Website UX & UI: How Google Analytics Can Be Used To Improve Website UX And UI?

Google Analytics is one of the most popular and most widely used analytical tools that has come a long way. Gone are those days ways google analytics was just used to monitor website activity, now it can be used to understand users behavior, create various strategies, and now businesses have also started using google analytics to improve website UX and UI. It’s true that a developer’s job is to create an attractive and fully functional website and their work stops at designing but when it comes to user experience there are a lot of factors taken into consideration. 

One tool that is helping businesses to improve their website UX and UI is “Google Analytics”. Yes, google analytics is used by many companies and businesses to analyze user activity on their website and improve the user experience. It was the tool that was primarily used to conduct in-depth research to create more effective marketing strategies. But now it can be used for multiple purposes because of the valuable insight that business gets from the tool. 

If you are scrolling the internet to find how you can improve your website user experience then you have landed on the right article where we are going to highlight every small aspect about how you can improve your website UX and UI with the help of google analytics. Apart from that, we will also be giving an in-depth insight into why it’s essential for the business to improve their website user experience. So make sure you stick till the end of this article. 

An Overview Of Google Analytics Improving Website UX and UI 

Today every business focuses on creating a strong online presence with a goal to drive maximum traffic and conversion on the website. But many fail to understand that a good UX and UI is the key to get online success, mainly in today’s competitive marketplace where every website and business is trying to place themselves on the top. The UI (user interface) is directly connected with the UX (user experience) of your website. If your website interface is failing to impress your site visitor then you will never be able to offer an optimized user experience. 

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Your website and web presence act as the substitute for the first interaction between the business and consumer. That means before landing physically or interacting with your agent every consumer looks to get every small detail about your business through online search. That is the reason why it’s essential for every businesses to optimize the website by improving your website UX and UI. The best way to enhance UX is by keeping your target audience in mind while creating your website interface.   

Today almost every website looks to optimize its website user experience by using various tricks and techniques. Not to mention but the competition out there is too high and these tips and tricks are needed to make users stay on your website. The key to making your target audience stay on your website is separating your website from others. If your website stands out from the crowd then it will automatically offer a reason to your site visitor on why they should stay and explore more about your website and business. 

What if I told you that there is a way that can help you to enhance your website interface with a goal to offer a more optimized user experience to your target audience. Yes, you can do that mainly if you are planning to redesign your existing website then there is a treasure that can help you in creating a more user-centric website design. It’s nothing but your analytical data which can be easily used to take your redesign efforts to the next level by offering you detailed ideas about how you can enhance your website user experience.

If you are running your website for a long then you must be familiar with the fact that web analytics can be used for multiple purposes. Whether you are looking to create a customer acquisition strategy or content marketing strategy web analytics is used everywhere in marketing. But now websites have also started to use Google analytics to improve website user experience. 

If you are looking to know how then make sure you stick till the end of this article as we are going to offer some valuable insight about how you can make use of google analytics to improve your website UX and UI. But before that, we would like to highlight some of the important points on why UX has become one of the key factors in getting online success.

Why should websites focus on improving UX and UI more than ever? 

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With years of experience in serving different businesses from different countries, our web design professionals clearly understand the importance of improving website UX and UI. The interface you offer to your audience decides how your site visitor will interact with your website design or we can say it decides your website user experience. Mainly during the pandemic where users have scrolled a number of websites, they are aware of their priorities which make the UX and UI the crucial factor for conversion. 

The UX and UI you offer to your audience will decide how users will look at your business. Until and unless your site visitors are able to trust your website they will never show interest in taking any action. If your website is failing to meet their expectations and priorities then will simply abandon your website without any second thought. Today users are easily able to differentiate between an ambiguous interface and a user-friendly interface. That is the reason why it’s said if your website interface fails to match user expectations then it will automatically impact your website conversion. 

