What Is User Tracking and Why Does It Matter?

Understanding User Tracking: Why and When it Matters

By Jim Van HiseOct 19 /2021

There are a lot of ways to get people to your website: SEO, demand generation, lead generation, ads, etc. But once they land on your page, do you know what paths your users are taking to convert? Are they converting at all? 

You put a lot of work into designing your website, and the key to making sure that it works for you is to include user tracking on all your webpages. With user tracking, you’ll be able to see how individual users are experiencing your website and get user data that will guide your web design improvements.

Here are five reasons to include user tracking software on your webpages.

5 Reasons Website User Tracking Matters

  1. Get a better understanding of user journeys
  2. Reorganize your hierarchy of content
  3. Adjust your content strategy
  4. Find conversion opportunities
  5. Quality assurance

Whether you are in the process of redesigning your website or you just completed a redesign, you should be tracking your user’s actions for the following reasons.

1. Get A Better Understanding of User Journeys

You may think you know what path your users are taking on your website, but remember that your users are real people at different points in the buying cycle. Heat maps and session recordings will show you where users are hovering, and this could help you identify if you are placing CTAs in places that drive people to the information they are seeking or whether you have a usability issue.

2. Reorganize Your Hierarchy of Content

Watching how far a user scrolls down a page can help you with the hierarchy of content. You don’t want your best material so far down on the page that users click away before reading. If they aren’t getting to the meat of what they want to know and what YOU want them to know, it’s time to reshuffle your content and place your CTAs in strategic areas they’re more likely to click.

3. Adjust Your Content Strategy

When you deploy user tracking tools like Hotjar or Crazy Egg, you can record sessions and learn how the users consume information on your websites. Heatmaps work by showing you where a user is hanging out and what parts of your website get less attention. Experiment with different elements on your pages to see if they prefer video, on-page text or more graphical approaches to content.

HubSpot Video

4. Find Conversion Opportunities

User tracking will help you understand the optimal placement of conversion buttons, moving you toward more leads and sales. If your CTA is buried deep on your page and a heatmap tells you no one is clicking it, try placing it somewhere else, record how your users react and adjust accordingly. On the flip side, maybe your users are spending a lot of time in an area without a CTA — a prime opportunity to add one for more clicks.

5. Quality Assurance

Sometimes what you see on your computer isn’t always what the user is seeing. Tracking users through video recordings can let you see the user's screens across different platforms and countries. This can help identify any issues that need to be resolved.

Which Website Pages Should You Track?

We recommend tracking pages that are used most in the buyer’s journey — Home, Product, PPC Landing Pages, Contact, Cart, etc. These pages will differ depending on your product/service and your goals.

Aim to make the user experience as enjoyable as possible. Tracking these heavily trafficked pages will allow you to see where your users may be getting frustrated or where they really enjoy what you’re offering.

Helpful User Tracking Examples

At Kuno, we recommend user tracking be implemented on all website redesigns. Without it, it’s hard to tell if the user experience is good, bad or ugly. Here are a few examples where Kuno’s clients excelled with user tracking.

  • We were able to see users becoming frustrated with searching for specific courses on a higher education website by watching user video recordings. This allowed us to make adjustments to navigation, search results and CTAs to ensure the users were not disgruntled. It was a simple fix once we knew the issue.
  • A company in the medical technology industry was experiencing low clicks on its product selector from the homepage. With user tracking, we were able to see that nobody was clicking on the current functionality. This allowed us the opportunity to change the functionality, retest, and we saw the user behavior change, driving them to more valuable information.

Track User Behavior For Better Results

User tracking tools will help you create a website that serves your audience, rather than frustrates them. After all, you’re here to help! Examine their behavior to determine where you need to make changes that will improve their buyer’s journey and your bottom line.

Not sure where to start? Kuno has a dedicated team of user experience experts who can help. Get started today.

Discover How to Get The Results You Want With a Website Redesign

The Author

Jim Van Hise

Jim’s nearly 20 years of experience helps him build clients’ digital brands. He has worked at startups and Fortune 500 companies, including the Pittsburgh Post-Gazette and OverDrive. He is a graduate of The Art Institutes and an active member of UXPA, AIGA and International Design Foundation.