What do people do when they get to my website?
Why Visitor Behavior Matters
Traffic numbers only tell part of the story. To understand performance, you need to know what happens after someone clicks through. Do they read content? Do they navigate to services? Or do they leave right away?
Asking “What do people do when they get to my website?” uncovers patterns that highlight both strengths and friction points.
Key Behaviors to Look For
1. Pages Visited
Which pages get the most attention? High traffic on product or service pages shows interest, while low visits may reveal gaps in visibility.
Why it matters: Understanding which pages drive the most attention helps you prioritize resources. If service pages barely get traffic while blogs dominate, your audience may not be finding what you really want them to see.
How to track it:
Google Analytics 4 (GA4): Check the Pages and Screens report for traffic volume. Filter by device type, traffic source, or campaign.
Heatmap Tools (Hotjar, Microsoft Clarity): See visually where users spend time and what they ignore.
Benchmarking: Compare weekly/monthly traffic to spot trends. A drop may signal SEO issues, broken links, or a shift in search intent.
Action step: If key business pages aren’t getting traction, improve internal linking, optimize for SEO, or highlight them in navigation.
2. Time on Page
Longer sessions usually indicate content is engaging and relevant. Very short visits often mean visitors didn’t find what they wanted.
Why it matters: Dwell time reflects the quality of your content. It’s not just about clicks—it’s about whether people stick around long enough to consume value.
How to track it:
GA4 Engagement Time: Shows how long visitors actively interact.
Scroll Depth Tools: Hotjar or Clarity reveal if visitors actually reach the bottom of the page.
Compare by Content Type: Blog posts should naturally have higher time on page than quick info pages.
Benchmarks:
Blog or resource pages: 2–5 minutes.
Product pages: 45–90 seconds.
Landing pages: 30–60 seconds.
Action step: If time is low, revisit readability—shorten paragraphs, add visuals, or clarify your message.
3. Click Paths
Tracking how users move from page to page helps you understand if they’re following the journey you intended—or dropping off unexpectedly.
Why it matters: Click paths reveal whether your site guides visitors toward business goals. If most users bounce between unrelated pages, your funnel might not be working.
How to track it:
GA4 Path Exploration: Build flows from homepage to conversion points.
Funnel Reports: Check where visitors abandon the process (cart, form, signup).
Session Recording Tools: See actual user journeys—where they pause, hover, or hesitate.
Example: If your intended path is homepage → services page → contact form, but most people stop at homepage → blog → exit, it’s time to adjust navigation and CTAs.
4. Interactions with CTAs
Clicks on forms, downloads, or buttons show how well your calls-to-action are working. If they’re being ignored, placement or wording may need adjustment.
Why it matters: CTAs are often the bridge between engagement and conversion. Tracking them helps you understand which offers resonate.
How to track it:
GA4 Events: Create custom events for button clicks and form submissions.
Google Tag Manager (GTM): Tag specific elements without changing site code.
A/B Testing Tools (Optimizely, VWO): Test variations of text, design, and placement.
Best practices:
Keep CTAs action-oriented (“Start Your Free Trial” vs. “Submit”).
Use contrast colors to stand out.
Place CTAs both above the fold and after content.
Action step: Track which CTAs have the highest conversion rates and double down on those formats.
5. Exit Points
Where do users leave your site? Frequent exits on key pages might indicate confusion or missing information.
Why it matters: Exits aren’t always bad (e.g., after completing a purchase), but consistent exits on high-value pages often reveal friction.
How to track it:
GA4 Exit Pages Report: Identify top exit pages.
Session Recordings: Watch where visitors abandon sessions.
On-Site Surveys: Ask “What stopped you today?” when users attempt to leave.
Examples:
High exits on pricing pages = lack of clarity or too much complexity.
High exits on blogs = normal, unless no one continues to related pages.
High exits on forms = friction in form length, required fields, or trust issues.
How to Improve User Engagement
Clarify navigation: Streamline menus, group related content, and reduce clicks needed to find answers.
Prioritize high-value content: Put contact details, pricing, or sign-up options where users naturally look (headers, sidebars).
Test CTAs: Rotate headlines, button text, and colors to see what resonates.
Use behavior tracking tools: Heatmaps, scroll maps, and replays highlight engagement bottlenecks.
Eliminate barriers: Shorten forms, simplify checkout, and reduce unnecessary steps.
Connecting It Back to Business Goals
The point isn’t just traffic—it’s alignment. By studying visitor behavior:
Pages visited = find visibility gaps.
Time on page = measure relevance.
Click paths = confirm funnels work.
CTA interactions = spot conversion opportunities.
Exit points = remove friction.
When these signals connect to business outcomes (leads, inquiries, sales), you move from “lots of traffic” to “meaningful growth.”
At Bend, we help you set benchmarks, track long-term trends, and design custom dashboards so you’re not just counting visitors—you’re measuring value.
