Why Data Driven Decision Making is The Path To Your Website’s Success?
Modern businesses are striving toward becoming more data-driven in all decision-making processes, from making decisions about software to evaluating the effectiveness of human resources practices. Website functionality is no exception.
Data Driven Decision Making for Website’s Success
Collecting data from your website is easy; it’s setting aside the time to translate that data into valuable information that requires dedication and planning. Here are a few reasons why data driven decision making is the path to your website’s succes.
Uptime vs. Downtime
Spending time evaluating all things website uptime monitoring offers will provide valuable insights into how your customers are experiencing your website, as well as identify key barriers that are losing you business.
Not only does the speed of your website have a direct impact on how it’s ranked by Google, but downtime can result in customers becoming frustrated and turning to the competition for their needs.
To understand how downtime affects a business, look at Amazon’s outage during Prime Day. It’s estimated that the hour of downtime during this high-traffic period lost the company $100 million in sales.
Having data about uptime, downtime, and site speed will allow a business to make decisions on how best to handle promotions and marketing campaigns, as well as seasonal traffic as the business grows and scales. It’s essential to see this data to make decisions for now, as well as the future of the business.
Google Analytics and Google Search Console are free resources that give important data about website traffic.
The analytics include insights into visitor demographics, time spent on each page, and most importantly for those pursuing SEO dominance, frequently used keywords and search terms and which pages they lead to.
The keyword and query related insights garnered from Google Analytics and Google Search Console can help drive decisions about new content marketing strategies to expand these opportunities and rank higher with search engines overall.
Identifying high-traffic pages can be useful for creating a sales journey and increase conversions.
On the note of increasing conversions, using data collected from Google Analytics can also be set up to notify analysts of completed goals or events. This could be sign-ups on a lead magnet or inquiries submitted on a promotion.
However, beyond the scope of Google Analytics itself, the various forms of collecting data can help with the goal-setting process overall and assist with setting metrics for success.
Having Key Performance Indicators (KPIs) are essential for driving traffic and conversions to a website. Collecting data regarding website activity and app functionality will help create outcome-based strategies, shifting the decision-making process from reactive to proactive.
Improve UX and UI Design
The ultimate goal of having a website is often said to be to make sales. While this is arguably true, it’s not where the focus should lie. In a world where there are hundreds of businesses selling a version of the same thing, branding and website design play a key role in website success.
By collecting data surrounding the customer journey, a business will better be able to refine it’s UX and UI design.
Looking at data that provides insights into the usability and functionality of the website can tell a business why the customer is there and what they find valuable.
If customers are falling off a particular page or seem to have trouble navigating, it could be an indication that the problem isn’t with the business, but with the site itself.
UX design refers to the “user experience” design elements, with much of the focus being on the framework of the site. UI design refers to “user interface” design elements, or more of the graphic effects that make a site visually appealing.
While the two are different focuses, there is a lot of overlap when making data-driven changes and both play a significant role in customer experience.
Data tells businesses what a customer wants, how they’re feeling, and how they view the business. Using these data points can help businesses create a brand that attracts customers, and assist in providing a user-friendly platform through which to connect.
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