Finally, I have finished, it has been months of design and layout, my new website is in production.
But... Why is it not turning as I expected?
Faced with this problem, apparently, we find so clear a multitude of optics and options that can lead us to narrow down this scenario and understand what may be the causes that cause such a situation: performance, architecture and / or content adequacy are some of the issues that we must consider.
There are many tools that can lead us to assess which are the weaknesses in what UX can refer to.
In this post, we summarize as a kit some of the main elements, metrics and some tools that can help us check the usability health status of our website in a task as complex as it is exciting.
Obviously, there are many more and each of them provides for a specific post, but as analysts or marketers we can contribute perspectives to the environment of our market, which is at the end of what it is about and, above all, draw applicable conclusions in a of improvement proposals.
In addition, we must define the behaviors on each device in order to optimize the experience on each of them. It is an approach to aspects of analytics, marketing and CRO.
Here we show you some, but there are many more, all for the ideal user experience.
But first: Are you interested in UX/UI Design? Let us help you and show you how you can implement UX/UI Design in your projects!
1. Entry pages and bounce rate:
Analyzing which are the pages a user has entered our website and seeing the bounce rates of each one of them.
They will allow us to identify in a first approach and prioritize the attention needs of the pages that bring the most traffic to our website.
2. Page CTR:
through the events defined within our page, we will be able to see the behavior of the main “call to action” of our website, analyzing clicks on each button and behavior after it.
In this way, it will be much easier to detect inefficiencies and propose improvements.
Here it is important that you do not forget to have defined the labeling of each of these buttons so as not to lose detail, they can give you very valuable information.
3. Use of searches vs. navigation:
This metric will allow us to know the quality of the architecture of our website, as well as to get an idea of the difficulty that users have to locate information in an agile and intuitive way.
We consider the search on the site as the last resource that the user turns to when it is difficult to find the content.
One way to approach this metric can be the following: we establish an objective process and check how many users have reached that objective through navigation and how many through search.
We can build it as a rate, dividing it by the total of goal tasks achieved.
4. Definition and analysis of conversion funnels:
As a starting point, we must have clearly defined the flow of the sales process or objective to achieve and be able to monitor it in our web analytics tool, where we can see in what steps of it we lose more users than desired and focus efforts on them.
Derived from this, we can study questions such as visitors who completed the objective vs visitors who abandoned the process.
They will give us important clues about where the root of the problem lies and improve the conversion of our website.
5. Engagement and user retention:
What capacity to attract users do we have on our page?
Many times we focus on attracting users, huge amounts, but sometimes a large part of this attraction effort is channeled towards targets not optimized for our business objective.
For this reason, it is important to consider whether, really, the population that makes up our users is structured correctly.
In this sense, some of the main metrics that can help us and serve as a starting point would be:
- User recurrence (new vs recurring)
- Visit depth by type of user
- Churn rate
- Time on site
- Bounce rate
There are many other ways to measure the attraction and engagement of customers for our website, entering into issues related to media analysis and how to obtain potential customers.
6. Site errors:
We can make an analysis of the errors that have jumped on the target pages of our interest, determining the possible failures or inefficiencies derived from the different devices and for the different operating systems.
7. Heat maps and recordings:
Heat maps and recordings allow us to monitor the behavior of users in a very visual way, focusing on their interactions, being able to see the data at the level of click, scroll, or record sessions with the behavior of users.
Some of the main tools that allow us to study how our users interact are: Hotjar, Crazy Egg, Lucky Orange, ClickTale, Mouseflow or Heatmap.
8. Code loading and optimization times:
There are many factors related to usability that can affect our site.
Among those that we could include as performance, would be those related to the loading times of our page, which, if not optimized, can lead to a poor experience for our users and, therefore, an increase in abandonment.
Some classic tools to measure page loading efficiency are: Page Speed insights, Screaming frog, GT Metrix or Pingdom.
9. Surveys (NPS):
By means of a simple questionnaire, we can obtain direct feedback from our clients and their perception of our website, as well as whether, for example, they would recommend us to their acquaintances.
It is very valuable information, first hand, which is directly related to how the experience of our page is breathed on the ground.
Some of the most popular applications are: Qualtrics, Delighted, CustomerGauge or Promoter.io.
10. Testing: A / B and multivariate:
Entering the field of optimization, many times we want to see the effect that possible changes of elements, more or less important, may cause on our website, or cases of redesign, which we want to test to see what acceptance you have on the user.
For these cases and many more, testing is our ally.
In order not to extend ourselves too much, we summarize the main ones:
A / B test:
We define two versions of the page to be analyzed, the original (associated with the control group) and the alternative (includes the news or modifications that we wish to test).
We define a level of confidence and, once achieved, we will be able to compare the results and see which version has had a better acceptance based on the established objectives.
Multivariate test:
Here more alternatives to the original version come into play, being able to show different options that are shown in the established percentages, in addition to the original version of the page.
Some of the most used tools are the Google Optimize, Adobe Target or Maxymiser experiments. But if you want to know more, in this post you will find more testing and customization tools.
Conclusion
All these metrics, tools and tips are complementary, so that, adding all this, we can have a starting point from different perspectives on what we should do with our page to improve the experience of our users (and not what let's forget, potential customers) on our site and, with it, multiply our chances of success.
And above all, we must not forget to know who our client is and segment.
But first: Are you interested in UX/UI Design? Let us help you and show you how you can implement UX/UI Design in your projects!