Data-Driven Website Redesign
If your website isn't meeting your expectations, you may want to consider a redesign of the look, usability, including adding new content. This is where data-driven design should be a part of the discovery process for developing a marketing and redesign strategy.
Let's Start by Reviewing Analytics
Using Google Analytics and other tools can help us discover the following:
- devices used to visit your website (desktop, tablet or phone)
- from where your traffic came (direct, referral, organic search, PPC, links)
- behavior-user flow (which pages did they visit for how long and clicks on calls-to-action)
- following movement on your web page with a heat map (mouse moves, scrolls, clicks and taps)
Mobile Vs Desktop
Smartphones have become mini-computers and many people are using them to access the internet. If you don't have a mobile-friendly website, then it's a no-brainer, you need one. By reviewing the device used data, you'll know how many people visited your website, what device and browser they used.
Check User Flow
Reviewing User Flow data will help us determine from where your traffic is entering and exiting your website. This data is crucial as it can help us map out your website (pages and navigation).
Studying user flow will help us determine how many steps visitors are taking to reach the important page(s). If the path is confusing then there is a risk that the visitor won't bother to make the effort to find the content. The goal is to make sure your visitors easily get to the important pages.
Example of User Flow:
Site Search Data
Using Google Analytics Site Search, we will find out what the most searched word is on your website. Having this information will be a huge advantage – we'll know for what your visitors are searching. Using this data, we'll be able to create content relevant to the search query.
For example, if you sell products or services and the most searched term is price, financing, discounts or specials, then we'll know visitors are interested in getting this information before learning about the product or service. With this knowledge, we will create content around that term or have a call-to-action resulting in lead generation. Either way, we'll know what your target audience wants and be able to improve your website.
Review Content Analytics
With Google Analytics, we'll be able to measure how your website’s content is performing ... is it engaging enough to keep the user on the site or do people come on the website and quickly move-on?
Content can make or break a website. Google Analytics Content section shows how many people came to a page, time spent on it and also how many of them left the website soon after. If most of your pages have an average time of a few seconds, then your content may not be engaging enough to make your audience stay. If that's the case, then your content should be improved. Most people don't like to read a lot of copy and often prefer infographics or video to tell the story. We'll consider that in our recommendations. However search engines want to see a lot of copy as it could help show knowledge/authority.
Finding the Hot Spots – Heat Maps
Using Heat Maps can track where visitors are moving to with their mouse, clicking or tapping or how they are scrolling. Using this data, we know where the user is most engaged which will help us place calls-to-actions or important information where most engagement takes place. See the scrolling heat map example below.
Website Redesign Is No Easy Task
If you're considering a redesign of your website, it's important that you analyze your website to see where it needs improvement. Google Analytics and other tools can provide great insights into your target audience's behavior. To generate leads and get full value from your website redesign, it should be a data-driven redesign.
Ready to get started?