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.
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.