In this discussion on website performance issues, Kaylin and the host explore common reasons why websites may not be meeting business goals or user expectations. Many clients approach them with vague complaints such as poor design, low conversions, or management dissatisfaction, often without concrete data to back up these concerns. The first step recommended is to gather and analyze data to identify if there truly is a problem and where it lies. Tools like Google Analytics and Microsoft Clarity, both free and widely compatible, are suggested for tracking user behavior, page views, clicks, and scroll depth to gain insights into how visitors interact with the site.
The conversation emphasizes the importance of understanding user behavior through both quantitative data and qualitative feedback. Heat maps reveal where users click and how far they scroll, helping to identify if key content is being missed or if navigation is confusing. Additionally, user surveys and pop-up feedback tools are valuable for capturing the “why” behind user actions, uncovering frustrations or positive experiences that data alone cannot explain. While pop-up surveys may only attract responses from users with strong opinions, they can highlight significant issues that need addressing.
Kaylin stresses the necessity of aligning website goals with business objectives and user needs. This involves engaging leadership and various stakeholders to clarify what the website should achieve and prioritizing the user experience above internal politics. Understanding the customer journey is also crucial, recognizing that users may be at different stages—from discovery to decision-making—and tailoring content and calls to action accordingly. For example, a website selling high-value items like yachts may focus more on providing information and encouraging contact rather than direct online purchases.
When it comes to fixing website problems, a full redesign is not always necessary. Small, data-driven tweaks such as adjusting button placement or improving navigation can significantly enhance performance without overhauling the entire site. However, if fundamental issues like outdated design or poor navigation exist, a more comprehensive redesign might be warranted. Kaylin highlights the importance of ongoing monitoring and iterative improvements to maintain a positive user experience over time, as websites can gradually become less effective if neglected.
Finally, the discussion touches on the role of intuition and best practices in website design. While experience and industry standards provide a useful starting point, data and user feedback should ultimately guide decisions. Best practices are not absolute rules; if user data suggests a different approach works better, it should take precedence. The key takeaway is to continuously collect and analyze data, engage with users, and adapt the website to meet evolving needs, ensuring it remains a valuable asset for both the business and its customers.
