What is your Google metrics report saying about your web design? Your web design contributes more to performance than you think. Don’t miss out on conversions because you neglected this key part of your success.
You know that content is a huge driver of website performance. But companies settle on web designs that could be hurting their conversion rates. They don’t look for improvement opportunities in their Google metrics either.
Each of your visitors has something important to say about your web design. They won’t come and say it outright. But you can study their behavior and optimize your web design the right way.
You can do more with your data than improve content and marketing. Do something the vast majority of your competitors do not. Use performance metrics to inform your web design.
How Web Designers Are Leveraging Google Metrics
Optimizing web design was once an irregular practice for businesses. Improving design was time-consuming and wasn’t guided by sufficient data. But tools like Piwik or Google Analytics provide ample data to do fast, successful updates.
Today, companies can track how visitors arrive at their sites. They can measure the length of their visits, and everything they did while on the site.
But companies continue to sell themselves short. They change only content to limit bounce rates. They overlook poor usability and navigation.
You have an opportunity to get to know your visitors. You can determine what aspects of your site are working for and against them. As well, you can factor both content and design into your site optimization strategy.
7 Ways You Can Improve Your Web Design Right Now
Are you already using Google metrics? If so, you can start improving your web design immediately. You can identify new areas to measure as well.
The following techniques will help you with the long-term optimization of your website. They will help you identify new and existing metrics to learn more about your web design. You can use these metrics on an ongoing basis and see your performance improves.
1. Differentiate Desktop and Mobile Traffic
In 2018, your mobile site is more important than ever. Google reports that over half of all searches represent mobile device users.
Today’s website is actually two websites. The platform your visitors use will impact the way they interact with your web design. Some high-performing features on your desktop site may hurt your mobile experience.
Google metrics provide insights into performance on both platforms. You can use the platforms as an A/B test to identify improvement areas on each. You can use performance insights from one to improve the other.
Site speed is one of the most important factors. Visitors accustomed to fast speeds on a desktop will expect the same on mobile. You may lose conversions if regular visitors nonetheless dislike your mobile site.
Determine if your visitors use each platform differently. And be sure you offer the right features and advantages. You will turn visitors off if the tools they want aren’t accessible on their preferred platform.
2. Study Your Bounce Rate and Exit Rate
Your bounce rate is your most important piece of data. At first of rival, dozens of things could cause an abrupt departure. You need to ensure your web design isn’t one of them.
You may find that particular content or calls to action aren’t working on your site. But you need to determine if the structure of the site is a factor as well.
For example, assume you’re selling to businesses. Can all potential buyers access the right information from the homepage? Poor navigation could be driving away business.
Study your exit rate as well. Determine on which pages visitors most often leave.
You need to empower visitors across all areas of your site. Unless you’ve exhausted their interest, there should be no incentive to leave.
3. Discover Sources of Traffic
Identifying the sources of your traffic helps you understand intent. It will show you which channels are assisting in your conversions. It will show you the sources with which your site doesn’t align as well.
Google metrics’ “first interaction” feature helps you learn more about these channels. When you understand visitor intent, you can decide where to position aspects of your site. You can ensure you maintain what is working for visitors as well.
4. Observe Navigation Trends and User Flow
You need to know how segments of your visitors tend to navigate your site. This helps you determine if they’re finding resources with success. You can identify potential dead ends as well.
Visitors will have different motivations when they navigate. Google metrics help you determine if they are finding the resources they need. A successful design will show each user flow reaching an opportunity for conversion.
5. Analyze Behavior and Visitor Intent
Combine what you’ve learned about traffic sources and user flow to understand intent. You must ensure each type of visitor easily reaches the destination of their intent. Even users that reach a conversion point could turn away if it doesn’t match their intent.
Ensure users have both clear direction and pathways to change their direction. If they can easily redirect to a desirable outcome you will increase all conversion rates.
6. Identify Potential New Markets
Are visitors from other geographies navigating your site? You can learn about potential customers in under-served markets. You can incorporate these findings into greater company strategies.
Use this data to optimize your site for these regions. Google metrics will provide consistent reporting on geographies as you consider expanding.
7. Get the Bigger Picture
Don’t rely on too few metrics. Google metrics provides comprehensive reporting and analyses. You can compare this data to develop more advanced insights about your websites.
There are endless ways to integrate this data into site optimization. The more you understand the possibilities, the better your web design. Your education will add lasting value to your digital strategy as well.
Get True Business Value from Your Analytics
You’re ready to take the right steps towards data-driven website optimization. But don’t let data overload prevent you from leveraging it the right way.
Optimum Systems Online is a full-service website and digital development group. We help you use that data to make your website the best that it can be. Contact us now for a free consultation and never doubt your website’s potential again.
