A behavior goal is a measurable pattern of behavior that your customer repeats over time. For instance, if a customer opens an account and uses it to purchase products 10 times within 90 days, you can track this behavior and make marketing decisions from it.
Customer behavior you can track includes navigation paths, time on site, and what links they clicked on.
It is important to measure and track only the behaviors that are relevant to your business goals.
Tracking customer behavior can help you segment your site visitors into users, first-time visitors, and loyal customers.
When measuring behavior goals, it's important to not only know whether or not someone performed the action in question but also why they did so. This information will help guide future campaigns and improve your ability to drive results over time.
The first thing you need to do when setting a behavior goal is to define what it is. At a basic level, a behavior goal should be an easily defined action that consumers perform after interacting with your marketing efforts (e.g., “Open our email newsletter”).
These behaviors are usually tracked through analytics software like Google Analytics or Adobe Analytics (formerly Omniture).
Google Analytics comes with a built-in conversion tracking technology that gives you all the metrics you need to track customer behavior. The best part is that it’s not difficult to use. You can run it on your WordPress website with the Monster Insights plugin.
There’s a free and paid version. If your business is in the beginning stages, you can start with the free until your business expands and you get to the point where you need more in-depth data.
You can also build a custom code into each site visit so that all events can be tracked automatically.
Behavior goals are the second type of goal you can set, and they’re also the most difficult to accurately measure. The main reason for this is that behavior goals focus on changes in consumer behavior, which often requires a lot of time to develop and perfect before your metrics will show any kind of significant change—if they ever do.
Yet, taking the time and putting in the effort to measure them would ensure that you know exactly what to do to improve customer behavior towards your brand. It’ll also help you improve customer engagement with your brand.
This content was originally published here.