As trends in device usage and behaviour shift, so does how people use your website. You should be aware that things are always shifting and what worked really well yesterday, could be less effective today. Carrying out continuous improvement will help with this, but there’s no substitute for proper usability audits.
We run a combination of analysis – quantitative and qualitative. Quantitative would be focused on analytics, device usage, content usage and so on, using your analytics data to spot trends and differences in behaviour over a time period such 6 or 12 months.
Qualitative analysis is where we employ remote user testing or where needed, our usability lab to gain insights including gaze tracking, task based feedback and heat mapping. All of this then feeds the analysis to produce a set of recommendations on how things have changed and what to adjust, as well as what to consider to further drive continuous optimisation and business decisions.