Data analytics technology has had a profound effect on the nature of customer engagement. Analytics is especially important for companies trying to optimize their online presence.
Website optimization is absolutely vital for any brand striving to do business online. According to Northern Arizona University, 88% of customers will leave a website due to a poor user experience. The expectations are higher than ever, so brands need to invest in data analytics tools to ensure a great online user experience.
Data Analytics is Vital for Providing a Great User Experience
Website optimization has been a key part of a business’s strategy since the late 1990s. Online presence has become an even more vital component since the 2020 pandemic. With so much competition online and more people using the internet than ever before, it’s vital for your company to have a strong internet presence. While simply throwing everything at the wall and hoping that some of it sticks is a tactic favored by some, you’ll find you get far more organic traffic by optimizing your site with a fine brush rather than a roller.
Data analytics technology is crucial for companies trying to optimize their online presence. Here are some of the benefits of using analytics as part of your UX strategy:
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- You can use data analytics to measure overall engagement with your website. Google Analytics and other data analytics tools can track how long customers spend on your site, what links they click and whether they convert.
- You can also use data analytics to get a more granular understanding of different visitor demographics and traffic sources. This can help you develop custom pages with responsive content that appeal to each segment of your customer base.
- Crazy Egg and similar analytics tools can track what elements of your content customers engage with.
Of course, there are two roads to consider here – hiring a professional team with SEO and UX optimization experience or learning how to do it yourself. The former can be a great option if you can afford it or, alternatively, you may decide to take out a business cash advance to fund it. But with a little time and the right knowledge, there’s no reason why you shouldn’t be able to learn how to optimize your own site. Fortunately, the process is easier than ever if you have the right tools at your disposal.
Here are some ways that you can use data analytics to better optimize your website.
Optimize for mobile
It will come as little surprise that most of us access the internet using our smartphones now. The problem is that most websites are designed to sit on a landscape screen that’s 14 inches or larger and not via touch controls.
If a customer struggles to view or navigate your site on their phone, they could very well easily leave and try a competitor with a more mobile-focused interface. Their negative experiences will also affect your rankings. The solution is to think mobile-first and design your site to work perfectly on a smartphone. Then you can think about the desktop.
The good news is that there are a lot of great data analytics tools designed for mobile UX optimization. Some of the best include UXCam, Pendio, Mixpanel, Firebase and Flurry.
Have a call to action
Every landing page on your website should have a solid call to action, which essentially means directing them to perform an action like signing up for a service, buying a product, downloading a document or contacting your company. The invitation should be obvious (form, button, link, etc.) and shouldn’t be hidden away. Make it big, clear and obvious.
Google Analytics and other analytics tools can help you determine the effectiveness of given calls-to-action. One of the best ways to use data analytics to test your CTA is to create separate landing pages with different ones and create conversion goals. This will help you see which CTAs offer the best conversion rates.
Make it relevant
Make it so that your site is easy to find – the domain name should mean something to your brand or be an exact match, if possible. You could even buy different domains that direct back to your main website to stop competitors from buying alternate domain names and confusing your potential customers.
Then there is SEO or search engine optimization. This is the practice of specifically tailoring your site so that Google and other search engines look at it more favorably when ranking it in their search engine results. This is a very deep subject and a practice that is constantly changing but it’s certainly worth investing in.
Data analytics can help boost relevance in a number of ways. You can use AI and analytics tools like Grammarly to assess the quality and readability of your content. You can also use analytics tools to find similar content to make sure that your content resonates with the expectations both search engine crawlers and users.
Contact information should be easy to find
Don’t hide your contact info under a bushel. People need to be able to contact you and your sales or support team. Without details, you can miss out on transactions, lose existing clients, and be left with poor reviews. Also, don’t be afraid to use social media to engage with customers and create a sharing platform that is more transparent and brings people to your site in a more organic way.
Data Analytics is Vital for Successful Website UX Optimization
Analytics is very important for website optimization. The aforementioned guidelines will help you leverage data analytics to create the best possible user experience.
