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{"id":34843,"date":"2022-06-21T20:09:26","date_gmt":"2022-06-21T12:09:26","guid":{"rendered":"https:\/\/www.crazyleafdesign.com\/blog\/?p=34843"},"modified":"2022-06-21T20:09:26","modified_gmt":"2022-06-21T12:09:26","slug":"using-behavioral-data-in-web-design","status":"publish","type":"post","link":"https:\/\/www.crazyleafdesign.com\/blog\/using-behavioral-data-in-web-design\/","title":{"rendered":"Using Behavioral Data in Web Design"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The significance of psychology in <a href=\"https:\/\/www.crazyleafdesign.com\/blog\/minimalism-in-web-design-trends-and-techniques\/\">web design<\/a> is undeniable. Each element on the web page can affect the user\u2019s mood, which is why their position, shape, color, and even their spacing are of utmost importance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To be honest, we already know how users respond to some variations. But these general rules aren\u2019t always applicable, which is why we collect and analyze behavioral data.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For that reason, we\u2019ll start by explaining what behavioral data is and why it\u2019s important, and then tell you how to collect it, and integrate it with usability testing.<\/span><\/p>\n<ul>\n<li aria-level=\"2\">\n<h2><b>What Is Behavioral Data and How Is It Relevant?<\/b><\/h2>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Behavioral data refers to the information on all the actions users take on your website. It tells you where and what they click on, whether they stumble and where that happens, and at which point they drop off and leave the page.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019ve ever used <\/span><a href=\"https:\/\/www.digitalsilk.com\/website-development-consultants\"><span style=\"font-weight: 400;\">web development consulting services<\/span><\/a><span style=\"font-weight: 400;\">, you know they take care of the basics of web design. Behavioral data allows you to dig deeper.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First things first, analyzing user behavioral data allows you to identify points in the customer journey where they get stuck, struggle, get confused, and leave. This way, you\u2019ll know what people are interested in, and what they ignore or dislike.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Furthermore, behavioral data is great because it doesn\u2019t just tell you what the entire website\u2019s performance is like, but also how specific pages and sections are doing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All this will help you understand what your customers want and care about, which you can use to increase your conversion rate and improve your website design overall.<\/span><\/p>\n<ul>\n<li aria-level=\"2\">\n<h2><b>How to Collect Behavioral Data<\/b><\/h2>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">There are several ways you can collect behavioral data. You can use:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Session recordings<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Heat maps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">On-site surveys<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Website analytics tools<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Each of these methods can tell you information about the <\/span><b>drivers<\/b><span style=\"font-weight: 400;\"> that bring the users to your website, the <\/span><b>barriers<\/b><span style=\"font-weight: 400;\"> they face and why they abandon your website, as well as the <\/span><b>hooks<\/b><span style=\"font-weight: 400;\"> that convince them to convert.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, the <\/span><a href=\"https:\/\/www.designrush.com\/agency\/it-services\/big-data-analytics\"><span style=\"font-weight: 400;\">best big data companies<\/span><\/a><span style=\"font-weight: 400;\"> can help you with this task, but there are many things you can do on your own before contacting the pros.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s see how this looks like in reality:<\/span><\/p>\n<ul>\n<li aria-level=\"3\">\n<h3><b>Knowing Why Users Are Coming to Your Website.<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">There are three types of users browsing on the internet: the ones that just browse, the ones that already know what they\u2019re gonna buy, and the undecided ones.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you thought of converting the first ones, don\u2019t. Regardless of what you do, you probably won\u2019t change their minds. They just came to read and learn, nothing more.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The second group is the users that have already decided to buy something. There\u2019s no need to do anything about them, for obvious reasons.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The third group, the undecided ones, are the users that you want to analyze and target. Depending on what you do, they will either make a purchase or won\u2019t. So how do you do that?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, the first thing you should do is find out where they came from. You can do that by looking into the Google Analytics, section <\/span><i><span style=\"font-weight: 400;\">Source\/Medium<\/span><\/i><span style=\"font-weight: 400;\">. You\u2019ll see a list of different sources, such as organic (found you through a search engine), Facebook, Instagram, Pinterest, or through a direct message.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you know that, you can go even further and examine which pages users land on through organic search. These pages are where you should place a survey.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A survey shouldn\u2019t be too long because no person is very fond of them. Stick to the short questions like: <\/span><i><span style=\"font-weight: 400;\">why did you decide to visit our website? <\/span><\/i><span style=\"font-weight: 400;\">or <\/span><i><span style=\"font-weight: 400;\">how did you hear about us?<\/span><\/i><span style=\"font-weight: 400;\"> or <\/span><i><span style=\"font-weight: 400;\">what are you looking for today?<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Based on these questions, you\u2019ll be able to determine who your target audience is, what are their goals, and what barriers they face in reaching those goals.<\/span><\/p>\n<ul>\n<li aria-level=\"3\">\n<h3><b>Knowing Why Users Leave.<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Instead of wasting your time looking at all of the pages on your website, focus on the ones that have poor performance. Go to the section <\/span><i><span style=\"font-weight: 400;\">Behavior<\/span><\/i><span style=\"font-weight: 400;\"> in Google Analytics, then to <\/span><i><span style=\"font-weight: 400;\">Site Content<\/span><\/i><span style=\"font-weight: 400;\">, and eventually to <\/span><i><span style=\"font-weight: 400;\">Exit Pages<\/span><\/i><span style=\"font-weight: 400;\">. Look for pages with the highest exit rates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve identified the most abandoned pages, use session recordings to see what exactly users are doing before they decide to leave. We suggest that you create a spreadsheet where you will write down what the users were doing in detail so that you don\u2019t miss anything important.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also use heatmaps to get a better idea of what they clicked on and how far down the page they\u2019ve scrolled. Note that users are lazy, so there\u2019s no reason to put any important information at the bottom of the page.