How to Improve User Experience with Analytics: Insights from Rebeca Durán Stewart
User experience (UX) is at the heart of great digital marketing. If your website isn’t easy to use, visitors won’t stick around. Rebeca Durán Stewart, a UX consultant at UX&Why, shares her top insights on using analytics to improve UX. Whether you’re tackling high bounce rates, low conversions, or clunky mobile experiences, her advice will help you make real improvements.
From Business Student to UX Specialist
Rebeca started with a degree in business and languages, but her career took a turn when she discovered digital marketing. She quickly realised that data and user behaviour were key to making websites work better.
After earning a Master’s in Digital Marketing and Analytics, she combined her love of numbers with user-centred design. Now, she helps businesses create websites and apps that people actually enjoy using.
What is UX, and Why Should You Care?
UX is all about how people feel when they use your website or app. A smooth experience builds trust, encourages return visits, and increases conversions. If users struggle to navigate your site, they’ll leave—and they probably won’t come back.
Signs your UX needs work:
- Visitors drop off at key points in the journey.
- Your conversion rates are low or getting worse.
- Analytics show frustration (think: high bounce rates, quick exits, or repeated page refreshes).
The good news? Analytics can help pinpoint what’s going wrong so you can fix it.
Rebeca’s 4 UX Fixes Using GA4
Rebeca outlines four simple ways to use Google Analytics 4 (GA4) to uncover UX issues and improve your site.
1. Review Landing Page Performance
- Check the Traffic Acquisition reports in GA4.
- Look for warning signs like dropping sessions, high bounce rates, or low conversions.
- Compare trends over time (month-on-month or year-on-year) to spot patterns.
Pro Tip: Not all traffic declines are bad. If an old blog post is losing visitors but those visitors weren’t converting anyway, it’s not a problem.
2. Dig Into Search Console Data
- Connect GA4 with Google Search Console to see what people search for before landing on your site.
- Identify your top-performing keywords and ensure your content matches user intent.
- Use these insights to refine ad copy, landing pages, and navigation.
Why it matters: When your site speaks your audience’s language, they trust it more, and they’re more likely to take action.
3. Analyse Your Audience
- Head to the User reports to check demographic and geographic data.
- Does your traffic align with your target audience? If not, you might be attracting the wrong people.
- Segment high-value users and filter your reports to focus on their behaviour.
Advanced Tip: Exclude irrelevant users, like job seekers, to get cleaner data on real customers.
4. Check Your Site’s Tech Performance
- The Tech report in GA4 shows which devices visitors use (mobile vs. desktop).
- Compare conversion rates. If mobile traffic is high but conversions happen on desktop, your mobile UX likely needs work.
- Review device-specific details, like screen size and browser, to fine-tune design choices.
Why it matters: A poor mobile experience drives people away. Make sure your site works smoothly across all devices.
The Case for Mobile-First Design
Rebeca stresses that mobile-first isn’t just for B2C businesses. Even in B2B, mobile use is rising, especially among busy decision-makers. To keep up:
- Prioritise a mobile-friendly layout.
- Test on both Apple and Android devices to catch any glitches.
- Monitor mobile behaviour trends and tweak your design accordingly.
Get Expert Help
Not sure where to start with UX and analytics? Rebeca can help you decode your data and turn it into real improvements.
Connect with Rebeca:
- Website: uxandwhy.com
- LinkedIn: Rebeca UX Consultant
Free Webinar: Find the gold in your Google Analytics
Want to go even deeper? Join my webinar, where I’ll show you how to use analytics to optimise your marketing and make more sales.
FREE Webinar 19th March 2025:
Save Your Spot – Finding the Gold in Your Google Analytics
Final Thoughts
Improving UX isn’t just about making a site look good—it’s about making it work better for real users. Small tweaks based on data can have a big impact on conversions and customer satisfaction. Start small, track your changes, and keep optimising.
Got a UX success story or challenge? Share it in the comments.
