What do you think about the responsibility of a UX Designer? Does it get end just after delivering the Website Design? No, it’s not like that. This is a continuous iterative process. We are too much possessive for our primary design to be outstanding, but this case is not always the same. The success of the UX of a website relies on attaining the business objectives and engaging users. This can be managed truly only when the real users get to engage with your site giving you the real-time data. Then you can go analyzing your data to recognize the problem areas and the gaps that are required to be stuffed. The conversions and UX are much-twisted concepts. If the UX of the landing page is not as should be, even the exceptional Digital Marketing campaigns may fail to earn the leads.
UX Design is significant desk job that entails much leg work and the coordination with numerous stakeholders, such as fellow designers, product owners, developers, and also the sales and digital marketing teams.
While a great tool to map the website performance is Google Analytics, still one necessitates acknowledging the metrics on which a UX designer must focus. These fundamental metrics will assist you in determining the user’s behaviour from the time the first time they land on your website to the moment they get convert by making a purchase or stuffing a lead form.
But, it’s also crucial to notice that you can perform a high-level analysis of your website’s UX by simply questioning yourself as below:
- What will the users experience while navigating my website?
- Is my site is easy to explore?
- Is my website revealing a clear vision to the users about its existence and services?
- Does the request to my services and notice of my contact is easy?
The questions above are not much as there are more in the queue while building or managing the website.
Google Analytics Helps UX Designer
Well, for evaluating the website, there exists not a single UX metric. Still, Google Analytics can offer a window to view the website performance, right from the moment when the user lands on the page until he leaves. These dynamic insights will assist optimizing the website UX for enhancing the sales or conversions.
Today, we are here to discuss the top 7 beneficial insights offered by Google Analytics, that will assist us in improving the website UX:
Assume that you have launched a new CTA button on your website, which you think will enhance the possibilities of conversion. So, any way out to test whether it’s working? From here, yeah right from this door, Event Tracking enters.
This comes in as a help to map the flash elements, downloads, ad clicks, video plays, pop-ups, etc. According to the outcomes, you can then repeat the test and design again.
On Google Analytics, the audience insights are the best buddy of a UX professional. It’s a complete breakdown of who our user is. It offers the details, such as interests, demographics, location, frequency of the user, the device they use, time of the most engagement, and so on.
For measuring user engagement, the pageviews are outstanding insights. Normally, the more pageviews show the more engagement of users with your website. Again, this is not the case always. If the pageviews are much high as opposed to the conversion rates, it may indicate that in spite of moving here and there on the website, the users are not able to find their preferred information to convert. This may indicate a confusing layout, various features are set out in a careless way or a Call to Action that remain unclear to the user.
Average Session Time or Duration on Page
The Average Session Time is the duration that the user takes to execute a group of communication within a prescribed time frame on your site.
The calculation is carried as:
Average Session Duration = Total duration of all GA sessions (in seconds) in a distinct time period or the total number of GA sessions in the same time span.
The blogs or websites that have a long-form to fill will find this much useful for them. For instance, for a blog, a longer time will indicate that users are giving their time reading the blogs. On the contrary case, one can carry experimenting with the content and altering the way the blog is placed out to enhance user engagement.
In easy language, bounce rate maps the percentage of the audience visited the website but, get bounded or exited without conducting any action on the site. This makes us sure that the user hasn’t clicked on ‘read more’ link or any menu item, CTA or any internal links on the page.
Obviously, a high bounce rate is not good for a website. A high bounce rate can point to the following reason:
- Not that good quality of the webpage, as there lies no element that makes the user engaged.
- The visitor landed but, the necessary information was not present to offer a lead, make a purchase, or move to another page within the website.
- Or, it could be that they found the desired information, still left.
Sometimes it happens, when user read their in-interest blog, they just leave after doing the so. In these cases, to keep the user engagement, you can show them subscription forms to the newsletter, share the blogs, or take them to the relevant articles.
An insight into the real tour that users take from the moment they land on the site is behaviour flow. It offers answers to the queries as follows:
- About their landing page.
- The other pages visited by them.
- CTAs or links that magnetized their interest.
- Does the conversion take place?
- Did the same user visit again?
- The section or page on which they spent most of their time.
It assists us to recognize the page that attracts the highest volume of the user traffic. When we compare the behaviour flow with the time they spent on the website, it assists in identifying the pages that pose a bridge and those that pose conversion hubs. This analysis will aid the designer in optimizing the journey of the user whether it was logical, useful, or easy that motivates them to complete the lead, read a blog, or make a purchase.
Goal Conversion Rate
Creating the goals and tracking the performance will assist you in attaining this. With the goals, you can map the performance of the website how well the objectives got fulfilled by you. Examples of some goals are:
- “Thanks for signing up the newsletter” page
- “Download complete” page
- “Order Placed” page
After defining and configuring the goals properly, Analytics will offer important insights. This bestows the primary information about the performance of the website and offers you a hint about the UX changes required to improve the conversions.
Rather than designing fully depending upon the assumptions and feel, carrying a data-driven process will assist a UX Designer to become a perfect link between the meeting expectations of the user and important business objectives. Google Analytics has been linked with Marketers for long.
So, if you acknowledge some other Google Analytics that may prove to be useful for tracking the success of your site UX, then please comment below. We will love to hear from you.