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How to Design A Website Using DATA

Published on: December 2 2022 by Ryan Stewart

How to Design A Website Using DATA

How to Design A Website Using DATA

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00:00:00 00:00:04 design is not all about fonts colors and
00:00:02 00:00:06 logos it's also about form and function
00:00:04 00:00:09 and even though you may be a marketer
00:00:06 00:00:11 who can't draw a stik figure you can
00:00:09 00:00:12 still be a great designer specifically
00:00:11 00:00:14 from the UX perspective and you can do
00:00:12 00:00:16 so by taking your knowledge of data and
00:00:14 00:00:18 applying that to how and why you should
00:00:16 00:00:20 be building website the way it's built
00:00:18 00:00:21 and I've got a perfect case study from a
00:00:20 00:00:23 recent client website that we just built
00:00:21 00:00:25 and I'm gonna walk you through how our
00:00:23 00:00:28 team that from the future analyzes data
00:00:25 00:00:29 as a part of the design process really
00:00:28 00:00:32 before we do anything else and how we
00:00:29 00:00:34 use that data to feed the look and feel
00:00:32 00:00:36 and functionality of that website so
00:00:34 00:00:38 let's jump on into my powerpoint let's
00:00:36 00:00:41 dive deep into how data should feed your
00:00:38 00:00:43 website's design as I said I'm gonna use
00:00:41 00:00:46 a case study from our agency from the
00:00:43 00:00:48 future about how our UX consultants
00:00:46 00:00:50 really dug deep into the clients
00:00:48 00:00:53 marketing data to build something
00:00:50 00:00:54 amazing both functional and beautiful so
00:00:53 00:00:56 unfortunately I can't give you the
00:00:54 00:00:57 client name but I'll give you a little
00:00:56 00:00:59 bit about them so you have some context
00:00:57 00:01:01 from what I'm gonna tok about they are
00:00:59 00:01:02 a large national loan provider with
00:01:01 00:01:05 hundreds of store locations across the
00:01:02 00:01:07 u.s. they had a horribly performing
00:01:05 00:01:09 website decreasing engagement terrible
00:01:07 00:01:11 stikiness high bounce rate conversions
00:01:09 00:01:13 were decreasing in organic search was
00:01:11 00:01:16 just falling through the floor mainly
00:01:13 00:01:18 from poor UX poor messaging poor on-page
00:01:16 00:01:20 and just an overall terrible user
00:01:18 00:01:21 experience the site was not delivering
00:01:20 00:01:23 on what it should be delivering from a
00:01:21 00:01:25 search point of view and from a visitor
00:01:23 00:01:27 and customer point of view obviously the
00:01:25 00:01:29 solution was to do a full website design
00:01:27 00:01:32 but the reason why I'm highlighting this
00:01:29 00:01:34 client out of the hundreds of websites
00:01:32 00:01:36 that we built is because this client
00:01:34 00:01:38 consistently asked why throughout the
00:01:36 00:01:40 process which really forced us to go
00:01:38 00:01:41 back in and this is why I love being a
00:01:40 00:01:43 part of an agency because you're
00:01:41 00:01:45 continuously learning continuously
00:01:43 00:01:47 growing to go back and really look at
00:01:45 00:01:49 the wat everything from your color
00:01:47 00:01:51 scheme to the pictures that you're using
00:01:49 00:01:52 to the messaging to the way that your
00:01:51 00:01:55 forms are structured your data should
00:01:52 00:01:57 inform that why for how and why your
00:01:55 00:01:58 website is built that way so where do we
00:01:57 00:02:00 get the data from
00:01:58 00:02:02 I dig heavily into Google Analytiks this
00:02:00 00:02:04 tells us to who what where is coming to
00:02:02 00:02:05 the website Google search console
00:02:04 00:02:07 specifically from an organic search
00:02:05 00:02:10 point of view but gives us more insight
00:02:07 00:02:11 of who what where and how people are
00:02:10 00:02:13 coming to your website through Google
00:02:11 00:02:15 obviously CRM or an email
00:02:13 00:02:16 for me if you can get access to this
00:02:15 00:02:18 data we can really dig into who that
00:02:16 00:02:19 customer is and who the conversion
00:02:18 00:02:21 target is right we really want to be
00:02:19 00:02:23 building things around who that target
00:02:21 00:02:25 customer is not just the target audience
00:02:23 00:02:27 and visitor to the website so as I said
