03 Apr 4 Lessons learnt by venturing inside a Web Analytics expert’s mind!
‘Art does not exist only to entertain, but also to challenge one to think, to provoke, even to disturb, in a constant search for truth.’
Art could be political, instigating, evocative, drenched in a cause, can be poetry for the eyes; but can it be measured ?
Apparently, art enwrapped in a web design, can be assessed. How? If a designer abides by the laws of the land (read: the web) to create a Google Analytics friendly website their web art could reach and be liked by a much wider audience.
Let’s go over a few points worth looking through the prism of GA as you set out to attempt your next design.
1)‘Bounce Rate’ and ‘Time on Site’ is your business too!
According to Google – ‘Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page). Similarly Time on Site is described as the difference between the time people viewed the first and last page during a single visit.
Being a designer if you think Bounce rate and Time on site isn’t your onus, it’s time to be a tad more considerate!
Page load time must be reduced by using light coding. Navigation should be made easy and intuitive. Search boxes, social media buttons, contact form should be placed prominently. Also, a pleasant color contrast, proper segmentation, and a host of other things should be taken care of. There are several ways to make a website load faster. After all, it can enhance your client’s conversion rate to anywhere between 7% to 12%.
2)Rabble rousing Call to action: For the sake of Conversion Rate
As a designer you must be aware of the indispensability of a stirring Call to Action. If you can be a specialist in creating them, then nothing like it.
The site Resumebaking shows how a CTA button on the home page can be made compelling. All the arrows pointing towards the button furthers its appeal, adding to it a dash of subtle urgency.
Similarly Lytro brings out its products on the home page rather frostily, without batting an eye and urges you to hit the Buy Now/Shop Now tab. This sort of a straightforward approach suits serious buyers and product explorers alike.
Although it’s advisable to have only one CTA/page, there are scenarios when more than one CTA’s are at work on a single page. In such cases, it’s important to offer them a distinct treatment, that’s also subtly hierarchical in nature. POSTBOX.com is a case in point. It’s got both Download and Buy tab on the home page. The Download button is more prominent due to its red color, but Buy button, even though it’s the actual money driver, is offered lesser importance.
As a designer, the ability to internalize your client’s philosophy and blending it with your creativity can result in wonders. And if your knowledge extends to Analytics as well, who can ask for more!
3)Spare a thought over Average Order Value!
For all you know, your conversion rate might soar, but revenue could still decline. How? Well, conversion rate is not a parameter that confirms sales.
As a seasoned designer, you can offer a fitting advice to increase your client’s website’s Average Order Value (AOV pertains to hitting a goodly average value per order, so your client is able to meet their business/monetary targets comfortably).
Your created design can help your client generate relevant traffic, encourage cross-selling, up-selling, etc. All successful eCommerce websites thrive on their ability to do this. For instance, if you’re looking to buy a particular book, Amazon.com would display other works by the same author.
On site merchandising is taken quite seriously by website owners today. If possible, try going through the Analytics of any similar site, you’d created earlier. Besides, just the AOV alone may not bring you to the right conclusion. You must look at it in the context of Conversion Rate, Transactions, etc. Make a comparison between this month’s and the last month’s AOV.
You may further get into basket analysis, but that’s not your territory really.
4)Yes, you CAN help fight-off Checkout Abandonment!
As someone entrusted by your client to build their website, it’s your duty to employ everything in your power to do so.
A big let down for any site owner (especially an eCommerce site owner) is to lose their customers just before the checkout. Cart abandonment is a harsh reality that makes online marketers lose 67.45% of their sales every year. You can take some measures to minimize this.
Like, show the contents of the cart on every page until the checkout- just so the buyers are always alert of what they’ve purchased and the money they have to pay. Its absence often makes them restless.
Another big cause of checkout abandonment is the shipping cost. But, what’s more dismaying is when it comes as a surprise. It can leave visitors with a bitter taste in their mouth.
Sure, as a designer, you can’t meddle with your client’s pricing, but you can design the product page in a manner where the shipping price isn’t a surprise.
Conducting A/B tests can help in making website experience a breeze. Planetshoes.com brought its cart abandonment rate from 66% to 50% by making small changes in its design.
So, how about doing them before hand?
You may shrug off the responsibility of a site’s success or smugly wallow in your creative abilities, thinking to yourselfwhat have I got to do with it? But that’s the easy way out!
On the other hand, there are a plethora of KPI’s in Analytics that can shed light on some new perspectives. Assuming you’re a designer who loves challenges, this would only add to your knowledge arsenal.
It’s utmost important that you know the Goal of the website, the priorities of your client, to make smarter designing decisions.
P.S- Most clients love talking stats and numbers that can bring them some results. A designer who worships art and adores number (a rare species) will be worth the search for them!
What say clients?