So let’s take a look at why your website needs to focus more on improving your website UX and UI: 

1. Allows you to present your website more effectively

The reason why every business is shooting to online platforms is that they want to reach a maximum audience and encourage them to perform the desired action. But many fail to accomplish the goal even after getting an abundance of traffic because of the presentation. Yes, today when you want people to purchase your product and services online then the presentation has to be neat and tidy.  

Today many websites that are offering complex interfaces to their customers face issues like excess bounce rate, cart abandonment rate, low traffic, and more. This type of complex interface makes it difficult for your site visitor to engage with your product and service page which leads to low conversion. That is the reason why most websites are looking for a reliable and experienced website design company that can help them in improving website UX and UI.

Once you are able to improve your website UX and UI then it will automatically help you to present your product and services more effectively.  Remember if you are failing to attract your site visitor with the presentation then they will never show interest in performing the desired action. That is the reason why websites should pay close attention to improving the presentation part which can be achieved only by optimizing website UX and UI. 

2. Great UI/UX results in better customer satisfaction 

The presentation of your website will always play a crucial role in conversion but there is another factor that decides whether users will show interest in offering their personal information or not. That factor is nothing but “Customer Satisfaction”. No matter how effective and helpful your website and product/service might be before you site visitor, if they are failing to get a sense of satisfaction after navigating through your website and content then they will never show interest in performing the desired action.

A bad UX/UI can drive users away from your website because an ambiguous interface will make it difficult for your site visitors to navigate through different pages. Not only that but a bad interface can also lead to low engagement which can result in poor customer satisfaction. Remember if your site visitors like your content and product/services then they will never hesitate to recommend it to others but for that first, you need to satisfy them. A great UX/UI can get your site visitor hooked to your website. That is the reason why you need to focus on improving your website UX and UI. 

3. Helps in analyzing user expectation 

When you plan to improve your website UX and Ui then you need to dive down into getting more detailed information about your prospects. A good UX/UI is created only when the designer dives down into deep research to understand the prospect’s behavior and preferences. When you get started with the audience research then you start to analyze or we can say find the answer for some of the important questions like what your potential customer might be expecting for your website and business. Or we can say you start getting a good understanding of the prospect’s problem. 

Once you are able to find the answer to these questions then it becomes easier for you to work with your website interface. You will be able to create and offer an interface that matches their expectations and also improves your website user experience by adding various elements, features, and functions. Well, analyzing user expectations and creating websites according to prospects need some experience and expertise. That is the reason why businesses look to hire an experienced website design company that can help them in creating a user-centric website for their business.  

Partnering with reputed and highly experienced website design professionals will allow you to get access to their expertise which will help you to build a revenue-generating and conversion-centric website design that helps in getting higher ROI. 

4. Make your site visitor hooked with an interactive UX/UI 

Another reason why you need to focus on improving your website UX and UI is that it helps in making your site visitor stay on your website and explore more about your product and services. The more users are familiar with your business the easier it will become for them to make their final decision. But for that, you need to focus on encouraging your site visitor to stay on your website and explore more about your product and services. Many studies claim that humans today have an attention span of only 8 seconds. 

That means your website or web page should be able to grab your site visitor’s attention within 8 seconds. If you are failing to do so then it will result in either bounce rate or no engagement. To get your site visitor hooked you need to offer an intuitive interface that makes it easy for them to explore more about your website and business. When it comes to engaging your site visitor then everything depends on your website UX/UI. An optimized UX/UI has the potential to grab user’s attention and offer them a reason why they should stay and explore your site. 

5. Better UX/UI can increase your conversion

Every user has come across a situation where they wish to purchase the product and they come across multiple sites on the internet. Among all the websites they come across one particular website that matches their expectation and stands out from the crowd. The website is easy to use and allows users to quickly access important information and purchase the product with low to no effort. These types of websites focus more on improving the UX/UI because they are aware of the fact that the key to conversion is optimized user experience and intuitive interface. 

Today many websites wish to fall into the same category where users start seeing the website as the primary choice for making purchases. Due to complicated design websites try to enhance the appearance but make it difficult for the site visitor to interact with the website. These types of mistakes make it difficult for the user to find what they are looking for on your website. Today humans are impatient, if they fail to find the product and services within a few seconds then they simply leave the website without performing the desired action.   