00:02:25 00:02:29 the data informs the entire site's build
00:02:27 00:02:31 process it's a very high bird's eye
00:02:29 00:02:32 level view of our design and development
00:02:31 00:02:34 process
00:02:32 00:02:36 research is the first thing that we do
00:02:34 00:02:38 as a part of the UX process in the first
00:02:36 00:02:41 part of our research sub process is data
00:02:38 00:02:43 analysis and while our design practike
00:02:41 00:02:46 is relatively new we've been a marketing
00:02:43 00:02:47 agency for years now and our marketing
00:02:46 00:02:50 consultants have done an amazing job
00:02:47 00:02:52 pairing up with our UX consultants to
00:02:50 00:02:54 help them understand a website from a
00:02:52 00:02:55 marketing point of view as a marketing
00:02:54 00:02:58 asset so what I want to do is run you
00:02:55 00:03:00 through a bunch of different Google
00:02:58 00:03:01 Analytiks reports that's gonna help
00:03:00 00:03:03 answer these questions I want to
00:03:01 00:03:05 actually go through these reports and
00:03:03 00:03:07 show you how to dig into them and the
00:03:05 00:03:08 data that you can mine from them so the
00:03:07 00:03:09 first one I want to tok about is in
00:03:08 00:03:11 Google Analytiks and this is a
00:03:09 00:03:13 demographic reporting we can look at the
00:03:11 00:03:15 age and gender of the traffic coming to
00:03:13 00:03:18 our website so over here on the audience
00:03:15 00:03:19 side if we just go to the overview we'll
00:03:18 00:03:21 get this nice little report here that
00:03:19 00:03:22 again shows the age and the gender of
00:03:21 00:03:24 all the traffic coming to the website
00:03:22 00:03:26 but that what's really cool is you can
00:03:24 00:03:29 add on segments up here that will allow
00:03:26 00:03:30 us to look at again different segments
00:03:29 00:03:31 of the traffic coming to the website to
00:03:30 00:03:33 break down that traffic a little bit
00:03:31 00:03:36 further so here in blue this is all the
00:03:33 00:03:37 traffic this is just my website my blog
00:03:36 00:03:39 you can see here that 55% of the people
00:03:37 00:03:42 come in the website are between the ages
00:03:39 00:03:43 of 25 and 34 and a large majority are
00:03:42 00:03:46 male damn I need some more female
00:03:43 00:03:48 viewers so uh-huh then here in organic
00:03:46 00:03:50 traffic sixty-seven percent of traffic
00:03:48 00:03:51 mobile traffic 15% you can just see how
00:03:50 00:03:53 the traffic begins to change a little
00:03:51 00:03:55 bit and again this report is pretty
00:03:53 00:03:57 straightforward and helps us inform who
00:03:55 00:03:59 is coming to the website and this type
00:03:57 00:04:02 of information can help us inform things
00:03:59 00:04:03 about like site imagery site tone the
00:04:02 00:04:05 content you want to have on your website
00:04:03 00:04:07 you know if you skew very young or you
00:04:05 00:04:10 skew very male or female it's gonna
00:04:07 00:04:11 change and dictate how you want to
00:04:10 00:04:13 communicate with your audience
00:04:11 00:04:15 another interesting report I'm not gonna
00:04:13 00:04:17 show another interesting report if you
00:04:15 00:04:19 are building a local website another
00:04:17 00:04:20 interesting report to help you
00:04:19 00:04:22 understand where people are coming from
00:04:20 00:04:24 is again over here an audience and then
00:04:22 00:04:26 if we come down to geo and we go to
00:04:24 00:04:27 location we can see where people are
00:04:26 00:04:28 looking
00:04:27 00:04:30 and this might be a little bit better to
00:04:28 00:04:32 look at without the segment if you don't
00:04:30 00:04:33 know how to add segments you just come
00:04:32 00:04:35 up here to click Add segment and you can
00:04:33 00:04:37 come down here and you can search for a
00:04:35 00:04:38 bunch of ones that are pre-populated or
00:04:37 00:04:40 you can create your own they're very
00:04:38 00:04:42 easy to do it's not overly
00:04:40 00:04:43 self-explanatory but there's plenty of
00:04:42 00:04:44 information on the web that will show
00:04:43 00:04:46 you how to do it you can create custom
00:04:44 00:04:48 segments for whatever you want really
00:04:46 00:04:50 but this report here will show you your
00:04:48 00:04:52 breakdown of traffic and if you hit
00:04:50 00:04:54 these little things here you can break
