Emma shares how to cater to user behavior shifts during times of economic turbulence using thorough research and user journey mapping.
Digital whiteboard showing how to cater to user behavior shifts during times of economic turbulence
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Hello, and welcome to another
Whiteboard Friday. I’m Emma Russell. I’m the overseas data founder of Oxford Comma Digital. Today, we’re going to be talking about catering to user behavior shifts through times of economic turbulence, and we’re going to be primarily looking at e-commerce sites.
So the first thing that we want to be talking about is user behavior, and then we’re going to be moving on to look at how you can implement a few things in your strategy to make sure that you’re catering to these shifts in user behavior as it changes through times of economic turbulence.
How to research user behavior
How to research user behavior
Get your own data
So, the best thing to do is to get your own data. So this is yours. It’s about your audience. It’s how they currently behave. It’s how they’re going to be intending to behave in the future. And because it’s your own audience, it means that it’s not more generic information from studies.
So this is the best way
to go about it, and you can get current user behavior data from Google Analytics, and Google Search Console. You can get it from heat mapping tools, like Hotjar and Microsoft Clarity, and also do event tagging through things like Google Tag Manager.
Get qualitative data
The next thing that is good to do for getting data for your own audience is to get qualitative data, so getting an understanding of how they intend to behave in the future and that’s difficult to do with current click data, right? You’re not going to be able to do it.
So, you’re going to have
to talk to your audience or do something like an internet pop-up on your website where it’s through Hotjar, and you can ask them questions. That’s a nice example of how you can do it without actually talking to them in real life. An email videoabonon of the ministry campaign is another way to get nice qualitative data. So, that is the best way to go about getting information from your audience about how they’re going to be behaving in the future.
However, it’s good to mention now that, despite best intentions, people don’t always behave in the way that they say they’re going to behave. So that’s just worth bearing in mind.
Use behavior studies
Now, another good source of data is to use behavioral studies. So, this includes research papers or research from groups, for example, Boston Consulting Group, pay for analytics, or classic McKinsey, or papers from things like ResearchGate, so academic papers.
Another really good
example is actually the Wayfair Tech Blog. If you think about it, they’ve got millions of products, so they have a long history of figuring out asb directory how to best cater to user behavior and help with purchasing decisions. So that’s another good way to look at data.
Key points from the data
We’re going to be pulling out a few key points from some of this data that we’ve looked at.
