Quality of Web design: Measuring the impact and effectiveness of web design

Article Description: How to measure the effectiveness of web design.

After considering all the factors, the quality of the website design can only be measured quantitatively by the results it brings to the site. As the saying goes, the results illustrate everything.
As a web analyst with more than four years of experience and working with a designer on a regular basis, the most useful thing I've learned is that the data points out the problem and the design solves it. This paper examines web design from the perspective of web analytics. We will discuss how web designers should use metrics and tools to measure the impact and effectiveness of web design.

Participation stage of the visitor

At any time, site visitors are in one of several stages:
1. Concern (Attention)
2. Interest (Interest)
3. Longing (Desire)
4. Interaction (Action)
5. Satisfaction (Satisfaction)
At every stage, visitors have different expectations, and the design is to ensure that these expectations are met.
A design problem that attracts visitors ' attention : Does the design attract attention in just a few seconds? Does the design help visitors quickly find the information they think of?
Although the site's target pages and internal pages need to be applied in different ways, one thing is certain: if you don't get the attention of the user as quickly as possible, she will soon go to another website.

metrics: Bounce rate and exit rate

Scenario : Now most Web analytics tools can tell you how many times you've been attracted to your users ' attention failures.
The exit rate tells you how many people leave the site on a particular page, and the bounce rate is the rate at which the user leaves the site without looking at the second page of the site.
You can further measure the rate at which the user stays less than 10 seconds in the bounce rate. The more users jump out of your site, the less useful it is for your design and content to help users find the information they want.

The design of improving the user's interest degree

question : Does the user feel that they have found the right place? Can you convince users that the information on your site is (or may be) what they need?
If you try to use the user's interest in your site, he will spend more time reading or participating in it. In this case, the design should make it easy to browse, read and participate in the interaction of the Web page.
How much time does it take to read an article compared to the time that most visitors spend reading this article? For example, according to some materials, the average reading speed of college students is 250 to 350 words per minute. If your article has 1000 words, it takes 2.8 to 4 minutes to read the entire article. If the average user stays on this article page for only 5 seconds, it means that most of the content is not read and the content is not attractive enough to keep the user interested. This problem can be attributed to the problem of Web page duplication, design problems or both.
Another example: How many users clicked the "Play" button on the video, or looked at other pictures of a product? Content is interesting, and design makes content easier to enjoy.
Web analytics refers to these interactions and events as micro-transformations. The more micro conversions occur, the more users will eventually be involved in buying, registering or filling out information (macro conversions).

Metrics : The amount of time spent on a Web page for a design interaction.

Scenario : Measuring web Design to keep visitors interested, one way to do this is to use the advanced features of Google Analytics to track every behavior that can be thought of as a user's interest in a Web page (such as clicking, Scrolling, commenting, playing video, or anything else you can think of). You can also try ClickTale, which records the entire session of the site's access, and can replay them. It provides a wide range of depth information about the interaction of visitors to the web.

Design to increase desire and gain behavior

question : Does the design clearly inspire the imagination of your visitors and make them feel that they can derive value from what you offer? Does the visitor Click the action button?
Every product or service on the web is unique, and the job of web design is to find out what makes it different and why users should choose this rather than the other.
If the design work is done well, it is easy for the user to click the action button. It is important for users to quickly find action buttons when they decide to register or buy a product.

Metrics : Action button clicks

scenario : Crazy Egg offers a click-tracking solution that can tell you how users can interact with your action buttons.
In terms of increasing visitor cravings, multivariate testing and A/b separation test can help you test different designs and find the most effective one.

Designed for visitors to meet

question : When they are clicked, will the next page provide visitors with what they want to satisfy them?
The design of what should appear after clicking is very important for the transformation that stationmaster seeks. You have gained the attention, interest and desire of users, so there should be only two major tasks to design now.
The first task is to make the conversion process as simple as possible (i.e., streamline the checkout process and optimize the Web Form submission process).
Another task is to make sure that the user's problems with the process can be answered at the current location without having to interrupt the process to find the answers in the station.
It's really a shame to lose customers at this stage because of design flaws.

Metrics : Channel and/or path to use

Scenario : If you have a budget, I recommend using Kissmetrics,mixpanel or performable to track the channels and paths of transformation.
If not, you can consider the Google Analytics target and channel tracking, or use Paditrack, a free channel to build a Google Analytics Analytics application.

Conclusion

Finally, the most desired is the effect of each element of the site on achieving the goal. Data-driven, notification design, all of their forms have a significant role and a huge responsibility in terms of site performance.