The above case study proves that behavior analysis is the cornerstone of conversion rate optimization, anchoring your efforts in data rather than guesswork. It’s the bedrock upon which successful experimentation is built, providing invaluable insights that drive measurable improvements in conversion rates. Thus, it is an inevitable part of a comprehensive CRO strategy.

However, does behavior analysis come with its fair share of challenges? Absolutely.

Behavior analysis can be time-consuming and arduous, particularly when dealing with vast amounts of sampled traffic. This labor-intensive aspect often compels many functions to scale back on behavior analysis due to bandwidth constraints—a silent struggle faced by many organizations.

But why is it so taxing? Let’s delve deeper into this aspect.

Diving in: The tedious aspect of behavior analysis

Let’s try to understand the challenge through a scenario, where a business’s website suddenly hits a snag in its conversion rates. The CRO team gets on high alert, eager to unearth the underlying cause using their trusty behavior analytics tool. But in the process of behavior analysis, here’s what it has to undergo:

a. Sift through each session recording

After pinpointing the consideration funnel stage, the CRO team delves into reviewing session recordings of those pages. Here’s a glimpse of the session recordings list it needs to scrutinize:

Reviewing such a comprehensive list to uncover mouse flow and click patterns demands a significant amount of time for CRO team members. They often find themselves rewatching sessions to ensure accurate conclusions.

It’s important to note that if the CRO identified multiple funnel stages, the task would become even more laborious. All of this complexity may increase the likelihood of missing crucial insights, impacting the later stages of the CRO campaign.

b. Read each survey response

In their quest to diagnose the issue, the team also implemented surveys to gather feedback from visitors about their experiences and areas of difficulty. Now that the responses are in, the team member responsible for surveys must sift through each response, particularly the open-ended questions, to identify common pain points or glean insights for future action.

However, this process became incredibly burdensome as the responses flooded in, numbering in the hundreds. The CRO team member found juggling this task alongside the regular workload, making it all a bit challenging to manage effectively.

c. Perform the arduous task of periodic behavior analysis

Customer behavior is inherently dynamic, evolving over time. What was once a standout feature or website element may become outdated as user preferences shift. To stay abreast of these changes, the CRO team conducts quarterly audits, meticulously analyzing multiple pages at each sales funnel step to detect any shifts in mouse flow patterns.

This means delving into session recordings, heatmap reports, and form analytics for every stage of the funnel. Moreover, if there’s a new feature adoption or a significant overhaul in the current user experience, the team must once again undertake this exhaustive process or pinpoint underperforming pages through web analytics. 

So you see, behavior analysis is a relentless cycle that demands constant vigilance to ensure continued optimization and alignment with evolving user behavior. But, is there a way to streamline this process and simultaneously stay attuned to evolving user behavior?

With the VWO Insights Dashboard, this dilemma becomes a thing of the past.

Solving the challenge with VWO’s Insights Dashboard

VWO Insights Dashboard consolidates all visitor behavior data into one convenient location, eliminating the need to analyze individual pages, funnel stages, or sift through countless session recordings.

But how?

Quantifying behavior analysis

The Insights Dashboard employs a unique approach by quantifying behavior analysis through an experience score, graded on a scale of 0 to 100, where 100 signifies an optimal experience. This score is derived from various visitor interactions, such as dead clicks and rage clicks, providing a comprehensive overview of each page’s performance.

How does this help?

This feature eliminates the need to tediously sift through each page report, analyze them individually, and draw insights. Instead, you’re presented with a curated list of pages flagged with poor experience scores. This targeted approach allows you to focus your attention solely on pages that require optimization efforts, streamlining your workflow and maximizing efficiency.

Adding to its capabilities, the feature also provides segment-level experience scores. For instance, if segments consisting of returning mobile visitors exhibit poor experience scores, you can dive into those specific session recordings for deeper insights. This strategic approach streamlines session recording analysis, allowing you to focus on areas that require immediate attention, rather than sifting through all recordings indiscriminately.

Furthermore, this quantification fosters internal clarity within your business communication. You can establish a percentage goal to enhance the user experience or present the numbers to senior management to illustrate the comparative quality of experiences across different pages.

Additionally, you can consistently monitor the user experience through the experience score graph, enabling instant identification of any declines. This facilitates precise analysis without the need for laborious periodic audits, making the process significantly less tedious.

But wait there’s more.

Making survey analysis a breeze

The Insights Dashboard allows you to see the performance of your two recent surveys. On the survey reports, you get a concise summary of the open-ended questions and responses with a word cloud and response list to identify patterns in them easily. 

Therefore, there’s no need for a back-and-forth analysis of survey responses; everything is accessible from the same dashboard. You can also view the form analysis of the two recent forms on the dashboard. 

So you see, VWO’s Insights Dashboard becomes a central hub for swiftly grasping visitor behavior nuances. Should there be any deviations, you can delve deeper into specific pages rather than analyzing everything, pinpointing areas for improvement more effectively and swiftly. 

If you believe this could substantially enhance your visitor experience analysis, seize the opportunity to access a 30-day full-featured trial and witness its impact firsthand.

[Note: The Insights Dashboard is evolving to make behavior analysis more easy and swift. Stay tuned here for upcoming updates.]

To conclude

Behavior analysis stands as a pivotal component of conversion rate optimization, yet its labor-intensive nature often presents challenges for organizations with limited bandwidth.

Fortunately, VWO’s Insights Dashboard revolutionizes this process by centralizing all visitor behavior data, offering a streamlined approach to optimization. By consolidating data into one accessible platform, teams can efficiently identify areas for improvement and focus efforts where they are most needed.

Moreover, the dashboard’s innovative experience score quantification provides a holistic view of page performance, enabling organizations to adapt to evolving user behavior and drive tangible enhancements in conversion rates.

There could be many reasons for decreasing conversions and low click-through rates. In this blog, we’ll concentrate on three common scenarios that might be causing issues, regardless of your industry.

i. Form flow woes: You have a multi-field form to generate leads, but it’s not performing well and falling short of achieving the business objective of lead generation.

ii. Engagement deficit: Your content isn’t engaging and converting visitors to leads.

iii. Navigation flaws: Users struggle to find products from your navigation menu that has multiple categories.

Before making alterations to the current user experience or launching A/B tests to address these issues, it’s crucial to have a precise understanding of what’s going wrong. The figures derived from a web analytics tool merely serve as symptoms; uncovering the root cause of the problem involves delving into the user experience when they decide not to convert. This is precisely where a behavior analytics tool proves to be invaluable.

