You may have heard of data-driven design. This is a method of making design decisions based on data collected by designers. Digital Marketing has a great potential to perfect design in a way that matches user needs and requirements and keeps them more connected to your brand.
As the name suggests, data-driven design uses both quantitative and qualitative data to inform and make design decisions in digital product development. Designers use actual user behaviour and preferences gathered from research to drive decision-making, creating more effective solutions.
One of the main benefits of the data-driven approach is that it minimizes assumptions and guesswork. Therefore, the results will be more targeted, resulting in more accurate and relevant product design decisions. With these data, designers can understand user needs and behaviour and enhance user satisfaction, allowing them to successfully balance user and business goals.
Here at Exnovation, our role is to help you achieve your goals by improving your user experience with the latest trends in digital marketing. We are a Digital Marketing Agency in Los Angeles with one goal: to help you increase the engagement of your consumers with the help of our top-talented team.
This blog post will explore 6 crucial steps to boost your marketing performance using data-driven results.
How to Implement a Data-Driven Web Design Strategy
As said before, data-driven web designers prioritize empirical evidence (evidence gathered through tests) in the design process. The idea of a data-driven approach might seem daunting. Of course, it will take more time and effort to learn and master data-driven design,
We, as a Web Design Company in Los Angeles, will introduce you to 6 accessible steps for a data-driven approach. Let’s take a deeper look:
1. Identify an Area of Focus
The first step in the data-driven design method is to identify the aspect of your website that you want to create or change:
The first place to start is reviewing your website metrics. Check if there are some CTAs that are underperforming or if your users are getting engaged as expected. You can also start asking common questions about if your current strategies are working. Answering them will help you determine which area you need to have the focus on. Data Tools like Google Analytics can help answer some of these questions.
2. Set a Goal
Once you have found the area of your website you want to optimize, set an objective you seek to accomplish in your design process.
Pro tip: Be more specific with your goal. Therefore, each data-driven test and its results will represent a notch of progress.
When you specify your goal, for example, “increase conversions from X CTA by at least X%” ” it will be more easier to determine what types of data you should collect and how to collect them.
3. Create a Hypothesis
Your hypothesis should clearly outline the objective of the project for both you and your team. Your hypothesis should be specific enough to gain a good insight from a few KPIs. It should also:
- Indicate what constitutes a successful test. Basically, it’s your goal.
- The reasoning behind your test. (why you think it will result in a benefit).
- Specify which website visitor segment you’re targeting. This will help your results be more accurate.
Specific hypotheses are provable, but that also means they are falsifiable. So, be prepared for either the success or failure of your hypothesized results and have an idea of future actions given either outcome. O
On the other hand, consider how much time and resources will be needed to prove your hypothesis.
4. Define Your Measurements and Tests
Your data should be measurable and directly related to your design change choices. There are two types of data to consider: quantitative and qualitative. Let’s take a deeper look at each type.
Quantitative data: what, when, and how it happens
Qualitative data: why it happens
- Quantitative Data
Quantitative data is numerical. Traffic levels, bounce rates, clicks, and any type of KPI are what we call Quantitative data. Quantitative results are, in fact, KPIs, and you can use them to see whether your goals are reached.
- Qualitative Data
Qualitative data can´t be measured with numbers. This type of data will tell us what users are thinking, they behaviour, and why they feel a certain way while using your site. These insights are invaluable for data driven design feedback.
5. Gather Data
Finally, it is time to gather all your qualitative and quantitative data and administer testing to your users to see their reactions and compare results.
For example, for Quantitative data, there are many methods to collect data, such as surveys, heatmaps (a tool that allows you to see where your users spend most of their time on your website), and even interviews. There are many ways of gathering data, and with these methods, you can start to test your results.
The larger your sample size is, the better. Now is the time to consider the number of participants in your test. Large samples will provide a better understanding of your user base; this will lead you to more confident and accurate conclusions.
For example let´s pick the method A/B Testing for collecting quantitative data. With this method, we will perform an experiment to test the performance of a specific design change. In A/B Testing, we will create and implement two versions of a web design (For example, 2 different layouts). Let´s call both versions A and B, and randomly, we will assign a certain amount of your visitors to view design A and other amounts to view design B. The performance of both iterations will be tracked, and those are the results we are looking for.
At the end of the experiment, you will see what design your users liked the most. With this information, you can take a more accurate (and also engaging) approach to your user base.
6. Present Your Results
Compare the findings and conclusions from your test with your hypothesis: Did your quantitative and qualitative results achieve the predicted outcome? Both answers will be insightful for your business and your next strategy.
Once you have your results, you might opt to save any conclusions and keep running tests on other areas of your business. You can also implement these tests on a daily basis as a habit to find new insights from your user base. Your Search Engine Marketing Agency in Los Angeles always uses the results in a more accurate decision-making process.
However, it’s a good idea to check your metrics frequently throughout your testing in case a design change causes an unexpected result that can be detrimental and you need to revert as soon as possible.
In conclusion
In the ever-changing environment of digital marketing, there’s no such thing as a perfectly optimized website. This will change as user behaviour is always changing, and you will be forced to recalibrate your designs.
Your product will change, and your branding, along with the way you communicate things, will change. It is very usual that things like this happen. Your consumers are also constantly changing, adapting to new trends and emerging technologies. Keep in mind that both your design preferences and your users’ preferences will always change.
Internet, business, and users evolve. A data-driven approach will let you stand at the forefront of your decisions, and this is a huge advantage in the business world. Doing these testings and hypotheses, even if the results are “poor,” will provide you with insights that are always worth it.
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