The responsibility of any UI/UX designer is not just delivering the website design. The key to the success of the website is user interface (UI) or user experience (UX) is to meet the business goals by engaging the users on the website. Google Analytics is an excellent instrument that will help you research the performance of any website.
After your website is live, the real users engage with it and give you actual data that help you analyze the problems and gap areas that need to be fixed. But for that, it is essential for you to know the metrics that will help you the most as a UX designer.
How Google Analytics is helpful in UI/UX design?
Google Analytics is perhaps the best analytic platform most commonly used by website development companies, which is primarily used for marketing research purposes. It is used by millions of organizers all over the world. Google Analytics has many different paid features too, but the best part about this tool is that the free account is more than enough for the UI/UX designers.
The primary metrics of this tool can measure almost every behavior of your website from the point a user lands on your site to the moment they leave the page. And with these research results, you can get insights into the users’ behaviors on the website, which can help optimize the website’s user experience for increased sales or conversions.
This article will discuss some benefits of Google Analytics that help web developers in UI/UX designs to make them stand out from the rest of the designers and developers.
1) Setup and Basics
Snippets are a few lines of coding. Google Analytics can be easily set up into a website just by putting a snippet. After signing up for an account in Google Analytics, you will receive a tracking code that will relay all the information about your website on your Google Analytics dashboard. You can track up to 100 websites with a single account.
2) Pageview Tracking
A pageview is a feature that tracks the activity of the visitors from their entry to the exit on the page – their regular journeys, what screen size and which browser they are using etc. This metric can be helpful for marketers to address and fix the issues. And for the website development companies and the web developers, it is also beneficial as they will get to know the interactions happening on the page.
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3) Traffic Analysis
This feature mainly serves two primary objectives – ‘content strategy’ and ‘traffic channels and conversion.’ You can get a full report of the channels that are driving traffic towards your website (source or medium), how they are helping in converting your goal (user acquisitions), the engagement and bounce rate (behavior) of the traffic on your site, and the conversions.
You can also filter the analysis report for particular traffic channels and conversion goals to get more in-depth insights into your website’s performance among the users.
4) Behaviour analysis
This report helps the website development companies better understand the users’ behavior on the website and find out the problematic areas. You can understand –
- How the users come to different pages of the websites?
- What is their behavior at specific points of the journey on your website?
- What do they tend to do before landing on the page and while they stay on it?
- The order of their different interactions
- The actions they are making unnecessarily
- Point out the factors that are causing high bounce or exits from your website
5) Creating goals and analysis
The UI/UX designers working for leading website development companies are very efficient. They know how to set specific goals for a website that will boost the business, such as checkout items, lead capture, eBook downloads, newsletter signups, account creation, trial signups, etc. Here Google Analytics can help to track almost all the critical business goals in four different ways, i.e., URLs, Page/visit, Time, and Events. You can opt for several goals for a single website from the admin section in Google Analytics.
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You can identify a good UX design from the well-defined micro-interactions on the website. The micro-interactions are the small events that significantly impact the users’ behavior without changing the page. These interactions cannot be tracked with the default pageview tracking as that would hamper the behavior flow report. Google Analytics even gives you a way to track those tiny yet powerful interactions or events.
Conversion is the process in which a user becomes a paying customer. UX designers from renowned website development companies must know how to create a user journey map. It is a collection of actions and interactions a particular user makes to convert into a customer. This path-length report is used to track the exact business conversion value concerning the website’s total number of visits.
8) UX Design and Good Metric Knowledge
An attractive design alone cannot provide a great user experience. A UI/UX designer must be meticulous for the measurements and the metrics that determine the final user experience. Pin-pointing the correct set of Key Performance Indicators (KPIs) is essential. Identifying and keeping track of the metrics will help create the bridge between the users’ expectations and the business goals of the organizations.
9) User Data is the Guide to Testing
Keeping track of the Google Analytics data to mark the points for improvement cannot acquire all the information you will need. It does not lessen the importance of user testing. User testing can be done by constructing a set of actions commonly performed by your site’s target audience.
Then you can appoint a few users who will perform those tasks for you and report to you after completing the job, where they got stuck or had to slow down in the course of their performance.
Hence, with so many fabulous features available and that too for free of cost, Google Analytics is undoubtedly the finest tool available in the market to be utilized by the UI/UX designers and the web developers. However, these features mentioned above are only the tip of the iceberg as Google Analytics is about so much more to explore.
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