00:04:52 00:04:55 down by city so if your local business
00:04:54 00:04:57 or if you're deciding if you want to add
00:04:55 00:04:59 different languages to a website built
00:04:57 00:05:01 this will help you to understand where
00:04:59 00:05:03 your traffic is coming from so let's go
00:05:01 00:05:04 back in the PowerPoint this is a very
00:05:03 00:05:06 simple device report it just shows us
00:05:04 00:05:09 the breakdown of traffic by device type
00:05:06 00:05:11 so mobile desktop and tablet so mobile
00:05:09 00:05:14 desktop and tablet this can help us to
00:05:11 00:05:15 inform how we start the design process
00:05:14 00:05:17 in regards to what we're designing
00:05:15 00:05:19 either mobile first or desktop first you
00:05:17 00:05:21 can see this website here is about 60%
00:05:19 00:05:24 mobile let's look at the analytiks
00:05:21 00:05:26 report this is also under audience
00:05:24 00:05:30 mobile overview you can see here that my
00:05:26 00:05:31 website is 83% desktop so you're looking
00:05:30 00:05:33 at a website in the PowerPoint that's
00:05:31 00:05:35 60% mobile we'd probably want to skew
00:05:33 00:05:37 that to obviously being a mobile first
00:05:35 00:05:39 design whereas for this website that's
00:05:37 00:05:41 overwhelmingly desktop we're for sure
00:05:39 00:05:43 gonna want to design the desktop
00:05:41 00:05:45 experience first and again this is
00:05:43 00:05:48 another great place to add segments on
00:05:45 00:05:49 for traffic source to better understand
00:05:48 00:05:51 who and how is coming to the website
00:05:49 00:05:53 from what device if we want to
00:05:51 00:05:55 understand how people are getting there
00:05:53 00:05:57 this is a very simple report to look at
00:05:55 00:05:59 the breakdown of traffic source let's
00:05:57 00:06:01 look at analytiks I'll show you access
00:05:59 00:06:04 it this is gonna be the acquisition tab
00:06:01 00:06:05 overview so this helps us to understand
00:06:04 00:06:07 how people are coming to the website in
00:06:05 00:06:08 another report I'm going to show you how
00:06:07 00:06:11 to segment by the landing page so we can
00:06:08 00:06:13 see how landing page and the entry page
00:06:11 00:06:14 is also affected by traffic source which
00:06:13 00:06:16 is going to push in a little bit more
00:06:14 00:06:18 into the UX experience for when we're
00:06:16 00:06:19 building our landing pages again
00:06:18 00:06:21 something else that we can segment on
00:06:19 00:06:23 here is to look at mobile you could
00:06:21 00:06:25 easily just select mobile down here
00:06:23 00:06:27 playing with different segments to see
00:06:25 00:06:29 how that impacts the incoming traffic
00:06:27 00:06:31 source as I just said there's a page
00:06:29 00:06:33 that will show us the landing page this
00:06:31 00:06:34 is actually one of my favorite reports
00:06:33 00:06:36 whenever I'm looking at analytiks I
00:06:34 00:06:38 usually start with this page and I'll
00:06:36 00:06:39 add a little segment to show the traffic
00:06:38 00:06:40 source as well because this helps me
00:06:39 00:06:42 understand
00:06:40 00:06:44 where people are coming the most popular
00:06:42 00:06:46 page is the traffic source and then all
00:06:44 00:06:48 the different engagement metrics here
00:06:46 00:06:49 percentage new sessions this is actually
00:06:48 00:06:50 really important when it comes to
00:06:49 00:06:52 toking about designing a website
00:06:50 00:06:54 because when we can start to do is see
00:06:52 00:06:55 which types of pages the blog posts the
00:06:54 00:06:57 home page you can see here the
00:06:55 00:06:58 percentage of new traffic here is 90
00:06:57 00:07:00 percent where the percentage of traffic
00:06:58 00:07:02 that's the new traffic on the home page
00:07:00 00:07:04 is 60 percent so why is that important
00:07:02 00:07:06 so when we're designing a blog posts and
00:07:04 00:07:08 blog templates if most of the traffic
00:07:06 00:07:09 come to these pages is new it means that
00:07:08 00:07:10 they're not going to be familiar with
00:07:09 00:07:12 the brand and that we're probably gonna
00:07:10 00:07:14 want to put some sort of maybe sidebar
00:07:12 00:07:17 on the post that might tell them about
00:07:14 00:07:19 the website or some sort of email
00:07:17 00:07:20 capture to get them to opt-in to get
00:07:19 00:07:22 them to come back to the website