If you are looking to increase your website conversion rate then it’s essential for you to offer an intuitive interface that makes it easy for the user to find the answer in your website within seconds. These types of practices will also help in improving your website user experience. The better UX/UI you offer to your audience the higher chances will be of converting them into paying customers. 

6. Helps in enhancing brand reputation 

A good UX/Ui not only leads to better conversion but also helps in improving your brand reputation which needed the most in today’s competitive marketplace. Yes, every website aims for getting a good amount of conversion but they forget that the brand reputation plays a crucial role in the success of your website. If you are running the website for a long time then you must be aware of the fact that first impressions lead to the last impression. That means if your website is failing to impress your iste visitor then they will barely think of revisiting your website.

Before a user starts engaging with the content displayed on your website they look at every small aspect of your web page mainly the color. The color used in your website will play a major role in deciding whether users will look at other elements in your web page or not. A dull and monotonous color can directly impact your brand reputation. That is the reason why while creating the UX and UI of your website business should pay close attention to the color. 

You need to get a better understanding of what color and elements your site visitor will relate to. By conducting in-depth research about your audience you can get a better understanding of your prospect’s behavior and preference and will make the color and element selection process more effective and result-driven. Not Only That but it will also save you from committing the common mistakes that impact the brand reputation. 

Remember a flawless UX and UI design can help you to establish your brand authority which will directly improve your brand reputation. The reason why most businesses look to hire highly experienced website design professionals is that they bring their years of expertise in creating a website design that drives more conversion and ROI.   

Now that you have a better understanding of why you need to improve your website UI/UX. Next, we will be highlighting some of the important points on how google analytics can be used to improve your website UX/UI. 

How to Improve Website UX/UI using Google Analytics? 

As we have mentioned earlier the conversion is very much dependent on the website UX/UI. You need to be aware of the fact that an effective and conversion-centric marketing strategy can fail to drive traffic and conversion if the website is failing to offer an optimized user experience and intuitive interface. Yes, all your marketing efforts can go in vain if the website you are designing fails to meet your site visitors’ expectations. 

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That is the reason why every website should look to answer questions like is their website really user friendly and easy to use? Do visitors feel comfortable after landing on your web pages?  Is it easy to navigate through different pages on your website? Is it easy for the user to get in touch with any of your agents? And many more. There are various questions that you can ask before optimizing your website’s user experience and interface.

Well, these answers will surely help you to get impactful results but there is one more thing that can help you to optimize your website interface. That’s nothing but your website Google Analytics Metric. Yes, you read it right like these metrics help websites and businesses in developing a strong and impactful marketing strategy, it can also be used to improve website UI and UX. 

Keeping track of the below-mentioned metric allows UX/UI designers to analyze the site visitor behavior right from the moment they land on your website to the activities they [perform inside your website. This way they are able to find the flaws that are stopping users from performing the desired action. Even if users are becoming your paying customers, the UX/UI designer analyzes their moments to identify how the extra time can be eliminated so that users are quickly able to perform the desired actions. 

There are a lot of things that can be improved with the help of the metric offered by Google Analytics. If you think there is something called a UX metric that can help UX designers optimize the website then you are absolutely wrong because a UX/UI design is improved with the common metric that is also used for making a marketing strategy. It’s just about how you analyze user behaviors to offer a better interface and user experience.  So let’s start with exploring some of the important Google Analytics metrics that can be used to optimize website UX/UI: 

1. Behavior Flow 

When it comes to optimizing website UX/UI then there are multiple metrics taken into consideration but among them, user behavior and user intent are the two areas that every UX/UI designer should focus on. When it comes to optimizing your website flow, is it essential to understand what the user is doing after landing on your website? Most of the websites today are not aware of what users are doing on their website and that is the reason why they fail to offer optimized websites to their prospects. 

