Analyzing User Behavior Metrics: A Blog Analysis Guide
A well-defined content strategy and constant analysis of your blogs user behavior metrics are the basis for your post’s effectiveness. Doing so lets you achieve the goals, get readers, reach a wider audience, and generate more leads.
Measuring your blog’s user behavior metrics and evaluating this data allows you to find potential issues that you pay attention to improve your content. So the importance of doing it right and knowing what those are for you to perform and analyze this data correctly. Besides, in this post, I explain how to make measurements with Google Analytics, a tool widely used for its potential to improve the reach of your content marketing.
Diving Deep Into Your Blog’s User Behavior
| Metric | Description | Why It Matters |
|---|---|---|
| Bounce Rate | Percentage of users who land on a page and leave without viewing other pages | Higher returning visitors indicate you are building a loyal audience |
| Pages Per Session | Average number of pages viewed per session | More pages viewed indicate the content is useful and engaging |
| Average Session Duration | Average time spent on site per session | Longer durations signal users are finding valuable information |
| New Vs Returning Visitors | Where visitors come from – organic search, social media, etc | Percentage of new visitors vs. those who have visited before |
| Traffic Sources | Percentage of visitors on desktop, mobile, and tablet | Knowing top sources helps focus marketing efforts |
| Top Landing/Exit Pages | Most popular entry and exit pages | Identify the best doors into the site and where viewers lose interest |
| Device Breakdown | Percentage of visitors on desktop, mobile, tablet | Maximise conversions by optimizing the site experience |
| Geographical Data | Location of website visitors | Understand if you have an international or local audience |
| Conversion Rates | Percentage of visitors that take desired actions | Optimize content for devices with the most traffic |
What is User Behavior, and Why is it Important?
User behavior refers to users’ actions and patterns when interacting with your blog. Analyzing user behavior allows you to understand:
- What content and features users find valuable
- Where users are getting stuck or distracted
- How users move through your blog
- Which posts and pages resonate with users
Key user behavior metrics provide quantifiable data to inform decisions around optimizing the user experience. For a blog, key metrics include:
- Bounce rate: Percentage of visitors who leave after viewing only one page
- Pages per session: Average number of pages viewed per visit
- Average session duration: Average length of a visit
- Exit rate: Percentage exiting at a particular page
- Scroll depth: How far down a page do visitors scroll
- Click-through rate: Ratio of clicks to impressions for links or ads
- Traffic sources: Where visitors originate from
- Device split: Percentage of mobile vs. desktop users
Analyzing this data identifies pain points and opportunities to boost engagement. For example, a high bounce rate may indicate content not resonating with users or a confusing homepage. Long session durations demonstrate highly engaged visitors.
Essential User Behavior Metrics for Analyzing Your Website
| User Metrics | Analysis | Rating | Supporting Study | Link |
|---|---|---|---|---|
| Pageviews | Total number of pages viewed by visitors on your site. | High | Google Analytics: Behavior Overview Report | https://www.socialmediaexaminer.com/google-analytics-behavior-reports/ |
| Bounce Rate | Percentage of visitors who left your website after viewing only one page. | High | Google Analytics: Bounce Rate | https://klientboost.com/analytics/bounce-rate-google-analytics/ |
| Time on Page | Average amount of time users spend on a page. | High | User Behavior Metrics Affect Rankings: Improve | https://ignitevisibility.com/user-behavior-metrics-affect-rankings-improve/ |
| Click-Through Rate | Average amount of time users spends on a page. | High | The Ultimate Guide to Click-Through Rates | https://www.hubspot.com/marketing-terms/click-through-rate |
| Conversion Rate | The percentage of users clicked on a link, call-to-action, or advertisement. | High | Understanding Conversion Rates | https://www.bigcommerce.com/blog/conversion-rate/ |
| Engagement Metrics | The measurement of user engagement through social shares, comments, likes, and followers. | High | User Engagement Metrics: The Most Important Ones | https://www.parlor.io/blog/user-engagement-metrics/ |
The table above shows user behavior metrics commonly used to analyze website performance. These metrics include pageviews, bounce rate, time on page, click-through rate, conversion rate, and engagement metrics.
