In a technological and fully digitized context, it is vital to test the behavior of users and companies on the network. In this sense, monitoring is a great ally. Not only to get to know our clients and make better corporate decisions, but also to know what our competition does and, based on this, establish the most appropriate strategy to achieve a good position in the market.
Let us know in detail what are the benefits that monitoring of web browsing can bring to your organization.
- Web browsing and real user monitoring (RUM)
The term Real-User Monitoring (RUM or real user monitoring) refers to the use of technologies by companies to analyze the real behavior of their customers during web browsing. This allows organizations to collect information on the performance of their website based on how it is perceived by real users and, consequently, have a greater capacity to react to possible improvements, solve errors with some leeway and even generate an offer. More specific and segmented depending on the needs of its consumers.
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- Monitoring as a competitive advantage
User monitoring is not enough if what you want is to be really competitive in the digital environment. The use of software that collect, analyze, and store data and information is key to achieving a competitive advantage. With these data it is possible to know what our user does, but also what our competition does.
Fundamental and necessary information to offer that differentiating points that digital users so much seek when browsing and also to really achieve a competitive advantage over the rest of the companies that offer similar products or services.
- Monitoring as a way to drive conversion
The information obtained through this monitoring process allows IT (information technology) teams to correct specific aspects of a website or an application by determining which areas need improvement and, conversely, which ones have optimal performance. Thus, for example, this process allows comparing the performance of the website in Chrome against Firefox or browsing on the smartphone against a desktop computer, etc.
With this data, companies can optimize performance and thus offer quality web browsing valued by both users and search engines. In this way, monitoring becomes a very valuable tool to improve the speed of a website or an application.
Likewise, the monitoring process can also identify weaknesses in the site, which enables companies to make the most appropriate decisions to solve their problems. For example, if we identify that the home has a high abandonment rate, we can consider including certain quality call-to-actions that direct navigation and user behavior towards the sections we want them to go to.
All the improvement elements of all these web aspects (back-end, front-end, etc.) are registered, and, after that, the actions carried out by the user when interacting with the site in question are analyzed. These metrics are perfect for solving immediate problems, but also excellent for observing trends, events, and changes over time. Ultimately, this will allow organizations to promote and drive actions in the digital medium to achieve the final conversion of the user.
Monitoring: User cases
The professionals of the digital departments will be able to verify the user experience through the different browsers, devices or platforms used. Thus, they will have in their hands really valuable data to detect what works and what needs to be improved.
What actions can companies determine after carrying out a monitoring process?
– Align the business objectives with the improvement of the KPI’s (key performance indicators). The knowledge of the situation of the company in the digital world allows knowing if the objectives and KPIs set are realistic, measurable, and achievable.
– Improve launches and migrations thanks to the information we have on user preferences. This enables inclusion when it comes to new software, mobile-first websites or app development.
– Evaluate performance and understand how changes translate into revenue. The constant study of what happens inside and outside the digital company allows us to act quickly to reduce costs and offer the user what they are looking for and want to consume.
– Make reliable and intelligent predictions based on behavioral trends.
– Increase the conversion rate through actions that improve the user experience and also through digital marketing with inbound tasks that arouse customer interest.
In short, monitoring web browsing provides a first-hand view of the what, why, when, and how users access a website and applications, which represents a qualitative leap for the company compared to the competition. In addition, working taking into account the activity of other companies gives complete information about where our organization is, where it is heading with its actions, and how to set realistic goals based on the market.