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22 Oct

Getting to know Google Analytics: Behaviour Reports

Do you know how well your website is engaging its visitors?

Having already looked at the Audience and Acquisition reports of Google Analytics, we are now moving on to the Behaviour reports, which are all about how users interact with your website. They include vital data on your website's pages, providing an insight into how your customers spend their time on your site.

Key Reports in ‘Behaviour’

There are a number of different reports in the Behaviour section of Google Analytics that provide valuable data, but there are some in particular which are especially useful for gathering information on how people are engaging with your website.

Analytics Behaviour Reports

Overview

The Overview report is a good place to look for a clear summary of audience behaviour. It shows the average bounce rate and exit rate as well as some statistics on the number of pageviews your website has received. Under the Site Content heading, on the Page tab, you can see the top 10 most popular pages on your website and the number of pageviews they received. This is helpful if you would like to know which pages users are visiting the most.

Behaviour Flow

Behaviour Flow Screenshot

Some sample data from the Behaviour Flow report.

As you can see from the above screenshot, the Behaviour Flow report includes a flow chart which provides a visual representation of the user journey through your site. You can see which pages most users visit after landing on the Home page and find out where the most ‘drop-offs’ are (shown in red). It can be helpful to look out for pages with a high percentage of drop-offs so that you can make improvements to them, keeping visitors on the website for longer and encouraging them to click through to other pages.

Site Content

The Site Content reports are all about pages! In the ‘All Pages’ report, you can find data on the number of pageviews and entrances for every page on the website, as well as the bounce rate, exit percentage and average time on each page. This enables you to judge which pages are attracting the most visitors and which are best at retaining them.

behaviour mockup

The ‘Landing Pages’ report, as the name suggests, presents detailed data on the pages which users landed on when they entered the website. You can get a good idea of which pages are the most successful by comparing the average bounce rate, session duration and number of conversions on each page. Differently, the ‘Exit Pages’ report shows which pages users left the website from, helping you to identify where you are losing visitors.

Site Speed

This report provides information on your website’s page loading speed, so you can see how long it takes for your website to load for various users. The Site Speed ‘Overview’ report allows you to check the average page load time on different browsers and in different countries. You can compare data in the ‘Page Timings’ report; for example, you could look at pageviews and the average page load time compared to the site average (see below).

analytics site speed behaviour

Some sample data from the Site Speed/Page Timings report.

In addition, the ‘Speed Suggestions’ report connects with Google PageSpeed Insights, listing a number of suggested improvements which will raise your website’s page speed scores. Many of these will be quite technical however, so I would suggest not taking any action on this unless you know what you are doing!

Events

The final group of reports that you are likely to use from the Behaviour section is the Events reports. If you set up events such as phone number and email address clicks on your website, you can track them here. The ‘Overview’ report is the best place to look for a summary of all the data on your events, but if you want to go more in depth, you can check the ‘Top Events’ report to see which events are occurring more often, and ‘Pages’ to find out where they take place.

mouse click

In a nutshell, the Behaviour reports of Google Analytics are about the user journey. They track which pages users entered and exited the website on, how long they spent on them, how long it took for the pages to load and what was clicked on. This information sheds light on the ways in which people are travelling through and engaging with your website, and enables you to identify any areas which require improvement. Keeping users engaged for longer is key to receiving more conversions and enquiries on your website.

If you are confused about any aspect of the Behaviour reports, get in touch and we would be happy to answer your questions. The final report group that we will be covering is Conversions, which are the goals that you want to achieve on your website. Keep an eye out for the next blog!

Emily

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