Pageviews represent the total number of pages viewed on a website.
Bounce rate indicates the percentage of visitors who left after viewing only one page.
Time on page shows the average time users spend on a page.
Click-through rate measures the percentage of users who clicked on a link, call-to-action, or advertisement.
Conversion rate is the percentage of users who completed a desired action, such as making a purchase, while engagement metrics measure user engagement through social shares, comments, likes, and followers.
These metrics are rated as high in importance and are supported by studies such as Google Analytics: Behavior Overview Report, Google Analytics: Bounce Rate, User Behavior Metrics Affect Rankings: Improve, The Ultimate Guide to Click-Through Rates, Understanding Conversion Rates, and User Engagement Metrics: The Most Important Ones.
Pageviews
A pageview is a single visit to a web page. Pageviews are usually not equal to sessions. A person browsing one web page, then going back and forth between a couple more pages, will be counted as 2 pageviews. Pageviews are generally expressed as the equivalent of a single printed page. Still, various metrics for website traffic may differ depending on the type of content published (such as blogs, e-commerce sites, etc.).
Page Views relate to how often a specific content or webspace within your blog has been uploaded. This metric gives you information about visits compared to other posts simultaneously. For example, if you post two positions, you can look at each post’s views and analyze why you have more traffic on each other.
Regardless of the number of new or recurring sessions or users visiting web pages, this metric is considered. Accessing a post 5 times in the same session will count the 5 visits without considering that it is the same reader.
To measure Page Views, use Google Analytics and go to the Behavior section. Then you have to go to Site Content and finally click All Pages. Once there, you can use this tool’s filter to observe specific URLs, view unique views, etc.
New and recurring visitors
New and recurring visitors represent a metric that shows you the relationship between users who visit a specific page of your blog for the first time and those who return. In this way, new readers are potential leads, and the returning ones represent those who like what they read.
To measure this metric, go to the Google Analytics platform and click on the Audience section. Then you must select the Behavior tab and click New vs. Recurring.
Pages/session or Depth of visit
The Depth of the visit represents the average number of pages viewed in a single session, starting with the home page on which they land. If you reach one of your posts from a link on any website, the account begins from that section of your blog.
This indicator is interesting because you know the degree of commitment readers who visit your content have. So if it’s too low, it represents disinterest for some reason, such as low quality of your blog design, slowness, insufficient information, or anything that prevents them from moving forward.
You can use this metric to analyze the most visited pages from a given section. This allows you to improve them to achieve conversions and satisfy your users.
To measure this metric, go to Google Analytics, locate the Audience and Behavior section, and click Engagement. Then keep you from choosing the number of pages per session, and you do this by finding the distribution tab.
Traffic sources
Traffic sources represent the channels that most capture visitors to your blog. This metric helps you evaluate which channels are best for you and which to discard.
If you want to measure this parameter to Acquisition, then click All traffic and last click Channels. By using this indicator well, you discover the most powerful channels to invest your resources and time.
Bounce rate
Bounce rate is an important metric that shows how many visitors left your site instantly and never returned. It is calculated by the ratio of total page views and total unique visits or counting the number of pages each visitor visits and dividing by the number of unique visitors. Regarding online marketing, users with a higher bounce rate are 2x less likely to convert into customers than those who stick around.
The bounce rate refers to visitors who leave your blog without visiting any other section. To learn about this value, visit the behavior section, Site Content, in Google Analytics, and click All Pages.
Average time spent on the page
The average time spent on the page is a fact that allows you to find different readers who are committed to your content and those who are not. You can decipher those who carefully read what you post from the curious. However, the time in some sections of your blog is significantly lower than in others. For example, reading a Mission or Vision page as a post of 1500 or 2000 words is not the same.
In this case, you should evaluate your blog’s websites with less time to stay than those with a higher value. It would help if you determined what strategy you can apply to improve those and to do this. You must analyze issues such as length, format, theme, etc. Evaluate that they have the best performance sections and apply them to which you want to optimize.