Knowing these types of information will help you to discover areas where users are facing problems with interacting with the design you are offering. The behavior flow metric is one of the important metrics that allow you to get a detailed idea about user journey right from the moment they land on your website till the time they exist on your website. It allows you to get a detailed idea about how site visitors move from page to page in your website design. That is the reason why it is considered one of the most essential metrics which can be used to enhance website UX/UI. 

It acts as the perfect solution for those who are finding it difficult to visualize information. With the help of behavior flow, you can get detailed information about the pages they are driving a high amount of traffic and the commonly taken path by them. As you get access to your behavior flow you get to see from the left how users follow the path across pages and how they split into different directions after landing on your website. The report that you get in google analytics highlights the commonly taken path by the user or else there will be a huge flow in the chart. 

The report will help you to analyze the problem faced by your site visitors after landing on your website: 

  • Some of the users landing on your website might be going back and forth between two pages which will indicate that either there is a misleading design or users are getting confused with the navigation. 
  • Landing on the pages that you will never expect. It will indicate that users are finding it difficult to find the information they are looking for on your website. There is another possibility that you might be failing to understand what the user is trying to do. 
  • Abandoning or leaving your website and web pages in a large number. These types of actions will clearly indicate that users are either frustrated with your website design or finding it confusing to navigate through different pages. 

Parent form above mentioned situation there is a few more question that you can ask by looking at your design like which page customers are visiting? Which CTA is driving more clicks? Are the same users visiting your website again and again? Which page on your website is receiving a good amount of attention? These types of questions will play a major role in helping you to improve your website UX/UI.  

Remember if you wish to improve users’ journey on your website then it’s essential to thoroughly analyze your behavior flow so that you are able to offer more intuitive and attractive interfaces that guide them toward conversion. 

2. Event Tracking or flow 

Businesses that are operating the website for a long and using Google analytics at the same time must be aware of the fact that it’s not necessary that every action performed on your website takes the user to the next page. Mainly if you are running an interactive website then the user might not be getting diverted to the next page. That is the reason why google offers even tracking or flow. 

In these types of cases, events can be any kind of action that you wish to track in your website using google analytics. These types of actions are invisible to the normal analytical report like a user taking action on a button that takes him/her to the next page. However, a separate flow can be created to analyze these types of actions. By configuring a few changes you can create a flow that highlights the action taken on a particular event or what users are downing after landing on that particular page where you have set up event tracking. 

Sometimes businesses also reach out to highly experienced professionals to set up the event tracking flow for more effective results. Event tracking or follow can help you to measure the success of the element and other downloadable goods displayed on your website. If your website contains any kind of video play, ad click, pop-ups, and more and you are looking to measure whether users are taking action or not then it can be done with the help of event tracking. 

These types of event flow can also be used to identify whether users are performing the desired action or not? If not then what is troubling them from performing the desired action. These types of answers will play an important role in optimizing your website interface and user experience. 

3. Navigation summary 

Behavior flow and event flow will help you and your website in many ways but it fails to showcase detailed code about how users got to your web page. That is the reason why we recommended you check the navigation summary. It will offer you a detailed insight about which page users came from to reach the main page in your website. Getting a detailed idea about these types of questions will help you understand the relationship between two pages in your website. 

When it comes to optimizing your website user experience then navigation plays a crucial role in deciding whether a user will stay and take action on your website or bounce back after getting frustrated from the website. You can make use of a navigation summary report to get an exhaustive list of pages that users navigate to and from in your website design.

Once you start analyzing the navigation summary you will be able to find two columns representing users’ previous and next visited pages. Not only that but you will also be able to check the portion of page views of every page. In the behaviors follow you will be able to analyze only the handful of people as it takes the most commonly visited pages and then creates the flow. Whereas the navigation summary offers you detailed ideas about every link that the user clicks on your website to navigate through different pages. 

If you are looking to improve your website interface and user experience then we recommend you to get in touch with our highly experienced website design professionals who make use of different techniques including your google analytics report to offer you a user-centric design that grabs user attention and encourages them to perform the desired action in your website.  