00:07:20 00:07:23 eventually versus the home page if most
00:07:22 00:07:24 of the people are coming back they're
00:07:23 00:07:26 already familiar with it then we might
00:07:24 00:07:27 be able to make the assumption that we
00:07:26 00:07:29 don't have to go as hard on the
00:07:27 00:07:31 educational copy on the site but this
00:07:29 00:07:32 needs to be further segmented down to
00:07:31 00:07:34 traffic source as well which will I'll
00:07:32 00:07:36 show you in a second so the access the
00:07:34 00:07:38 landing page report is under behavior
00:07:36 00:07:40 site content landing page so this is the
00:07:38 00:07:41 same report that we just looked at and
00:07:40 00:07:43 if you want to get a little bit more
00:07:41 00:07:45 surgical with it you can come up here to
00:07:43 00:07:47 secondary dimension type in source
00:07:45 00:07:49 medium and now like I said it's gonna
00:07:47 00:07:51 segment the landing page in the sessions
00:07:49 00:07:53 by the source and there's also this
00:07:51 00:07:55 really important data here like bounce
00:07:53 00:07:57 rate pages per session session duration
00:07:55 00:07:58 and then of course conversions which
00:07:57 00:08:00 we'll tok about more in detail because
00:07:58 00:08:01 it's probably the most important thing
00:08:00 00:08:03 that you can look at when we're toking
00:08:01 00:08:04 about building a website for the right
00:08:03 00:08:06 people so something else we want to
00:08:04 00:08:08 understand is not just how the arriving
00:08:06 00:08:10 to the website and where but are they
00:08:08 00:08:11 dwelling there are they staying on these
00:08:10 00:08:13 pages are they bouncing are they leaving
00:08:11 00:08:15 let me show you that accesses report in
00:08:13 00:08:16 real time let's jump in analytiks so
00:08:15 00:08:18 this is also gonna be under behavior and
00:08:16 00:08:20 then it's gonna be under content drill
00:08:18 00:08:21 down and so let me break down the
00:08:20 00:08:23 difference between this and the landing
00:08:21 00:08:25 page report the landing pages report is
00:08:23 00:08:27 gonna show you any time the page was
00:08:25 00:08:28 viewed as an entry to the website
00:08:27 00:08:31 content to roll down this is gonna show
00:08:28 00:08:32 you any time that the page was viewed so
00:08:31 00:08:34 they don't have to come in through this
00:08:32 00:08:36 page they could have just passed to this
00:08:34 00:08:37 page from another site from another page
00:08:36 00:08:39 of the website so the reason why this is
00:08:37 00:08:41 important is I really like to look at
00:08:39 00:08:43 these three metrics here average time on
00:08:41 00:08:45 page bounce rate and percentage of exit
00:08:43 00:08:49 this tells me the quality of that page
00:08:45 00:08:51 and does that page deliver on what the
00:08:49 00:08:52 user and the visitor is looking for so
00:08:51 00:08:53 the average time a page is pretty
00:08:52 00:08:55 straightforward it tells us
00:08:53 00:08:58 along there on this specific page for
00:08:55 00:08:59 and this is also a different metric than
00:08:58 00:09:01 session duration don't get them confused
00:08:59 00:09:03 average time on pays tells you
00:09:01 00:09:05 specifically the time that somebody
00:09:03 00:09:06 spends on this page you can only get to
00:09:05 00:09:09 that metric through the content drill
00:09:06 00:09:11 down in the reason why this is important
00:09:09 00:09:13 is you can see here that this post here
00:09:11 00:09:15 google index people are staying on this
00:09:13 00:09:16 page for 15 minutes that tells me that
00:09:15 00:09:19 with this number of people people are
00:09:16 00:09:23 really reading this page but you can see
00:09:19 00:09:24 here the exit rate is 91% so if you were
00:09:23 00:09:27 to look at this metric here first exit
00:09:24 00:09:28 rate at 91% that might tell you that
00:09:27 00:09:29 there's something wrong with a page
00:09:28 00:09:31 right people are coming to this page and
00:09:29 00:09:34 then leaving but when you segment it
00:09:31 00:09:37 with this this actually tells me that
00:09:34 00:09:38 this page is probably suffice exactly
00:09:37 00:09:40 what that person needs because they're
00:09:38 00:09:41 coming here spending a lot of time and
00:09:40 00:09:42 then leaving so they got the information
00:09:41 00:09:44 that they need it and then they left
