Module 3: Creating an effective mobile UX
3.3.2 Measuring success with Google Analytics and metrics to focus on
Google Analytics gives you the digital analytics tools you need to analyze data from all touch points in one place, for a deeper understanding of the customer experience. You can then share the insights that matter with your whole organization.
Learn by experimenting with the Google Merchandise Store. The Google Analytics demo account is a fully functional Google Analytics account that any Google user can access. It's a great way to look at real business data and experiment with Google Analytics features. Learn more here.
How to deep dive into Google Analytics data for UX optimization?
You can get started evaluating and improving your current UX by focusing on some of the following ideas below:
Prioritize landing pages for UX improvements: By looking at the Bounce Rate (the percentage of single-page sessions i.e. sessions in which the person left your site from the entrance page without interacting with the page) you can see how relevant or engaging your site is to users. If you have a high bounce rate for some of your entrance (or landing) pages, you should consider redesigning and optimizing them so they correlate better with the search terms that bring users to your site, with ads you're running, or with keywords you've purchased.
Check the device usage: See which devices and operating systems consumers are using to access your mobile site. Do you see a high bounce rate and low conversions on a particular mobile device model? Maybe the site is not functioning properly on that device. Use this information to help you solve these mobile site problems and fix the issue for future users. For example, if “Average Order Value” is higher on a device than others, you can personalize the user experience promoting more expensive products on that device.
Understand if users’ experience differs on different browsers or screen resolutions: Prioritize optimization of the mobile site for browser versions or screen resolutions with the highest number of sessions and lowest conversion rates (or highest bounce rates). For example, if you observe low conversion rates for some browser versions or screen resolutions, make sure your CTA buttons stay in natural (easy-to-reach) areas and make sure they are functioning.
Evaluate site search usage: By checking site search reports in Google Analytics, you can check percentage of visits with site search behavior on mobile. By checking “E-commerce Conversion Rate” metric, you can see if users with site search behavior convert better than users without site search behavior. If you observe that search usage improves conversion rates, you can consider to make the search bar on your homepage more prominent, and to use an intelligent search functionality with auto-suggestions and auto-corrections. It is also a good practice to identify the most searched terms on your site to improve your content and search marketing efforts.
Identify leakages in the site experience by analyzing shopping behavior: Enhanced e-Commerce reports in Google Analytics give you insight into shopping activity. The Shopping Behavior Analysis report lets you evaluate the strengths and weaknesses of your purchase funnel. Where the funnel indicates abandonment (a red arrow at the bottom of a step), those users did not complete any additional steps of the funnel during the same session.
If users are leaving after viewing product details and not adding items to their carts, it might indicate that the product descriptions are not compelling enough or don’t provide the right balance of information. For example, if your audience is mainstream consumer and your product descriptions are overly technical, all those details might not constitute a convincing argument. Or there could simply be a malfunction that prevents users from adding items.
If users are leaving after adding items to their carts, that might indicate that they’re comparison shopping, loading up carts to see which retailer will follow up with the best incentive to complete the transaction. Examine the pricing and incentives you have in effect already to see how they compare with other retailers. If your items are stagnating in abandoned carts, maybe your pricing isn’t competitive; or if it’s similar to everyone else’s, maybe you have an opportunity to be the first to offer a price or incentive that distinguishes you from everyone else.
If users abandon the process at checkout, you may have an unnecessarily convoluted process, or users might be unpleasantly surprised by last-minute revelations of excessively high shipping charges.
The possibilities for failure are endless, but with this funnel visualization, you have a detailed map of where your points of failure are located, and you know exactly where to start developing solutions.
Analyze checkout behavior: The Checkout Behavior Analysis report lets you evaluate the points at which users abandon your checkout process.
For example, if you notice that the highest number of users leave at the first step where you require them to log in to an account, you might consider adding an option to checkout as a guest, or let them sign in with an existing Google or Twitter account, and thereby create a more inviting experience for shoppers who don’t want to take on another account and password.
A high abandonment at any particular point can also signal a technical problem. For example, while you may let users sign in with a different account, you may be having problems accepting OpenID authentication. Or it could be something simple like a page taking an excessively long time to load.