6 Ways Google Analytics Can Improve Your Website’s UX
Friday, 1 November 2019 | Posted in: Articles | 8min read
Friday, 1 November 2019 | Posted in: Articles | 8min read
You can have the best marketing in the world driving potential customers to your website, but if they cannot find the information that they are looking for then you are not going to close the sale. A good user experience (UX) goes beyond merely the interface, however.
How visually appealing the website is and how quickly visitors can locate what they are looking at is no doubt important. Equally important is the ease of navigation throughout the site. You can have an easy to find shopping cart, but if it takes your customers too many clicks to check out, they will likely head off to other sites with a better experience. Good UX design goes beyond just the UI and looks at the overall experience.
The best UX design will cater to the specific users of the site. While there are some good standard practices, what is considered a good experience is going to vary quite a bit depending on the user being targeted. This means that you cannot simply work your way down a checklist and give every user a perfect experience. The good news is that the particular market segment your website attracts will likely have some trends you can optimize towards and maximize the UX of your site, bringing your profits up along with it. Google Analytics can help us examine those trends and take action on them. In this post, we’ll teach you how.
A page’s bounce rate is how often people click away from the page without going further into your website. Unless you are thanking them for an order, you probably don’t want them clicking away from the site. Looking at the bounce rate for all of your pages in the analytics dashboard will let you see which ones are performing poorly.
Set a goal to keep the number under 50%, but also look for outliers. Are there some pages with significantly higher bounce rates than others? Pages with poor bounce rates do not perform well in search engine results, so it’s important to get those numbers up. Emulate the more successful pages.
You can improve your bounce rate by making sure that every page has an accessible navigation bar on it so visitors can easily navigate to other pages on the site. You should also put links to within the site inside of the page’s text, along with language that will encourage users to click on them.
Other unique characteristics of outlier pages may also become apparent. If a page performs significantly worse than others, pay attention to the language and layout used on that site compared to others. What makes the poorly performing page different? Make tweaks as needed until the bounce rate meets the average. Again, use your better-performing pages as a guide.
By looking at the behaviour flow, you can track the journey of your users through your site. You will see which landing pages are effective, as well as which content they move on to from those landing pages. Finally, you will see if that journey was successful in converting them. The best user experience is one in which they find what they need quickly.
Using this data, you’ll be able to optimize the flow of your website to get users from the landing page to the purchase page (or other conversion point) in fewer clicks. If you find that a landing page frequently leads to a certain funnel, try making that funnel available directly from the landing page. This will not only be providing a better user experience but will also reduce the number of pages that they may bounce out of before making a purchase.
If one of the pages in your funnel has a high bounce rate, it is costing you money. Either improve the bounce rate or reorganize the flow of the site so the poorly performing page is bypassed.
Your behaviour flow analytics are only useful if you have good goals set up to evaluate your funnels with. Google Analytics allows you to track goals for all sorts of events. Think of all of the things that you want a customer to do when they visit your site. You’ll certainly want to track purchases, but you may also have an email list, an ebook for them to download, or some other custom event that will make you consider their visit a successful one.
Once you have all of the things that you want to track in mind, set them up in Google Analytics so that your UX designer will have a better idea of how to maximize that behaviour flow.
Mobile browsers are becoming a huge source of traffic, and your site should always try to be as responsive as possible in order to look good on those devices. You should also aim to reduce load times as much as you can to help with slower mobile data plans. This is not only good for UX but also something that search engines look favourably upon.
You may need to go beyond simply making the site look good on mobile. If you find that your site’s users are primarily coming from mobile traffic, put extra effort into making sure that the navigation on mobile is easy and the layout of the site is clean and not difficult to read. If a particular brand of device is popular, make sure the site presents well on it.
A deeper examination of your audience will give you much more information than which devices to target. If your website copy is targeted at middle-aged men and you find that your audience is primarily made up of young women, then experimenting with a change of tone could certainly see your numbers rise dramatically. This can be said of any demographic. What is their income level? Where are they from? What industries are they in? All of this affects the best way to market to them.
Another thing to look out for is the language that your visitors speak. You may find that you get a lot of visitors with their browser set to a language other than English. If so, this could help guide you in deciding to translate your website and help you prioritize the languages to do so in.
It stands to reason that the more pages you have for people to find, the more people that will find you. For this reason, content is king in improving your search results. Whether you set up a blog, a repository of tutorials, or something else entirely, you’ll want to have content to drive users in. Analytics can help in this regard as well.
As you start creating content, pay attention to which content does well. What do your visitors like to read about? Create more of that content to drive more engagement to your site. It is still important to branch out every now and again, you do not want to miss other opportunities to grow an audience because you focus too much on the most popular topic.
Find new topics to try out by looking at the search terms that bring people to your website. Once you know what your visitors are looking for, you’ll have a much better idea of which content to create for them.
By taking advantage of the Google Analytics insights and applying UX design strategies and tactics outlined in this post, your marketing efforts will be modernized and optimized. Most importantly, your website will meet the expectations of today’s modern, digital consumer.
Precisely targeting users has always been the holy grail of marketing. With the digital tools available to us today, we can get a finer-grained picture of what our visitors look like than ever before. We can tell exactly which paths they are taking to get to the goal we want for them, which devices they are doing it on, and more personal information about them than we could have dreamed of in the past. All of this data can be used to create an experience tailor-made to the specific types of people that visit a given site. If you want help implementing these techniques, we can provide you with UX optimised web design to achieve your desired business outcomes.
Talk to a Digital Marketing Expert to get valuable UX insights from Google Analytics.