4. Audience insight 

When we talk about google analytics metrics that can help site owners to optimize their website UX then we can’t afford to ignore audience insight. This particular metric plays a crucial role when it comes to optimizing the website UX as it offers a detailed idea about who your site visitor is. When you plan to enhance your website user experience then it’s essential to have an in-depth knowledge of your site visitor. The better you understand your site visitors the easier it will become for you to enhance your website user experience. 

Audience insight will help you to get a detailed idea about the location of your site visitor, demographics, interest, a device used, time of engagement, and many more. The data you get from audience insight will help your business in many ways. For example, if your website is getting more and more traffic at night then you might plan to add the day and night variation in your website to enhance the UI and UX. 

In the same way, if your website is getting visited by younger generations then you will plan to create content that relates to them. Not only the content but you can also tweak the design, visuals, and other elements that you use inside your website depending on the gender and age of your site visitor. Most of the time the design and content become the primary reason for higher bounce rate and less engagement. 

Getting detailed data about audience insight will help you to eliminate every potential flaw that can harm your website user experience. If your website is getting more visits from mobile devices then you can optimize your website depending on the device. However, it’s always recommended to create a highly responsive web design for your business.  If you are looking to make your website responsive then make sure to check our blog on Website Responsiveness Guide: 6 Proven Tips To Create Responsive Website Design In 2021

Some of the businesses also make changes in the website depending on the region because people that are landing on your website might not be able to understand the language you are using in your content. You can think about geo-targeting which can be used to translate the language depending on the location it is getting opened. But it can be only done when you are aware of your site visitors’ location. Keep a track of your audience’s insight as it will help you to make your website more user-friendly. 

5. Users Intent 

One of the best ways to optimize your website UI and UX is by identifying why users choose your website or why they landed on your website and what they are looking to accomplish after landing on the particular page. The better you are able to understand why they landed on your website design the easier it will become for you to make the website more user-centric. Yes, it’s true that Google analytics will never tell you the exact purpose or user intent but the data offered by them can be used to analyze the user’s intent.  

Google analytics offers you multiple data which can be used to learn what your site visitor may have in their mind. By looking at what pages your site visitors are viewing can help you to understand the goal in coming to your site and what they are trying to accomplish on the particular page. Once you start getting a detailed idea about the user’s intent then you will be able to eliminate the potential flaws and also make the design and content more related so that users can perform the desired action without having any second thought. 

6. Page Report 

When it comes to getting a better understanding of the user’s intent then you can start by looking at the page report. It will offer you detailed ideas about which page users are visiting and what type of content they find interesting in your website design. The page report in google analytics will help you to get in-depth details about the most commonly viewed pages on the website. You can easily short the section depending on the most viewed and lead viewed pages on the website. 

Just by looking at those numbers, you can easily understand which page is having interesting and attractive content and the pages that need improvement. Not only that but if the users are spending more and more time on a particular page then you can easily analyze why they landed on your website, their goal which will automatically help you to improve your website user experience. However, keep in mind that your homepage might have a higher number of views but it does not serve any specific purpose. That is the reason why we recommend you focus on pages that serve a specific purpose. 

Apart from highlighting user interest, you will also be able to find the different metrics that will help you to analyze how people make use of pages in your website. Page view tells you how many times your pages are getting viewed. It can be from the same user multiple times. However, a unique page view will offer you a detailed idea about the page getting viewed by an individual user.  By looking at the metric you will be able to determine whether users are looking at the pages once or visiting the page multiple times which will help you to get a better understanding of the importance of the page. 

Apart from that, you can also get a detailed idea about the average time spent on the page, bounce rate, and more. These types of metrics will help you to identify the important pages and also pages that need improvement. 

7. Some of the important metric that you can look into: 

Bounce Rate 

Apart from all the above metrics, you can also look into some of the other metrics that are basically used for making marketing strategies. But if used wisely then it can also help in improving your website interface and user experience. One among them is the bounce rate. It helps you to identify the portion of visitors who landed on your website but did not interact with the content and design you are offering. 

