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7 Google Analytics Features You Can’t Optimize Website UX Without

7 Google Analytics Features To Improve UX

Based on the digital marketing report by APIDM, out of the monthly active internet users in Sri Lanka, 99% of them are daily active internet users. 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. 

According to an article on ‘Essential UX Statistics’ by smallbizgenius, globally, 70% of online businesses fail to have a better user experience due to bad usability, and better UI could increase a website’s conversion rate by 200%, and better UX design could yield conversion rates of up to 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. 

How does Google Analytics help in improving UX?

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 behaviour 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. Event Tracking

“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. 

2. Audience

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. Average Session Duration or Time on Page

Based on a research by Google, 53% of the time, visitors who access websites through their mobile, leave a page that takes more than three seconds to load.

The Average Session duration is the time taken by a user to perform a group of interactions in a specific period on your website.

It is calculated as follows,

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. Bounce rate

Bounce rate measures the percentage of people who visited your website but left or ‘bounced’ without doing anything on the page. This means they didn’t click on a ‘read more’ link or menu button, CTA or any internal links on the website’s page.

A high bounce rate is not always alarming. 

A high bounce rate could mean any of the following to your website:

  • The webpage’s quality needs to improve as no section engages a user.
  • The visitor landed on your webpage but couldn’t find the required information to provide a lead, make a purchase or move to another page on the site.
  • The user found the information they needed.

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: 

  • Information is vague or poor enough to persuade a user to make a purchase or fill a ‘lead form’.
  • The Call to Action is unclear to the user.

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: 

  • What was their landing page?
  • What other pages did they visit?
  • What links or CTAs interested them?
  • Did they convert?
  • Was there a repeat visit by the same user?
  • Which page or section of the website did they spend the most time on?

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. Goal Conversion Rate 

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.



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