Sonesh Prakash

Marketing Evangelist

7:24 PM, 9th Mar 2018

7 ways Google Analytics helped a travel portal in better UI/UX design and increased customer engagement by 10X

Recently, I was doing a trend analysis on a Google Analytics report for a client. For people familiar with Google Analytics, you would acknowledge that there are the five demographic dimensions which the reports encompass: Age, Gender, Affinity Categories, In-Market Segments, and Other Categories

Now, my client has a business which facilitates weekend camping tours for corporates and individual customers. On analyzing GA, I realized that his audience typically comprised of 60 percent of 25-34 year old males and the rest were females. Besides that, I 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 my client and will also help you with interesting insights for your design strategy: 

  1. Topmost Content - This report keeps you updated about which web pages are loved by your audience and which ones are being neglected. For my client, I realized that a lot of visitors frequented the "gallery" section and unfortunately they had to go through various clicks to reach there. Realizing this, we made the gallery accessible from the homepage through a visibly large CTA button. This helped in increasing conversions. 
  2. The average time spent on website - This report allows you to validate the stickiness of your content. We realized that a considerable number of people visited our Blog and spent 3.5 minutes on an average while reading the same. We were able to increase this engagement to 5 minutes by strategic recommendations of blog content (original and syndicated) to our website visitors 
  3. 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 our website's landing page is one of our lead generation goals. The Goal Conversion report enlightens you with data on how many people have successfully met those goals (in this case, submitting the lead generation form). In case your goals aren't being met, you can deep dive to know where exactly the visitors are dropping off. For e.g. In our case, we realized that people were reluctant to give out information in the static splash page which preceded the homepage of our website. We did away with the spash 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 our users to induce them to submit their personal information. It worked and our visitor to lead conversions increased by 60% in a period of a month. 
  4. Website Search - 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. 
  5. Sources of Referral - This report gives us insights on how do 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, For my client , we realized that 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, we realized 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. 
  6. Map Overlay - 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 for my client. We were able to tweak our marketing promotion to our audience accordingly. For eg, we realized that a significant portion of our visitors were coming from Pune and the number was steadily increasing. However, the conversions were less. On probing further by calling up registered users from Pune, we realized that they had a hard time finding transport from the city to the campsite and hence were dropping off from actually registering for the camping trip. We started providing value added services like personalized pick up and drop service and team/corporate discounts. This saw a spike in the actual conversions from Pune. 
  7. In-Page Analytics - Through this report, one 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 e.g. My 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, my client was 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. If your company would like to leverage the full potential of Google Analytics for taking better UI/UX decisions, please feel free to connect with me over a cup of tea. You can drop me an email on [email protected] or call me at +91 9819908210.
Anirudh Kanga

This is very, very basic. Would be better if you dig a little deeper into driving actionable insights from GA. An hour worth of reading GA material can give you this info (and more)

Anirudh Kanga

This is very, very basic. Would be better if you dig a little deeper into driving actionable insights from GA. An hour worth of reading GA material can give you this info (and more)

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