So, how can a comprehensive tool like VWO Insights-Web with vast application assist in tackling these three challenges? Let’s delve into it with the help of three case studies featuring high-growth businesses that successfully overcame these issues using the tool.

Note: Here’s a guide for you to refer to when you come across various features of VWO Insights-Web in this blog. It provides details of how these VWO features work cohesively for behavior analysis.

Success stories: How brands harness VWO Insights-Web to transform challenges into triumphs

Qualicorp discovered a form-filling conundrum: Indistinct field names

Qualicorp, a healthcare organization based in Brazil, aimed to enhance lead generation and boost conversions on their health insurance plans page. However, the page was underperforming. Enter VWO Form Analytics from VWO Insights-Web, which proved instrumental in analyzing the user experience.

The form analytics features provided valuable insights into user pain points, tracking metrics such as hesitation rate, ragged clicks, dead clicks, completion time, completion rate, and more. Upon analysis, it became evident that one of the factors contributing to the low form-fill rate was the need for discernible field names during the form-filling process. This, in turn, resulted in fewer users making it to the health insurance plans page.

In response to this insight, Qualicorp implemented an A/B test featuring a new design. The results were impressive, with the new design boosting the conversion rate by a substantial 16.93% in the primary goal.

Read the full case study.

Encyclopedia Britannica Group found blue to be the most engaging link color

The Encyclopedia Britannica Group, a venerable institution with over 250 years of global knowledge leadership, strives to ignite curiosity and enhance engagement with its content to cultivate a robust user base and drive subscriptions.

To optimize their approach, the marketing team at the group employed A/B testing through VWO Testing, experimenting with three colors—red, orange, and blue (control)—for in-line article links, coupled with calls to action, to determine the most effective option. Subsequently, the team utilized VWO Session Recordings to delve into click behavior, and mouse flow in order to see how users perceived these different colors. 

During this analysis, a noteworthy observation emerged: many users attempted to click on words highlighted in blue, even though these words weren’t actual links. Recognizing this user behavior, the team decided to keep the blue color for the actual links, resulting in a remarkable 10% improvement in their click-through rate. 

Additionally, the team harnessed VWO On-Page Survey capability to uncover the most pressing inquiries users had about the topic. Armed with this valuable insight, the company took proactive steps by designing an accordion feature on its website, showcasing the top Q&As derived from the survey for each article. The outcome was impressive, with over 23% of users engaging with the accordion to access answers to their questions.

Read the full case study.

Shopclues improved the product searching process on the navigation bar by focusing on user feedback

Shopclues, a prominent e-commerce player in India catering to 42 million visitors, took a strategic approach to enhance its Conversion Rate Optimization (CRO) initiatives. In a meticulous analysis of each element, the focus was on tracking conversion signals. The tool of choice for this endeavor was VWO Insights -Web, utilized to delve into user behavior on the category page.

Through VWO Heatmap analysis, it became evident that filters such as “new arrivals,” “best selling,” and “price sorting” were capturing the majority of user attention. Users had to navigate by clicking on these filters and then sifting through products to find what they were looking for.

To streamline this process, Shopclues’ CRO team leveraged VWO On-Page Surveys to directly gather feedback from visitors regarding these filters. Armed with valuable insights, a variation was crafted that eliminated the extra step for users. This new approach presented visitors with products matching their chosen filters right away in a horizontal display in the navigation.

The new top navigation bar delivered 50% more CTR. Not only did the improvement in visits-to-order (48% from the category page) translate to higher revenue, but it also improved the quality of visits.

Read the full case study.

These three case studies serve as compelling illustrations of how VWO Insights-Web proves to be a valuable tool in addressing common challenges across diverse industries. It excels in pinpointing the root causes behind low conversion rates, showcasing the versatility and effectiveness of this solution.

And does VWO Insights-Web stop here? Not at all; there’s more to explore and leverage.

Beyond optimization: VWO keeps a watchful eye on your user experience

Imagine you’ve honed your user experience using data from VWO Insights-Web or another tool, implementing a series of optimization campaigns over a quarter. As the quarter concludes, assessing the performance of these optimizations becomes crucial. How do you go about it? Well, VWO provides a solution – the Insights Dashboard. 

This tool empowers you to effortlessly track and analyze the effectiveness of your optimizations. The dashboard offers a comprehensive view, shedding light on friction points and experience scores derived from user satisfaction, delivering valuable insights into the performance of your enhancements.

Notably, you can easily identify pages with low scores and validate the reasons using heatmaps and scrollmaps. Furthermore, pinpointing visitor segments with low experience scores allows you to tailor customized plans for these segments.

This is just one application 

The dashboard is also invaluable in the early phases of behavior research, providing insights into friction points contributing to low conversion rates. 

Thus VWO Insights-Web provides comprehensive and versatile solutions throughout the entire lifecycle of website enhancement and optimization efforts. Let’s see what some of our clients have to say about the tool. 

Rave reviews: What users are saying about VWO Insights-Web

In conclusion

VWO Insights-Web is a tool that enables proactive and continuous monitoring of your website experience score. It empowers you to identify issues using features like heatmaps, session recordings, on-page surveys, and form analytics for low-performing pages and visitor segments. Once you formulate a hypothesis, you can seamlessly run an A/B test from the same platform and subsequently track the experience score. This makes it a one-stop shop for the entire experience optimization process.

So, if you’re ready to give it a try, here’s an all-inclusive 30-day free trial of VWO. It encompasses all the capabilities and features that will assist you in making informed business decisions when choosing an optimization tool.

Luckily for us, the reality is different. The strategic implementation of cutting-edge customer behavior analysis tools has helped numerous brands overcome these hurdles and position themselves to thrive in the ever-evolving market dynamics.

Leveraging user behavior analysis for transformative improvements

To maximize customer insights and strategically prioritize growth, companies have customer analysis tools at their disposal. These can be used to define clear goals and key metrics, implement robust tracking mechanisms, meticulously segment user data, and discern meaningful patterns in user behavior. 

VWO Insights – Web, has the power of features like session recordings, heatmaps, surveys, and form analytics. It goes beyond mere observations to dive deep into user interactions, identifies issues with surgical precision, and provides actionable insights that shape the very fabric of design decisions. 

