Visitor tracking – what’s the point?

This comes down to a single argument, analysis vs assumption.

Do you presume to know exactly how your customer base are likely to use your website? or are you making assumptions based on guess work?

Most savvy business owners know their customer habits well, they know what the like and what they don’t, whether they’re into modern dynamic sites with all the bells and whistles, or if they want you to get to the point with concise content, no-frills, and no BS.

This knowledge permeates through their business operations, of course it does – however the variance in online behaviour is vast, and make assumptions about other’s understanding of your website at your peril.

What we’re talking about of course is ‘User Experience’, or UX for those in the know; and how that correlates to trends of behaviour within your website. Essentially, some things might seem obvious to you (‘they’ll just click there….’ or ‘they’ll read that…’), but in reality the user can find things to be very different!

Check out some of these user experience statistics for example:

1. 40% of people will abandon a web page if it takes more than three seconds to load.
2. 46% of mobile users report having difficulty interacting with a page, with 44% complaining that navigation was difficult
3. 48% of users say that if they arrive on a business site that isn’t working well on a mobile, they believe the business simply does not care
4. 62% of companies that designed a website specifically for mobile had increased sales

Sources: Econsultancy, Keynote & MarginMedia

To ensure you’re addressing the needs of your users, and not basing your website on your own assumptions, there must be time spent on examining visitor trends. This can be achieved through the use of Google Analytics, or we can implement more in-depth reporting tools and conduct an analysis on your behalf.

Sound like a waste of time? Consider that user trends are dynamic, therefore your understanding of visitor activity on your site must be an on-going process. Investing in a website then leaving it untouched is not always advisable, given the lightning pace of change in the digital market – there are online trends that can be exploited and you don’t want to miss out.

This user analysis can tell you why people aren’t reaching the payment page of your ecommerce site, why people are struggling to find your ‘submit your CV’ page, or how you can improve job applications through your recruitment website. We now integrate user analysis as a key feature of any new project, ensuring that it is the website visitor activity that underpins the design structure, ensuring the greatest possible success of the website according to the business goals.

If you want to find out more about our comprehensive reporting methods, or to find out how your website could benefit from an in depth user analysis, simply get in touch.

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