00:09:42 00:09:46 these two metrics here bounce rate and
00:09:44 00:09:47 exit rate are also really important
00:09:46 00:09:49 because bounce rate tells you that the
00:09:47 00:09:51 percentage of times that somebody comes
00:09:49 00:09:53 to the page and then leaves right away
00:09:51 00:09:56 exit rate is a different metric it tells
00:09:53 00:09:58 you that this is not the first view of
00:09:56 00:09:59 the page somebody came to this page from
00:09:58 00:10:01 another page this is a percentage of
00:09:59 00:10:04 time that somebody did not bounce and
00:10:01 00:10:06 then left on this specific page so
00:10:04 00:10:07 bounce rate is the percentage of times
00:10:06 00:10:09 if somebody visited this page from
00:10:07 00:10:11 social from organic search and then left
00:10:09 00:10:12 right away exit rate is the percentage
00:10:11 00:10:14 of times if somebody viewed this page
00:10:12 00:10:16 and then left again
00:10:14 00:10:17 so not entering the page but viewing the
00:10:16 00:10:18 page and then leaving and the reason why
00:10:17 00:10:19 this is important is because we want to
00:10:18 00:10:22 really look at this from the point of
00:10:19 00:10:24 view from a design of key landing pages
00:10:22 00:10:25 on the website so Dukey landing pages
00:10:24 00:10:27 this is a blog post this is not a key
00:10:25 00:10:29 landing page this tools page this is a
00:10:27 00:10:31 key landing page service page this is a
00:10:29 00:10:33 key landing page if the exit rate was
00:10:31 00:10:34 90% on this I would be very concerned
00:10:33 00:10:36 because that's telling that somebody's
00:10:34 00:10:38 getting to my mid bottom of the funnel
00:10:36 00:10:40 pages and then leaving likely without
00:10:38 00:10:41 converting unless the conversion takes
00:10:40 00:10:43 place on that page which for the site it
00:10:41 00:10:44 does not so this is a good sign here
00:10:43 00:10:46 that somebody's coming to our service
00:10:44 00:10:48 page and they're not exiting on it
00:10:46 00:10:49 they're not bouncing on it they're going
00:10:48 00:10:50 and they're passing deeper in the
00:10:49 00:10:52 website to discover more this is telling
00:10:50 00:10:53 me that this page is probably doing a
00:10:52 00:10:56 pretty good job so we might not want to
00:10:53 00:10:58 alter a copy too much but for the client
00:10:56 00:10:59 that we did this for their landing pages
00:10:58 00:11:01 were performing terribly which I'm gonna
00:10:59 00:11:02 show you right now so we actually built
00:11:01 00:11:04 this chart custom all we did was pull
00:11:02 00:11:06 the data out and then do a little
00:11:04 00:11:06 segmentation of the pages so what we did
00:11:06 00:11:08 is
00:11:06 00:11:10 looked at those key landing pages so as
00:11:08 00:11:11 I said there are loans provider these
00:11:10 00:11:13 are gonna be there essentially they're
00:11:11 00:11:15 service pages and we wanted to look to
00:11:13 00:11:17 see how they are performing against the
00:11:15 00:11:18 rest of the site so you can see here the
00:11:17 00:11:20 rest of their site's performance the
00:11:18 00:11:21 average time on page was almost twice as
00:11:20 00:11:22 high
00:11:21 00:11:24 the average bounce rate was lower and
00:11:22 00:11:26 the average ex rate was about the same
00:11:24 00:11:28 but what this is telling us is but what
00:11:26 00:11:30 this told us was that when we looked at
00:11:28 00:11:31 the front end of these pages we could
00:11:30 00:11:33 see that the pages are really thin they
00:11:31 00:11:35 didn't have much content they didn't
00:11:33 00:11:36 have much information and this is in an
00:11:35 00:11:38 industry loans where people are really
00:11:36 00:11:40 looking to get a lot of questions
00:11:38 00:11:41 answered right if you're gonna go out
00:11:40 00:11:43 and take a loan it's a pretty big deal
00:11:41 00:11:45 you're gonna need a lot of content and a
00:11:43 00:11:46 lot of information we're gonna want to
00:11:45 00:11:48 try and triple or quadruple this number
00:11:46 00:11:50 at least by adding a lot more content to
00:11:48 00:11:52 the page and I'll tok about that in a
00:11:50 00:11:53 second about how we did that how are
00:11:52 00:11:54 they performing this is the most
00:11:53 00:11:56 important metric that we can look at if
00:11:54 00:11:58 it's an e-commerce site we want to look
