September 2016

Solving Issues With A Website Redesign Using Analytics

Earlier, we discussed issues that may serve as signs that your website is in need of an update or redesign. The next step is to determine what possible issues cause those signs to manifest.

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In this article, we’ll discuss how to identify potential issues to use as a reference for the redesigning process with the use of Google Analytics.

Before anything else, make sure that you have properly set up Google Analytics tracking on your website.

1. Check SEO rankings and organic search referrals

To determine if you need to improve your SEO further, you will need to know more about your visitors and organic traffic. Go to Traffic Sources > Search > Organic if you want to know what your visitors were looking for when your site came up on Google Search results.

For an overview of your traffic sources, go to Traffic Sources > Overview. For an in-depth view of your website traffic from other sites, go to Traffic Sources > Referrals.

2. Check customer journey on the website and look for hotspots where the traffic gets stuck

You can use Google Analytics’ Users Flow Report to determine the path your visitors take throughout your site and where they exit. Head to Reporting tab > Audience > Users Flow.

If you have conversion issues, using Google Analytics Event Tracking, you can track your visitors’ actions during the conversion process. Go to Content > Events > Top Events for the report. To view your Goal Reports and Funnels, head to Conversions > Goals > Funnel Visualization.

3. Check exit pages

Pages with the most percentage of exits are likely to have issues that you need to fix. These pages are dragging your website down with such issues.

4. Check your website speed

Remember that the ideal website loading speed is 3 seconds or less. A website loading speed of 5 seconds or more may prove detrimental if we take the users into consideration. You can view this report by going to Content > Site Speed. For individual pages, go to Content > Site Speed > Page Timings. You may also use the Google PageSpeed Insights Tool.

5. For e-commerce, check the funnels

If you have already set up e-commerce tracking in your Google Analytics account, go to Conversions > E-commerce > Transactions to determine which parts of the conversion funnel are in need of further optimisation.

6. Check error 404 reports

More often than not, 404 errors are caused by broken links or typographical mistakes in the referral link or typos created by the visitors themselves. You can track this by going to Content > Site Content > All Pages or Content > Events > Overview.

Are you interested in discussing how to solve issues during a website redesign? Feel free to connect with us.

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Signs That You Need to Update Your Website

When was the last time you did a website redesign? If it’s been more than three years or so, then you might need to start auditing your site to see if it needs fixing or updating.

In this article, we’ll discuss the tell-tale signs that your website is in need of a design update and their possible causes.

Signs That You Need to Update Your Website

1. A Low/Decline of Mobile Traffic

The apparent reason for this could be that your website is not optimised for mobile. If it isn’t, then you’re missing out on potential clients on the mobile market. Check out Google’s Mobile-Friendly Test.

2. Search Ranking is Not Improving

Your content is up-to-date with regular content updates, but your search rank is still not the ideal. The reason could be is that your content is not search engine optimised.

3. Your Website is Not Converting

If your web traffic does not convert, there are several reasons for this. It may be because of site navigation, broken links, or a lack of social proof. The best way to do this is to use analytics to determine which area[s] in the conversion funnel your visitors drop off.

4. Your Competitor’s Website is Better Than Yours

Check your competitors’ website and make a comparison. Do you notice any changes? From a business perspective, do you feel that their sites are far more efficient than yours? Is the content better? If you answer ‘yes’ to most of the questions, then you have to up your game.

In the end, while your site may prove to be in need of a design update, proper planning and A/B testing will still determine that such changes and updates would be beneficial to your business. And just because your website shows one of the signs mentioned above does not automatically mean that you have to revamp your site from the get-go. It’s a different thing if your website performance is poor and it shows all the signs above and some not mentioned here; then you need an excellent web designer.

In the end, the decision to update your website is up to you. If you feel that a revamp is in order, a good chat with a good web designer is your first step.

Feel free to connect with Walter Analytics should you wish to discuss website redesign and A/B Testing.

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