A bounce rate generally occurs when the site visitors either close the browser or clicked on any of the outbound links present in your website design or they stopped navigating your website which will automatically expire the session time. Today no website wants to see a higher bounce rate on their website. 

If your website is facing one then you can look into the page design and other elements. Because the web pages site visitors are landing on might be facing some issues which are encouraging them to bounce back from your website. You can eliminate those issues so that you are able to get your site visitor hooked on your website. 

Exit page 

The next thing that we recommend you to look at is the exit rate as it gives you a clear idea about the number of users who left the particular pages. There can be a number of reasons why people are leaving your website after reaching that particular page. You might have displayed an affiliate link that is diverting the user to the affiliate website. These types of pages generally have a higher bounce rate. 

However, getting an excess exit rate is not a good indication as it can harm user experience as well as your website ranking. You can look into the mistakes that are making users exit the page and eliminate them so that users perform the final action without any flaws. But we recommend you not to get confused between bounce rate and exit page as both are different metrics used to get information about different actions on your website. 

If your website is getting a high bounce rate then that means users are leaving your website just after landing on any of the web pages. Whereas the exit page means the user landing on your website is navigating their different pages but due to some issues, they are leaving your website without perming the desired action. 

Engagement rate 

Another important metric that you can look into while optimizing the website UX and UI is “Engagement Rate”. It will help you to identify how users are interacting with your website design and the content you are offering in it. Engagement rate will help you to identify how much time users are spending on your website and the number of actions they are taking on your website like clicking on the video, filling out forms, downloading files, and more. 

Higher engagement means your site visitors are interacting with the design and content you’re offering whereas the low engagement rate will indicate that your website design has some kind of flaws that need to be taken care of. When you access the engagement rate report you will be able to get access to the average time on page, page views, and many more. The more time people spend on your website the higher chances will be to convert them into paying customers.

Conversion rate 

Engagement rate will offer you an idea about the time spent by the user on your website, whereas the conversion rate is considered one of the important metrics that helps the site owner to identify how many people are making the final purchase after landing on your website. Not only purchase but it also offers you a detailed idea about how many cist visitors become your lead by providing their personal information. 

If people landing on your website are failing to complete the desired action then there must be a problem with the content, navigation, or the design you are offering to your site visitors. A final conversion helps the businesses to accomplish the website proposal and in the case of an ecommerce website, it helps in generating revenue for the business. 

So when you plan to optimize your website UX and UI then you can always focus on the above metric as it will help you to find where your website is lacking and depending on that you can make changes. If your website is failing to offer your desired results then it’s always recommended to hire highly qualified website design professionals that can help you to redesign your existing website so that it drives higher traffic, conversion, and most importantly revenue. 

If your google analytics metrics make you think about website redesign then we recommend you to check our blog on 
Website Redesign Guide: How to Redesign A Website In 2021?
Ecommerce Website Redesign Guide: 8 Tips To consider before redesigning online store In 2021

Conclusion: 

By now you must have a clear idea about different metrics that can help you to improve your website UX/UI. Websites that are designing the website interface with guesswork never get the results they desire which directly affects your website user experience. With the help of Google analytics, you get access to some of the invaluable data which can be used to enhance the website user experience. Remember a data-based process is considered to be more lucrative and result-driven than guesswork.

UX design is more about data-driven processes which means the more insight you get into the data the more optimized your website will be for the user. Every UX designer keeps a track of the user interaction with the website with a goal to make the website more convenient and easy to navigate. Google Analytics has helped many websites and businesses out there to improve their website UX and UI. If you are looking to do the same then remember you need some experienced website design professionals for your website. 

SFWP Experts is an award-winning website design company with more than 12 years of experience in creating revenue-generating and conversion-centric websites for different businesses. Our website design professionals have helped businesses to generate 710% ROI from the research-based website design they create for the business.