189 - Behavior Patterns That Predict Conversion - with Keith Zubchevich

No, so Keith, I'm very excited to have this conversation because as a UX person who does research and design, and we're constantly trying to help clients figure out just the best way to put things together, right?

Mm-hmm.

And there's the sort of human side where you're, you know, kind of doing the research and you're understanding people.

Then there's, there's a more sort of automated analytics side where you are gathering the exact data.

This is how long this person spent on this page.

This is how l- uh, uh, percentage of people click on this thing versus that thing, and then here's how the funnel goes down over time and the percentages.

And it's so hard to bridge that gap.

There are s- it's so jam-pa...

It, it's easy to take, make an, uh, you know, sort of this, you know, big conclusion of like, "Oh, well, you know, you know, this button, and if more people click the button, you know, the, then make the button three times the size, then we'll get more client," right? It, it's, it's so easy to make those [laughs] sort of generalizations.

So, so, so let's walk, let's take our time walking through the, the types of things that we see.

Yeah.

So I, I think the biggest difference between what you just described, which is what people are doing, right? 'Cause that's very easy to collect, is, you know, how many people did this? How many people clicked that button? But the real intelligence comes from not only what they did, but why, and I'll give you, I'll give you a differentiation between the two.

To understand somebody went to the revu- review page is, is a, what they did.

Oh, they clicked on this and they read this review.

But if you understand and you back out, and you understand that they went all the way to shopping cart and then went back to the review page, and then got to shopping cart and went back to review page, now you're seeing what they're doing for sure, but it exposes a different picture.

We call that a research shopper, right? It's not just that they went to the review page, it's that you have to understand the totality of the behavior to understand, okay, this is how this person wants to buy.

And we will label that automatically by servicing that pattern and saying, "This is the pattern of a research shopper." You don't get that by just saying, "Well, they clicked the review page." Everybody can click a review page.

It doesn't mean we're all research shoppers.

It's the overarching behavior pattern of the loop, how many times they clicked it, where they went to the review page.

So for example, they get all the way to shopping cart and they go back to review.

That signals hesitancy, right? Now all of a sudden, review page has multiple meanings of what, of what they did but- That is unlocked through understanding why they're doing that.

And when you understand why someone's doing it, again, you can cater to them by meeting them where they are and helping them feel comfortable in very, various ways, whether that's a marketing campaign or if it's an agent or you're building a product that has the ability to give them easy access to what they wanna find so that they build their confidence up, right? Those are the decisions you make off of behaviors, not just people clicking buttons.