To measure this parameter, go to Analytics, visit the Behavior area, then Site content, and click All Pages. If you do it right, you can get the value you need to give your users a better blog experience.
Unique visitors
Unique visitors are a metric for new users who visit a specific section of your blog. Unlike Page Views, this gives you more detailed information that indicates how much you’re public.
To measure this value, open Google Analytics and go to the Audience section. Then it would help if you went to Overview and Top Row. In this case, you must select the tab second from the left in the program interface and choose the date you want to analyze.
Conversion Rate
Conversion rate is the number of unique visitors performing the desired action divided by the total unique visits. The desired action might be a sale or a click on the affiliate link in affiliate marketing terminology. Conversion rates can be calculated for individual marketing channels, the whole online community or website, and extended periods, like year or quarter. These are important to consider if you want to define your affiliate marketing success rate and improve it over time.
Conversion rate has become a buzzphrase in the affiliate marketing world. Affiliates need to understand how important it is to convert customers as much as possible while on your website. This article will explain why the conversion rate is so important and ways of integrating affiliate marketing for success into your website.
Pages per session
The pages per session parameter indicate page views in a single session and determines if the content is well organized. This lets you know if your audience can feel motivated to discover new sections of your blog.
Open Google Analytics and go to Audience, Overview, and Visit Depth. If you analyze this value well, you optimize the internal link-building or apply what you think is appropriate to improve your readers’ experience.
What is User Behavior Analytics and How Does it Work?
User behavior analytics refers to recording, combining, and analyzing data on how users interact with your blog. This differs from web analytics which focuses on traffic sources, conversions, and marketing effectiveness.
User behavior analytics uses tools to:
- Passively record user actions, clicks, taps, scrolls, and other interactions
- Generate session replays showing exactly how a user navigated the blog
- Combine data points into an aggregated analytics dashboard
- Provide visualizations like heatmaps and scroll maps demonstrating behavior
This analytics process enables quantitative aggregate data and qualitative insights from observing user sessions. Common user behavior analytics methods include:
- User journeys: Visual map of pages visited and actions taken
- Funnel analysis: Drop-off rates through conversion processes
- Cohort analysis: Comparing metrics across user groups
- Session recordings: Watching actual user sessions
- Scroll maps: Visual heatmaps of scrolling behavior
- Anomaly detection: Identifying patterns that deviate from the norm
These methods provide a powerful means to understand your users.
How to Track User Behavior on Your Blog
Many tools are available to track user behavior on your blog:
User Behavior Analytics Tools
- Hotjar: Session recordings, heatmaps, funnel analysis
- Mouseflow: Session recordings, scroll maps, form analytics
- Inspectlet: Session replays, heatmaps, conversion funnels
- Smartlook: Session recordings, user journey mapping, anomaly detection
Product Analytics Tools
- Amplitude: User behavior metrics, cohort analysis, feature adoption
- Mixpanel: User journeys, funnel analysis, retention cohorts
Qualitative Tools
- UsabilityHub: Get user feedback through moderated tests and surveys
- UserTesting: See real users thinking aloud as they use your blog
DIY Tracking Approaches
- Event tracking: Log custom events like clicks, scroll depth, and video plays
- Session recordings: Replay actual user visits for qualitative insights
- Scroll depth tracking: Gauge how far down pages users scroll
The best approach depends on your goals, resources, and technical expertise. Many tools offer free plans to get started.
How to Analyze User Behavior Data and Make Improvements
With user behavior data gathered, you can analyze results to glean insights and iterate on your blog. Common frameworks for analysis include:
HEART Framework
Examines metrics across five dimensions:
- Happiness: Satisfaction, Net Promoter Score, sentiment
- Engagement: Session length, pages per session, loyalty
- Adoption: New user retention, feature usage, conversions
- Retention: Churn rate, repeat visit rate, resurrection trends
- Task success: Task completion, error rates, assistance needed
This framework balances quantitative data with qualitative insights into the user experience.