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you\u2019re done gathering the information, it\u2019s time to draw conclusions. Maybe they abandoned your page because the link on the CTA button isn\u2019t working, or the page isn\u2019t rendering correctly. It could be that the content is a bit dull.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The only way you\u2019ll know is by tracking user behavior.<\/span><\/p>\n<ul>\n<li aria-level=\"3\">\n<h3><b>Knowing What Will Convert Them.<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">After you\u2019ve figured out the drivers that bring users to your website and the obstacles they face, it\u2019s time to find what will hook them to convert.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The next time someone converts, don\u2019t just celebrate \u2013 learn from it, too. Analyze what you\u2019re doing right and then apply the same technique on other pages.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best way to do that is by collecting user feedback. You can use a post-purchase survey and put it on the \u201cThank you for purchasing\u201d page. Another way of doing it is by email. You can use the \u201cOrder confirmed\u201d email to ask your new customer some questions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Interviewing is also a good idea, but not all people like talking to strangers. For that reason, not everyone will pick up the phone. But even a few answers can give you a clue as to what can be improved.<\/span><\/p>\n<ul>\n<li aria-level=\"2\">\n<h2><b>Integrating Behavioral Data with Usability Testing<\/b><\/h2>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It was a widespread opinion that the road from data collection to data implementation is an ongoing <\/span><a href=\"https:\/\/meltano.com\/blog\/why-data-engineers-need-dataops\/\"><span style=\"font-weight: 400;\">DataOps vs Data Engineer<\/span><\/a><span style=\"font-weight: 400;\"> battle. In reality, they need to be in harmony for the best possible results. Collecting all this data won\u2019t do you any good without proper analysis, implementation and maintenance after that.\u00a0 A good way to use all that you now know is to pair it all with usability testing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re not sure what usability testing is, it\u2019s a practice of evaluating the functionality and design of the website by observing how users behave as they complete specific tasks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are a couple of methods to do this:<\/span><\/p>\n<ul>\n<li aria-level=\"3\">\n<h3><b>Moderated Usability Testing<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Moderated usability testing is done in the UX lab or in a corporate setting. Basically, a moderator will ask the participant to perform certain tasks and observe their behavior. The participant will be asked to think out loud while performing the tasks so that the moderator knows what\u2019s going through their head. This is all done in real-time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thanks to the progress in technology, this kind of testing can now also be done remotely since participants can easily share their screens with the moderator.<\/span><\/p>\n<ul>\n<li aria-level=\"3\">\n<h3><b>Unmoderated Usability Testing<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As opposed to the previous one, unmoderated usability testing is done without the moderator being involved. Participants do this testing in their own environment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This kind of testing is cheaper than moderated usability testing, but there are some limitations. For instance, it\u2019s best not to use it on prototypes with low fidelity or on wireframes. Also, participants tend to be less engaged without the moderator\u2019s presence.<\/span><\/p>\n<ul>\n<li aria-level=\"3\">\n<h3><b>Five-Second Testing<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Using this testing method, participants are asked to look at the website\u2019s page for five seconds. The moderator will then ask them some questions and ask them what they remember. If they can recall the brand identity of the website, easy-to-digest information about the product, and the reasons why this product is useful for the visitors \u2013 the web page is good to go.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If the participants can seem to remember any of that, the website design will need to be improved.<\/span><\/p>\n<ul>\n<li aria-level=\"3\">\n<h3><b>Card Sorting Testing<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This kind of testing method is best for organizing purposes. The participants will be asked to arrange different items under predefined labels or categories. This information will help the moderator see if the existing website architecture and the participants\u2019 answers match.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If they don\u2019t, the website architecture will need to be changed, as it probably doesn\u2019t make sense to the users.<\/span><\/p>\n<ul>\n<li aria-level=\"3\">\n<h3><b>First-Click Testing<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With first-click testing, the participants are asked to complete a certain task, while the moderator observes what they click on first and evaluates if the participant had a difficult time finding their way. These clicks are then presented on a heat map to see which places were clicked on the most, and which ones had a low number of clicks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This testing method is great for identifying navigation problems, as it helps with the better positioning of the most important links and buttons on a page.<\/span><\/p>\n<ul>\n<li aria-level=\"3\">\n<h3><b>Preference Testing<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The testing methods we\u2019ve previously discussed are done when the web designer is basically finished with their job. As opposed to that, preference testing is conducted in the beginning, when design proposals are still being examined.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Preference testing is pretty simple: the moderator will give the design proposals to the participants and ask them to choose their favorite one. Once they do, they\u2019ll be asked to explain why they chose that particular design.<\/span><\/p>\n<ul>\n<li aria-level=\"2\">\n<h2><b>Conclusion<\/b><\/h2>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Behavioral data is of the essence in website design, as you can tell. It allows you to know exactly what needs to be done to satisfy the users and gently push them towards converting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We suggest that you start with Google Analytics and see where that takes you. Good luck!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The significance of psychology in web design is undeniable. Each element on the web page can affect the user\u2019s mood, which is why their position, shape, color, and even their spacing are of utmost importance. To be honest, we already know how users respond to some variations. But these general rules aren\u2019t always applicable, which [&hellip;] <a class=\"g1-link g1-link-more\" href=\"https:\/\/www.crazyleafdesign.com\/blog\/using-behavioral-data-in-web-design\/\">More<\/a><\/p>\n","protected":false},"author":1,"featured_media":34844,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[59],"tags":[],"adace-sponsor":[],"class_list":{"0":"post-34843","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-web-design"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Using Behavioral Data in Web Design<\/title>\n<meta name=\"description\" content=\"The significance of psychology in web design is undeniable. 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