Google Analytics and User Experience, Explained

Now that you have a better sense of what Google Analytics is all about, let’s zero in on how you can harness the power of Google Analytics (GA) to improve User Experience (UX).

In a recent post, we introduced GA as an important marketing tool for your business. Now all of a sudden we’re talking about it as a tool to improve UX on your website. Did you miss something? No. Google Analytics can just do a whole lot of things.

On the upside, that means that a lot of the stats and figures you need to improve your website and business are in one place. On the downside, GA can get a little confusing because it has such a large variety of reports for you. We are going to break down how to target the stats that will be most valuable to you when you want to work on making a more user-friendly website.


The Basics:google anlaytics ux

Every day is UX day. It matters. It’s what makes your site accessible and usable. We’ve already touched upon how GA has Standard Pageview tracking capabilities. Don’t forget to use that information with your users in mid. Where did your users come from? Where do they leave your website? What technology did they use while viewing your site? These insights can help you see overall trends in users and their behaviors in relation to your website.


The Intermediate Step:

Under the “Behavior” section in GA you’ll find a feature called “Behavior Flow.” This is a more specific behavior report than Standard Pageview. Behavior Flow analyzes how users interact with the “flow” of your site: See what happens before or after users do something on a particular page; take note of the order in which users are visiting your different pages; detect if users are taking extraneous steps, like returning to a previous page; Uncover unsuccessful places on your website, or points where users do not behave as you would like.


The In-Depth Discoveries:

Mastering the Goal and Funnel features will help you really stay on top of improving UX on your site. Goals, which can be found in the Admin section, allow you to set priorities and quantifiable benchmarks of progress. Funnels are what measure your success in reaching these goals. Once your goals are set up, you will can access the reports in the Conversions section.


Have more questions? Check out additional resources like this one or contact us directly and we’ll walk you through it.





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