Your SlideShare is downloading. ×
0
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Google Analytics and UX
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Google Analytics and UX

1,133

Published on

My session on Google Analytics and how it can be used for Uxer Experience at Barcamp Bodensee #bcbs13

My session on Google Analytics and how it can be used for Uxer Experience at Barcamp Bodensee #bcbs13

Published in: Technology, Business
1 Comment
3 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,133
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
1
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. DIGITAL CONCEPTSWITH ADDED VALUE.Google Analytics and UX#bcbs13 @katrinmathis
  • 2. Google Analytics and UX, #bcbs13 @katrinmathisKatrin MathisFreelance consultant and conceptual designer based in Freiburg, GermanyB. Sc. in OnlineMedia from Hochschule Furtwangen University7+ years of experience with international clientsGoogle Analytics and AdWords Qualified Individual
  • 3. Google Analytics and UX, #bcbs13 @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, #bcbs13 @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, #bcbs13 @katrinmathisDefineMeasure
  • 6. 1. Define conversion goals and funnels
  • 7. Google Analytics and UX, #bcbs13 @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, #bcbs13 @katrinmathisConversion GoalsMacro and micro goals, e.g.PurchasesContact formRegistrationsNewsletter subscriptionDownloadsCommentsClicks on outbound links
  • 9. Google Analytics and UX, #bcbs13 @katrinmathisGoal DefinitionUp to 4 x 5 = 20 goals per profilePer session conversion goals can only be reached once
  • 10. Google Analytics and UX, #bcbs13 @katrinmathisGoal Definition - URL DestinationMatch TypeExact matchStatic URL,e.g. /thanksHead matchwith dynamicvariables, e.g./thanks?id=123Regular expressionmatchCertain part of URL
  • 11. Google Analytics and UX, #bcbs13 @katrinmathisGoal Definition - Goal FunnelsUp to 10 steps, e.g.Shopping cartAddressPaymentConfirmation page = Conversion goalStatic URL or regular expressionsCheckbox „Required step“ ignores entrances past this step
  • 12. Google Analytics and UX, #bcbs13 @katrinmathisConversion Reports - Goal FunnelImage: http://www.google.com/intl/de/analytics/features.html
  • 13. Google Analytics and UX, #bcbs13 @katrinmathisGoal Definition - Engagement Goals
  • 14. Google Analytics and UX, #bcbs13 @katrinmathisGoal Definition - Event Goals
  • 15. 2. Track your internal search
  • 16. Google Analytics and UX, #bcbs13 @katrinmathisSite SearchTracking of internal search, e.g.http://www.n-tv.de/suche/?at=m&q=testActivation in profile settings
  • 17. Google Analytics and UX, #bcbs13 @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
  • 18. 3. Individualize your tracking
  • 19. Google Analytics and UX, #bcbs13 @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!
  • 20. Google Analytics and UX, #bcbs13 @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: http://analytics.blogspot.de/2011/04/new-google-analytics-events-goals.html
  • 21. Google Analytics and UX, #bcbs13 @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
  • 22. Google Analytics and UX, #bcbs13 @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
  • 23. Google Analytics and UX, #bcbs13 @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.
  • 24. Google Analytics and UX, #bcbs13 @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
  • 25. 4. Track errors
  • 26. Google Analytics and UX, #bcbs13 @katrinmathis<script type="text/javascript">_gaq.push([_trackEvent, Error, 404, page: + document.location.pathname +document.location.search + ref: + document.referrer ]);</script>Error trackingTrack errors as eventsTypes of errors404 Not found errorsReferrerURL trying to reachForm field errors
  • 27. Google Analytics and UX, #bcbs13 @katrinmathisDefineMeasureAnalyze
  • 28. 5. Put your numbers into context
  • 29. Google Analytics and UX, #bcbs13 @katrinmathisLook for trendsTip: Choose same week days when comparing periods of time
  • 30. Google Analytics and UX, #bcbs13 @katrinmathisTip: CalenderBy default 1 months until previous dayReports of current day often already available
