There is a high competition out there, and one needs to be competent to survive and succeed by owning a website. The key to success in the online space is to differentiate your site from others with a unique design and function to win the clients’ confidence and acceptance.
Many times, the need may be to redesign the existing site as it is not competent, and in such cases, data analytics can act handy to understand your customer behavior and help your redesigning efforts to be more user-friendly. As a whole, web analytics serve many purposes regarding creating, designing, maintaining, and enhancing websites. Analytic data is used to analyze the demographics of your visitors and also to identify what they do the most on your site.
Analytics to improve website design
Even though not used up to its fullest potential, a key use of analytics now is to identify the design flaws of a website. Google Analytics is used by almost everyone, and this data is more reliable to use for design planning too. Some useful metrics to consider for analytics regarding identifying design flows are:
- Exit rate
- Bounce rate
- User engagement
- Loading speed
- Conversion Rate
- Browser compatibility
- Multiple device compatibility
- User friendliness
- Navigation
- Session duration etc.
Below, we will discuss some of the key use of analytics to identify what works regarding restructuring a website design. You can make use of these tips without using any additional tips than basic Google analytics.
Description of the important metrics
Behavior reports are best option to start with to check for key analytical metrics to get comprehendible clues for website performance. Let’s see the explanation of the key metrics.
- Bounce rate – This signifies the rate of visitors which don’t interact with the content of the page after getting on to the page. This means that the visitor either close the page or click away from it. His bounce rate means that the web page fails to provoke action from the users.
- Exit rate – This is the rate of visitors who abandon website after reaching on to a page. This is an indication of less interest. The pages which lead to affiliate sites are found to have a higher exit rate. High exit rate needs to be invested deeply as it may not always be indicative of the disinterest of the users.
- Conversion rate – This is proportion of users who come to the web page and end up buying something listed out there. Conversion is indicative of meeting the web page ultimate objective, which brings in revenue. A high conversion rate is indicative of success.
- User engagement – This metrics show how many visitors actively interact with web content. The report shows the duration users spend on the web page and the rate of desirable actions they do on a page like downloading the files, filling forms, watching videos, etc.
Interpreting analytic data to use in web re-design
On understanding what the data says, it becomes easier to uncover the issues and work on them to correct. Let’s next list to some https://www.bigdropinc.com/ expert tips on understanding data.
Identify the problems in device/browser compatibility
One of the most significant issues regarding web design now is lack of responsiveness. Majority of the new-generation web users are accessing the internet from their mobile devices, and it is imperative for websites to get adapted to any screen size.
There are also a considerable number of operating systems now as Windows, Linux, Mac, Android, iOS and countless web browsers too as Explorer, Mozilla, Chrome, etc. So,
cross-browser compatibility is a crucial aspect to be fully taken care of regarding web design and development.
Using Google Analytics to examine the browser issues
Go to the Audience tab in the Google Analytics panel. It contains all information about the visitors on to your web pages like whether they are new users, returning users, user demographics, geographical location, and their interests, etc. The most crucial reports here enhance web designs are Technology and Audience and Mobile reports.
You can get individual browser-based reports too by clicking on each browser to see how many visitors accessed the website from various browsers. You can even see how many using different versions also of the same browser.
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You can see these reports to identify if there are any deficiencies in any specific browser to interpret it as the flaw of your website performance on that particular browser.
Site speed reports
Speed is the metrics which show how fast a web page gets loaded, which is critical regarding user satisfaction and also SEO value. If the loading speed is too low, then the visitors may switch away from the page without wasting further time. Improving the page loading speed is the best way to enhance engagement.
In many site analysis reports, site speed is identified as the major culprit in tapering user experience. Slow loading not only tampers the site performance but also impede engagement and conversions. Slow loading mostly affects the mobile users as they used to access site on the move and they want information they seek for instantly.
As mobile users now superseding the PC users, site speed becomes a critical component for e-commerce and other websites.
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Some tips for the designers to improve site speed include:
- Using a smaller number/size of images.
- Limiting the use of flash and avoid any code-heavy elements.
- Learn the best resolution for each device and custom set images and photos.
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Use of the analytics empowers you to make more informed judgments about the designing approach to be made. The major feature of Google Analytics which makes it the designer’s best choice is that it opens the destined web page directly from the report. Using this, you can quickly navigate to the page and identify the issues visibly by getting its open side by side to the report.
The significant advantage of using Google Analytics is that you can get more insightful clues from this search engine giant that how the site issues will affect the users and also the projections on how better you can perform by resolving them.
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