If you ask me, the most important tool in any online marketer’s possession is simple: analytics, all the way.
Some might be surprised to hear this from a content marketer — I’m supposed to love words, not data! I’m a creative! But ultimately, there’s nothing more rewarding for myself or my clients than to see figures that support the content I’m producing — results that can confirm why our blogging or social media efforts are paying off when typical KPIs like ROI don’t suffice. To this end, Google Analytics has become a good friend of mine.
While typically used by the more data-driven divisions of our agency — our pay-per-click team or SEO strategists — Analytics is also a handy tool for us creatives, providing clarity on the effectiveness of decisions made in the name of User Experience (UX).[bctt tweet=”See how Google Analytics data can help you improve your website’s UX!”]
Check out a few ways that Google Analytics can help web designers and developers optimize a website’s UX, beyond the standard bounce rate and page load times.
Gain Insight into UX with Google Analytics
Monitor Behavior Flow
The behavior flow component of Google Analytics gives you unique insight into how users navigate your website, from their entrance point, or landing page, to their exit point.
This data can not only be invaluable during the development stage of a website — providing insight into current user flow — but can also be useful as you evaluate the ongoing design and development needs of a website. Essentially, with Analytics, you can determine if the customer journey you charted matches the behavior flow of actual users, then make UX adjustments based on the discrepancies. If the user flow you perceived doesn’t match up with the actual data, chances are, your UX isn’t meeting your actual customers’ needs.
View Actions With Event Tracking
With Google Analytics’ sophisticated event tracking capabilities, you can go beyond monitoring user behavior flow from page to page and actually see their actions within one page. This means you can determine how far down users act on a certain page to measure its effectiveness.
For example, if you’re using a landing page to sell a specific product, you can see how many actions users typically take on the page, from watching product videos or downloading specs to even filling out a form expressing interest. If users consistently perform some of the actions — watching a video midway down the page, for example — but do not follow through with a conversion, like filling out a form, then there are UX improvements to be made. You might need to provide more content, reorganize the page visually enable the user to find the information they seek, or restructure blocks to better funnel them.
Track Conversions With Goals & Funnels
In order to use event tracking, you must set up goals and funnels in Google Analytics. These will essentially help you monitor if your website is fulfilling its purpose.
Goals are typically the client objectives you set when developing a website: getting phone calls and form fills, for example. The steps users must follow in order to reach that goal are the corresponding funnels. For example, if you create a landing page on which users can purchase tickets for an upcoming event, your goal and funnels might be set up like so:
- Goal: purchase tickets
- Funnel 1: access landing page
- Funnel 2: click on video promoting event
- Funnel 3: sign up to purchase tickets
- Funnel 4: purchase tickets
Google Analytics offers a spiffy goal flow and funnel visualization for those who appreciate graphical representations of data.
TTP: Where UX & Analytics Collide
The team of SEO experts and web design and development gurus at Turn The Page can join forces to create a website that offers a truly satisfying user experience — as the data will show you. Give us a call today at (816) 527-8371 or (844) 889-5001 to learn more.