  • 31. Google Analytics and UX, #bcbs13 @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
  • 32. Google Analytics and UX, #bcbs13 @katrinmathisPlot rows
  • 33. Google Analytics and UX, #bcbs13 @katrinmathisWeighted sorting
  • 34. Google Analytics and UX, #bcbs13 @katrinmathisSorting by absolute change
  • 35. Google Analytics and UX, #bcbs13 @katrinmathisComparison
  • 36. Google Analytics and UX, #bcbs13 @katrinmathisFilter
  • 37. Google Analytics and UX, #bcbs13 @katrinmathisAdvanced Filter
  • 38. 6. Understand time on site and bounce rate
  • 39. Google Analytics and UX, #bcbs13 @katrinmathisTime on site and Bounce rateTime on site measured upon each request, time on last page viewed cannot becalculatedBounce rate is percentage of visitors who leave the website after one single page viewPage 1Page 1 Page 2 Page 3Time on siteExit Exit
  • 40. 7. Segment your data
  • 41. Google Analytics and UX, #bcbs13 @katrinmathisAdvanced segmentsApply up to 4 segments at onceSimilar to profile filters butare easier to create and to comparecan also be applied to historical data
  • 42. Google Analytics and UX, #bcbs13 @katrinmathisCustom segments
  • 43. Google Analytics and UX, #bcbs13 @katrinmathisAdvanced segments
  • 44. 8. Customize your reports
  • 45. Google Analytics and UX, #bcbs13 @katrinmathisDashboards
  • 46. Google Analytics and UX, #bcbs13 @katrinmathisDashboards - Layout
  • 47. Google Analytics and UX, #bcbs13 @katrinmathisDashboards - Widgets
  • 48. Google Analytics and UX, #bcbs13 @katrinmathisDashboards - Sharing
  • 49. Google Analytics and UX, #bcbs13 @katrinmathisShortcutsSaves shortcut to standard and custom reports includingOpen tabSortingAdvanced segmentsGraph settingsFilterNumber of rowsTied to login, so far no possibility to share
  • 50. Google Analytics and UX, #bcbs13 @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
  • 51. Google Analytics and UX, #bcbs13 @katrinmathisCustom Alerts
  • 52. Google Analytics and UX, #bcbs13 @katrinmathisCustomizationCreation of customized reports consisting ofUp to 10 metrics per tab (blue)1 - 5 dimensions (green)Can be exported, e-mailed and added to dashboard
  • 53. Google Analytics and UX, #bcbs13 @katrinmathisCustom reports
  • 54. Google Analytics and UX, #bcbs13 @katrinmathisCustom reports
  • 55. Google Analytics and UX, #bcbs13 @katrinmathisCustom reports - Sharing
  • 56. Google Analytics and UX, #bcbs13 @katrinmathisDefineMeasureAnalyzeOptimize
  • 57. 9. Validate your MVP
  • 58. Google Analytics and UX, #bcbs13 @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
  • 59. 10. Verify your changes
  • 60. Google Analytics and UX, #bcbs13 @katrinmathisContent ExperimentsFull integration of Google Website Optimizer in June 2012Realization of A/B tests in Google Analytics with URL and event goals,e.g. Does another headline or another image get a higher conversion rate?Visitors are shown different variations of a pageRuntime automatically ended after 3 monthsUp to 12 active tests per profileUp to 5 variations per test
  • 61. Google Analytics and UX, #bcbs13 @katrinmathisContent Experiments1. Create variation pages2. Choose conversion goal andpercentage of participatingvisitors3. Add test codeImage: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1745152&topic=1745207&ctx=topic
  • 62. Google Analytics and UX, #bcbs13 @katrinmathisContent ExperimentsImage: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1745152&topic=1745207&ctx=topicWinner at the earliest after2 weeksConversion rate of variationsCompared to original pageChances to beat original page
  • 63. Google Analytics and UX, #bcbs13 @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
  • 64. Google Analytics and UX, #bcbs13 @katrinmathisUse and valueOften responsibility in IT and marketing but can be valuable for whole organization !Optimization of information architectureOptimization of landing pagesOptimization of marketing campaignsOptimization of processesMatching technology of visitorsCalculation of return of investmentIdentifying business potentialBasis for management decisionsUse of data through Google Analytics API

×