Patricia Kisinger

Marketing Hot Take

You Don’t Need to Know If Someone Clicks a Link on a Page

Relying solely on click data lacks the context to truly understand user behavior. There are more effective methods to gain insights into how users interact with your content:

1. Heatmap the Page: This provides a visual representation of where users focus their attention, showing what they look at, how much time they spend, and what they interact with.
2. A/B Testing: Implement A/B testing tools to experiment with different content, page layouts, and CTAs. This method allows you to see what resonates best with your audience.
3. Ask the Right Questions: Shift your focus from "Are users clicking on this link?" to questions like "What information are users seeking?" "Does this page provide that information?" and "If not, where are they navigating instead?"

User behavior is multifaceted and not just about performing your desired action. Ensure your content guides them naturally toward the actions you want them to take by providing valuable and relevant information.

Focus on critical metrics that tell a meaningful story about user engagement. Highlight key data points for clear insights and actionable information, enabling informed decisions and avoiding unnecessary details.