You can browse all sessions of a visitor in a single hub to understand their complete journey. You no longer need to miss any intricacies of their journey – in fact, you witness firsthand how they navigate and experience your website. 

Say, for instance, your goal is to evaluate the effectiveness of a new user interface and identify opportunities to enhance the visitor journey.

You begin by accessing the session recordings tool to observe user interactions on the website. The focus is on users who successfully complete a purchase, aiming to understand their journey from landing on the homepage to completing the checkout process.

You can see whether your users navigate easily through your redesigned homepage – whether the simplified layout and clear call-to-action buttons contribute to a positive first impression. You can check how quickly visitors find the product categories they are interested in, and note down instances of confusion or hesitation.

If session recordings and heatmaps highlight users smoothly browsing through product pages, you can check whether the transition from product selection to cart management is as seamless as you’d like. The clickmap, scrollmap heatmap, and session recordings all come in handy to analyze the efficiency and placement of the add-to-cart button. 

You can also evaluate the checkout process if you notice an increase in abandoned carts. How are users progressing through the checkout steps? Session recordings can show any issues they encounter giving you the opportunity to brainstorm optimization ideas like adding clear progress indicators, concise form fields, or the option to save payment information.

With a quick setup and a free trial, you can harness the comprehensive analytics offered by VWO Insights – Web to guide transformative improvements on your website, ensuring a digital experience that resonates powerfully with your audience. 

In the following section, we present 3 case studies of high-growth brands that used VWO Insights – Web to fast-track their UX goals. 

Success stories: The power of surveys, session recordings & heatmaps

Bear Mattress identified issues with their product detailed pages: low click activity, less interaction with products, non-engaging copy

Bear Mattress, a sleep wellness trailblazer, sought to elevate its revenue game by tapping into cross-selling opportunities. Teaming up with VWO, they embarked on a strategic journey to optimize their website and boost conversion rates, aiming to redefine the sleep experience for their diverse customer base, spanning athletes to professionals.

Honing in on the ‘Cross-sell Flow’ on mattress product detail pages, Bear Mattress identified challenges with the help of VWO Insights – Web. 

The following observations were made:

• Not many people clicked on the ‘Frequently bought with mattress’ section that shows other products you might like. Compared to other parts of the page, not many clicks happened on those suggested products, as seen in the heatmap.
• In the ‘Frequently bought with mattress’ part, there were no pictures of the items, making people less interested in that section. It affected how much people engaged with that part of the page.
• Also, the words used were more about the product than what the customer might like. The words didn’t make customers curious or give them good reasons to think about buying the product.

A daring redesign of the cross-sell section based on these insights led to a 24.18% uplift in successful purchases and a remarkable 16.21% revenue boost. 

Here’s the full case study. 

Micro Focus identified the cause of the low form completion rate with form analysis: no indication of mandatory fields

In the intricate realm of digital transformation, Micro Focus, a stalwart with almost five decades of history, embarked on a journey to redefine success in a dynamic marketplace. The team championed optimization efforts across Micro Focus’s digital properties. 

The goals were crystal clear for this seasoned team— Home page enhancements, revenue page elements, and an overall superior user experience were top priorities.

Deep-diving into user interactions using VWO Insights’ heatmaps, scrollmaps, and session recordings, the team unearthed critical observations. Mandatory form fields lacked asterisks, free trial CTAs were below the fold, and the Marketplace domain needed product linkage for traffic flow.

When these crucial issues were addressed,  a 12.37% uplift in form completion rate and a 124.13% increase in traffic to revenue-generating product pages were achieved. 

Here’s the full case study. 

IMB Bank identified the friction that led to high drop-offs on their website pages and form: lack of instructions, uncertainty around USP, and missing social proof

IMB Bank, a financial stalwart since 1880, leveraged VWO to uncover hidden engagement opportunities and boost conversions by a remarkable 87%. 

User behavior research using VWO Insights – Web, including heatmaps, funnel analysis, form analysis, and session recordings, guided the team. The results spoke volumes:

Personal loan conversion rate: A stellar 36% increase.

Home loan conversion rate: Soared by an impressive 87%.

The team ran two campaigns:

Campaign 1: Personal loan application form – 1st page optimized

Addressing a high drop-off rate on the first page identified by VWO Insights – Web, elements like USPs, awards, time indicators, improved design, and clear instructions were introduced. The result: a 9% increase in form completions, later escalating to a 12% YoY boost.

Campaign 2: Personal loan application form – exit popup

Analyzing an 84% drop-off before completing the form, an exit popup was employed. While not impacting form completion significantly, there was a surge in users saving the form. Recognizing the need for additional information, the ‘save’ option proved highly impactful. Post-implementation saved forms and resumed completions soared by 37% and 250%, respectively.

Here’s the full case study.

What clients say about VWO Insights

The surveys, session recordings & heatmaps features appeal to us the most. Knowledge and customer data are king and these two features shape our roadmap as to what we prioritize for development and initiatives we work on. At the moment we are using surveys as the primary source of behavioral insight. This then shapes what the priorities are for features for our customers.

Alice Michael, Group Head Of Ecommerce Operations at APG & Co, attests to the significance of VWO Insight’s features in steering their company initiatives.

Decoding customer behavior with innovation

In essence, VWO Insights – Web acts as a conduit between businesses and their customers, transforming raw data into meaningful narratives. By understanding customer behavior through surveys, session recordings, and heatmaps, businesses gain a nuanced understanding of their audience. This deep comprehension, in turn, fuels informed decision-making, targeted improvements, and a customer-centric approach that fosters long-term success.

VWO amplifies the power of its user behavior analytics with its “Insights Dashboard”. This dashboard helps accelerate the optimization velocity of teams. How? By helping users zoom in on user struggles on their website without having to comb through terabytes of data collected by VWO Insights.

The Insights Dashboard comes with important enablers like the Experience Overview and Friction Trend, measuring metrics like ‘Rage clicks’ and ‘dead clicks’ to create a ‘friction score’ indicative of user struggle. The ‘experience score’ reflects user satisfaction, aiding in identifying and prioritizing UX issues. It enables the identification and resolution of page-level issues through instant analysis, associated heatmaps, and session recordings.

The dashboard facilitates the proactive identification of dissatisfied user segments and offers concise summaries of form performance and surveys. With diverse use cases, such as comparing experiences after page optimization and boosting product sales through experience enhancement, the Insights Dashboard becomes an indispensable tool for quarterly holistic reviews, providing a comprehensive understanding of website health.

