For seemingly straightforward tasks, such as signing up for a company’s loyalty program, many lay people probably think an effective User Experience (UX) just takes common sense. But designing a good UX usually requires much more thought. Many facets of a good UX, such as maintaining a consistent message from ad to landing page, ensuring that you have sufficient offline resources to support the added interest from the website, and performing the right testing, are often forgotten in many new implementations.
Let’s look at an example of a registration process that is experiencing some issues, and how it can be improved.
For the most part, people think of Google Analytics as a quantitative tool that only tells you what has happened on your site, but not why. And that’s mostly true. Google Analytics can give you clues to things like why visitors are not converting by looking at things like landing pages with high Bounce Rates or creating segments that might lead to a group of similar visitors who are not converting.
But for the most part, you still have to make hypotheses about what is going wrong. If you want to find out why those things are happening, if you want to gain insight into why your users are behaving the way they are, you generally have to turn to more expensive tools, such as usability studies or session recording tools.
However, one component of Google Analytics actually can provide some clues into what your users are thinking while on your site. That’s the Site Search section of reports. If your website has a Search function, you’ll want to set up GA to track its usage. It’s easy, and will provide you plenty of helpful information.
We are often asked by potential clients for more information and examples on just how we go about optimizing a landing page for conversions. Each project is obviously very different, but examples do go a long way toward illustrating some methods of improving certain kinds of landing pages. Here is an example of a project we just finished recently to help a small ecommerce website increase sales.
I say it to each one of my clients. “Blog more.” Or, “Start blogging.” It’s tough for a growing entity to find the time required to blog and blog consistently. But despite how difficult it is to make the time and stay consistent, having a blog and adding to it regularly will pay dividends for your business or organization.
That’s actually simple to answer. Your blog can help your website deliver more value to the business by doing two things: generating incremental traffic to your site, and increasing the conversion rate of your site. Increasing either will add value (bring in more revenue, create more leads, etc.). So how does this happen?
Hopefully by now, everyone reading this has either converted their “classic” Google Analytics implementation to the new Universal Analytics from Google, or at least you’ve decided to. If you haven’t decided to do that soon, read these reasons why it’s wise to upgrade to Universal Analytics now rather than later.
If you followed my post for how to actually go about upgrading to Universal Analytics, that’s great. But that post dealt only with the changes to the code on your pages. It got you up and running with Universal Analytics, but didn’t take you through any steps on the Admin side to fine-tune your Universal Analytics implementation. This post will take you through those final steps. Basically, it shows you how to take full advantage of your new UA implementation.
And if you haven’t upgraded yet, these two posts can be used together to start and complete your conversion.