Analyzing a website and using measurement tools such as Google Analytics or the Google Search Console are essential in order to optimize your website. This obviously involves carrying out an SEO audit of your website, linked to the desire to position yourself well in the search results, which makes it possible to highlight any technical problems. However, there is another and no less important way of analyzing a website which focuses more on user behavior on the pages of the site itself.
WHY NOT JUST WITH AN SEO AUDIT OF YOUR SITE?
When you want to analyze your website, you usually think of performing an SEO audit of your site. This is the best way to know the health of your site and to notice its technical optimization issues.

Moreover, we offer a complete SEO audit service for your website carried out by an Off Piste Web expert. We analyze your site in depth and directly implement the optimizations we have control over ourselves.

Here is, in a broad and very summary way what we can detect thanks to a complete SEO audit: problems

• metadata optimization
• image optimization
• structuring and writing of content
which slow down the site
• link errors
and many other problems!


On peut constater que ces données sont plutôt techniques et concernent la manière dont le site est créé. Elles demandent de bonnes connaissances pour être découvertes, analysées puis optimisées.

Bien qu’indispensable pour optimiser son site web et être bien référencé sur les moteurs de recherches, un audit SEO a aussi ses limites et ne permet pas d’analyser la totalité de son site web, de tout connaître et de pouvoir tout optimiser.

En effet, qu’en est-il du comportement de l’utilisateur sur l’ensemble du site ? Quel est le parcours d’achat de l’internaute une fois sur le site ? Quelles sont les pages les plus consultées ? Où cliquent les utilisateurs ? Combien de fois a été téléchargé un fichier ?

Autant de questions extrêmement importantes auxquelles on ne peut pas répondre avec un audit SEO.
We can see that this data is rather technical and concerns the way in which the site is created. They require good knowledge to be discovered, analyzed and then optimized.

Although essential to optimize your website and be well referenced on search engines, an SEO audit also has its limits and does not allow you to analyze your entire website, know everything and be able to optimize everything.

Indeed, what about user behavior across the site? What is the Internet user's purchasing journey once on the site? What are the most viewed pages? Where do users click? How many times has a file been downloaded?

These are extremely important questions that cannot be answered with an SEO audit.

HOW TO BETTER ANALYZE YOUR WEBSITE?

As we have just seen, an SEO audit gives us the state of health of a site and does not allow us to analyze the behavior of users on that site. To do this, you have to use tools like Google Analytics and Google Tag Manager. You must necessarily have a Google Analytics account to use Google Tag Manager, so if you haven't set up your account yet: Find out how to properly set up a Google Analytics account.

Thanks to Google Tag Manager you can bring up specific data in your Google Analytics reports, it is on these that we are going to focus. Here is what can be analyzed on a website with Google Tag Manager:

TRACKING USER CLICKS


It is technically possible to track all user clicks on a website using Google Tag Manager. In particular, you can know when a user clicks on:

SOCIAL NETWORK BUTTONS
This allows you to retrieve all the data corresponding to clicks on social network icons: How many users click on these icons? Which social networks are the most / least attractive? Which location of the icons brings the most clicks?

A BANNER IN THE FORM OF AN IMAGE (PROMOTION, EVENT, MARKETING CAMPAIGN, ...)
It is also possible to track clicks on images, such as advertising banners. This allows to know the performance of these banners: How many users do they bring? From which page? Which banner placement gets the most clicks?

PERSONALIZED FILTER BUTTONS
If you have custom buttons, for example that filter certain results or products, you can see how many times they have been used to better understand what your site users are looking for.

TRACK ALL USER ACTIONS
It is also possible to measure other user actions, linked to more specific clicks such as:

FILE DOWNLOADS
Tracking the download of a file is very handy for knowing exactly how many times it has been downloaded, which is useful for knowing if users are interested in user manuals, datasheets, white papers, ebooks ...

SENDING FORMS (CONTACT, QUOTATION, ...)
More than the simple click on a form submission button which is biased (multiple clicks, clicks without form submission, etc.), it is possible to strictly track the submission of a form. This is a vital source of information, especially when it comes to sending a request for quotation. This data (like all the others) can act as conversions and be used as objectives in your Google Ads campaigns for example. One of our experts can help you create sponsored campaigns (Google Ads, Facebook Ads, LinkedIn, etc.).

NEWSLETTER SUBSCRIPTIONS
On the same principle as for sending forms, it is possible to track the subscription to a newsletter. The point is to obtain data on: What type of form works best? Which location gets the most subscriptions? Which page gets the most subscriptions?

TRACK AND DETAIL THE USERS PURCHASE JOURNEY
Since it is possible to track all users' clicks, it is possible to obtain more precise data on their purchase journey, such as for example:

DELETION OF THE SHOPPING CART
It is very interesting to measure which products are the most removed from the basket before going to purchase to deduce conclusions: Overall basket too expensive? Product too expensive? Product less relevant? Product giving less desire?

ADDING PRODUCTS TO THE WISHLIST
Conversely, we can track which products are added the most to a wishlist, in order to determine product avenues to highlight, improve, offer more variants ...


KNOW THE BEHAVIOR OF USERS ON THE PAGES
In addition to the clicks, it is possible to track the scrolling of the pages, which is useful for example to know the percentage of reading of articles and to know which are the most read in their totality, those which interest the most and the least. readers ...


CONCLUSION
While it is essential to carry out an SEO audit of your site to identify its problems and hope to have a high-performance site that can place itself in the first places of search engines, it does not give all the data that it is possible to find. have and is not the only way to analyze your website. We must then turn to the measurement and analysis of user clicks using Google Tag Manager and Google Analytics. Tracking clicks allows you to have precise data on user behavior, to know what they prefer and what they are less interested in, leading to improvements and optimizations that allow to increase the return on investment and the rates of conversions.