Basé sur le marketing digital par rapport APIDM, de le mensuel des utilisateurs actifs de l'internet au Sri Lanka, 99% d'entre eux sont actifs quotidiens des utilisateurs de l'internet. Moreover, 89% of the internet users in Sri Lanka stated that they have a personal desktop or a laptop at home, even though mobiles have become the most commonly used device to access the internet.
Selon un article sur Essentiels de UX Statistiques" par smallbizgenius, globally, 70% of online businesses fail to have a better user experience due to bad usability, and meilleure INTERFACE pourrait augmenter d'un site web de conversion de taux de 200%, et mieux UX design pourrait rendement les taux de conversion allant jusqu'à 400%.
Similarly, if you want more conversions, you better ensure your user interface and user experience design are excellent. Spending on this is a cakewalk because it gives people exactly what they require. It also makes it easier for these users to become loyal followers of your brand.
Comment est-ce que Google Analytics aider dans l'amélioration de l'expérience utilisateur?
Google Analytics is a tool for improving products, not only for marketing websites. It specifically tells you what users are doing, where they’re coming from, how long they are active, etc. Those things impact conversion rates and retention rates, among other metrics.
There is no single UX metric upon which a site can be evaluated. However, Google Analytics can provide a window into how a website is performing, right from when a user lands on a webpage to when he exits. You need to understand how users behave. What are they doing on your site? Where are they going? Where are they coming from? Learning different aspects of user comportement through Google Analytics allows you to discover possible problem areas that you can prioritize and address. These actionable insights will help optimize the website UX for increased conversions or sales.
Here are 7 beneficial insights provided by Google Analytics to consider which will help us improve the website UX:
1. Le Suivi Des Événements
“Events are user interactions with content that can be measured independently from a web page or a screen load.” – Google Analytics
Event tracking enables you to track particular clicks like on CTA buttons, links, navigation, or anything interactive. In brief, event tracking lets you determine if people interact with a specifically identified interactive element on your site. You can track anything that a user can click on with event tracking.
This helps measure downloads, flash elements, video plays, ad clicks, pop-ups, etc. You can then iterate the design and test again, depending on the results.
Some designers describe the Audience feature of Google Analytics as a “UX designer’s best friend” because it gives you a general breakdown of who your website visitors are. The audience insights give you essential details such as your visitors’ location, gender, and the type of devices they use to visit your website.
Here are some examples of actions that can make based on Audience data:
- Location-based: If you find that your primary target market is from a country or region with English as a secondary language, you can have translations available or publish content in their native language by using geo-location targeting.
- Time of the day-based: If your visitors are essentially midnight visitors, you could provide them with the option of a night mode variation of the app or the site like what Reddit and most of the trending companies did.
- Demographic-based: Data revealing information on your audience’s gender, interests, and age will let you test how content is presented on the homepage or landing page.
3. Page views
Pageviews are a helpful insight in measuring user engagement. Usually, more page views mean that more users are getting drawn to your website. However, this is not always the case in certain instances. For example, suppose the pageviews are incredibly high compared to conversion rates. It could mean that users are shifting from one page to another as they cannot find the relevant information they require to convert. This could mean a confusing layout, multiple features laid out in a disorganized manner or a Call to Action that is not visible to the user.
4. Moyenne de la Durée de la Session ou de l'Heure sur la Page
Basé sur une recherche par Google, 53% du temps, les visiteurs qui accèdent à des sites web via leur mobile, de laisser une page qui prend plus de trois secondes à se charger.
The Average Session duration is the time taken by a user to perform a group of interactions in a specific period on your website.
Il est calculé comme suit,
Average Session Duration = Total duration of all GA sessions (in seconds) in a particular period/ Total number of GA sessions in the same period.
This is very useful for websites with blogs or websites that have a long-form to fill. For example, a more extended period for a blog would mean that users are spending time reading the blogs. If the duration is less, one can try testing the content and changing how the blog is set up to increase user engagement.
5. Le taux de rebond
Le taux de rebond représente le pourcentage de personnes qui ont visité votre site web, mais la gauche ou ‘bounce’, sans faire quoi que ce soit sur la page. Cela signifie qu'ils n'ont pas de cliquer sur ‘lire la suite’ le lien ou le bouton menu, le CTA ou internes, et les liens sur la page du site.
A high bounce rate is not always alarming.
Un taux de rebond élevé peut signifier tout de suite sur votre site web:
- The webpage’s quality needs to improve as no section engages a user.
- Le visiteur a atterri sur votre page web, mais ne pouvais pas trouver l'information nécessaire afin de fournir un plomb, faire un achat ou de passer à une autre page sur le site.
- L'utilisateur a trouvé l'information dont ils ont besoin.
Bounce rate is a great way to measure the performance of a single website page that is made especially for sales or a PPC campaign. A high bounce rate but low conversion rates could mean any of the following:
- L'Information est ni vague, ni assez pauvres pour convaincre un utilisateur d'effectuer un achat ou remplir une "forme".
- L'Appel à l'Action n'est pas clair pour l'utilisateur.
6. Behaviour Flow
Behaviour flow is an insight based on the actual journey taken by users from the time they land on a website. It gives answers to the below questions:
- Quel a été leur page de destination?
- Quelles sont les autres pages n'ont-ils visiter?
- Quels sont les liens ou Dec intéressés eux?
- Ont-ils convertir?
- Y avait-il d'une nouvelle visite par le même utilisateur?
- La page ou de la section du site web ont-ils passé le plus de temps?
Behaviour flow thus helps us discover the pages that produce the highest volume of traffic. Comparing the behaviour flow with the time spent on the website helps us identify the pages that act like a ‘bridge’ and pages that act like ‘conversion hubs’. Properly observing the behaviour flow will help a designer optimize the user’s journey into necessary, practical and easy steps that motivate them to fill out a lead form, make a purchase or even read a whole blog and then read more blogs on the website.
7. Taux De Conversion Par Objectif
When you decide and set up your goals correctly, Analytics will provide important information such as the number of conversions, the conversion rate, etc. This indicates how well your website performs and hints to you about what UX changes you could make to improve the conversions.
Google Analytics is an important tool to improve website UX. Based on the conversion rates and retention rates that depend on what users are doing in the website, where they’re coming from and how long they are active on the website, Google Analytics will help you discover possible problem areas that you can prioritize and solve the problems accordingly.
The 7 important insights that are mentioned in this article and which were established by Google Analytics, will help you improve website UX for increased conversions and sales.