Analysing website user behaviour using AI

Leverage AI to analyse website user behaviour and create a data-driven optimisation plan.

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When you understand how users interact with your website, you can optimise its performance and drive more conversions. In this tutorial, we'll explore how to leverage AI tools like ChatGPT to analyse website user behaviour and create a data-driven optimisation plan.

By the end of this tutorial, you'll be able to:

  • Identify key user behaviour metrics to track
  • Analyse user flow and navigation to identify issues and drop-off points
  • Evaluate page performance and suggest improvements
  • Conduct user surveys and analyse results with AI
  • Create an optimisation plan based on user behaviour insights

And you’ll do it in a fraction of the time thanks to the help of AI. Let's dive in and start uncovering valuable insights about your website's user behaviour!

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Identifying key metrics to track

To effectively analyse user behaviour, it's essential to track the right metrics. ChatGPT can help you identify the most important metrics based on your website type and goals.

To get started, open up ChatGPT and use this example prompt:

I want to analyse my website's user behaviour so that I can optimise my site's layout and content for improved engagement. We are [describe website/product], and our goals in analysing user behaviour are to [goal 1] and [goal 2]. With this in mind, what are the most important user behaviour metrics we should track in Google Analytics?

Take note of the metrics ChatGPT suggests. You certainly don’t have to track them all, but if you do, you’ll get a clear insight into the actions people take on your site and what can/should be optimised.

Now that you know what metrics to track, let's move on to analysing user flow and navigation.

Analysing user flow and navigation

Once you've identified the key metrics to track, it's time to dive into your users' journey through your site. By analysing user flow and navigation, you can pinpoint areas where users may be getting stuck or dropping off, helping you optimise your site's structure and content.

First, export your user flow data from Google Analytics. Then continue your chat with ChatGPT using the following prompt:

I've attached user flow data from our website. Can you please analyse this data and identify any potential navigation issues or drop-off points? We want to focus on optimising the user journey to [goal 1] and [goal 2].

ChatGPT will analyse your user flow data and provide insights on potential navigation issues and drop-off points. For example, it may highlight that many users are dropping off on a specific page, suggesting that the content or call-to-action (CTA) on that page needs improvement.

Based on ChatGPT's analysis, consider making changes to your site's navigation, content, or CTAs to better guide users towards your goals of increasing free trial signups and clicks on your 'Book a discovery call' button.

By iteratively analysing user flow and making data-driven optimisations, you can create a more seamless and effective user journey that drives conversions and achieves your goals.

Next, let's evaluate individual page performance to further refine your site's content and layout.

Evaluating page performance

After analysing overall user flow and navigation, it's essential to dive deeper into the performance of individual pages. By identifying pages with high bounce rates or low engagement, you can prioritise which pages to optimise first and make data-driven decisions to improve user experience and conversions.

Export your page performance data from Google Analytics and prompt ChatGPT with:

I've attached page performance data for our website. Based on this data, which pages have the highest bounce rates or lowest engagement? Please suggest potential reasons for the poor performance and provide recommendations for improving these pages, keeping in mind our goals to increase free trial signups and clicks on our 'Book a discovery call' button.

Implement the suggested changes and monitor the impact on your key metrics over time. By continuously evaluating and optimising individual page performance, you can create a website that effectively engages users and drives them towards your desired actions.

Now let’s explore how you can gather additional insights directly from your users through surveys.

Conducting user surveys with AI

While analysing user behaviour data provides valuable insights, gathering direct feedback from your users can offer a deeper understanding of their needs, preferences, and pain points. User surveys allow you to collect qualitative data that can inform your website optimisation efforts and help you create a more user-centric experience.

Suggested prompt:

Can you please create a user survey to gather feedback on our website's usability, content, and overall experience? The survey should focus on identifying areas for improvement that will help us [goal 1] and [goal 2]. Please include a mix of multiple-choice and open-ended questions.

Review the generated survey questions and make any necessary adjustments to ensure they align with your goals and target audience. Once finalised, distribute the survey to your users through email, on-site pop-ups, or other relevant channels.

Offering incentives, such as a discount or a chance to win a prize, can help increase survey response rates and ensure you gather a representative sample of user feedback.

After collecting survey responses, you can use ChatGPT to analyse the results and identify common themes, pain points, and opportunities for improvement.


I've attached the results from our recent user survey. Can you please analyse the data and identify common themes, pain points, and opportunities for improvement? Please focus on insights that will help us [goal 1] and [goal 2].

Creating an optimisation plan

By now, you have a wealth of valuable insights from your website analytics, user flow analysis, page performance data, and user surveys. The final step is to consolidate these insights into a comprehensive optimisation plan that will guide your efforts to improve website performance and user experience.


Based on the user behaviour insights, page performance analysis, and survey results we've gathered, can you help me create an optimisation plan for our website? Please prioritise action items based on their potential impact on [goal 1] and [goal 2]. For each action item, provide a brief rationale and suggest metrics to track to measure success.
💡 Tip: If you’ve used the same conversation window with ChatGPT for all of the above steps, then it’ll likely remember everything discussed for use in this prompt. If the context window has passed or you’re in a new chat, you’ll need to re-upload all the of the data from the previous steps.

There you have it: ChatGPT will analyse the provided data and generate a prioritised list of action items for your optimisation plan. You can tweak the plan based on your resources, timeline, and priorities. Once finalised, assign tasks to your team and begin implementing the optimisations.

Remember to continuously monitor the performance of your optimisations using the metrics outlined in your plan. Regularly review your progress and iterate on your optimisation efforts based on the results.

By following this data-driven optimisation process, you can create a website that effectively engages users, guides them towards your key conversion goals, and ultimately drives business success.

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