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Analysis of user behavior on the website. How and why should it be carried out?

The analysis and monitoring of user behavior on the website is one of the effective ways to improve your marketing strategy and optimize your activities. Thanks to user monitoring, you will learn which elements of the website are working and which are an obstacle for the recipients. Let’s see how to analyze user behavior and track website traffic, and why. In the article you will find indicators that are worth analyzing and useful tools.

Website user analysis and tracking – what is it?

Tracking users on a page is the process of analyzing how users interact with the site as a whole, as well as with its individual pages. During the analysis, you can check, among other things, how “users browse the page, which elements they click on or how deeply they browse the page. This data will allow you to verify that the website provides good UX, readability and that users use it in the way you expect.

Monitoring users on the website – why is it important?

Many website owners conduct marketing activities, but do not verify their effectiveness. This is a big mistake that prevents internet marketing in a given company from developing. User behavior analysis is one of the ways you can improve your marketing efforts. Why else is it worth monitoring user activity on the company’s website and online store? Because user analysis allows you to:

  • improve sales processes in the company and facilitate the work of the sales department,
  • reveal the strengths and weaknesses of the website – it allows you to find elements on the website that may be an obstacle for users in achieving the goal (conversion),
  • improve User Experience,
  • improve the readability of the website,
  • find out how users browse the website and where they click with the mouse,
  • optimize the content of the content in such a way that the most important elements are in places that attract the attention of users,
  • better use of financial resources allocated to internet marketing,
  • improve the conversion rate,
  • better understand the needs of customers and see how the recipients react to the content on the website,
  • acquire valuable sales leads.

With on-page user analytics, you can also make changes to your site that will encourage more user engagement.

Tools for monitoring user activity on the website

The basic tool useful in the analysis of user behavior is Google Analytics. However, it has its drawbacks. Yes, it shows where users are coming from and identifies their basic activities on the site, but the data is averaged and does not represent individual cases. Moreover, Google Analytics:

  • is quite a complicated tool, especially for novice users,
  • may violate the European Union Regulation on the Protection of Personal Data (GDPR),
  • does not present the full conversion path and user behavior on the website,
  • contains a lot of data that is not needed in basic analysis.

However, there are at least a dozen other tools that can be used in place of GA to analyze user behavior . Some of them complement Google Analytics data, and some contain completely separate reports. For a full list of tools, see ” Is Analytics Possible Without Google Analytics?” Explore alternative tools. ” The most popular alternative tools are:

  • Hotjar,
  • Crazy Egg,
  • Piwik Pro,
  • Clicky,
  • Google Optimize and Optimizely,
  • Hubspot.

User Analytics metrics to track

If you want to do effective user analysis, you not only need to know how to do it and what tools to use, but also what to track. We have identified and discussed the most important indicators below.

The Engagement Factor is an indicator available in Google Analytics 4 that identifies the sessions involved. An engaged session is one where the user:

  • spent at least 10 seconds on the site
  • displayed at least 2 screens,
  • has made the conversion.

For example, if your Engagement Rate is 65%, then 65% of the sessions meet one or more of the above conditions. In Google Analytics Universal, a bounce rate was available instead of the engagement rate. It determined the percentage of sessions in which the user left the website without performing any action (e.g. clicking).

Clicks on a page in a user analysis of the site

By tracking user clicks on the website, you can check in which areas users click and whether they are key areas for generating sales. Clicks can be tracked with Hotjar cz Yandex.Metrica tools , which show, for example, clicks on a button visible on the page (in the form of a heat map).

Mouse movements in monitoring user behavior

Mouse movements give even better insight into user behavior on the website than clicks. By tracking your mouse movements, you can see in which areas a single user focuses their attention. This functionality is available, among others in Hotjar, Yandex.Metrica tools.

Page scrolling depth and user behavior monitoring

Page scroll depth is an important indicator of user engagement, especially when it comes to content effectiveness analysis. Thanks to it, you can check to what point the user has read the content and think about what you can do to encourage users to scroll further. See Hotjar for scrolling depth.

Entry and exit pages and monitoring of user traffic and behavior

How to monitor and track user behavior on the website? It is worth checking:

  • entry pages, i.e. pages that the user displays first when visiting your website,
  • exit pages, which are the pages from which the visitor exited your site.

You can find the data about the entry and exit pages in Google Analytics in the Explore> Free exploration section and in the Page / screen section add the page title and screen class dimension and the Input and exit data.

Pages per session in user behavior analysis

Another metric worth tracking is the average number of pages per session, which is the number of pages users visit on average in a single session. The higher this number, the greater the engagement of visitors to your site.

Average time spent on the website and traffic tracking

The better the average time spent on the website, the better the website positioning results. The average time information can be found in Google Analytics in the Behavior> Overview report.

Conversion rate and user engagement

The most important indicator in analyzing user behavior from a business point of view is the conversion rate. It determines what percentage of all users has achieved the goal, i.e. added a product to the cart or completed an order. You can find conversion data in the Engagement> Conversions report.

Session recordings as a source of information about user behavior

A valuable source of information about user behavior on the website are recordings of sessions generated by individual users. Thanks to them, you can trace exactly how users interact with the website or store page. You can play the session recordings in the Hotjar tool, among others.

User analytics in internet marketing – areas that can be improved

Below we will discuss the areas of internet marketing that can be improved by analyzing user behavior on the website . For each area, we will define indicators that are worth monitoring.

Analysis of user behavior on the website and UX

How to improve User Experience by analyzing user behavior?Worth measuring:

  • clicks on the page and mouse movements,
  • scroll depth,
  • the way of navigating the website, using the menu (based on session recordings),
  • site speed.

Thanks to the obtained data in the field of UX:

  • you will make it easier to keep users on the website,
  • you will learn how to improve site navigation,
  • you will place the CTA and important buttons where users reach.

Data on user behavior allows you to assess how the users actually use the website and whether these behaviors match the pattern you set up when designing the website.

User behavior monitoring. Content performance indicators

How to improve content efficiency through user analytics? First check:

  • page scroll depth,
  • entry pages – do users access your content directly from the Google search engine, and if so, from what channel,
  • engagement rate – does content convert or engage users?
  • time spent on the website,
  • sharing content on social media.

You will find most of the information and data on content performance in Google Analytics.How to use this data?

  • Find out which content is the most engaging and determine how it is “optimized.”
  • Develop and optimize other content in a similar way to achieve better results.
  • Improve the readability of the content.

How to analyze user behavior? Conversion optimization rates

Conversions – this is your main goal on the website of a service company or online store. Thanks to the analysis of user behavior, you can check whether you have achieved your goal , how users convert, and whether you can improve something in this matter. For this purpose, it is worth:

  • follow the checkout process,
  • implement different versions of individual pages, buttons, etc.

User behavior analysis. Site availability indicators

By tracking user behavior, you can also evaluate the availability of the website in internet marketing. It includes, among others website speed or its availability on mobile devices, availability of buttons and contact forms. While reviewing the recordings, you can assess whether users are facing any obstacles and problems on the site. If this is the case, you can work on improving these elements.


In-depth analysis of user behavior on the website allows you to optimize the website in the way that the target audience expects. This is a double benefit – both for the site owner and potential buyers. The entrepreneur gets more inquiries or higher sales, and the users get the comfort of using the company’s website and shopping online. Therefore, regularly optimize your website in terms of user expectations , work on the UX and availability of the website, and verify content performance using tools for monitoring audience activity.

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