With VWO Insights – Web you can also leverage a groundbreaking Generative AI update, enhancing survey capabilities with two innovative features. The AI-powered Survey Creation allows users to specify goals, generating tailored questions to uncover insights like customer preferences or product feedback. The process is iterative, enabling the regeneration of questions until the ideal survey is achieved. 

The AI-generated Survey Reports offer quick comprehension through enhanced summaries, including feedback comments. The AI analyzes survey feedback, providing actionable suggestions for improvement. Key benefits include efficient survey crafting, seamless question regeneration, and a deeper understanding of the audience. Currently, in beta, users can enable this feature by contacting support@vwo.com.

Additionally, VWO Insights – Web unveils an advanced filtering feature, empowering smarter decision-making by allowing users to effortlessly pinpoint issues affecting specific visitor cohorts. With unlimited filtering capabilities, standard filters, and custom attributes, users can streamline the analysis process, saving valuable time and enhancing the effectiveness of their marketing strategies and user experience refinement.

VWO’s vision is to build products that help customers improve their websites by giving them smart solutions and useful information about their visitors. The newly launched features are therefore a step in the right direction. At VWO, we want to help our customers not just gather data but enable them to create value about it. We want to help our clients understand and connect with their visitors in new and improved ways.

In conclusion

Visitor behavior analysis tools stand as a powerful force, bridging the gap between businesses and their customers by deciphering raw data into meaningful narratives. The implementation of VWO Insights – Web, has empowered brands like Bear Mattress, Micro Focus, and IMB Bank to fast-track their UX goals, achieving remarkable success through strategic optimization efforts. The showcased case studies demonstrate the tangible impact on revenue, conversion rates, and user engagement. Furthermore, the Insights Dashboard and the innovative Generative AI update enhance VWO’s capabilities, providing actionable insights, efficient survey crafting, and advanced filtering for smarter decision-making. 

We leave you with some love shown by our users on G2 in recent times. 

In the pursuit of some trendy sneakers, Corey thought he hit the jackpot on an online fashion store. Everything seemed perfect – the ideal pair, the right price, you know the drill. However, that’s when things took a turn for the worse.

Upon clicking ‘Add to Cart,’ Corey confronted a dreaded account registration form. Numerous mandatory fields stared him in the face, and there was no quick option to log in with Google or Facebook. Given the morning rush, Corey wasn’t in the mood for a digital obstacle course. So, he decided to bail, thinking he’d just grab those sneakers from his usual store in the upcoming festive season.

As someone working hard to increase sales from your website, doesn’t it bug you that the e-commerce store missed out on a seriously promising lead? I mean, Corey visited from a search engine, so the SEO game was on point. Plus, he liked the sneakers and their pricing – total green lights for customer and product research. But then, bam, the website experience drops a red cross and just kind of ruins the vibe that other teams worked hard to build. 

If you find yourself empathetic to the described situation and want to steer clear of a similar fate for your website, it’s time to consider diving into behavior analytics. Also, if you find yourself in the dark about the intricacies of user behavior analysis and how it could be a solution, then this blog post is for you.  

We’re going to break down behavior analytics for you. We’ll start by introducing the concept, walk you through how it works as per business objectives, help you choose the right behavior-tracking tool, and why you should consider VWO for behavior analytics. 

Let’s roll!

What is behavior analytics?

Behavior analytics involves systematically tracking visitor interactions with a website and its critical components. The goal is to gain insights into how the website is perceived and identify any pain points that visitors may encounter. For example, the online fashion store that Corey visited could analyze how he hesitated when faced with the sign-up form. This analysis serves as a foundation for devising potential solutions to the identified issues.

With behavior analytics, you can dive into the visitor activity, like mouse flow, clicking patterns, scrolling habits, moments of hesitation, and even instances of frustration. The results of this analysis are then compiled and presented visually, providing a more nuanced understanding of customer engagement and potential pain points. Behavior analysis can be done using heatmap, clickmap, scrollmap, form analytics, session recordings, and surveys. 

Here is a short intro to each of these features in case it’s the first time you are reading these terms. Otherwise, you can move on to the next section. 

• Heatmap: A heatmap is like a color-coded map showing where visitors click (hotspots in red) or don’t click (spots in blue) on a website. It’s a quick visual snapshot of what’s popular and what’s not.
• Clickmaps: This is a type of heatmap that visually displays where visitors click on your website. They show the click activity on different elements, such as CTA buttons, images, text, and URLs.
• Scrollmap: This is a type of heatmap showing how visitors scroll on a webpage. It highlights the average depth of scrolling and pinpoints visitors’ drop-off on the web page in terms of percentage (Like 25% drop-off at this point.)
• Form analytics: This tracks how visitors interact with your website forms. It reveals who completed, abandoned, or hesitated during form submissions and even provides the time visitors took to fill them out.
• Session recording: This is a feature that captures visitor actions, including clicks, mouse movements, and page scrolling, providing a playback of their journey across the website.
• Surveys: This enables you to collect insights on a specific page or entire website by conducting surveys and asking visitors questions about their experience. 

Now, let’s delve into how you can gain insights into your customers’ experience through behavior analytics.

How to tap into customer experience with behavior analytics

To grasp how visitor behavior analytics can unravel the intricacies of your customers’ experiences, let’s take a journey akin to Corey at the fashion store to buy sneakers. We’ll construct a parallel experience for each stage of the funnel and then reconvene on the other side of the table to explore how behavior analytics can be instrumental in pinpointing potential friction points.

Top of the Funnel (ToFu):

The journey kicks off with a quest for insights on sneaker shopping, guiding to the fashion store’s blog addressing “What to look for when buying sneakers.” Within the blog, strategically placed CTAs in the middle and bottom prompt Corey to venture into the product list page titled “Our Best Sneakers.”

Middle of the Funnel (MoFu):

On the “Our Best Sneakers” page, Corey peruses a variety of sneakers and engages by clicking on the “View product” CTA for the selected sneaker.

Bottom of the Funnel (BoFu):

Upon discovering the ideal pair, Corey faces the pivotal decision to click “Add to Cart,” proceed with account creation, and ultimately make the purchase through the checkout page.

Now, armed with this breakdown, let’s use behavior analytics to dissect each stage and uncover those friction points that may have disrupted the flow.

