UX Design

UX Design – we observe, we infer, we create

Drawing conclusions from actions taken is one of the most important elements of successful online marketing. Why? First of all, because of the very large amount of data we deal with on the Internet. Items that are worth and even should be taken into account are dozens within Google Analytics alone. Without taking the time to analyze the data and draw conclusions, this data – which, by the way, we pay for when conducting advertising activities – can prove worthless.

In addition, the multitude of possibilities provided by, for example, different graphic designs for the homepage or a button on a product subpage in an online store, which can be tested, if only with the help of popular A/B tests, is very important. It often happens that just setting the button higher or lower has a very positive effect on conversions and completely changes the level of return on investment. Just changing the color can raise conversions by several tenths of a percentage point. This may come as a surprise, but this is the reality.

That’s why you need to research, check and test. These elements are inherent in conducting marketing activities and are the most important part of them. The chance that our campaign in the first edition will turn out to be perfectly converting is slim, and even if it is effective then… we probably won’t find out about it without having additional reference points.

Each of us is a recipient of the message created by websites and social media profiles. Most of the time, we decide to buy after reading the offer a few times and taking in a few incentives. Rarely do we make a decision to buy or interact in the moment. Usually we need to look, observe and post-check. If we can see that a project is changing and therefore evolving – it is easier to make a purchase decision.

UX Design – why is combining analytics and UX essential?

While analytics, admittedly, can be about the data itself, such as those related to PPC campaigns, it is worth considering that they also combine with UX (User Experience) in the broadest sense. When we talk about user experience, we think of all the emotions, feelings and sensations that occur while browsing and surfing a website. On the way to achieving a high level of user satisfaction, and thus the desired conversion, the key is to learn lessons and put them into practice. To this end, tools such as HotJar can be used to tell us which areas within the site are clicked on most often. With these conclusions, we will be able to tailor the look and feel of our site to the actions taken by users.

A user-friendly and intuitive interface, where we can navigate freely and have no problem switching between sub-pages – will make it much easier to decide whether to make a purchase or fill out a contact form.

UX is one of the fields where we can implement conclusions, related to web analytics in the broadest sense. It is worth taking care of, because studies show that – using web applications as an example – the user’s first contact is crucial. If he downloads the application and it does not meet his expectations, he will not install it again. That’s why first impressions and attention to the smallest details are so important.

What is the subject of UX Design analysis?

In fact, everything. Analytics departments in large companies are expanding year after year for one reason – there is more and more data to process. It’s hard at the beginning of one’s journey with analytics to determine which are the most important. It’s not simple and obvious. However, it’s worth keeping track of all the channels in which you have a presence, using a variety of tools – Google Analytics, Google Search Console, Ad Manager or more general, external tools such as Ahrefs, Senuto, Hootsuite or Napoleon Cat.

Forming conclusions and taking new actions is an absolute must if you want to be successful online. The best thing to do first is to carve out a few small – mostly manageable – areas and make changes within them. The easiest way to do this is to use A/B testing and start, for example, by testing ads with two different colors of the “Add to Cart” button. After that, it’s a good idea to move on to price changes with product campaigns, or create two types of funnels – with higher prices and lower prices, and then test profitability – what amount of purchases were made, whether it’s better to have more expensive products and sell fewer of them, or, however, lower the price and try to scale up.

The basis is a plan – UX Design

The projects we conduct are – in 95% of cases – preceded by an audit and the creation of a multi-month marketing plan. At the audit stage, we are able to identify the elements that need to be improved – including in terms of UX. We evaluate each site from both a technical and usability perspective. We try to look as globally as possible, which, in the long run, is very conducive to increasing sales in the online store, as well as inquiries, directed to the site.

UX Design – how do we address these areas?

In most cases, we use various tools that allow us to draw conclusions and improve the site or store in terms of user preferences. We use information coming from various channels and tools to implement further changes and check the effects. All our activities are aimed at increasing conversions and increasing the value of sales. This is the goal through which cooperation can grow. Mutual benefit has always been the most important value that we have been and continue to be guided by.

We prepare relevant reports that inform what changes should be implemented to get the desired results. We check conversion values – the number of phone calls, inquiries or sales in the online store.