Quantitative Analysis: interpreting data

Quantitative data represent statistically confident insights on locations of user drop offs. You just have to be able to find which statistic is relevant for your business.

A few ways you can do this are:

1. Find pages with high bounce rate

The bounce rate is the percent of visitors who come to your site and leave it without visiting any other page or performing any other action.

Here are some actions which lead to bounces:

  • They click on the ‘back’ button in the browser after landing on your site.

  • They type in a different URL in their search window

  • They close the web page or the browser entirely

  • They click on a link which leads them to an external site

How do you find the bounce rate of pages on your page?

By following the options Content > Site Content > Pages in Google Analytics.

Here is an image of Google Analytics displaying bounce rates of similar pages with the differentiation being keywords.  

Bounce Rates

Once you narrow down pages with high bounce rates, you can hypothesize why visitors aren’t sticking around.

Here are some common culprits of high bounce rates on pages:

  • Your website is visually unappealing

  • Your website is difficult to use

  • Your website doesn’t meet the user's expectations

  • Your website or page has no call-to-action; users simply don’t know what to do on the site.

2. Find pages with high exit rate

Whereas bounce rate informs you how many users dropped off after the first page only, the exit rate can inform you how many users dropped off after the first, second, third page and so on.

Exit rate statistics involve users who have viewed more than one page in a session on your site.

Pages with high exit rates can reveal problematic areas on your site. Furthermore, they also reveal navigational flaws as pages that should guide users along.

To find the exit rates of your pages, take a look at the user flow feature on Google Analytics. User flow presents a graphical representation of the path visitors took through your site and where along the path they dropped off from your site.

You can find it here:

Exit paths

You can also look at your “User Flow” in Google Analytics to find exit rate at each stage in the user’s journey.

Here is a sample of the user flow graph separated by traffic based on geographic location.

User flows

By determining where your traffic is dropping off, you can pinpoint roadblocks on your site’s navigational journey and address solutions for optimization.

3. Use Google Analytics audience data to find conversion issues

Perhaps your site doesn’t render well on older browsers or perhaps mobile users bounce off because your site isn’t mobile-optimized.

Google Analytics’ audience data can help you spot these major conversion impediments. You can then take steps to resolve these problems.

For example, in the below screenshot, you can see that tablet users spend more time per session and also visit more pages as compared to desktop or mobile users.

Devices analytics

Similarly, language analysis shows that Dutch and German speakers spend more time on the site than English-language speakers.

Language

If the difference is large enough, you can perhaps add support for these languages on your site.

Closing Words

So far, we’ve seen how you can gather and organize your data. By analyzing this data, you can identify actual problems in your conversion process. You can then come up with hypotheses to remedy these problems, as we will see in the fifth chapter of the CRO Guide

Keep in mind that gathering data doesn’t really stop. You should have a system in place to gather data consistently. Some of this can be entirely passive, such as gathering analytics data. You can also set up systems to collect subjective data regularly from your users by sending them surveys or collecting feedback through on-site forms.

As you keep on collecting data, you will learn more and more about your customers. Do it long enough and you’ll be able to create a website that addresses all your customers’ concerns and leads to stellar conversion rates.

Chapter Summary

  • Data is the foundation of the CRO process.

  • Data can be either quantitative or qualitative. The former focuses on objective data from Google Analytics and similar tools. The latter focuses on subjective data from interviews, surveys, usability testing, etc.

  • Qualitative data tells you the why behind your users’ behavior.

  • Qualitative data tells you the what, where and how much about your user behavior.

  • Gathering data and using it to find bottlenecks in the conversion process is half the CRO process.

Go back to the Table of Contents.