The most popular website traffic tracking tool is Google Analytics, and internet analytics does not exist without it. Therefore, it is worth learning more about user-initiated behavior in addition to the GA data. One of them is scrolling.
Data is foundation of success in the virtual world.
The users access the internet to satisfy one or more of their needs. To do this, they look for: specific information, product, current news, person, etc. Naturally, the more time the discovery process takes, the more likely the users will be tired and irritated. If, however, they find the content that meets their expectations, there is a chance that you will gain faithful recipients and customers. Correct content marketing and diligent web analytics are the foundations of digital marketing.
Collecting the data about the users and their behavior allows for effective communication and achieving business goals. Moreover, many solutions on the market (including free ones) will enable you to analyze statistics. Therefore, it is essential to use them skillfully and regularly and follow the indicators in real-time.
Web analytics. What tools to use?
How many experts, so many proposals. It is impossible to give an unequivocal answer to such a question. It all depends on what you want to know and what result you want to achieve. There are many possibilities.
At the forefront of solutions used by Polish marketers, apart from Google, as mentioned above, there are Google Search Console, Ahrefs, Senuto, and Hotjar. Ahrefs focuses on organic traffic and link analysis. Senuto pays more attention to keywords and SEO compliance. In turn, Google Search Console allows you to monitor the indexing of the page in the search engine. And Hotjar records the visit and shows you when the activity was interrupted.
However, how would you check the involvement of users in exploring the content you have prepared for them? Did they like them, or have they been read in full? Which elements were the most or least successful? The number of tools that can be used drops dramatically. One of the few is iSlay. Its main task is to monitor scrolling. This activity was considered irrelevant for a long time, but a closer look helps to reveal interesting things.
Does scrolling analysis make sense?
Scrolling refers to quick browsing of web content. Web pages are created on the vertical axis, so you need to move the cursor down to see all the information. Therefore, it was natural for publications to be sorted in order of time or importance.
Currently, there is so much content that the place of a given element is not so prominent. That is why Internet users have made a habit of quickly browsing websites without much commitment. However, what is interesting, they very skillfully catch what they are looking for in this scrub. Scrolling research allows you to define what this factor is and for how long it attracts the user’s attention. Using this knowledge in your content marketing strategy will allow you to create content that will captivate many recipients.