Let’s start with web analytics

Before getting into behavior analysis, you can start with web analytics. With Google Analytics, you can set a funnel exploration report for each of the steps mentioned earlier. The completion event for ToFu is clicking on the “Our Best Sneakers” CTA from the mentioned blog, for MoFu, it’s “Clicking view product CTA,” and for BoFu, it’s making the purchase.

Once the data starts rolling in, you’ll have a clear view of the conversion rate and customer drop-off rate for each stage of the funnel. Now, let’s delve into how behavior analysis can come to the rescue, especially when you identify a stage where the drop-off exceeds our benchmark. 

Here, it’s a hypothetical scenario with an elevated drop-off at each funnel stage to illustrate how behavior analysis can be the key to uncovering those elusive pain points. 

Carrying out behavior analysis

a. Low conversion rate at the blog post

Suppose the blog is acing its ranking for the chosen keyword, and there’s a substantial influx of traffic. However, a notable chunk of visitors is detouring away from the blog post, failing to progress by clicking on “Our Best Sneakers.” Which is leaving a mark on the conversion rate, dragging it below the benchmark you’ve set.

Now, armed with behavior analysis features, it’s time to roll up your sleeves and uncover the reasons behind this diversion. Starting with the scrollmap, you can see how many visitors are dropping off by checking the percentage scroll depth. The scrollmap will allow you to find what percentage of visitors are dropping before seeing the first text CTA to the product listing page.

If the scrollmap reveals a significant number of visitors dropping before seeing the CTA and validates the drop-off at the funnel, you can formulate a hypothesis. Perhaps moving the text CTA up the page or analyzing the content to ensure it remains engaging, steering clear of lengthy paragraphs or text-heavy sections, could be potential avenues for improvement.

Suppose, visitors aren’t dropping off, and the content keeps them engaged. The next stop in the analysis is the heatmap reports. 

These reports can shed light on how actively visitors are interacting with the text CTAs. If the CTA’s texts are indicated by a cool blue hue in the heatmap, it might be time to craft a hypothesis. To amp up engagement, you can consider tweaking the CTA text, experimenting with different colors, transforming it into a prominent CTA image banner, or even exploring the option of removing the CTAs and introducing a floating side widget.

So, you see scrollmaps helped in figuring out how visitors were engaging with the content, and heatmaps gave clues on how well the CTAs are doing and if their position on the page is hitting the mark.

b. High drop-off at the product listing page

Suppose, visitors are bouncing off the product listing page. In this scenario, you dive into the reports of heatmaps and clickmaps. If you spot a trend of lack of clicks on all CTAs of the listed product, it might be time to redesign CTAs to catch the eye and be super user-friendly. To double-check, you can peek into some session recordings to see if visitors are casually scrolling past those CTAs before. Also, this might help you understand the role of the product image size (whether visitors are trying to click on them to expand.)

Now, if the clickmap report on individual product lists doesn’t reveal a clear pattern or there is a significant difference in clicks between various products, you can ideate to bring the products with higher clicks up the page and bring new ones in place of the non-clicked ones. 

So you see, when you’re digging into visitor behavior on product listings with multiple CTAs, heatmaps, and clickmaps capture the overall trend of clicks. Meanwhile, session recordings precisely let you know how visitors are experiencing the page and whether those CTAs are being shrugged off.

c. Low purchase rate on the product page

If the quantitative analysis shows low purchases from the product page, start by studying heatmap and scrollmap data. This will help you understand how visitors navigate the product page and whether the add-to-cart button is getting enough clicks. If the clicks on the call-to-action (CTA) are low, consider redesigning either the CTA or the entire product page. Experiment with image positioning and CTA placement to see if it makes a difference.

If the add-to-cart CTA is performing well, move on to examining how new visitors interact with the registration form. Use the form analytics report to identify hesitation, frustration, rage clicks, and completion rates, assessing the overall form performance. If it’s not meeting expectations, brainstorm and implement new design ideas for the forms.

For a more in-depth analysis, explore session recordings to observe how visitors are filling out the form. This will provide additional insights for optimizing the registration process.

Don’t forget to use all of these features to assess the checkout page and determine if it’s user-friendly for payments. During the BoFu (Bottom of the Funnel), deploy exit surveys to gather direct insights from high-intent leads about their experience. At this stage, the response rate to surveys is high, and you get quality feedback on the most crucial stage of your funnel.  This information can guide improvements in design, pricing, and the overall checkout experience.

So, if you see, using multiple features for behavior analysis provides you with highly detailed insights into visitor behavior. These detailed observations can lead to valuable ideas for improvements or experimentation.

It’s worth noting that you don’t always have to kick off with web analytics. If you have just rolled out a new page experience, caught wind of issues through customer feedback, or noticed a decline in sales trends, you can go straight to behavior analytics. 

Your funnel might be different, but the above approach and the features used can act as an inspiration to you. Take a cue from it and strategically use these features to decode the behavior patterns of your customers or visitors. 

Now that we’ve covered the details on how to conduct behavior analysis, let’s progress to the next step: shortlisting a tool for the job.

How to choose a tool for behavior analytics

Selecting a behavior analytics tool is mainly driven by the need to address business-specific challenges, set goals, and the allocated budget for the project. In addition to these considerations, here are some guardrails to assist in narrowing down the tool.

a. Explore tools that give full-featured free trial or free plan

Securing a thorough free trial is incredibly valuable for understanding the capabilities of a prospecting tool. It offers insights into the customer service experience and how well it aligns with established practices, all without committing financially. Prioritizing such tools in the initial phase is a smart move for any business. Additionally, consider exploring tools with forever-free plans, especially if you have budget constraints or just setting up your behavior analytics roadmap.

b. Look for tools that provide instant value

Consider exploring tools that provide features with quick turnaround times. Take generative AI, for instance. Its popularity is on the rise, transforming the scale and speed at which businesses deliver solutions. Its applications are now extending to processes like behavior analytics. 

As your organization grows and places greater emphasis on behavior analytics for optimization, the manual task of sorting through each report for insights can become cumbersome. Fortunately, analytics tools are incorporating Generative AI solutions to automate insights derived from survey and heatmap reports, streamlining the entire process. It’s advisable to explore tools that offer features in this area to enhance the efficiency of your analytics endeavors.

c. Prioritize privacy-first tools

Privacy is a fundamental right of every human being, and when you are analyzing the behavior of your visitors, you must be using tools that are privacy first. Here are some features of a privacy-first tool:

• It allows data minimization, collecting only necessary information and obtaining user consent transparently. 
• Allows user whitelisting to limit account access based on user location or IP address, and access is restricted to only those designated areas.
• Offers security measures, including encryption and adherence to international privacy certifications, to ensure data protection. 
• The tool prioritizes data residency compliance. Additionally, it employs data anonymization techniques, respects deletion timelines, and incorporates privacy principles into product development, showcasing a privacy-by-design approach.
• Provides user consent mechanisms, opt-out options, and adherence to privacy laws such as GDPR, CCPA, and others for user privacy. 

