Data has always been used to evaluate and draw logical conclusions to enable distinguishable outcomes. When it comes to UX (user experience) design, the data contains a wide range of information on your website's visitors, such as their age (demographic), location (geographic), interests, behaviors, and even how they interacted with your website.
Since data is objective, making decisions based on anything else is little more than an educated guess. So, how do you overcome this presumption and leverage both real time and legacy data to its full potential?
1. Data driven designs
By using data to gain informed insights you will be better positioned to increase user engagement, so the residents of your municipality remain engaged when they visit your website for any services. This is not only limited to navigation but also to a wide spectrum of information. This kind of data could be used to address the following:
- Find out why and where users are dropping off while engaging on your website
- Customer journey optimization to reduce exit rates
- Reconsider the visual storytelling to aid accessibility and user interface design
- Tailor your content to aid in navigation and lead your visitor to a point of conversion
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