Understanding as much as we can about our customers can help us understand not only how to reach them, but how to better serve them. We can use this information to build the products and services they actually need. Your marketing toolkit could benefit from having customer behavior analysis tools—it's one way to get a better understanding of your customers' online presence.
The great thing about internet-based tools for analyzing customer behavior is the wide selection of services. By using these tools and aggregating the data, you may start to see patterns about the customers who visit your website.
Below are some of my favorite tools to get inside the minds of our customers. These tools are easily accessible, and many are free to use. You can also use these tools as part of your customer marketing analytics dashboard.
1. Google Analytics
Google Analytics is the first recommendation I give for anyone wanting to get better customer behavior analysis from their website. The service is free, universal and it is powerful.
Analytics provides plenty of data to get you started in your customer behavior analysis journey. It provides affinity data, user demographics, in-market segments and more.
Google Analytics also gives a quick picture as to how well you're serving your clients via your website. For example, let's say you find that the bounce rate of a product on your website is particularly high compared to other product pages. That page may not be living up to expectations by the visitor in some way.
2. Google Webmasters
Google Webmasters can help you get better customer intent data. (That is, learning what people actually wanted or needed when they landed upon your website.)
Google Webmasters tools show you how people discovered your site in various ways: the Google searches used to find your site, how your pages rank for those terms and other useful data.
3. YouTube Analytics
If you're creating video content on YouTube, than you've got another stream of free and interesting data to work with.
YouTube Analytics provides demographic data, visitor duration, how people share your videos and more—all great for customer behavior analysis.
YouTube Analytics also provides detailed data about which content creates a reaction among your audience. By learning what type of content doesn't work for your audience, you can focus on what does.
This data isn't just for your video creation, either. There's a good chance that if certain video content creates a strong reaction amongst your followers, the same theme or concept would probably work in a different medium, too.
4. Facebook Audience Insights
Facebook Audience Insights is very similar to Google Analytics, except Facebook Audience Insights tells you detailed demographic data about the customers who interact with your business on Facebook.
This tool provides a highly detailed chunk of customer behavior analysis in the form of demographic data about the people following your pages. It provides things like estimated retail spending, what type of vehicle they're in the market for, purchase behavior, household data and more. There is plenty of data, and it's surprisingly detailed, considering that it's free.
If you're trying to get a better handle as to who your customers really are, Facebook Audience Insights can be a good way to start.
SimilarWeb is a quick way to get an educated guess about the statistics of a website.
I like using SimilarWeb as a way to gauge website popularity in terms of site traffic. A very useful aspect for customer behavior analysis purposes is the Competitors & Similar Sites section of any given website. This data shows us what sites your visitors also frequently visit.
Are there any similarities between the other visited websites? Do they offer something you don't? Maybe there are similarities that could be helpful when planning content marketing or developing products.
6. Google Trends
Google Trends is useful for finding potential customers by identifying search term trends. The service can take any Google query and show the popularity of that term over time.
For example, the term "marketing automation" has really grown in popularity—at least in Google's eyes—over the last five years. A boutique marketing company could piggyback on the popularity of that term by creating a report or guide that targets people searching for marketing automation services. This could help increase leads and visibility in a new segment of the market.
One thing I think is really helpful with Google Trends is the ability to see related searches and topics to the query. That's because this can give you insights into the popularity (both increasing and decreasing) of a search term. You might want to focus on terms related to your market that are on an upward swing in terms of popularity, and create products or content around them. It's also helpful to know if a term has a history of losing popularity before you sink resources into building content around that.
SocialRank is a useful tool for understanding who your social followers are across Twitter and Instagram. This tool allows you to filter your followers across these two important social networks by interest, keywords, location and more. You can quickly see their interests, how many followers they have and other helpful information.
If you can utilize at least some of the above customer behavior analysis tools and start collecting information about the demographics and needs of your customers, you can learn how to serve them better.
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