How To Use Data To Improve Website Design
The website generates a plethora of data daily, which contains the new insights in terms of how many people are finding your website informative, interacting with the content & progressing towards the purchase. In order to guide your marketing activities or product development, you might use this rich data, however, it can also help you to optimize your website design continuously for usability & the advantages of your audience.
These days, web designing companies in India have been adopting growth-driven designs for past few years. It is popular because of its flexibility & lower-risk approach to website creation & maintenance. As we compare it with the old school design process, the growth-driven design is agile, more cost-effective. It is associated with lower risk.
Depending on the analysis of a healthy flow of data that flaunts how users are arriving on & engaging with the website & content — it is all about the key of ongoing website improvements to growth-driven approach. Let us talk about some easy yet pivotal ways that data can be plugged back into the process of website design & development for continuously improving UX (User Experience).
- Validate The User Path
Probably, you don’t have an idea in your mind about the top ways how people do reach the home page, landing pages, blog posts, product pages & other sections of the website? If you have finished your homework, you must know about the customer journey maps. It shows that how different users are most likely to use the website & content in order to meet the common goals throughout the buying process.
All you need to do is to analyze the user paths & conversion paths in order to find out whether website visitors are taking the next steps that you want them to take.
In an expected path, if you notice any drop-off at any point, then take a closer look at conversion point & invent some tests to isolate the problem. There could be navigation issues, a site bug or the problem with the design.
For instance, there may be one of the desired paths that provoke users to move from an email campaign to the landing page in order to download an introductory eBook, nevertheless, nobody is clicking on that big button.
It would be great news if your email metrics are healthy, and it could be the landing page that needs adjusting. Also, you can do A/B testing CTA (Call-to-action) button sizes, text, colors or different sizes of landing page copy in order to see what stimulates the majority of users to download the advantage. It might be the case that your landing page is not functioning well on certain mobile screens or you just need to consider mobile design to make it more user-friendly.
2. Evaluate The Success Of Your Content
Both content & website design are inevitably linked, and the success relies on one another. If you check the analytics of your website, then ask yourself whether people are staying long enough in order to take the content that you are promoting through campaigns or not.
Check out the average time spent on the pages in different sections. If the long-form content is digestible & compelling, then it surely keeps users on the page for several minutes. However, an effective product page requires only 20 seconds to consume. If the content is absolutely engaging & straightforward, then people are more likely to stick with it & read multiple pages. You can evaluate it by analyzing the average number of pageviews per visit.
It is beneficial to explore sharing data & on-site engagement such as comment sections & interactive features in order to evaluate whether your website offers the content management & distribution functionality as exactly what your audience is looking for. Also, don’t forget that high-quality images are a hugely influential content component.
3. Enhance Your Persona
The marketing team may have buyer persona, which draws your brand’s voice, tone, marketing strategy. On the other hand, the web team may also have its own kind of persona, which helps them to make decisions. In reality, the website reveals both types of personas by flaunting what content is resonating best, where people are coming from & their digital behaviors, etc. Rationalization becomes the standard, the data is the key to knowing what to serve to whom, along with when & how.
In addition, analytics help a lot to optimize your website to create a best possible experience for your unique audience.
4. Optimize The Information Architecture (IA)
When we talk about the term, Information Architecture (IA) that is thrown around a lot, however, it boils down the manner you organize, label the information & content in a digital environment in order to make it usable & findable. This is where the website’s content hierarchy, navigation menu labels & cross-linking strategies that come under the microscope.
The thoughtful information architecture results in a user-friendly & intuitive web experience. The website data can alert you to the problems in this organization or label your content.
In addition, when users are on a product page, there is one of the most common next steps is to use your primary navigation menu in order to visit the case studies page. After knowing this, you can add links to directly on your product pages.
There is an abundance of ways that the site data can flow back into the feedback loop of a modern design process. Moreover, there are endless insights available to web & marketing teams, which prioritize data-driven continuous improvements as a part of a larger growth-driven design strategy.
The web experience of the future will be extremely personalized & device-agnostic. If you are not satisfied with the ways as the data can inform your digital experience & marketing strategy, thus, it’s time to dig in & start testing.