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Long gone are the days when design used to rely almost solely on the creativity of designers. <\/span><\/p>\n Technologies are sophisticated, subsequently rendering users more demanding. <\/span>UX design<\/span><\/a> has been blurring the line between art and science. According to Adobe, <\/span>38% of people will stop engaging<\/span><\/a> with a website if its layout or content is visually unappealing. A similar percentage of website visitors will bounce if images take ages to load. <\/span><\/p>\n Enter data science to help you avoid death by bad, unintuitive design. <\/span><\/p>\n Successfully executed UX design has a strong scientific basis. You must m<\/span>ake informed decisions. So before you start designing, it\u2019s essential to go through 6 steps that mimic the scientific method:<\/span><\/p>\n Never throw darts in the dark and make assumptions on what will get website visitors to stay longer and convert. There’s a sea of information for you to dive into and find what you need. The problem, however, isn\u2019t to collect all that vast data on user preferences. It\u2019s to process and analyze it in a systematic manner to provide you with ready-to-use insights.<\/span><\/p>\n Unrightfully neglected by UXers, Google Analytics (GA) can make your life easier. This free tool helps you learn valuable information about visitors: what they’re doing and looking for on your website, where they come from, how much time they spend on each page, whether they engage with certain content, or whether mobile visitors behave differently than desktop visitors, among many other things. <\/span><\/p>\n Assess which pages have the best and worst bounce rates. Apart from allowing you to access the report for each individual page, GA offers analyzing your landing pages and establishing the sources from which visitors enter your website. <\/span><\/p>\n As the name suggests, this report shows you how much time a visitor spends on a particular page engaging with content. A lower average time indicates that visitors don\u2019t react to your content particularly well, especially if that page features a lengthy blog post. This is a sign to optimize it. In certain cases though, a visitor quickly leaving means they easily found the information they were looking for. <\/span><\/p>\n This is a metric that has become increasingly important over recent years. Bear in mind that mobile traffic is expected to grow 7-fold from 2016 to 2021, <\/span>according to the Cisco Mobile Forecast<\/span><\/a>! With this report, find out how your visitors access your website. If you notice that your mobile sessions are extremely short, then fix things and take <\/span>a multi-device friendly approach<\/span><\/a>. <\/span><\/p>\n Gender, age, interests, level of education, income, location, and other information are crucial to understand the requirements of your target audience and their preferences when it comes to user experience and satisfaction.<\/span><\/p>\n Based on relevant metrics, you can build a website with UX design capable of capturing visitors’ attention and prompting them to fill the form or make a purchase. By having access to a huge volume of processed data, you\u2019ll be able to pinpoint what exactly to do to make your design appealing and functional. <\/span><\/p>\n A\/B testing has long been the most effective way to determine the performance of each element on your web page. However, this hit-and-miss method is time-consuming. Hence, a dynamic website design with adapts based on visitors\u2019 interactions is the way to go. <\/span>Heat map analysis is another tactic<\/span><\/a>\u00a0to boost conversions. By monitoring the eye or mouse cursor movement, you can get an idea about what colors, fonts, buttons, or types of content make your visitors tick. Since this can be pretty challenging, check out the works of <\/span>acclaimed agencies specializing in web design<\/span><\/a>\u00a0to pick up some tricks of the trade. <\/span><\/p>\n As you know, content still reigns supreme. However, it won\u2019t do much if visitors can\u2019t locate a useful piece on their topic of interest. That\u2019s why a search box is a must. This tiny element not only helps your visitors navigate your website easily, but also sheds a light on whether the results people get correspond with what they\u2019re searching for. As a result, you can make your content more valuable and meet their expectations. <\/span><\/p>\n Relevant visitor data is crucial for tailoring your content and giving each visitor a unique and personalized experience. The point is to avoid one-size-fits-all messaging and addressing your target audience in a bland, generic manner. Instead, connect with them on a deeper, more personal level by displaying adaptive CTAs, messages, or visuals. With segmentation, you can target different audience groups with suitable messaging and imagery, and avoid the redundant information they don’t care for. <\/span><\/p>\n New leads are the lifeblood of every business. In order to understand how to optimize lead generation process, you need to identify what the most effective methods are and insist on them. Evaluate every acquisition channel and leverage those which bring the most qualified traffic. Spying on your competitors is another way to steal some of their thunder and copycat their successful tactics for your own benefit. <\/span><\/p>\n Insanity is doing the same thing over and over again and expecting different results. <\/span><\/p><\/blockquote>\n This quote, mistakenly attributed to Albert Einstein, perfectly sums up the importance of trying a variety of things to create the best UX design. Sometimes a seemingly small and irrelevant change can make all the difference. <\/span><\/p>\n It\u2019s used to prevent a false positive result which occurs due to an error in data reporting. False positives account for a whopping <\/span>80% of all A\/B test results<\/span>. But, if you show two random groups the same landing page or CTA, instead of two different variations, you can ensure the quality of execution as well as of your analysis tool. <\/span><\/p>\n Sometimes, the early performance of a redesigned website might show a sharp upward trend. Not because of the improved UX design, but because of the interest in its changed appearance. This quickly wears off, and you\u2019re presented with a more realistic situation.<\/span><\/p>\n It can mislead you into believing that an interesting and unusual stat is correct. This glitch can be the result of a certain bias, data errors, or even bad design or test circumstances. <\/span><\/p>\n This occurs if you change the instrument, observers, or measurement device during the process. So, make sure that your experiment is tested before it goes live. This means that you should use different browsers, devices, and an extra pair of eyes to help you prevent any issues. <\/span><\/p>\n In conclusion, data science can be vital to the success of your UX design. It holds the key to your visitors\u2019 behavior and expectations, but you must learn to use it and be aware of its potential pitfalls.<\/span><\/p>\nEliminate educated guessing \u00a0<\/b><\/h2>\n
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How to make the most of Google Analytics: <\/b><\/h3>\n
Optimize your Bounce Rates <\/em><\/span><\/h4>\n
Improve your<\/span> Average Time on Page<\/span><\/i> metrics<\/span><\/h4>\n
Get to the bottom of <\/span>Device Usage<\/span><\/i><\/h4>\n
Obtain insight into <\/span>Demographics<\/span><\/i><\/h4>\n
Data Science + UX Design = More Conversions<\/b><\/h2>\n
Fine-tune your layout<\/span><\/h2>\n
Polish your content <\/span><\/h2>\n
Personalize your website<\/span><\/h2>\n
Analyze your traffic<\/span><\/h2>\n
Maximizing Your Data\u2019s Value <\/b><\/h2>\n
A few things to bear in mind when you\u2019re assessing your data:<\/span><\/h3>\n
A\/A testing is as equally useful as A\/B testing<\/span><\/h4>\n
Watch out for a novelty effect<\/span><\/h4>\n
Beware of Twyman\u2019s law<\/span><\/h4>\n
The instrumentation effect is another threat to the validity of your UX design research<\/span><\/h4>\n