Analysis & User Experience
Improving Strategy Through Testing & Analysis

After any marketing, website or app has been implemented it is extremely important to measure the flow, goals and success. There are a few reasons for this but the main ones I have observed are:

  1. In the end of the day, customers are spending with you to get a result as painlessly as possible.
  2. In the case ongoing campaigns it is important to show growth.
  3. It is easier to on-board new clients by showing previous success or statistics.

 

In my ongoing work I utilise Google Analytics, Webmaster Tools & Visual Website Optimiser to measure my projects and strategy. I have gone as far to become certified by Google for Analytics. The main point of this is to measure and improve results on your website or app through data analysis.

Below are a few screens I love sharing with clients as well as teaching the new staff so they can get a hold of where improvements are to be made.

Acquisition Overview

aquisiton screen

This gives a simple and powerful breakdown of your channels which are being utilised, how they are interacting with the web presence and finally how they are converting to the defined goals. Showing this to a client works quite well as it explains your entire digital purpose in a diagram.

It is important to note this only shows the channels that are in use. For example there is no “Email” channel for example. This would be grounds to see if the client could utilise an email strategy as part of their overall strategy.

Landing Pages vs Bounce Rate 

landing bounce

This analysis shows you which pages need on page changes. You have done the work to get people to the page and they have clicked through. There is however, a misalignment in your ad / SEO description, immediately visible content meaning people are not getting what they want.

Goal Flow

goal-flow-order-loop-nodes

This is great to visually map out the customer journey throughout your website or app to your expected goals. It shows in the red, where people are dropping off along the journey.

It is important to group your pages in this one as when you have a large site people go through a template design to the goal.

For example an ecommerce website:

  1. A user lands on the home page
  2. They go to a category of products
  3. They then find the specific product
  4. They add it to the cart
  5. They then checkout
  6. They pay and land on the thank you page.

You will have 1000’s of products in some case, but from here we can identify they are dropping of at the category pages for example. From there we can work on that template design to improve the entire website flow in one swoop.