User Experience

How web analytics helps you deliver a great user experience.

User experience or UX encapsulates every single interaction your customers have with your business. Every single last one of them. Whether it is your website, your landing pages, your ads, your marketing mailers, live chat, customer support or even your ancillary products and services, it all falls under the broad umbrella of user experience. If you think that sounds like an exhaustingly long list of categories to keep an eye out for, you are right. And while it is nearly impossible for you to get them all right, you can achieve the next best thing - fixing the items in order of priority. One at a time. What defines the order of priority? Your customers, and how they interact with your business.

Good UX thinking follows the user around

​​ hutch pug ad

This was a beautiful ad. Wherever the boy goes, the pug follows him around.

Good UX thinking is somewhat similar. You need to follow your user around to understand their behavior, and you need to be just as cute as that pug to make this behavior sweet and cute, and not creepy. :-p

It is often said that the goal of good UX is to help your users do what they want to do when interacting with your business. While that’s true, I don’t think that’s entirely accurate.

The goal of good UX is to help your users achieve the value they seek (and sometimes need, even if they are not actively seeking it, or unaware of the need of it) when they are using your product.

The desire to focus on what you think you need to do to grow your business is quite tempting and comes intuitively to us, but, if you are to truly grow your business, you need to put yourself in the backseat and focus on the customers at every stage of your planning, strategy and execution.

Take a simple example.

When users visit your homepage, how does it make them feel? Do they feel intrigued? Overwhelmed? Confused? Lost? Delighted?

What do they do next? Do they leave? Check your pricing page? Features? Case studies? FAQ? Documentation?

Which page are most chat requests coming from? What are the most common chat questions? What is the first question you get asked most of the times?

The answer to each of those questions gives you a critical piece of information. Whether it is the quality of your page, the clarity of your content, the perceived value of your product, the pricing levels, or anything else. Each of those questions help you understand your users better, and the kind of experience you are delivering onto them.

It helps you identify the gaps in the process, and gives you enough insight to possibly start fixing them.

But to do any of it, you need to measure your users’ interaction with your business. Even before they actually start using your product. A web analytics tool such as Benne Analytics helps you achieve that.

Let’s circle back to the example from earlier and pick on one thread to illustrate how web analytics can help you figure out the answers to most of those questions.

Their interaction with your homepage (or any other page for that matter)

What kind of experience is any page of yours delivering helps you understand whether the page is addressing the questions users may have while checking you out. Are you providing enough information? Is the information being passed on effectively? Does your page have links to relevant sections users may want to visit to get more details?

Benne analytics can help you get answer to all of those questions.

The very first step is keeping an eye on the bounce rate. If your bounce rates are too high, then there is a high probability that you aren’t providing as much information as you should (or your users expect you to). That doesn’t necessarily mean you should cram up your page with more and more content, rather more meaningful content. Content the users are looking for. Content that addresses their most key concerns.

No matter which web analytics tool you use, your average bounce rate is an information you get at the very beginning. Ideally, you want to keep it as low as possible, but what you really need to do is keep an eye out on the performance of the bounce rate for individual pages (or at the very least, your homepage) as compared to other pages on your site, or your average bounce rate. If a particular page has relatively higher bounce rate, then you need to critically examine the content on that page.

​​ sample dashboard overview

What else can bounce rates tell you?

Think of a simple scenario. Your bounce rate has been pretty consistent for months, fluctuating within acceptable parameters. All of a sudden, one day, it shoots up. Drastically. What could have gone wrong?

My first guess would be bad audience targeting. Whether it is an ad you started running, or a link you posted somewhere, if it is bringing in an audience stream whose expectations are not aligned with the content on your page, you absolutely will experience higher bounce rates.

So, bounce rates help you. A lot. In figuring out the relevance, contextuality and relatability of your content, as well as whether or not a particular audience subset needs a landing page of their own.

It can be quite an arduous task to monitor such metrics, especially on such a granular level, and measure their change patterns, but with automations you can achieve some of it. You can, for example, connect your Google Analytics account to Google Data Studio, and/or write a custom code module leveraging the Google APIs that alert you to any such change. Or, you can use our insights platform that continuously measures, monitors and analyses your web traffic and lets you know of areas that need your attention by sharing actionable insights with you.

For example, in the above scenario, Benne’s insights algorithm would have detected, isolated and identified: (1) your homepage is witnessing unusually high bounce rates, (2) the high bounce can be attributed to a new traffic source, (3) the traffic source is a facebook ad campaign that started bringing in traffic just recently.

The insight you would have received would have contained all this information so that you knew exactly where is it that you need to channel your energy on, and how exactly can you fix what has clearly gone wrong.

If you look at the right set of data, you will have the answers you seek

Data is meaningful only in context. This is exactly why most of the businesses using Google Analytics use it just to look at the traffic overview. Data is gold, but only in context of growth. You need to ask the right questions to know what data you need to be looking at, and how you should go about analysing that data.

As a business ourself, we are heavily data centric. We eat our own dog food, so we use our analytics product to stay on top of everything. Get answers to questions the marketer in me frequently asks. That also helps us realise the questions that matter to our audience, and the answers that can enable their growth. That, in addition to our measurement of our audience’s behavior is what defines our product roadmap. It should be that way for you as well.

Reread the questions we asked ourselves in the example from before. And once you have read it, take another look at your web analytics data. You will be amazed at how much information there has been lying just under the surface.

It can be overwhelming, trying to figure out the answers to some of the questions we asked ourselves in the example from above. Or figuring out how analytics or your web traffic data fits into all of it. Need someone to bounce ideas off of while you figure it all out? Shoot me a message. Let’s figure some of it out together. If nothing else, I can definitely help you get a headstart in the right direction. ;-)

Alright then.

That’s it for today, see you tomorrow.

Cheers

Abhishek

Subscribe to Benne Analytics Blog

Get the latest posts delivered right to your inbox