Elena Goncharova, head of the Development unit at Completo, share working methods for collecting data for UX audits and explaine how to monitor the effectiveness of implemente changes.
As a reminder, we have already discusse in this article what a UX audit is, who needs it and in what cases, as well as the step-by-step algorithm for conducting it .
Data Collection Methods for UX Audit
It’s time to move on to discussing the metrics that need to be measure during a UX audit and how exactly to do it.
Website analytics
There are key website analytics metrics that software managers email lists need to be measur before work starts – those indicators that will give a clear idea of the effectiveness of the current state of the site, the starting point from which changes will need to be record.
For example, conversion metrics will help track changes in the number of orders or subscriptions after interface improvements.
And business metrics such as customer retention rates and reduc churn will clearly demonstrate an increase in customer loyalty.
One of the key methods of data collection from consumer to business (c2b) in this case is the use of web analytics (Google Analytics and Yandex Metrica and others).
Of course, you need to focus on something when analyzing a site; we suggest taking the average conversion rate of the industry as a basis and starting from these indicators.
Remember that “nothing exists until it is measur” (Niels Bohr). In fact, UX audit is not some ephemeral thing based on ideas out of thin air and designer’s guesses, it is a completely measurable process, the payback of which can be assesse with the right settings.
A question often aske is how to conduct vietnam data an audit if Metrica is not connect or goals are poorly configure, and there is no understanding of how to configure them. It is better to initially conduct an audit of what you have configure in Metrica, set important indicators on which the UX audit will be base, and allocate a certain period for collecting data (if the necessary data has not been collected).
So, what metrics should be measur when conducting website analytics?
Behavioral
Number and depth of page views by users . You shouldn’t trust 100% of any one metric, since each system has its own evaluation mechanics. It’s better to compare data, for example, from Yandex Metrica and Google Analytics, and analyze the results. Decide on the pages for UX audit: look at the login pages in Yandex Metrica, select the popular one (this is not necessarily the main one, sometimes users come by low-frequency queries), analyze its key indicators (number of calls or clicks, registration, time on the site, bounces), they will be needed to find out the reasons for the page sag. Also study the scroll map: what percentage of the page do users scroll.