In essence, a good privacy-first tool integrates transparency, user control, and robust security practices to uphold privacy standards effectively.

Now that you have a grasp of behavior analytics and tool selection, consider exploring VWO Insights – Web, a tool with compelling reasons to be on your radar, regardless of your business stage.

Behavior analytics with VWO Insights – Web

VWO Insights – Web stands out as an all-in-one product, providing heatmaps, session recordings, form field analytics, and on-page surveys. The setup process is straightforward, and its uniqueness lies in its approach to sampling visitors. Based on the volume of visitors purchased, it uniformly samples visitors from the traffic directed to your website (or specific pages where the VWO tracking code is present). This ensures a representative set of data across a month. Each visitor is counted as unique, meaning that once a visitor is sampled, all data points for heatmaps, recordings, and forms are collected for that visitor, regardless of how many times they return in that month. This approach ensures that your quota isn’t depleted simply because someone is visiting multiple times.

To add to its sophistication, VWO Insights-Web also provides access to generative AI features, such as Generative AI-based surveys. This empowers users with cutting-edge technology to achieve success swiftly. To illustrate, here’s how it generates survey reports using generative AI, streamlining the otherwise tedious process of extracting insights from a vast dataset:

Now, let’s talk pricing. VWO Insights-Web offers a forever free plan that covers up to 5000 monthly tracked users. Once you get used to the tool, you can explore and choose from plans like Growth, Pro, and Enterprise, tailoring your selection to the specific needs of your business. This flexibility allows you to scale up according to your requirements and budget as your business grows.

When it comes to safety and compliance, VWO stands out as the only tool among its competitors that adheres to stringent standards. It complies with GDPR, CCPA, PCI DSS, HIPAA, ISO 27001:2013, ISO 27001:2019 certification, and SOC 2 Type II. This commitment to various regulatory and security measures ensures that your data and user information are handled with the highest level of protection and following industry standards.

Feeling intrigued? Take the leap and give it a try with a full-featured 30-day free trial. If you prefer to learn more before making any decisions, check out the fascinating success story of the 250-year-old Encyclopedia Britannica. They used VWO Web-Insights to comprehend visitor behavior and successfully increased their click-through rate by 10% through experimentation. It’s a compelling testament to the tool’s effectiveness in real-world scenarios. Also, you can get a detailed read on how VWO handles behavior analytics.

Final thoughts

Creating a website with the best practices is a solid start, but the real insight comes when visitors start interacting. Analyzing their behavior becomes crucial, as imperfections and friction points may only become evident when you put yourself in your customers’ shoes to understand their experience.

In the realm of visitor behavior analytics, we resonate with the same wisdom. 

Trying to guess what might be off in the visitor journey or what issues they are dealing with can only get us so far. 

Diving into the insights hidden within visitor behavior is crucial for making smart decisions for unbeatable business success.

VWO Insights has been a game-changer in the journey of scores of brands to help them understand their visitors’ behavior using heatmaps, session recordings, surveys, and forms. 

However, with the latest upgrades, we’ve taken its potential to the next level, making the data more actionable than ever without demanding endless hours of human effort.

In this blog, we’re giving you a refresher about all that’s achievable with this capability. So, keep reading!

How do you maximize insights with heatmaps?

Heatmaps by VWO Insights – Web serves as an excellent starting point for analyzing visitor behavior. With heatmaps, one can get a visual summary of visitor interaction on the page – mainly of clicks and scrolls.

Let’s understand a use case where you can analyze visitor behavior through heatmaps. 

Consider you run a relocation service company and you want to see how your website is performing in terms of visitor behavior. As you navigate to Google Analytics 4 to review current metrics, you’re struck by the high bounce rate on service pages. To understand why this is happening, you initiate a qualitative analysis, starting with the heatmaps. 

You observe through the Clickmap that the ‘Read more’ button, intended for exploring service details, receives the least percentage of clicks on these pages (indicated by a cooler color). 

Further, you click and compare different areas to see that blue bolded text in the copy garners the highest percentage of the total clicks on the page. This indicates visitors might perceive them as anchor text links to take them to a new page. 

Next, the scrollmap indicates a consistent decline in views as visitors scroll through the page. This tells you that visitors are not even scrolling down and engaging with the section that talks about the benefits of your service.

Additionally, the heatmap on a dynamic element like the ‘Get a quotation’ pop-up reveals that visitors click the close option more than they engage with the content in the pop-up. Interestingly, in segment-level analysis, you see visitors using the Safari browser are the most engaged group on your page. 

You can download the heatmaps and even share the click area data with your marketing team to brainstorm optimization ideas. That way, your entire team can stay posted about engagement status on a webpage. 

Read our detailed article to know how to get started with heatmaps on VWO. 

A real-life example to inspire you:

Ubisoft Entertainment, a leading French video game company recognized for franchises like For Honor and Assassin’s Creed, prioritized lead generation and conversion rates for overall performance analysis. Despite strong performance on several pages, the ‘Buy Now’ page for ‘For Honor’ needed improvement. Ubisoft’s team, leveraging click maps, scroll maps, heatmaps, and surveys, discovered a tedious buying process on that particular page. Driven by these insights, the team completely overhauled the page, increasing the sign-ups by 12%. 

How do recordings help you keep an eye on visitor actions?

Session Recordings by VWO Insights – Web literally lets you watch visitors in action. What path they take, where they click, if they wait somewhere before clicking – it’s all about capturing these granular details that make our recordings a favorite among businesses.

Consider a scenario where people are actively engaging with the navigation menu on your website. You can see this through the warm red colors in the heatmaps. But the website funnel analysis shows that not many visitors are reaching the product listing pages. It makes you wonder if the visitors are having trouble finding products. To investigate, you turn to session recordings.

So, you create a view for the page and choose a segment you’d like to see recordings for—perhaps shoppers from Singapore, your upcoming market where you aim to maximize sales. 

