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Do you know why the websites with good structure and fast speed are always at high ranking by Google? Because Google knows that they provide great UX (user experience) and the visitors only stay longer if websites come with smooth UX. That is also the reason why Google and other giants like Amazon invest more money in building expensive algorithms to offer higher personalization and insights. We all know the importance of UX in boosting sale and keeping customers to turn back, why a lot of web owners still make it wrong. I think that many eCommerce merchants place too much value on how a website looks, visually, and forget to think about the psychology behind the design, so in this article, I will show you how to track, measure and optimize website’s UX.
You can test by yourself but simple testing can just provide us with some UX insights but they seem to be too subjective. Therefore, technology can help us get more granular and precise and it should be Google Analytics. With the tracking code provided, you will get very detailed data from basic to very complex.
1. Bounce rate
Google defines a bounce as a single-page session on your site such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session. Based on bounce rate, you can find how useful your pages are to visitors. A specific webpage with high bounce rate will need to be improved immediately. Maybe your ads are not connecting with your page or your page has nothing appealing, less interesting content and too much irrelevant content.
2. Record website visits
Use website recording tools to record how customers interact with your site, where do they start and where do they leave? All it takes is a simple tracking code plugin, and you’ll be able to record and watch your visits. If you follow it carefully, you can find where is your problem and have timely intervention.
3. Figure out how many people follow your conversion process
In behavioral analysis report, you can understand the steps of customers purchasing and find out where they usually drop off so you’ll be able to improve pages that have high dropout rates. One more suggestion is using the funnel visualization to evaluate strengths and weaknesses in your UX.
4. Get Feedback
Besides evaluating your site by your own from the point of view of customers, you can ask information from your own team, CS department is a valuable source to get feedback from customers because they would be the first ones to know about customer complaints and technical issues. Sometimes, you also need to do some surveys and ask for reviews to make optimizations. Last but not least, get feedback from social channels. That’s the huge community where you can get both positive and negative comments.
5. Test One Change at a Time
You make one change and then test it over a period of time. Don’t make all changes at one time because you cannot evaluate each of them is good or bad for your website. Wait until you have a good amount of sample data to see if your changes were successful. One statement: Don’t rush to make overnight decisions.