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Google Analytics & UX


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My session on how user experience can benefit from web analytics data at UXCamp Europe.

My session on how user experience can benefit from web analytics data at UXCamp Europe.

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  • 1. DIGITAL CONCEPTSWITH ADDED VALUE.Google Analytics and UX#uxce13 @katrinmathis
  • 2. Google Analytics and UX, #uxce13 @katrinmathisKatrin MathisFreelance consultant and conceptual designer based in Freiburg, GermanyB. Sc. in OnlineMedia from Hochschule Furtwangen UniversityMBA in Service Innovation and Design student (part-time) from SeptemberGoogle Analytics and AdWords Qualified Individual7+ years of experience with international clients
  • 3. Google Analytics and UX, #uxce13 @katrinmathisWhat is Web Analytics?Web Analytics is the measurement, collection, analysis and reporting of Internet datafor the purpose of understanding and optimizing Web usage.(Web Analytics Association)
  • 4. Google Analytics and UX, #uxce13 @katrinmathisWeb Analytics User ExperienceWhat is analyzed Behavior - „what“ Intentions and motives - „why“Methods Quantitative QualitativeGoal Help organization meet goals Help users achieve goalsHow data is used Top down Bottom upKinds of data Statistical data Conceptual dataBackground Engineering or math Social sciences, humanities, artsWeb Analytics vs. User ExperienceSource: Louis Rosenfeld (2011): Search Analytics for Your Site. Rosenfeld Media.
  • 5. Google Analytics and UX, #uxce13 @katrinmathisDefineMeasure
  • 6. 1. Define conversion goals and funnels
  • 7. Google Analytics and UX, #uxce13 @katrinmathisKey Performance IndicatorsDefinition of 5 - 8 individual key figures per departmentSMART = Specific, measurable, attainable, realistic, timelye.g. „Increase traffic by 25% until the end of the year“Fluctuations vs. true trendsCompare values to targets
  • 8. Google Analytics and UX, #uxce13 @katrinmathisConversion GoalsMacro and micro goals, e.g.PurchasesContact formRegistrationsNewsletter subscriptionDownloadsCommentsClicks on outbound links
  • 9. Google Analytics and UX, #uxce13 @katrinmathisGoal DefinitionUp to 4 x 5 = 20 goals per profilePer session conversion goals can only be reached once
  • 10. Google Analytics and UX, #uxce13 @katrinmathisGoal Definition - URL Destination
  • 11. Google Analytics and UX, #uxce13 @katrinmathisGoal Definition - Goal FunnelsUp to 10 steps, e.g.Shopping cartAddressPaymentConfirmationpageImage:
  • 12. Google Analytics and UX, #uxce13 @katrinmathisGoal Definition - Engagement Goals
  • 13. Google Analytics and UX, #uxce13 @katrinmathisGoal Definition - Event Goals
  • 14. 2. Track your internal search
  • 15. Google Analytics and UX, #uxce13 @katrinmathisSite SearchTracking of internal search, e.g. in profile settings
  • 16. Google Analytics and UX, #uxce13 @katrinmathisSite Search ReportsOverviewVisits with SearchTotal Unique SearchesResults Pageviews / Search% Search Exits% Search RefinementsTime after SearchSearch DepthUsageVisits with/without Site SearchSearch TermsSearch TermSite Search CategoryPagesStart PageDestination Page
  • 17. 3. Individualize your tracking
  • 18. Google Analytics and UX, #uxce13 @katrinmathis<a href=‘/document.pdf‘onClick =‘_gaq.push([‘_trackPageview‘, ‘/downloads/document-xy.pdf‘]);‘>Jetzt Downloaden</a>Virtual Page ViewsTracking of actions that are not page views,e.g. Downloads or outbound LinksTip: Integrate script that tracks automatically all downloads and outbound linksTip: File into categories, e.g. /downloads und /linksRequest tracked, not completion!Number of page views increased by virtual page views!
  • 19. Google Analytics and UX, #uxce13 @katrinmathis<a onclick=“_gaq.push([‘_trackEvent‘, category, action, label, value]);“>...</a>Event TrackingTracking of objects (e.g. Video) and interactions (Play, Pause etc.)categoryactionlabel (Optional)value (Optional)In contrast to virtual pageviews events do not generate additional page viewsImage:
  • 20. Google Analytics and UX, #uxce13 @katrinmathis_gaq.push([‘_trackSocial‘, network, socialAction, opt_target, opt_pagePath]);Social Media Tracking - Social PluginsGoogle +1 Button tracked automaticallyPlugins of other networks require manual trackingnetworksocial actionopt_targetopt_pagePath
  • 21. Google Analytics and UX, #uxce13 @katrinmathis_gaq.push([‘_setCustomVar‘, index, name, value, scope]);_gaq.push([‘_getVisitorCustomVar‘, index]);_gaq.push([‘_deleteCustomVar‘, index]);Custom variablesUp to 5 custom variables per page view or eventindexnamevaluescope1: Visitor2: Session3: Page