00:11:56 00:11:59 at ecommerce conversion rate and
00:11:58 00:12:01 obviously revenue generated if it's a
00:11:59 00:12:03 lead generation website we want to look
00:12:01 00:12:05 at goal conversions in goal conversion
00:12:03 00:12:06 rate so when we're in analytiks we can
00:12:05 00:12:08 just come down here to conversions and
00:12:06 00:12:10 if it's a goal website just come here to
00:12:08 00:12:12 overview and what I really like to do
00:12:10 00:12:14 here is add segments so I like to add in
00:12:12 00:12:16 here I like to add in the mobile segment
00:12:14 00:12:18 and then male or female segments so what
00:12:16 00:12:20 we can see here is the breakdown of
00:12:18 00:12:22 conversions based on the different
00:12:20 00:12:24 demographics and then mobile so again
00:12:22 00:12:25 what form what we're looking this from a
00:12:24 00:12:26 design point of view not from a
00:12:25 00:12:29 marketing point of view we want to
00:12:26 00:12:31 understand how these different demos are
00:12:29 00:12:33 impacting the conversion of the website
00:12:31 00:12:35 who is the most valuable customer to the
00:12:33 00:12:36 website and granted this is based on the
00:12:35 00:12:38 current build if the website is
00:12:36 00:12:40 completely skewed and botched then this
00:12:38 00:12:41 data is not going to be great but we
00:12:40 00:12:43 want to understand who their core
00:12:41 00:12:44 customers and we want to try and build
00:12:43 00:12:47 and optimize a website around that and
00:12:44 00:12:49 again these things feed the design the
00:12:47 00:12:49 look the feel the functionality of the
00:12:49 00:12:52 website
00:12:49 00:12:53 another cool report is to analyze if
00:12:52 00:12:55 people are finding what they need is
00:12:53 00:12:58 internal site search so if you have this
00:12:55 00:12:59 report set up on a website you can check
00:12:58 00:13:01 to see how many people are searching
00:12:59 00:13:03 once they come to the website so if
00:13:01 00:13:05 people are using the internal search you
00:13:03 00:13:06 don't want to jump and say hey people
00:13:05 00:13:07 can't find what they're looking for but
00:13:06 00:13:09 we want to look at these keywords and
00:13:07 00:13:11 try and understand if they're searching
00:13:09 00:13:13 for things that are not on the website
00:13:11 00:13:14 that obviously needs to feed the
00:13:13 00:13:15 structure the architecture and the
00:13:14 00:13:17 content that's going to be on the
00:13:15 00:13:19 website another kind of advanced report
00:13:17 00:13:20 here is this pathing report so we come
00:13:19 00:13:22 over here to behavior
00:13:20 00:13:23 and then behavior flow we can see the
00:13:22 00:13:25 different ways that people are
00:13:23 00:13:27 interacting and flowing through the
00:13:25 00:13:28 website and I really like to look at
00:13:27 00:13:30 this from specifically from a mobile
00:13:28 00:13:31 point of view because I like to see how
00:13:30 00:13:33 people are navigating through the
00:13:31 00:13:35 website and this should be informing
00:13:33 00:13:36 your website's architecture your
00:13:35 00:13:38 navigation structure and how you're
00:13:36 00:13:39 going to design those layouts to help
00:13:38 00:13:42 people find the information that they
00:13:39 00:13:44 need so another cool report is if you
00:13:42 00:13:46 add on the Google Analytiks chrome
00:13:44 00:13:48 plugin and you're logged into your
00:13:46 00:13:49 analytiks account you can click on it
00:13:48 00:13:51 and it will show you how people are
00:13:49 00:13:54 clicking on the front end of that page
00:13:51 00:13:55 so again if we don't have a heat map set
00:13:54 00:13:58 up on a website which a lot of people
00:13:55 00:14:00 don't this will help you understand how
00:13:58 00:14:03 to set up the website had a set of
00:14:00 00:14:05 internal links and again for informing
00:14:03 00:14:07 that overall architecture navigational
00:14:05 00:14:08 structure to help people find what
00:14:07 00:14:10 they're looking for when they're on a
00:14:08 00:14:11 specific page so even just looking at
00:14:10 00:14:13 the home page and seeing how people are
00:14:11 00:14:15 clicking around and what they're looking
00:14:13 00:14:17 for on the home page should help you to
00:14:15 00:14:19 understand what should be on that page
00:14:17 00:14:21 and what people are really looking for
