Using Data To Influence Web Design

Making guesswork a thing of the past.

By Graeme Watt, 13 October 2016

In web design, it’s often the case that people become wrapped up in pretty pictures, sleek videos and cool animations yet these are all subjective design elements that will cause even the most closely bound teams to debate and disagree.

At Zen we prefer to use data where we can to influence our design decisions.  

This is not to say we are against great looking websites, far from it. A visitor will ultimately form an opinion on your brand very quickly upon landing on your website and so having something which looks great will go a long way.

Yet decisions we make without data have no foundation and can often be wrong.

Remember that your website is your ultimate marketing tool and is there to make conversions and ultimately money for your business.

These conversions can be anything from sales to downloads or enquiries. 

In order for a website to be improved upon, there are a few elements which have to be addressed. They include:

The main goals of the website

The navigation path (user flow) of the site

Visitor demographics

Conversion process 


The main goals of the website

By focusing on an end goal or conversion you can ensure any design decisions which are made support this. In the current design, there may be roadblocks or pain points which exist and are actively harming conversion rates.

By analysing the data we can identify drop off points in the conversion path and look to actively rectify these through the design. 

This data can be used to instruct the designer on structure, navigation and page content to ensure a simple path to conversion.


The navigation path

We can investigate the current intention of existing users by utilising the analytical data. This provides us valuable insight into what users actually want from the website.

We can then use this data to make design decisions. For example, if a user currently has to visit 8 pages before arriving at an enquiry form then this would need to be addressed.

The aim is to provide as simple a path as possible for a user to complete their conversion. 


Visitors to the website

In the web design process we often forget that we are not designing for ourselves but rather our target audience, and so every design decision must be based on these users.

Through a process of user persona creation and analytical analysis, we can begin to consider how real users interact with the website. This allows our designers to create a tailor made solution to the relevant target audience.

A website which appeals is far more likely to convert.



As we begin to implement design decisions based on the main goals of the website, who is visiting and what they are currently doing then we would expect the more user-focused site would have a higher conversion rate.

Each element contributes to the overall success.


This hopefully provides an insight into how data can be seamlessly applied to the web design process to provide a more sound solution to our clients.

If you are interested in finding out more or would like to discuss a new project with Zen please get in touch with our team.

We work with some of the world's most innovative brands.

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Ayrshire College
Chivas Brothers
Duart Castle
Turning Point Scotland
Scone Palace

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