RICE Scoring Model
Prioritizes effort based on potential impact by assessing:
- Reach: Number of users impacted
- Impact: How much it improves the experience
- Confidence: Level of certainty of the expected outcome
- Effort: Resources required to implement
Higher RICE scores indicate higher priority optimization opportunities.
Pirate Metrics
Examines your acquisition, activation, retention, revenue, and referral metrics to identify areas for focus.
These frameworks help turn insights into actions, such as:
- Reducing friction: Fixing pain points increasing struggle
- Optimizing user journeys: Streamlining paths to conversion
- Improving navigation: Making key pages more accessible
- Enhancing page design: Improving scannability, layout, etc.
- Strengthening calls to action: Driving desired actions
- Personalizing content: Tailoring to user segments
- Optimizing for devices: Improving mobile experience
Continuous analysis of user behavior enables data-driven optimization of your blog over time.
How to Measure the Impact of User Behavior Changes
After making improvements based on user behavior data, you can measure impact by:
- A/B testing: Run experiment groups to test changes
- Cohort analysis: Compare metrics from user groups over time
- Traffic and engagement: Measure changes in key metrics pre and post-optimization
- Conversions: Analyze changes in sign-ups, purchases, emails collected, etc.
- Customer satisfaction: Survey users or analyze reviews and feedback
- ROI: Calculate the return on investment of design and development efforts
Ongoing analysis verifies improvements that had the intended impact and helps identify additional areas for optimization. Small, incremental changes informed by user behavior analytics compound over time into significant gains in engagement.
FAQs
What are user behavior metrics?
User behavior metrics are data points that measure how users interact with a website or application.
Why are user behavior metrics important?
User behavior metrics provide insights into user engagement, preferences, and help optimize user experience.
What are some common user behavior metrics to analyze?
Some common user behavior metrics include bounce rate, time on page, conversion rate, and click-through rate.
How can user behavior metrics be analyzed?
User behavior metrics can be analyzed using web analytics tools, heatmaps, and A/B testing.
What insights can be gained from analyzing user behavior metrics?
Analyzing user behavior metrics can provide insights into user preferences, identify areas for improvement, and help optimize marketing strategies.
Conclusion
Analyzing user behavior provides data-driven insights into your readers and enables informed optimization of your blog experience. By leveraging user behavior analytics tools and frameworks, you can incrementally unlock insights to improve engagement, retention, and satisfaction over time.
Start by identifying your key goals, selecting analytics tools, analyzing current behavior data, and running experiments to drive improvements. The result will be a blog highly tailored to your readers at each stage in their journey.
References
- Google Analytics: Behavior Overview Report. Retrieved from https://www.socialmediaexaminer.com/google-analytics-behavior-reports/
- Google Analytics: Bounce Rate. Retrieved from https://klientboost.com/analytics/bounce-rate-google-analytics/
- User Behavior Metrics Affect Rankings: Improve. Retrieved from https://ignitevisibility.com/user-behavior-metrics-affect-rankings-improve/
- The Ultimate Guide to Click-Through Rates. Retrieved from https://www.hubspot.com/marketing-terms/click-through-rate
- Understanding Conversion Rates. Retrieved from https://www.bigcommerce.com/blog/conversion-rate/
- User Engagement Metrics: The Most Important Ones. Retrieved from https://www.parlor.io/blog/user-engagement-metrics/
- https://www.hotjar.com/blog/actionable-analytics/key-website-user-behavior-metrics/
- https://specilaist.com.au/blog/user-behaviour-analytics
- https://heap.io/blog/analytics/user-behavior-analytics
- https://amplitude.com/blog/2016/04/28/user-behavior-analytics
- https://www.optimizely.com/optimization-glossary/user-behavior-analytics/
- https://vwo.com/blog/user-behavior-analytics/
I’m Alexios Papaioannou, an experienced affiliate marketer and content creator. With a decade of expertise, I excel in crafting engaging blog posts to boost your brand. My love for running fuels my creativity. Let’s create exceptional content together!