00:14:19 00:14:23 when they come to that page so this gets
00:14:21 00:14:24 into a little bit more surgical with
00:14:23 00:14:26 organic search this is a screenshot from
00:14:24 00:14:27 Google search console let's jump in
00:14:26 00:14:29 there and let me show you a little bit
00:14:27 00:14:30 in here so this is a new version of
00:14:29 00:14:32 search console what I really like to
00:14:30 00:14:34 look at here is I like to dig out things
00:14:32 00:14:36 like branded search so if we come down
00:14:34 00:14:38 here to queries and then we come up here
00:14:36 00:14:40 to new filter go to query queries
00:14:38 00:14:42 containing the brand name so web rus'
00:14:40 00:14:45 and now what I'd like to do is go to
00:14:42 00:14:47 pages and I like to see where people are
00:14:45 00:14:49 coming into the website through branded
00:14:47 00:14:50 search versus unbranded search and I'm
00:14:49 00:14:52 gonna cover more in a second why that's
00:14:50 00:14:53 really important so to drive this home
00:14:52 00:14:55 again through the context of that client
00:14:53 00:14:58 campaign these are some of the things
00:14:55 00:15:00 that we reported to them when we began
00:14:58 00:15:01 the design process so these are some of
00:15:00 00:15:03 the learnings that we dug out from the
00:15:01 00:15:05 exact process that I just showed you so
00:15:03 00:15:06 a little bit over 6% of websites traffic
00:15:05 00:15:08 was female
00:15:06 00:15:11 that trend held true when it came to
00:15:08 00:15:14 conversions as females were much more
00:15:11 00:15:16 likely to convert at 61% to males at 39
00:15:14 00:15:18 person and almost 60% of that websites
00:15:16 00:15:20 traffic was between the ages of 25 into
00:15:18 00:15:22 44 so what does this mean it means that
00:15:20 00:15:24 messaging and imagery on the site should
00:15:22 00:15:25 reflects it should reflect this does
00:15:24 00:15:28 that mean that everything should be pink
00:15:25 00:15:30 no absolutely not but it should be taken
00:15:28 00:15:32 into consideration that their target
00:15:30 00:15:33 customer should be female so that
00:15:32 00:15:34 extends not just to the website but also
00:15:33 00:15:36 to market
00:15:34 00:15:38 and again it's really important when it
00:15:36 00:15:39 comes to messaging and also for general
00:15:38 00:15:41 product understanding well as I had
00:15:39 00:15:44 mentioned that mobile made up about 6%
00:15:41 00:15:46 of traffic but about 70% of goal
00:15:44 00:15:48 conversions for them occurred on mobile
00:15:46 00:15:49 so again when we're toking about
00:15:48 00:15:51 optimizing the website for the most
00:15:49 00:15:53 important things which is conversions
00:15:51 00:15:55 clearly people are coming there from
00:15:53 00:15:57 mobile devices first so the design
00:15:55 00:15:59 process should really start there with
00:15:57 00:16:00 layouts in wireframes this is what I
00:15:59 00:16:02 touched on before that there are key
00:16:00 00:16:04 service pages and landing pages had a
00:16:02 00:16:06 high bounce and exits rate from all
00:16:04 00:16:07 traffic sources and since those pages
00:16:06 00:16:09 made up a large majority of their
00:16:07 00:16:11 traffic and represent the largest
00:16:09 00:16:13 decrease in traffic one of the main
00:16:11 00:16:14 goals of the campaign had to be
00:16:13 00:16:17 increasing the stikiness of those pages
00:16:14 00:16:19 and that can be done from anything from
00:16:17 00:16:21 design to copy to just adding more
00:16:19 00:16:22 content in context to those pages we
00:16:21 00:16:25 found that their top level navigation
00:16:22 00:16:27 through click behavior did not support
00:16:25 00:16:29 the customer journey only highlighted
00:16:27 00:16:31 the two loan options that's sends a
00:16:29 00:16:32 signal to search engines and to users
00:16:31 00:16:34 that the other pages are not as
00:16:32 00:16:35 important as they were only listed out
00:16:34 00:16:36 and the footer which I'm going to show
00:16:35 00:16:37 you in a second and the recommendation
00:16:36 00:16:39 there was to move the experience to a
00:16:37 00:16:41 megamum and really importantly - we
00:16:39 00:16:43 needed to rethink the customer journey
00:16:41 00:16:45 by traffic source and page and content
00:16:43 00:16:47 type I looted this in a previous report
