s easy to use keeps people around longer and makes it more likely they’ll take action, whether that’s booking an appointment, requesting a quote, or making a purchase.
For low-lift ways to track and understand user behavior on your website, set up a consultation with Mad 4 Marketing. We’ll come up with an approach that’s specific to your business and its unique goals—and provide you with easy, step-by-step instructions to track this important set of insights going forward.