Using analytics to improve your website’s user experience design (UX Design) is key to allowing your audience to intuitively navigate it, find what they are looking for and more importantly, get them to see what you want them to see and interact with on your website.
Before you do anything, make sure you have some sort of analytics gathering tool installed correctly on your website. There are may different offerings on the web, but my personal favorite is Google Analytics. It does a great job and you can’t beat free. If after collecting data for period of time, a month or so, you find that the site isn’t getting the results you were looking for try the following to see if you can diagnose the website’s user experience snags.
1) Check your website’s hotspots.
Use the heat map and flow features to see what parts of your site get visited most and which areas are being ignored.
2) Check what percentage of your visitors are coming from desktop versus mobile.
This will tell you if you need to take a mobile first approach to your UX design.
3) Check the bounce rate on your pages and see if it correlates with how your information is laid out.
In general most viewer’s eyes glaze over when presented with copy heavy pages with few visual breaks.
4) Make sure your site’s navigation and overall flow makes sense.
Have someone who has never used your site try to find a specific page without your help. If the can’t do it easily and intuitively, you need to revisit your website’s flowchart.
5) Review the websites visual design.
Even if the websites flowchart and wireframe make sense on paper, the visual design might be impairing the user experience. Heavy use of mixed colors and mixed font sizes are usually the culprits in making a webpage unreadable. If you need more info on how to optimize your website from a UX design standpoint, feel free to reach out.