by The Behavior section reveals what your visitors do on your website. Specifically, the reports tell you what pages people visit and what actions they take while visiting.
The Behavior Flow report visualizes the paths users traveled from one screen, page or event to the next. This report can help you discover what content keeps users engaged with your site. The Behavior Flow report can also help identify potential content or usability issues.
Use the Behavior Flow report to investigate how engaged users are with your content and to identify potential content issues. The Behavior Flow can answer questions like:
- Is there an event that is always triggered first? Does it lead users to more events or other behaviors?
- Are there paths through your mobile app or site that are more popular than others, and if so, are those the paths that you want users to follow?
- Did users go right from product pages to checkout without any additional shopping?
High bounce rates indicate two possible scenarios. Users took the information they needed and left. Or your website experience was uninteresting or unoptimized that they didn’t continue to browse through your website. It all depends on the type of content you have, so it’s good to click through the link to understand the purpose of each page.
Longer time spent shows that users stay engaged with the content. Consistent engagement, in turn, informs Google that it is a reliable source to rank higher in search results, too! Yay!
One metric that usually stands out here is Page Value. Mainly because it’s not a widely used metric. So how is Page Value calculated? When an order is made in one session, Google Analytics assigns equal weight for all the pages that influenced the total revenue. But remember, this is only calculated if you track revenue on your website. Obviously checkout pages will have the highest Page Values, but what’s fun is finding the unexpected ones that do too.
Page Value Formula = (Total Transaction Revenue + Goal Value) /(# of Unique Page Views)
Site Speed
Site Speed can be one of the reasons that causes high bounce rates. Users expect a seamless experience with all websites in today’s Internet. If they can’t do anything on your website, they’ll immediately leave. So, Site Speed is another report to help you to figure out the root cause of unhappy users.
Site Search
If you do have a Search bar on your website, the Site Search report can really help you improve your user experience. Search bars help users find content, but it also helps you understand what they want to find right away. If the content is not easy to find, they’ll depend on the Search bar for assistance. There’s an opportunity right there!
Usage Report
The Usage report breaks down sessions with and without site search usage. This information will help you figure out the answer to this question: do your visitors need to depend on a search bar to use your website?
With a simple website in the screenshot below, the data shows that 99.9% of users are visiting without even touching the site search. I’ll translate that for you. People can easily find the content they need on their own. There is less dependence on a help tool, so this is a great sign for the test website below.
