Google Analytics can tell you WHAT, WHERE and WHEN about the data. But there is something missing, the WHY.
- Why are people not coming to my site?
- Why aren’t they engaging with my product?
- Why are they leaving after a specific page?
- Why aren’t they making any purchases?
Combining Data Analytics and User Experience is the best way to inform business actions. Look for user-validated solutions and avoid the guesswork.
Here’s a short guide to get started.
How Can You Understand Your Users’ Behavior?
One of the best practices to do this is to talk directly with your users. Do this before building a solution. Analyzing WHY users are behaving a certain way can guide you through what they are really interested in.
By integrating UX methods into the decision making process you’ll be able to discover insights to help you create a user-validated solution.
This is not difficult or expensive to do. You only need five users to have a trustworthy estimation of how they perceive your product.
Below are the most common red flags we’ve detected and some of the methods that will help you decide what is the best action to take.
Why Are Users Not Visiting My Site?
Remote Moderated Research
If even after promoting your site you still get very low visits, try doing Remote Moderated Research. Which are interviews that rely on screen-sharing and participants are asked about their motivation to use the product.
Why Are Users Not Engaging with My Product?
High Bounce Rate / Low conversions
Usability Testing / Interviews
Let’s say people arrive to your website, but they are leaving before clicking through your call-to-actions. We recommend conducting Usability Testing, a UX method in which participants will try to complete tasks to identify usability problems in a product. The ability to see your users interact with your product is invaluable to discover WHY features or call-to-actions on your site are not being completed.
Why Are Users Leaving on a Specific Page?
Experience View Map
It is not enough to know how users behave through your site. You also need to know why they are leaving. Experience View Map will help you understand users’ negative and positive touchpoints in each page you are testing. You need to ask users how they feel in each step of the process.
Why Are Users Not Interested in My Content?
Low Page views
Card Sorting / Usability Testing
Having low page views means that your content is not attractive to your users. To solve this you can test your content with Card Sorting, where your users help you identify what content hierarchy makes sense and what is not relevant to them.
Keep tracking your analytics but don’t forget to apply diverse UX methods to constantly learn from your users. This is a great way to reach your business goals and to continuously improve your product.
I hosted a webinar on this topic. It’s a perfect opportunity to answer any questions you might have and dig deeper on the examples shown above.
For questions or more info, please send us a line at [email protected].