How to Use Behavioral Data to Reduce User Frustration

How people react while on a website greatly affects their user experience. If people become frustrated, the odds of converting leads into sales greatly diminishes. On the other hand, fully engaged visitors are more likely to click through, and may also return to your page more often. To fully understand your guests, consider tapping into the benefits of behavioral data in order to greatly reduce user frustration and improve customer experience.

What is Behavioral Data?

Behavioral data goes beyond page views and bounce rates to give a more accurate picture of what a person experiences whenever he or she visits a website. It can include information such as mouse clicks, scrolls, keyboard inputs, and screen navigations. By compiling all these factors, you can “tell the story” of a person’s user journey experience and better understand why that individual reacted in a certain way. Behavioral data provides a more comprehensive analysis of your website features than what are available through more traditional methods.

Benefits of Behavioral Data

Behavioral data allows you to look at trends on a much larger scale, and often includes information collected from hundreds or even thousands of participants. Once you have collected this data, you can then generalize behavior patterns to find out how people actually use your website. The amount of possible journey analytics you can gather from behavioral data is much more comprehensive than what you can derive from other tools such as Google Analytics, and will, therefore, provide you with greater opportunity to improve customer experience.

How is Behavioral Data Captured?

During each session, behavioral data is captured using a software program such as Javascript Events. This allows you to essentially recreate user sessions, turning them into “videos” that include behaviors such as scrolling, clicking, and page navigations. Although this amounts to volumes of material, behavioral data is meticulously indexed in order to make information as easy to search as possible. Algorithms can also be used to detect unusual behaviors so that you can focus on them more. Data as a Service (DaaS) providers can also play a crucial role in the data indexing management necessary to make that data available.

Possible Uses for Behavioral Data

You could realize numerous benefits from capturing behavioral data. For example, after indexing user sessions, you might discover that a problem exists on a particular page and could use the information you gathered to identify it. Rage clicks (rapid, repeated clicking on an unresponsive element) are a common issue that often goes undetected unless behavioral data is collected and put toward journey analytics.

Some other ways in which you could take advantage of behavioral data to improve customer experience include:

  • To learn more about how people are using a particular website or page
  • Eliminating sources of user frustration
  • Improving the overall user experience
  • Recognizing common behavioral patterns, which could then be used to improve a marketing strategy
  • Making changes to improve website flow or usability much sooner
  • Identifying when further user testing might be necessary

Taking advantage of behavioral data to improve user experience is a fairly new concept for many people. If you would like to remain on the cutting edge of website development, incorporating behavioral data into your strategy is something you should highly consider.