While reviewing the recordings, you observe the visitors’ mouse movement, noticing pauses and hesitancy about selecting a product in the navigation menu. They go back and forth without making a selection. Ultimately, you come to believe that the product categories could be arranged more systematically to simplify navigation.

Additionally, you see a couple of sessions of this visitor with dead clicks where he tries to click a product but it doesn’t take him to the listing page. This is another problem area that needs to be addressed.

If the visitor has been to your website across multiple sessions, you can review recordings of their interactions in those sessions. Check other recordings, if available, to see if the same issues persisted or if new problems emerged. 

Watch recordings of other visitors in that segment to determine whether the problem was unique to the previous visitor or whether they were also hesitant and failed to click through to the product listing page.

You can even share any visitor profile with your team if you identify something interesting in their behavior that your team can glean insights from and refine their optimization efforts. 

Get details on how to create a session recording, how to interpret it, and much more in our in-depth article. 

A real-life example for you:

Pearl Only, an online jewelry store, first discovered through analytics that there was some scope for optimization on its website. Paired with this insight, the team identified that the checkout page was cluttered and distracting visitors from the main CTA. To confirm these observations, they analyzed recordings of visitor sessions on the checkout page and discovered that visitors weren’t paying attention to the USPs. Instead, they were clicking on elements that led them away from the page. Based on these insights, the team implemented changes that resulted in a 10% increase in revenue. 

How do surveys keep you up to date with customer feedback?

Surveys by VWO Insights – Web always helps you stay updated with customer feedback, and its power is now doubled with AI. 

Wondering how? Let’s break it down with an example. 

Meet Smith, concerned about the declining visitor engagement on his news publishing site, as reflected in the reduced average time spent in GA4. To uncover the root cause, he decided to set up an on-page survey.

Here’s how he gets started: Smith enters the goal ‘Ask visitors for improvement ideas’ and is presented with a series of AI-generated questions. Because this AI-powered feature lets visitors regenerate questions, Smith takes full advantage of it and finalizes a question after 3 iterations. 

Next, he selects a single text box format and sets the trigger to display the survey after visitors spend 3 minutes on the page. Of course, you can choose other triggers, like showing surveys when visitors click somewhere or when they’re about to leave the page. The choice is yours. 

Fast forward to a month later, Smith is ready to analyze the survey responses. He’s saved from the hassle of sifting through piles of responses as AI steps in to summarize the key insights. 

For instance, a key insight emerges, revealing that most visitors perceive the website as text-heavy. To enhance the visitor experience, actionable takeaways include making the site more visually appealing by incorporating multimedia elements, adopting a minimalist layout, and strategically increasing white space. 

Even if you wish to delve deeper into responses, you can do so. Let’s say Smith filtered responses specific to a segment, such as new visitors, and found some really good suggestions he thinks can be tried out.

Overall, implementing improvements based on these insights allows you to seamlessly integrate customer feedback into website enhancements. 

Are you intrigued to give it a try? Learn how to use surveys on VWO in our in-depth article. 

A real-life example for you to read:

Encyclopedia Britannica added Q&A accordions to engage visitors on their site and prevent them from searching on Google. These accordions offer helpful information related to what visitors are reading. The company identified popular articles, used our surveys to learn what visitors wanted to know more about these topics, and then created accordion features with top Q&As for each article. The result? More than 23% of visitors clicked to see answers and explore more content.

How does form analytics improve form conversions?

Have you been on the lookout for a tool that can dive deep and provide field-level analysis? Form Analytics by VWO Insights – Web has got your back. 

Imagine you have a loan application form on your finance website. Lately, there has been a surge in live chat queries about the loan form, suggesting confusion among visitors. 

Using form analytics, you dig deeper and find that the total time spent on filling out the form is unusually high. Moreover, hesitation around sharing credit history is noticeable, with a significant drop-off from this field. Visitors are also neglecting the fields where they have to enter the address.

Real-time updates reveal that the number of visitors landing on your form, interacting with it, and then dropping off is steadily increasing. Moreover, when you apply filters to identify the segment from which most visitors drop off, you notice that the majority is coming from mobile. 

This suggests that mobile visitors may encounter difficulties when filling out a lengthy form on a small screen.

These insights suggest that shortening the form by removing insignificant fields could be the solution to engage visitors more effectively.

To get the ball rolling for your form analysis, read how to set up form tracking, use the dashboard, and more in our article. 

A real-life example to inspire you:

PayU, an Indian-origin fin-tech company, wanted to reduce drop-offs from the checkout page for their merchants. All PayU had were quantitative metrics such as time duration and bounce rate. They lacked qualitative insights into the specifics of what happened on the checkout page. Leveraging our form analytics, the team identified that requiring both telephone and email addresses caused friction and contributed to significant drop-offs. In response, they promptly eliminated unnecessary fields from the form, resulting in a 6% increase in the checkout rate.

Insights Dashboard – What’s new and how does it simplify behavioral analysis?

As you can understand from the above discussion, our session recordings and heatmaps give you a full view of how visitors behave on your site, helping you make better decisions for website improvements. 

However, in the past, going through hundreds of recordings and heatmaps was needed to validate your analyses. You had to go through heatmaps for page after page or session recordings from visitor after visitor to actually derive a concrete actionable insight – where the consistent friction is and what could be done. 

Now, with the Insights Dashboard in VWO Web Insights, you can easily understand the overall visitor experience. Check average engagement scores, pages with lowest engagement scores, segments with lowest scores, and identify problems like high rage clicks or errors. 

You can use heatmaps and session recordings for the lowest-performing pages, along with other page-level details like friction trends, errors on the page, segments with the lowest engagement, sessions with the lowest engagement, and so on. The dashboard also covers form performance and survey responses for a quick overview.

By bringing actionable insights to your fingertips, the dashboard saves you time and cuts down on effort. It makes finding problems and understanding segment-level behavior for each page easier, making the analysis process smoother and more effective.

What does Behavior Analytics mean for Product Managers, UX designers, and Marketers?

Behavior analytics is a game-changer for professionals across various roles in businesses today, enabling them to get to the root of user problems. Let’s see how product managers, marketers, and UX designers leverage behavior analytics for experience optimization. 

Product Manager

A product manager can enhance feature adoption by prioritizing visitors’ input, addressing glitches, and improving the overall product experience. Leveraging behavior analytics plays a crucial role in this process that helps refine features based on visitors’ actual behavior and preferences.

