Recently, Sonesh Prakash found himself conducting a trend analysis on a Google Analytics report for a client. For people familiar with Google Analytics, you’d be familiar with the five demographic dimensions which the reports encompass: Age, Gender, Affinity Categories, In-Market Segments, and Other Categories.
His client has a business which facilitates weekend camping tours for corporates and individual customers. On analyzing GA, he realized that his audience typically comprised of 60 percent of 25-34 year old males and the rest were females.
Besides that, he could slice and dice information from different angles to arrive at various permutations and combinations of the users journey on the website.
These reports tend to give a lot of valuable inputs which can direct your future UI and UX efforts. Here are seven reports that helped his client and will also help you with interesting insights for your design strategy:
This report keeps you updated about which web pages are loved by your audience and which ones are being neglected. He realised that a lot of visitors frequented the “gallery” section and unfortunately they had to go through various clicks to reach there. Realising this, they made the gallery accessible from the homepage through a visibly large CTA button. This helped in increasing conversions.
The average time spent on website
This report allows you to validate the stickiness of your content. Sonesh came to the conclusion that a considerable number of people visited the Client Blog and spent 3.5 minutes on an average while reading the same. They managed to increase this engagement to 5 minutes by strategic recommendations of blog content (original and syndicated) for the website visitors.
The report on goal conversions
Your goals on the website should be appropriately defined by you and should be used for taking intelligent decisions.
For eg, successfully filling and submitting the customer information form on the website’s landing page is one of their lead generation goals. The Goal Conversion report enlightens you with data on how many people have successfully met those goals (in their case, submitting the lead generation form). In case your goals aren’t being met, you can take a deep dive to know where exactly the visitors are dropping off.For e.g. In this case, they realised that people were reluctant to give out information in the static splash page which preceded the homepage of the website.They did away with the splash page and instead created an interesting ebook on a cherished destination and displayed it on a homepage banner. This was used that as a carrot for the users to induce them to submit their personal information. It worked, the visitor to lead conversions increased by 60% in a period of a month.
This feature makes one understand more about what their visitors are searching on their website. This gives a wealth of information to tweak your UI to ensure that the most searched content is displayed upfront, without making the user spend a lot of time in discovering the same on the website. Since you are privy to the website searches made by users, this feature can also help you figure out if you have the right kind of content on your website.
Sources of Referral
This report offers insights on how users discover your website. The sources of referrals should ideally direct the user’s navigation to what they are specifically looking for on the website.
For eg, a significant amount of traffic was coming from Instagram and Pinterest, platforms on which they were pinning pictures of their weekend camping trips.
On checking the journey of the customer, they realised that they were spending more time on engaging with Pinterest posts rather than the gallery on our website. Taking cue from the same, the company launched a revised gallery (which looks quite similar to Pinterest) which has boosted engagement on their webpage.
This report gives a graphical overview of which geographical locations your website visitors are coming from. The various regions and countries are represented in darker colors to depict traffic and engagement volume.This provided a wealth of information, they were able to tweak their marketing promotion accordingly.
Through this report, you can make a visual assessment of how users interact and engage with your website. You can understand if your per-page objectives are being met, if content visibility is justified by current placements, if engagement is high with current call to action buttons etc.For, the client realized that his user engagement was quite high in the gallery page and hence his chances to convert visitors to customers were higher in this section. So, he invested in creating larger and more appealing CTA’s and strategically placed them in the navigation of the Gallery section in the website. This helped in increasing signups from interested users.Through the above reports, they were able to boost his user engagement by 10 times in a span of less than 4 months. The above examples are just a small snapshot. Google Analytics has a host of insightful reports through which you can make intelligent decisions to improve your UI and UX for the website.
This article originally appeared on Sonesh Prakash’s LinkedIn Pulse