Harnessing the power of data to put customers at the centre of your web-development roadmap

Jacob Howell
Jacob Howell
18 / 03 / 2019 | Prodo Insights

There are likely a number of drivers at  your business for making changes or improvements to your website. Maybe a sense that something isn’t quite right - perhaps conversions are low or bounce rates are high and changes are needed to give it a boost in the right direction? Maybe customers aren’t following the path you’ve set for them or they’re hitting content you’ve created and positioned on key pages and not converting? Perhaps it’s just time for a refresh - maybe someone senior wants changes making and opinions are the main driver for wanting change? Or maybe you’re not interested in making changes to your site - but how confident are you that it’s performing as well as it can be?

In any case, exactly which changes to make and where to make them can often become pretty subjective and you can bet that everyone will have their own opinions on what’s best. With so many voices providing information on best practice, and so many opinions within your own organisation to consider, not to mention how quickly those “best practices” actually change - it can be hard to know where to start!

One critical factor certainly shouldn’t be missing from this whole discussion - and that’s the people who are actually using your website - your website’s users. What are your users actually doing on your site? What blockers are preventing customers from hitting the goals you’ve set for them? What’s working and what isn’t?

Without taking real user data and feedback into account when making changes to your website - any changes you may have invested time, money and resource into may unwittingly have a negative impact on the performance of your site.

Enter... Google Analytics & Hotjar

Combining the data gathered from two pieces of analysis software can help us avoid making changes that make things worse. These tools allow us to draw out some powerful findings and insights that take personal opinions out of the discussion and bring customers firmly into the centre of it.

We do this by harnessing the data-harvesting power of Google Analytics (GA) and HotJar to analyse in depth how customers are interacting with your website and present actionable recommendations based on that data that will help boost your site performance.

GA is probably the most widely used website performance tracking software out there, and if you’re reading this blog, is probably a tool you’re already using. Simply put, GA collects data about what users are doing on your website and provides tools that let you analyse it.

Hotjar is a tool which might be less familiar, but is certainly as useful as GA. Hotjar gives us access to a range of customer insight tools including heatmaps that show where users are clicking on your pages and how far they’re scrolling down them, recordings that show the actual session a user has undertaken on your site, and feedback polls to gain qualitative measures of how useful your content is to customers.



Tying it all together

Both of these services are available for anyone to use, but what do you do once you have all that data? How do you know what’s significant and how to act on it?

We’ve helped a range of clients across multiple sectors to harness both GA and HotJar to produce actionable insights and recommendations that have helped drive improvements to their website that make them perform better against business goals.

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We’ve pulled this all together into a quarterly insights & recommendations consultancy package for our existing clients to help them get the most out of these powerful tools.

Here’s how it works:

1. First, we place the tracking codes for both GA and Hotjar on your website. Data gathering is continuous so conclusions are derived from a large sample set and fully representative of your real user base.

2. Each quarter, our team conducts detailed analysis of the data gathered to extract the most significant information and trends. We pull this together into a report that includes key insights about your users’ interactions and highlights any pain points they’re experiencing.

3. Encompassed within these insights is a list of high-impact recommendations that will help to resolve the pain-points that your customers are experiencing and address any negative trends. Some of these you’ll be able to action yourself in the CMS, some might involve tweaking templates or changing functionality.

In short, this service allows you to make changes to your website based on on real, informed user data, which has been analysed by independent, third party experts. Basing website changes on data, rather than gut-feel makes your investment in such changes safer and more measurable. We’d love to help you make this happen at your business, so contact us here or contact your account manager.

 

Jacob Howell
Jacob Howell

Account Manager

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