How To Perform UX Quantitative Research and Improve Sales Using These 4 Google Analytics Features

Behaviour Flow

Google Analytics has a built-in behaviour flow map that shows the paths users take on a website. Moreover, the user flow map shows the percentage of users who drop off a website after visiting the landing page or visit a second page from the landing page. For example, the Behaviour Flow map can show that 60% of users who land on the homepage visit a product page (second page).

Google Analytics User Flow

You can use these insights to optimize your website user-experience so more website users can easily navigate your website and purchase more products or services. For example, you can use where a majority of users are dropping off from your website. Then, you can optimize your website by taking actions such as adding bolder call-to-actions or more navigation menus so users can navigate through your website more easily and make desirable actions such as making a purchase or submitting a contact form.

To access the Behaviour Flow map, click on Behaviour and Behaviour Flow and hover your cursor over the nodes.

Site Average Comparison

Google Analytics lets you compare the performance of specific pages on your website with your overall site average. For example, you can compare the bounce rate of a particular product page with the site average. This comparison lets you gain a good picture of specific webpages’ performance in contrast with the rest of your website to determine if more optimization is needed for those webpages. For example, if the bounce rate of a product page is 50% and the overall site average is only 30%, optimization is needed for that product page.

To find your site search, click on one of the sections such as All Pages or Age in the navigation menu and click on the Site average icon. Once clicked, you can see the site average data.

Google Analytics Site Average Comparison

Element Visibility

You can set up an event tracking trigger in Google Tag Manager to track the number of users who have viewed a specific element on your webpage. For example, you can track the number of users who have viewed the product description section or the add to cart button on a product page. Using this metric helps you determine the usability of your webpage in driving desirable actions. For example, if 75% of your website users who have viewed the add to cart button don’t purchase an item, you can reckon that the usability or optimization of your website is needed to improve the conversion rate. You can use optimization tactics such as changing the text or background colour of the call-to-action or placing the call-to-action button at a different location of a webpage to improve the website usability and conversion rate.

Goal Conversion Funnel

The goal conversion funnel lets you see where users drop off during the purchasing funnel. For example, you can see the percentage of shoppers dropping off from the funnel in the step 2 of the checkout process. Gaining these insights helps you identify areas of improvement for specific pages in the checkout process. For example, you may choose to limit the number of fields during the checkout process so shoppers can go through the purchase process more seamlessly and are more likely to complete the entire checkout process.

If you want want help with analyzing your Google Analytics and website data to improve your website UX or conversion rate, please book a complimentary discovery meeting today!

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