Once you put all your marketing efforts into driving visitors to your site, it's important to understand exactly how visitors interact with your site. The behavior report in PageSense can give you key insights into what pages people are looking at (or interested in) on your website, as well as how they are engaging with different pages on your site. The report also tells you which pages are the most or least popular on your site, how long visitors stayed on each page, and where they enter or leave from your site from. Using these analytics, you can create more pages with similar designs or topics to improve engagement and conversion on your website.
To access your behavior report in PageSense:
Select the project you want to view the behavior report for, then click the Behavior tab under the ANALYTICS section in the left pane. You will see three subcategories under the hood:
In the next session, we'll explore what metrics you can find within each subcategory of behavior reports, and how they can be used for your business growth.
This section provides an overview graph that shows you the performance of your website by day, week, and month of the year for each subcategory of behavior reports (all pages, landing pages, and exit pages) that is plotted against other website metrics. From here, you can choose to change and compare values in the graph in two ways:
Change and compare the different metrics over the same time period by clicking the dropdown menu in the top-right corner of the graph. This dropdown includes metrics such as sessions, pageviews, bounce rate, average time spent on the page, and exit rate.
Change and compare the performance of your website metrics over different data points, including daily, weekly, or monthly, by clicking on the duration selector found at the top-right side of the graph.
To view your All Pages report:
Go to the ANALYTICS tab in the left page, click Behavior, then select All Pages as shown below.
Identify the top pages to showcase your brand message
One of the best ways to increase the reach of your business among your audience is by showcasing your latest information and brand message on the pages that receive the highest views on your site. The All Pages report helps you choose the top-performing webpages to display your upcoming ads, include links to business news, and add compelling CTAs that can bring attention to the information you want to share.
Prioritize urgent changes to the site's content
Most people who enter your website are likely to follow a predefined path or pattern of flow across your site before making a conversion or deciding to leave your site. Using the All Pages eport in PageSense, you can figure out if this set of commonly used webpages is receiving the expected page views, and if visitors are spending time on these pages when compared to other pages. Based on the analysis, you can start fixing and optimizing the ineffective pages on your site first with rich keywords, better page layout, and visual designs to improve the overall performance and ranking of your site.
See which page visitors are most interested in on your site
Your website will always have certain topics or sections that connect with your visitor's interests and turns them into customers. From the All Pages report, you can quickly view topics that your visitors are most interested in and spend the most time on on your site. Using this information, you can improve your content marketing efforts by refurbishing your old content and re-promoting it to gain more traffic around the topics that the majority of the visitors are interested in.
For example, say you are running an ecommerce site and are seeing a lot of views on the product pages that sell trekking and hiking shoes. In this case, you can strategically produce fresh blog content or run special offers targeted around the theme of travel in order to drive more visitors and sales on your shopping site.
To view your landing page report,
Go to the ANALYTICS tab in the left page, click Behavior, then select Landing Pages as shown in the figure below.
Below are a few benefits of tracking the landing page metrics for your website:
Identify top sources that send visitors to your pages
There may be many channels and sources that send traffic to your landing pages. As a marketer, identifying where all the traffic to your webpages originates from and which pages to rely on is essential to streamline your future marketing campaigns and focus on the resources that work best for your website. This information can be obtained by choosing 'Source' as the primary dimension in your landing page report. From the report, you can easily see the different types of sources that send traffic to your landing pages that include organic search, social media, referral sites, and paid ads, as well as the source that sent the highest number of visitor sessions.
Monitor landing pages to implement effective changes
A landing page is the first page a visitor sees in a session. They can serve as the introduction of what’s in store for your visitors coming to your site. From the landing page report, you can quickly figure out if the top pages are greeting your website visitors with relevant information, establishing your business's perspective, and building a strong connection with your customers right at first sight. This information can be used to fine tune your page to include more user-friendly, informational, and downloadable content that contributes to your business's goals and boosts conversions.
