“Take THAT, data!” 

I know that data and numbers can be intimidating (trust me, I survived two semesters of calculus and two programming classes) but it’s worth it. With data, you can make your designs not only look pretty, but be effective by understanding customer needs. Customers need products and services in order to solve a problem they have. They’re looking for us (the companies we work for or us lone wolf contract workers) to provide solutions for them—especially now, with everyone being “busy”. I’ve caught myself using the term “busy”—it’s true, but as we are taking more and more on, we need solutions that will make us more efficient with our time.

Customers are looking for personalized communication and one of the ways to do that is to analyze data in order to get to them the right advertising for products and services they need. This creates actionable solutions based on crucial insights.

Here’s one report that I suggest that you check daily:

Bounce Rate versus Exit Rate

Bounce Rate

This term is not in reference to bouncing for joy or bounce houses. The Bounce Rate is showing the number of visitors who leave from your site from the same page they landed on. These people don’t take any actions before leaving. This is bad for several reasons. We want people to take action while they are on our website before they leave. When customers are not taking action when going on your website, the content is either not compelling or they are the wrong people to begin with who are on your website.

Some tips to improve this metric resulting in a lower bounce rate would be to redo your landing pages with high bounce rate by simplifying and having more compelling content on the page. The second thing is to make sure your keywords are relevant for your industries’ type of customers.

Finally make sure that you are addressing your customer’s needs with the content that you have on your web pages. This is a huge factor in Google search algorithms and should not be ignored. If you’ve got thousands of pages on your site, start with just several with making changes and look at the metrics daily.

Usually, content clarity issues can be resolved by talking to several customers directly to find out what their pain points are in your industry. You can then make changes to your web pages that reflect the customer’s pain points based on those interviews.

For pages that you are going to revise and refine, I suggest running an A/B test to see if results have improved. Are there any improvements? If so, keep refining (setting up your own timeline on this) until you get the bounce rate that you’re looking for.

How to access the report:
• Go to Behavior -> Site Content -> All Pages:
• Next, select Bounce Rate

Exit Rate

This report sounds bad but it isn’t nearly as bad as the Bounce Rate. The Exit Rate measures visitors who browse more than one page on your site before leaving. This number isn’t bad. It just means that people are window shopping. How many times have you went on a site, looked around a bit, closed the web browser, and then come back a few days later to shop? This behavior is normal, however, we want to have our customers convert BEFORE they exit the website.

How to access the report:

• Go to Behavior -> Site Content -> All Pages:
• Next, select Bounce Rate, followed by % Exit in the Explorer tab.


How have you used Google Analytics to improve your website’s experience? Share below!

Some additional resources:
Building Sustainability with Validated Learning
Reframe Your Way of Thinking of Design
Lean Startup: The Alternative to Design Thinking

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