There are many ways that you can track user behavior on your site. For beginners, Google Analytics is a fantastic place to start. The free tool will help uncover important data to help you understand your site performance. Your Google Analytics dashboard can show you where traffic is coming from, what keywords are driving them there, how much time visitors spend on your site, how many pages they view while there, where they exit your site, and much, much more. But to get deeper analytics into page performance, you'll need to find supplementary tools.
For example, do you know exactly where users are clicking on your page? Are they scrolling to view content at the bottom of the page, or staying "above the fold"? Do you know exactly which clicks on the page are attributed to each referral site? For more in-depth analysis such as this, CrazyEgg may offer the tools you need.
We applied CrazyEgg tagging to key pages on our website, and here's what we found:
1. Heatmap Report
This report offers a snapshot of where people are focusing their attention on your page. You'll see what’s hot and what's not, so you can make changes that increase conversions. Based on our Heatmap, we can see that both our Blog and Careers pages are hot destinations, but we also see click activity in the copy under "Problem Solving Is in Our Blood," where there are no embedded links. This may represent an opportunity to add some links and drive users right into Problems We Solve.
The Scrollmap illustrates how far down the page people are scrolling, and helps determine where visitors abandon the page. Where should you add elements to keep a viewer's attention? This color-coded map will show you. White is 100%, yellow is 90+%. According to our screen shot report, users on our homepage are viewing the entire page. But what are they doing when they're there?
3. Overlay Report
When you look at the Overlay report, you’ll be able to see the number of clicks on each element of your page. Now you can work on getting more of the clicks that make you money (and less of the ones that don’t). We see that both the scroll bar and the video are engaging elements (relative to total click-through). When we designed the site we knew we needed a "Careers" link in the page, but we decided not to place it in the main navigation. Would users find the Careers link and click it? It appears that way.
4. Confetti Tool
This tool segments clicks by referral sources, search terms, campaigns, and more, enabling you to identify where your most valuable traffic is coming from. Each dot corresponds to a series of clicks attributed to multiple criteria. Once you have this information, you've uncovered the exact traffic sources that bring high revenue with little effort. Below, the color-coded dots correspond to referral traffic from sites like Facebook, LinkedIn, Google, and WindyCityRails.
Want to get started?
Install CrazyEgg on your most important pages (in terms of revenue and traffic) and on any pages you want to test for usability issues. Basic Pricing starts at $9/month for tracking on up to 10 pages.