00:16:45 00:16:49 there and we needed to build out
00:16:47 00:16:51 customer persona Jenners to help
00:16:49 00:16:53 illustrate this so here they are these
00:16:51 00:16:55 are some sample personas that we did and
00:16:53 00:16:57 again this all came from the data in
00:16:55 00:17:00 some light competitive research but just
00:16:57 00:17:02 putting together buyer journeys based on
00:17:00 00:17:03 the data that we had collected for how
00:17:02 00:17:05 they could and should be passing through
00:17:03 00:17:06 the website leading to the goals that we
00:17:05 00:17:08 wanted so we usually - put together
00:17:06 00:17:09 three to four of these depending on the
00:17:08 00:17:12 size of the climb the size of the
00:17:09 00:17:14 website nothing overly complicated here
00:17:12 00:17:16 again just based on the date that we
00:17:14 00:17:18 discovered we also always put together a
00:17:16 00:17:21 site map and site architecture based on
00:17:18 00:17:22 the data again navigational elements are
00:17:21 00:17:24 really important when we're getting
00:17:22 00:17:26 started with website it really helps
00:17:24 00:17:28 inform the entire design process and
00:17:26 00:17:29 really the scope as well so this is what
00:17:28 00:17:31 I alluded to in regards to building out
00:17:29 00:17:33 a mega-money this was their current
00:17:31 00:17:36 navigational structure as I said they
00:17:33 00:17:38 only had a few top-level links to these
00:17:36 00:17:39 key landing pages and everything else
00:17:38 00:17:41 was linked to in the footer which you
00:17:39 00:17:42 can see here in the top right so what we
00:17:41 00:17:45 did is we put together a few options for
00:17:42 00:17:47 them with this mega menu drop-down to
00:17:45 00:17:48 highlight all the different loans
00:17:47 00:17:49 is that they had and really pushed the
00:17:48 00:17:51 importance back to the top level
00:17:49 00:17:53 navigation and to get people visiting
00:17:51 00:17:55 these pages and of course we always do
00:17:53 00:17:57 an alternate version of everything that
00:17:55 00:18:00 we design as well so SEO considerations
00:17:57 00:18:02 for us are everything especially as a
00:18:00 00:18:04 tiknical SEO agency I mean the main
00:18:02 00:18:06 reason why we do so many websites is
00:18:04 00:18:08 because people need our SEO expertise
00:18:06 00:18:10 and they really do go hand-in-hand and
00:18:08 00:18:11 inform each other as I'd said their key
00:18:10 00:18:13 landing pages were trending downward
00:18:11 00:18:15 from organic search and this is in their
00:18:13 00:18:17 industry is detrimental to the business
00:18:15 00:18:18 model and again one of the things that
00:18:17 00:18:20 we really found was that their landing
00:18:18 00:18:22 pages were too thin and what we did is
00:18:20 00:18:23 we went to answer the public and we
00:18:22 00:18:27 decided to build out these really uh
00:18:23 00:18:29 basically FAQ trees and push that into
00:18:27 00:18:31 the websites design so you can see here
00:18:29 00:18:33 how we took these questions and started
00:18:31 00:18:35 building out FAQ templates this is just
00:18:33 00:18:38 kind of standard copy here but these
00:18:35 00:18:39 would all be personalized based on the
00:18:38 00:18:42 type of loan that people were looking
00:18:39 00:18:44 for and as mentioned to just building
00:18:42 00:18:46 out more content in context on these
00:18:44 00:18:48 landing pages really pushing some nice
00:18:46 00:18:50 little iconography that shows people how
00:18:48 00:18:53 these loans work in very simple
00:18:50 00:18:54 illustration terms and of course product
00:18:53 00:18:56 understanding and reviews and
00:18:54 00:18:59 testimonials always help especially in
00:18:56 00:19:01 an industry like this so that's all I
00:18:59 00:19:02 have for this presentation again using
00:19:01 00:19:04 your data to inform your website's
00:19:02 00:19:06 design is incredibly important if you
00:19:04 00:19:07 guys have any questions please leave
00:19:06 00:19:09 them in the comments if not you can
00:19:07 00:19:11 visit us at FTF dot agency and we can
00:19:09 00:19:13 chat about your website needs and your
00:19:11 00:19:15 next project if not hit that subscribe
00:19:13 00:19:17 button I'll see you guys in the next
00:19:15 00:19:17 video

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