  • 22. Google Analytics and UX, #uxce13 @katrinmathisE-Commerce TrackingEnable in profile settingsIntegration of _addTrans(), _addItem(), _trackTrans() onconfirmation page after _trackPageview()While goal conversions are only counted once per session, all e-commercetransactions are counted.
  • 23. Google Analytics and UX, #uxce13 @katrinmathis_gaq.push([‘_addTrans‘,‘transaction id‘,‘affiliation‘,‘total‘,‘tax‘‘shipping‘,‘city‘,‘region‘,‘country‘]);_gaq.push([‘_addItem‘,‘transaction id‘,‘SKU/code‘,‘product name‘,‘category‘,‘price‘,‘quantity‘]);_gaq.push([‘_trackTrans‘]);E-Commerce Tracking
  • 24. 4. Track errors
  • 25. Google Analytics and UX, #uxce13 @katrinmathis<script type="text/javascript">_gaq.push([_trackEvent, Error, 404, page: + document.location.pathname + ref: + document.referrer ]);</script>Error trackingTrack errors as eventsTypes of errors404 Not found errorsReferrerURL trying to reachForm field errors
  • 26. Google Analytics and UX, #uxce13 @katrinmathisDefineMeasureAnalyze
  • 27. 5. Put your numbers into context
  • 28. Google Analytics and UX, #uxce13 @katrinmathisLook for trendsTip: Choose same week days when comparing periods of time
  • 29. Google Analytics and UX, #uxce13 @katrinmathisTip: CalenderBy default 1 months until previous dayReports of current day often already available
  • 30. Google Analytics and UX, #uxce13 @katrinmathisTip: AnnotationsAnnotations for single daysVisible to all users of that profile or private tied to a single loginUse identifier in teams, e.g. (KM)Annotations show up as baloons in the graph
  • 31. Google Analytics and UX, #uxce13 @katrinmathisPlot rows
  • 32. Google Analytics and UX, #uxce13 @katrinmathisWeighted sorting
  • 33. Google Analytics and UX, #uxce13 @katrinmathisSorting by absolute change
  • 34. Google Analytics and UX, #uxce13 @katrinmathisComparison
  • 35. Google Analytics and UX, #uxce13 @katrinmathisFilter
  • 36. Google Analytics and UX, #uxce13 @katrinmathisAdvanced Filter
  • 37. 6. Understand time on site and bounce rate
  • 38. Google Analytics and UX, #uxce13 @katrinmathisTime on site and Bounce ratePage 1 Page 2 Page 3Time on siteExitPage 1ExitTime on site = 0Bounce rate = 100%
  • 39. 7. Segment your data
  • 40. Google Analytics and UX, #uxce13 @katrinmathisAdvanced segmentsApply up to 4 segments at onceSimilar to profile filters butare easier to create and to comparecan also be applied to historical data
  • 41. Google Analytics and UX, #uxce13 @katrinmathisCustom segments
  • 42. Google Analytics and UX, #uxce13 @katrinmathisAdvanced segments
  • 43. 8. Customize your reports
  • 44. Google Analytics and UX, #uxce13 @katrinmathisDashboards
  • 45. Google Analytics and UX, #uxce13 @katrinmathisDashboards - Widgets
  • 46. Google Analytics and UX, #uxce13 @katrinmathisDashboards - Sharing
  • 47. Google Analytics and UX, #uxce13 @katrinmathisShortcutsSaves shortcut to standard and custom reports includingOpen tabSortingAdvanced segmentsGraph settingsFilterNumber of rowsTied to login, so far no possibility to share
  • 48. Google Analytics and UX, #uxce13 @katrinmathisIntelligence EventsDaily, weekly and monthly eventsGoogle Analytics calculates expected range from historical dataUpon deviations from this expected range intelligence events are createdImportance indicator and filterHelps to promptly discover anomalies and start further investigation
  • 49. Google Analytics and UX, #uxce13 @katrinmathisCustom Alerts
  • 50. Google Analytics and UX, #uxce13 @katrinmathisCustom reports10 metrics per tab(blue)1 - 5 dimensions(green)
  • 51. Google Analytics and UX, #uxce13 @katrinmathisCustom reports
  • 52. Google Analytics and UX, #uxce13 @katrinmathisDefineMeasureAnalyzeOptimize
  • 53. 9. Validate your MVP
  • 54. Google Analytics and UX, #uxce13 @katrinmathisValidate your MVPStandish group: 64% of features never or rarely usedMVP = Minimum viable productAnnouncement of a new feature„Fake“ featureBasic version of a new featureWizard of oz testing
  • 55. 10. Verify your changes
  • 56. Google Analytics and UX, #uxce13 @katrinmathisContent Experiments1. Create variation pages2. Choose conversion goal andpercentage of participatingvisitors3. Add test codeImage:
  • 57. Google Analytics and UX, #uxce13 @katrinmathisContent ExperimentsImage: at the earliest after2 weeksConversion rate of variationsCompared to original pageChances to beat original page
  • 58. Google Analytics and UX, #uxce13 @katrinmathisValue of Web Analytics for UXWeb analytics can start on a small budget and scaleProduces high fidelity data about natural use of productIdentify problematic areas for qualitative testing and quantify their impactQuantify the ROI of usability/UX