Google Analytics for UX |

IT-блоги Google Analytics for UX

UX Planet 9 августа 2022 г. Alex A. Szczurek

The design process is profound. And if we want to consciously and effectively acquire leads, we must know what users are doing on the website or mobile application. We need to know where the recipients are coming from, how much time they spend on specific subpages, how they navigate the pages, what they click, and how we can improve conversions.

What tool can we use?

Google Analytics is an excellent tool for market research, traffic research, and marketing campaign performance, but who said you couldn’t track metrics to learn how to improve your UX design? How can Google Analytics data help improve UX?

Google Analytics is one of the best free tools that you can use to do in-depth research on UX websites and applications.

Let’s take a closer look at the benefits of GA:
📍 it’s free,
📍 has powerful capabilities. from e-commerce tracking to optimize the checkout process on the site to set up custom events to track user interactions (e.g., downloading PDF files) that would otherwise not be trackable,
📍 allows you to get to know the users, find out which pages and elements work well and where they can be improved,
📍 and it’s free.

Knowledge about users for free is excellent, isn’t it?

UX and business problem?

We already know that UX is not a role in which you must express yourself artistically. The goal is to create more convenient and better-converting interfaces. How to judge it? By numbers.

If we decide that UX is to solve business problems, the process has roughly four stages:

1. Finding the problem
2. Analysis
3. Solution
4. Assessment of the results

In stages 1 and 4, quantitative data, e.g., from Google Analytics, is invaluable.
Quantitative research will show where the problem is located.

The most superficial analysis of the conversion funnel will tell you whether users give up their purchase at the cart stage or only on the payment method selection screen.

Then you know which screens and their aspects to focus your energy on. It is worth estimating which screens are the most popular and where the website loses the users’ interest. Identify bad points on the website or the application and correct them.

How can GA help?

How can Google Analytics data help improve UX? UX and conversions are primarily closely related concepts. You have to face the fact that even the best campaign on the Internet will not attract potential customers and achieve business goals if the UX of the landing page does not match the expectations of its visitors.

Conversion rates are the highest priority for any website or mobile app. You can’t have conversion rates if you don’t provide a positive user experience for your product. They must be able to quickly and enjoyably achieve their goals. Pleasant experiences of people with the product also make them more likely to return to it.

Tracking specific key metrics helps UX designers determine user behavior from the moment they hit the page to the time of conversion, often defined as using a service, purchasing a product, or even signing up for a webinar.

Remember that no single UX indicator can be used to judge a project. Despite this, Google Analytics is still helpful in providing insight into how a website works and information about user behavior and intentions.

Remember that GA is not a substitute for research or tools like HotJar

Let’s take a look at essential reports and how to get them

Behavior flow report

📍 How ​​to get there?
Behavior> Behavior Flow

📍 What is this for?
Allows users to see which path users choose — from the first page they browse to the last page they visit before leaving the site. You can compare your user flow with what is happening. Or build them on that basis.

Tip: If you see users crossing two pages several times, they may be confused and pay attention to CTAs and links.

📍 How does it look like?

Behavior flow report source:


📍How ​​to get there?
Audience > Demographics > Overview

📍What is this for?
To better understand the specifics of our users. Sometimes the demographics can surprise us, and other times they are what we expect. It’s worth looking at to verify the age groups and the gender of the users created by the persona.

* GA uses the services of DoubleClick

to collect demographic information. They place a cookie that allows you to gain insight into the age, gender, affinity categories, market segments, and other categories.

📍 How does it look like?


New vs. returning visitors

📍 How ​​to get there?
Audience > Behavior > New vs. Returning

📍What is this for?
Allows you to understand what type of users the website attracts and what marketing activities are practical. You can see what percentage of users are new and how many are returning, i.e., how many users come back for something (e.g., additional information to place an order, etc.) — remember that CookieId is not ideal; if someone clears their cookies, it appears as a new user even though he is not. You have to take the correction for that.

📍 How ​​does it look like?

New vs. returning visitors

Device usage

📍 How ​​to get there?
Audience > Mobile > Overview

📍What is this for?
GA distinguishes between 3 devices: Mobile, Tablet, and Desktop. You can see how website visits are spread across these devices. This report also allows you to revisit them. For example, current mobile sessions have a high bounce rate because the website is not responsive. This can help you negotiate a website redesign. It can also lead to areas that need to be optimized for device category or screen size.

📍 How ​​does it look like?

Device usage

Average pages per session

📍 How ​​to get there?
Acquisition > Overview

📍What is this for?
This report lets you quickly see how many pages your users view in one session. Remember that Google Analytics defines a session as: “A group of interactions that take place on your site at a certain time.”
💡 A lot depends on the company’s business model, conversion path, and website type. An e-commerce site that sells 1 product will have a low average number of pages per session. A content and information site with pages linking to unique content should have a higher average page count per session.

📍 How ​​does it look like?

Bounce rate

📍 How ​​to get there?
Audience > Overview

📍What is this for?
You can see which sites have the best and worst bounce rates. This is based on interaction or non-interaction on each page. Google Analytics defines a bounce rate as: “the percentage of visits to a single page (e.g., visits where a person left your site from the entrance page without interacting with the page).” With this report, you can quickly see which pages may be performing poorly and where you should invest the time to improve and optimize them.

📍 How ​​does it look like?


Average time on page

📍 How ​​to get there?
Behavior > Site Content > All Pages

📍What is this for?
You can see which pages your visitors spend their time on and which pages they exit quickly. Remember that sometimes, a lower average time spent on a website can mean that users find what they need quickly and then go elsewhere.

While this is not always the case, it is essential to think about the site and understand how users interact before we jump to conclusions.

📍 How ​​does it look like?


How often have you argued with someone about what a button, section, or subpage should look like? How many times have you been irritated that you have to work on something that you think is irrelevant?

Data teaches humility. They show that what we “think” often has zero reflection in reality. That is why it is worth using it. This gives an irrefutable argument.

Therefore, ask for GA access or a report and design with the data not on the assumption.

Google Analytics for UX was originally published in UX Planet on Medium, where people are continuing the conversation by highlighting and responding to this story.

Источник: UX Planet

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