How to Improve Behavioral Factors: Effective Methods
In the process of ranking sites in search results, significant attention is given to how useful a particular web resource is to the user. Ranking algorithms conduct an in-depth evaluation of how visitors behave on pages, what actions they take, and whether they are satisfied with the site. Based on this analysis, each page receives the position in the search results that it deserves. In the course of this work, algorithms themselves gain experience by considering users’ history.
The search history for a given person includes everything they searched for, which web pages they preferred, how long they stayed on the site, whether they added the resource to favorites, or conversely, closed it too quickly. This history for one person is collected over a period of one and a half years.
As people’s behavior and interests change, so does the search output. For example, if a crisis occurs in a country, people’s preferences and opportunities immediately change. Expensive goods become less accessible and are purchased less frequently. At the same time, cheaper goods begin to see increased demand. Search engines note this and start building search results such that leading positions in them are occupied by sites with low-priced goods.
Once the crisis has passed, expensive brand items gradually regain their popularity. The search output also gradually changes. Initially, the top positions are given to mid-priced goods, and afterward, luxury products again start to take honorable places.
All these nuances must be taken into account when creating a set of queries. A person will enter queries and then perform specific actions, and the search engine will perceive these as behavioral factors. It’s precisely these that need to be worked on.
What is the holistic clickability of a web resource
The clickability of a site does not depend on queries. The search engine analyzes how often users clicked on the pages of a particular site. The ranking system believes that the promotion of a web resource through a small core will not lead to the desired effect.
To increase clickability effectiveness, you need to work on improving the entire site, taking into account the full set of queries. This is especially relevant for online stores since they often face low uniqueness in product information pages. Achieving the desired result will not succeed if you work with pages separately and select queries for them. You need to work with the entire site comprehensively, and then even those queries that have high frequency will be able to reach leading positions.
What to do with behavioral factors
Individual behavioral factors can be influenced, and these actions will be performed to improve clickability metrics. The main task is to make the site more interesting for a person and to keep them on it, preventing them from returning to the search results.
Let’s see how this can be done.
Analyze the technical part of the site
Although the relationship between the technical side and behavioral factors is somewhat vague, it is actually a very important indicator. You can start working on the site with this.
Technical issues on the site can result in the visitor not being able to perform certain actions. For example, they may want to send a filled-out feedback form, but the order button does not work. Or they couldn’t set up the required filter for product search. Most people will be annoyed, leave the site, and return to the search results to find a more convenient resource. However, the site does not benefit from such refusals at all.
The emergence of a 404 error also negatively affects the site. Pages with such an error are removed from the search results. But by the time of removal, many people may have already visited the site and then left it. And all this will again go into refusals.
Ensure easy navigation structure
Users like sites with convenient navigation. Therefore, you should evaluate your web resource from the client’s point of view. The site must necessarily have a convenient menu, categories and subcategories, as well as the ability to move quickly from one section to another.
Very often, sites that have existed for a long time and have been frequently corrected have a terribly inconvenient structure. If such a site hits the TOP-10 by queries, then its structure should not be changed. This is because it’s unknown how exactly the correction will affect the future fate of the resource.
Provide fast page loading
User refusals and dissatisfaction cannot be avoided if the pages load very slowly. Therefore, you need to ensure optimal page loading speed. For this, you can:
- work on the size of the media content;
- reduce the stylesheet table size;
- set up site caching.
Other methods can also be used, the main thing is to reduce the weight of the site.
Create a mobile version of the site
People go online much more often from a phone than from a computer, so the web resource must have a mobile version. Without it, you will deprive yourself of a vast number of potential clients simply because your site will be inaccessible to them.
And, of course, after conducting mobile layout, you must check whether everything is working. Products should be added to the cart, filters should function, and forms should be sent. If even one important function does not work, visitors will leave the site for your competitors.
Give attention to text quality
No matter how interesting the article is, it is unlikely to be read if it has a boring structure. First, texts should be posted on the site by categories, as this will make them much easier to find.
Secondly, each article must have the right structure. The essential elements are H1, H2 headings and optionally H3, H4, etc. The text should be broken into paragraphs approximately of equal size and contain lists. Media files positively influence the increase of interest. Images and videos adding variety to the article will make it more popular among site visitors.
Use modern methods of client interaction
Various effects or animations, as well as convenient methods of sorting products and searching by categories, can make a web resource more interesting. A site that not only provides information but communicates with a person holds his attention for a longer period of time.
Create a beautiful design
You can entrust design development to a person who understands this field. But you can also work on the design independently. The main thing is that the site should be executed in a pleasant color scheme, and exhibit good taste. It is important to select a convenient and beautiful font to make reading pleasant and also take care of high-quality images.
Don’t be annoying to the client
To achieve the objectives, sites often place too many calls to action. If a person sees an excessive number of requests to call, write, order, or share personal data, they may not like it. Besides, a large number of forms weigh down the page and make it longer. The user may simply lose patience and not find what they are really looking for.
In the first place, try to make the sites convenient for people. A pleasant, informative, and comfortable site to use will be valued by visitors and will motivate them to find a form to send data.
So, let’s summarize all the ways to improve behavioral factors in a convenient list:
- Monitor the technical part of the site.
- Provide fast loading.
- Work on the structure.
- Create a mobile version.
- Publish interesting and structured texts.
- Add interactivity.
- Create a pleasant design.
- Do not be too intrusive.
How to achieve the necessary behavioral factors
A whole team should work on behavioral factors. Right now, we refer to those who have their own site in sales. You must evaluate and make sure it is worthy of user attention. Competitor analysis will also help you.
For yourself, you need to answer several questions:
- Are my prices different from competitors’ prices? If you sell the same products, but your price is higher, then naturally, people will go to competitors.
- How broad is my assortment? In this case, customers will be satisfied if there is a section called “Often ordered with this.” If your assortment allows the client to solve several issues at once, they will choose your site.
- Can I provide anything more for my client? For example, when a person buys a large item on the Internet, the delivery function directly to their home would be appropriate. Thus, delivery becomes an advantage over competitors.
- What interesting services are on the site? Users will appreciate it if the site offers a service pricing calculation function or the ability to independently come up with a design for an apartment on the site of a company selling furniture.
How clients can help you
You can make your clients your helpers. They will spread information about you positively. You can give clients coupons or discount cards which they can pass on to their acquaintances and also receive a discount for it themselves. Coupons’ validity should be limited for more motivation. Positive client reviews will also help in your promotion. To ensure they’re positive, provide truly quality services.
Today, we looked at the most effective ways to make behavioral factors better. However, we recommend conducting regular evaluations of your actions to understand how effective they are. In this way, you will understand what you are doing right and what needs correction to move forward!
