UX Design: Goal Driven Website Design

29th August 2016

It’s easy to get caught up in spending money on SEO and PPC to get the best possible results from our website. Before that though, we should look at how users interact with our website and ensure it’s as effective as possible at achieving conversion.

UX Design: Goal Driven Website Design

My first question to any new build client is, “What’s the goal of your new website?” As in, why do you want us to build you a website? Do you want to sell a product? Generate leads? Nurture leads? Or does your company just need a simple online presence? It sounds like a simple question, but often clients don’t know exactly how to answer it. They just want a website because all businesses have websites, right?

At Ocean Road Media we focus on developing goal-driven websites, first with a focus on UX design, followed by the analysis of the user journey. Only when the website is performing at it’s peak do we really begin driving heavy traffic to it. I’d hate my for my clients to burn cash on PPC directing traffic to a poorly performing website.

What is UX Design?

The meaning has been somewhat diluted over time – the bloke who coined the term had this to say about it:

I invented the term because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system including industrial design graphics, the interface, the physical interaction and the manual.

—Donald Norman

I’ll be talking about one niche of UX design in this post which I’ll define as the following:

Analysis of on-page user interaction of a web page to gain an understanding of the ideal customer journey towards a given goal.

That’s not to say that my definition above is the correct one – it’s just one which we like to focus on and we find it delivers the best results for our clients.

How we analyse our client’s websites

We can already track drop-off pages and landing pages using Google Analytics, but that won’t show us the particular page elements affecting the user’s journey. When we started Ocean Road Media, we searched for a tool which would do exactly that, but to no avail.

There were a few apps that offered heatmaps and the scroll point when the user dropped off, but we wanted something far more all-encompassing.

Ultimately we developed our own bespoke tool that would analyse the relationship between the length of time spent on any element and its impact on a given goal conversion rate. I don’t want this post to become a sales-pitch for our app, but it has to be said that there doesn’t seem to be much else out there currently.

Why is UX Design important?

Honestly, if you’re serious about increasing your return on investment; ensure you pay special attention to UX Design and site performance before pouring traffic into it. If not, you’ve wasted a lot of money sending a lot of people to a website that everyone leaves in seconds.

Can’t afford it?

To begin with, your main priority should be gathering data. It doesn’t have to be a huge job to start tracking some basic on-page stats – it should be relatively affordable, actually. Give your developer a call and ask them about how they’re currently monitoring the website’s performance (not traffic!). If they’re doing nothing – get them to do some research!

If you’d like any help with improving your website’s performance or have a question, leave a comment below or email info@oceanroadmedia.co.uk

Category: Web Design

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