How To Use Google Analytics To Improve Website User Experience?

So, you’ve finished building a website and it’s now online, but did you really believe your job as a UX designer was done?

Even though every designer and developer hopes for a smooth experience at launch, this isn’t always the case.

There will always be errors here and there, and the time will come when site maintenance is required to ensure the quality of the user experience.

In the end, the capacity of your website to satisfy your business goals while also keeping the user engaged is what determines its success.

Only when you have real users interacting with your website can you accurately assess the latter goal.

Their interactions will provide real-time data that you can examine or research to identify specific problem areas that require attention.

That’s why, when it comes to obtaining solid sources of real-time data, the vast majority of digital marketers head straight to Google Analytics for insights and suggestions on how to improve their site. However, as a UX designer, you must look at specific metrics to determine which areas require improvement.

How can Google analytics help you with UX Design?

As you may be aware, Google Analytics is a free tool provided by Google that provides in-depth information about your website. Google Analytics, for example, allows you to observe which links users are clicking and which sections of your site they are leaving. You’ll also be able to observe how well your website is functioning.

These kinds of insights give you a starting point from which you can start addressing UX-related issues one by one.

So, without further ado, here are the six metrics and insights that can help you improve your UX design

  • Event tracking

The Google Analytics event tracking tool is great for evaluating the user-friendliness of your website’s connections.

Furthermore, according to Google Analytics, events on a webpage are independent measurable interactions with content.

As a result, Google Analytics is beneficial for determining the usability of your connections.

Your button, for example, isn’t being pressed. Perhaps it isn’t as visible as you initially believed. It’s safe to assume that if a link adjacent to a CTA button is accidentally clicked, the button is too small for consumers to tap on correctly on their mobile phones.

This is particularly useful for tracking video views, ad clicks, pop-ups, flash components, and downloads. And, based on the results of your site’s testing, you can make minor adjustments to the design and repeat the process.

  • Pages customer retention/ Session duration

Your average session duration is the amount of time it takes a user to complete a series of interactions on your website within a specified time window.

The total duration of GA sessions (in seconds) divided by the total number of GA sessions within the same time period yields the average session duration.

Analyzing this aspect of user interaction is crucial for websites or blogging sites that have extensive forms to fill out.

Longer session duration for blogs, for example, signifies that users are given more time to read what you have to say.

With less time spent on the site, you may experiment with different content and formatting to see what works best for user retention and engagement.

  • Bounce rates

In simple terms, bounce rate refers to the percentage of visitors who came to your site but left right away (or bounced) without accomplishing anything. To put it another way, they didn’t consider clicking any internal links, scrolling the menu, or responding to the CTA, among other options.

    • A higher bounce rate also means: – Your visitors didn’t find what they were looking for on your site?
    • They quickly grabbed or discovered what they wanted and left.
    • Because nothing on the page fascinates them or holds their attention long enough to keep them on the page in the two previous instances, you need to improve homepage quality.

If the goal of the website is to inform or report on the latest news, then high bounce rates aren’t necessarily a bad thing.

It’s because they’ll just close the page after reading or move on to another post you have after opening an enlightening new article that intrigues them.

So, in addition to providing them with related content to read, you may offer them the opportunity to subscribe to your newsletter.

  • Insights on the audience

One of the most useful pieces of data a UX designer can get is audience information from Google Analytics. For starters, this report provides a breakdown of who your user is. Audience insights detail information such as interest, geography, demographics, devices used, user recency, frequency, and length of engagement, among other things.

Take, for example, how audience data may assist UX designers.

    • Location-based- If you discover that your primary target market comes from a country or region where English is a second language, you may be able to provide translations or publish material in their native language using geo-location targeting.
    • Time-of-the-day-based: The majority of your visitors arrive at midnight. You might also provide users a night mode version of the app or website, similar to what Reddit did.
    • Demographic-based- Data will allow you to experiment with how the material is presented on the homepage or landing page based on information about your audience’s gender, interests, and age.
  • Behavioral data

Behavioral data found in behavior flow is a valuable metric that allows you to peek in on the actual journey that your users take from the moment they land on your website right down to how they explored and if they converted.

You can utilize behavioral data to learn about

    • Your user’s landing page
    • They went to other pages on the site to see if they were new or returning visitors.
    • Which page or section of the website do they spend the most time on
    • Which CTAs or links do they find most appealing?
    • Whether or not they converted

Behavioral flow assists in determining which pages receive the most traffic. This way, you can see which pages served as conversion magnets and which served as bridges.

  • Pageviews

Your site’s number of page views is the best technique for assessing user engagement. Technically, the higher the number of page views on your website, the more engaged your target viewers is with it. Keep in mind, however, that this is not always the case.

Keep an eye on how your page visits compare to your conversion rates in particular. With a high number of page views but few conversions, your users are moving from one page to the next without accomplishing anything. It indicates that your website isn’t meeting their demands, and they’re having trouble finding what they’re looking for.

There are a number of things that need to be tweaked…

This could be a confusing navigation system, a site with a plethora of options that end up being confusing, or a call-to-action that isn’t immediately evident to users.


It is not going to help you to design solely on intuition and assumptions. A data-driven process aids a UX designer in becoming the ideal link between user expectations and essential company objectives.

Marketers have long been involved with Google Analytics. It does, however, contain a wealth of information for the website’s creators. If you haven’t used this tool yet, we encourage you to do so right away!

It is advisable that you take the assistance of a professional web design company when it comes to improving the website user experience. We at Stellar Digital have an experienced team of professionals to help out with your project. Just visit and check out our mobile app development, web design and development and digital marketing services.