Consider this: As a product manager at an executive education learning website, you’ve been tracking the adoption rate of the new “Career Find” feature through your product experience platform, Userpilot. You see the numbers are not impressive, indicating that not many visitors are interacting with the feature as desired.

Warm colors in the heatmaps indicate that visitors are most engaged with the advanced search filter, featuring multiple boxes and different selectors like location, experience level, and industry. You see this area receives the majority of clicks compared to other sections of the page. To find out why adoption is low despite many people using the filter, you check session recordings for more details.

The recordings reveal that, after entering their criteria, the page loads for 7-8 seconds, displaying delayed results. This is the first roadblock because ideally, any page load time should be under 3 seconds. 

Interestingly, visitors click through to a job page from the job listings results but often return to the “Career Find” page, eventually scrolling back to the search filter. The goal now is to understand what prevents them from fully exploring job pages and makes them go back to the search boxes. 

To understand their concerns better, you initiate a survey on the career find page, seeking visitors’ feedback on the feature and discovering areas for improvement. The survey responses provide valuable insights: visitors want additional search options such as job type (full-time, remote, internships), salary range, and skills for more relevant search results. 

Additionally, they need more comprehensive job details, including job descriptions, company information, images, website links, employee strength, and required qualifications for the post. 

Currently, just stating the company name and role expectations isn’t enough for the visitors.

You now understand what’s lacking and where improvements are needed. 

With these observations, you can enhance the feature to be more visitor-centric, thereby improving the overall experience and driving increased adoption.

UX teams

UX researchers and designers can enhance visitor flow by leveraging visual data insights, incorporating feedback, and eliminating navigation bottlenecks. Behavior analytics helps with this granular understanding by revealing visitors’ pain points, friction areas, and improvement opportunities.

A short hypothetical example can help you understand better: Emma, a skilled UX researcher at an online fashion store, observed a sudden increase in drop-offs from the cart page while reviewing the metrics in their analytics tool. This shows a clear disruption in their behavior flow, preventing them from following the expected journey on the website. 

Instead of making assumptions, Emma sought an unbiased understanding of the issues. She turned to heatmaps to understand visitors’ behavior and explore ways to improve their journey.

Emma’s observations were intriguing. Firstly, she saw visitors engaging with the product quantity selector button the most as shown by warm colors. Secondly, not only did views decrease towards the bottom of the page, but the number of clicks on the ‘Proceed to checkout’ button was also lower. This indicates that visitors didn’t scroll down and, as a result, couldn’t find the button, which appeared below the initial scroll depth on the page.

To understand the reasons behind this click behavior, she delved into session recordings. Emma observed that although visitors clicked the quantity selector button, it didn’t help remove or add products, likely causing frustration. Moreover, visitors hardly scrolled down the page to click the check-out button. Eventually, they left without knowing it was at the bottom.

These observations convinced Emma that addressing these two major problem areas can smoothen visitors’ flow toward the checkout, making it easier for them to take the actions they want to on the website. 

CRO experts and marketers

Marketers aim to boost website conversions by optimizing problematic areas, enhancing engagement, and tailoring experiences for visitors. In this regard, behavior analytics helps them understand how visitors navigate, what they like, and what might distract them from taking desired actions, impacting conversions.

Consider this: As a CRO marketer at a consulting agency, you usually monitor form submissions on its website, tracking the lead flow into the conversion funnel. Things were going well, but this time, you noticed a 12% increase in visitors leaving the form without completing submissions. 

The main culprit seems to be the field requesting visitors to share their company revenue—a new criterion for lead selection introduced by the company. It was decided to include the criterion here to filter out prospects that didn’t meet this field from the get-go. 

You realize you need to look beyond the form and understand how visitors behave before and after interacting with it to get a complete picture. You observe dense red areas in heatmaps on the navigation menu, texts, and pictures on the left, while the form on the right exhibits low engagement in cooler colors. 

For even better analysis, you watched recordings of what a visitor’s behavioral flow looks like on the website. What is distracting them from noticing the form? Is there something that they find more interesting? Watching their movements is key to solving this mystery. In the recordings, you observe that although visitors move their mouse over the form, they pause frequently, indicating hesitation. 

This made you realize that asking about the company’s revenue might be too much for them at this point. Because the drop-offs from the form were manageable or within acceptable levels before adding the specified field. Now that you know where people are having a hard time, you can optimize the form and see if it improves form conversions again. 

How will visitor behavior analytics contribute to your business?

Investing in visitor behavior analytics provides you with a wealth of actionable insights that can be translated into growth strategies contributing to the overall success of your business. 

Early detection of potential issues

Monitoring visitor behavior through analytics tools allows you to detect potential issues or roadblocks in the visitor journey early on. Whether it’s a poorly performing landing page or a cluttered form, identifying and addressing issues promptly helps maintain a good visitor experience before they start affecting your conversion rates and the bottom line of your business.

Reduced bounce rates

Analyzing visitor behavior helps spot friction points that prevent them from taking the desired actions on your website. When you address these challenges, you create a smoother experience for them, encouraging them to spend more time on your website. Visitors finding what they are looking for easily can help reduce bounce rates and, in turn, improve conversions.

Data-driven decision-making

Data is the fuel that powers your decision-making process. Hence, basing your strategies on actual visitor interactions enables you to resonate with your audience and drive more business success.

Personalization opportunities

By understanding how visitors interact with your website through heatmaps and session recordings, you can tailor content, recommendations, and various other touchpoints to their preferences. For instance, if you see a segment of visitors most engaged with your forms after applying filters, you can target them with more relevant and personalized offers to push them to the next level in your conversion funnel.

Enhanced customer retention

Understanding visitor behavior and gathering their direct feedback (surveys) can give you insights into their needs and expectations. When you use this information to enhance your website, product, or services, you align with their expectations, fostering customer satisfaction and loyalty. This way, they stick around for a long time with your brand.

Final thoughts

Cutting corners on visitor research is a risky decision that can backfire. If your offering doesn’t align with their preferences and expectations, your efforts could go to waste. Don’t you think it would be worthwhile to align it with their behavior and make them feel valued?

With the incredible capabilities of VWO Insights, why delay adding this powerful tool to your tech stack to ensure a top-notch experience on your website? If you’re on board to give it a try, start with our free trial. And if you see the value in supporting your growing business ambitions, scaling up to a paid plan is just a smart move away. Happy researching, and improving!