Optimize landing pages with high bounce rate
Bounce rate is an excellent metric on how your landing pages are performing on your site. This metric can tell you which pages are encouraging visitors to take action and which ones are pushing them away without doing anything. In simple terms, a bounce rate is the volume of people who leave your page immediately without interacting with other pages on the site. Landing pages with a low bounce rate are doing a good job of keeping your visitors on board. Once you identify the top landing pages that are contributing to your website’s high bounce rate, you can try to find out what factors are responsible for people to leave seconds after they arrive on your site (bounce). Next, you can focus on fixing those pages to keep users more engaged on that page such as adding more targeted content, images, and a call to action.
For example, say your contact us page attracts a high visitors sessions but the bounce rate recorded on this page is more than 50%. In this case, you can try to analyze the reasons for a higher bounce rate, make sure this page works on all devices, and ensure your CTA (call to action) buttons are working properly, so that people can easily convert with a reduced number of bounces.
Better understand your target audience segments
Track how well is each landing page converting
The main purpose of a landing page is to convert visitors. Be it subscribing to your email newsletter, signing up for your product, or registering for an event, tracking conversions can give you a measure of how effectively your landing pages are doing their job. If you've set up goals in PageSense, you can easily track the conversion rate for each of your landing pages, and see which ones are successfully achieving their goals , and which are failing. Based on this data, you can discover what kind of work needs to be done first and where.
For example, say you own a SaaS company, and you want to track free trial signups on your pricing landing page. In this case, you can setup a element click goal on the free trail 'Sign up' CTA to understand if this CTA is appealing and compelling enough to drive conversions on the page.
When you're analyzing the performance of your website, another important area to focus on is the exit pages. Using the Exit Pages report in PageSense, you can identify which pages visitors most often leave from your website and why they end their journey from these pages before converting. By tracking this data, you can learn how your visitors are using your website, or where to focus your attention to increase the chances of conversion.
To view your exit pages report:
Go to the ANALYTICS tab in the left page, click Behavior and then Exit Pages as shown in the figure below.
The first thing you should do while analyzing your Exit Pages report is take a close look at your top ten pages, and make sure they’re the pages you want people to be leaving your site from. For example, if you're running an ecommerce site, it's good to have your thank you page in the top exit pages. Below are a few meaningful insights you can derive from the Exit Pages report:
Identify problematic areas on your pages
In some cases, your visitors may actually want to convert on certain pages, but unfortunately they might lose interest and exit from your site suddenly. By looking at the Exit Pages report, you can find out which pages have such high exit rates, and further investigate what underlying problems these pages have. Generally, the reasons why people drive away from a page could be due to poor organization of information, pages with dead ends, excessive content in one place, or technical issues related to the page. You can improve those pages by designing better call to action, adding links to related articles, and optimizing the page for different devices. Direct visitors deeper into your site and present an opportunity of conversion on website.
For example, say you see a high exit rate on the product pages of your ecommerce site. This can mean several things, like your visitors are interested enough in that particular product but are being turned off before converting. Maybe the issue could be your CTA is broken. Perhaps your descriptions is not clear, or the pictures are not clear enough to decide. Whatever the issue may be, this is a red flag that you need to spend time and improve these product pages.
Find out why visitors leave from popular pages
You likely have invested a significant amount of money to bring people to the top pages on your website. However, if your visitors exit from these top-ranked pages on your site more frequently than others, then it means you need to offer extra attention and content revision to these pages compared to others. Using the Exit Pages report in PageSense, you can find out which popular pages your visitors leave from your site, and further dig in to understand what the intent of visitors who leave from these high ranking pages is, whether this page met its goals, and if there is anything you could change to get your visitors to stick around.
Understand the visitors journey and optimize your site
The best way to learn where exactly your visitors are dropping out from their journey on your website is by looking at the Exit Pages report. The top exit pages can help you think through the path that visitors take before reaching a destination on your website, and find the barriers that stop them from becoming your customers. This could be anything from the way prices are displayed on a product page to a broken form or CTA button at the checkout page. By pinpointing these key moments in the customer journey, you can find trends or anomalies in user behavior, gain a better understanding of how people interact with your page, and optimize the content as needed.
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