Research into user behavior when placing an order

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Behavioral
Number and depth of page views by users . You shouldn't trust 100% of any one metric, since each system has its own evaluation mechanics. It's better to compare data, for example, from Yandex Metrica and Google Analytics, and analyze the results. Decide on the pages for UX audit: look at the login pages in Yandex Metrica, select the popular one (this is not necessarily the main one, sometimes users come by low-frequency queries), analyze its key indicators (number of calls or clicks, registration, time on the site, bounces), they will be needed to find out the reasons for the page sag. Also study the scroll map: what percentage of the page do users scroll.
User paths . Now it is possible to analyze the path that users take on a site, from entry to exit: from which page and where they go, what actions they perform, where they “drop off”. Information can be found in GA4, Metrica (content only).
Interaction with elements . We are talking about a click map, which shows the places that visitors most often "click" on, and a webvisor with session recordings, which show real user actions. We know that many people turn off these tools because the site speed drops, but this is not always for the better. When there are many critical technical errors or when there is conversion traffic, but no actions are taken, you need to see whether the traffic you are receiving is targeted or not. If it algeria consumer email list is unqualified, then you do not need a UX audit, but a review of the promotion strategy and attracting an audience to the site.
Audience segmentation . New and returning users are of interest here (they may be loyal). The audience should also be classified by traffic sources: organic search, advertising, referral sources, etc.
Interaction with content . It is necessary to study what materials/pages attract the attention of users, how long they study the content, what actions they perform: do they leave comments in articles, reviews of products, how the procedure for ordering products, surveys, etc.
Case

Operating
Conversion rate is the percentage of users who perform target actions, such as registration, purchase, subscription.
Bounce Rate is the percentage of users who leave a site after viewing just one page.
Here it is necessary to take into account that for Google Analytics this is a viewing session of only one page, for Yandex Metrica it is any visit lasting less than 15 seconds.

Redirects and errors . Are there any pages not found (404 errors) that confuse users and disrupt UX. And also how many times and where visitors are redirected.
Technical
Page load time : How quickly a site loads for users, which impacts their experience and retention.
Used devices and browsers . In B2B, it often happens that sites are not adapted or do not have mobile versions.
Demographic and geographic metrics
Demographics : age, gender, interests of users. This is useful data for more precise targeting and personalization of UX.
Geography , user location: cities, regions, countries from which traffic and bounces come. All this can affect the localization of content and interfaces, and the adoption of other marketing decisions.
Target metrics
Goals in Google Analytics or Yandex Metrica , for example, reaching the thank you page after a purchase.
Key performance indicators (KPIs). The goal of the project, for example, may be to increase sales or registrations, improve retention, etc.
Now Yandex Metrica reports show how the bounce rate compares with competitors, “hospital average”.

Interviews and surveys
Interviews and surveys allow you to collect qualitative data directly from users:

UX interviews (deep interviews). These are conversational studies that identify users’ needs, expectations, behavior, and problems in order to make the product more convenient, intuitive, and useful;
UX audit focus groups are a research method that involves moderated discussions with a small group of users to assess their experience with a product, identify problems, and gather ideas for improving the user interface and functionality;
ethnographic research for UX audit. In this case, researchers observe and analyze the behavior and psychology of users in a natural environment to deeply understand their interaction with the product.
There are many services that make interviewing easier, but we won’t recommend any specific ones.

Usability testing