Michael Beasley - Measuring how people use your pages with web analytics

451 views
394 views

Published on

Presented by Michael Beasley, MSI, on September 7, 2012 at the third annual Center for Health Literacy Conference: Plain Talk in Complex Times.

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
451
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Michael Beasley - Measuring how people use your pages with web analytics

  1. 1. Measuring How People Use Your Pages with Web Analytics Michael Beasley @UXMikeBeasley
  2. 2. What is web analytics?Web analytics = tools + practiceA quantitative source of dataA way of measuring what users do on yourwebsite and how they got there@UXMikeBeasley Measuring How People Use Your Pages 2
  3. 3. How it works1. When the user’s browser loads a page, analytics records: 1. What page was loaded 2. The time it was loaded 3. Where the user came from (another page on this site, from a search engine, etc) 4. Browser version, operating system, IP address2. The analytics tool processes these data and makes them presentable@UXMikeBeasley Measuring How People Use Your Pages 3
  4. 4. Here’swhatGoogleAnalyticslooks like@UXMikeBeasley Measuring How People Use Your Pages 4
  5. 5. What you can and cant measure"What" questions, not "Why" questionsAs in, "what have people done in the past?"as opposed to "why are they doing it?"You get to see what people do in aggregate,but not what individuals do@UXMikeBeasley Measuring How People Use Your Pages 5
  6. 6. Why web analytics?• What pages are people looking at?• How long do they spend on those pages?• How many pages do they visit?• How do they get to your site?• What do they search for in search engines? On the site itself?Today we will focus on how users interactwith your site’s pages.@UXMikeBeasley Measuring How People Use Your Pages 6
  7. 7. Let’s look atsome data@UXMikeBeasley 7
  8. 8. Pageviews and unique pageviewsFor a selected time range:• Every time a user goes to a page, that’s one pageview• If the user goes to the same page five times, that’s five pageviews• If the user goes to the same page five times, that’s one unique pageview@UXMikeBeasley Measuring How People Use Your Pages 8
  9. 9. Average time on pageWeb analytics tracks how long users spendon any page before moving on to anotherpage.For any page, you can calculate the averageamount of time users spend on that page.You don’t know what they’re doing on thatpage, but a higher time on page meansusers have more time to do something.@UXMikeBeasley Measuring How People Use Your Pages 9
  10. 10. Entrances and bounce rateUsers can enter your site on any page. Anentrance is when a user enters your site onwhatever page you’re looking at.Maybe they found it in a search engine orbookmarked the URL.The user bounces if they leave withoutlooking at any other pages on your site.@UXMikeBeasley Measuring How People Use Your Pages 10
  11. 11. % Exit (AKA exit rate)Of all those pageviews, this is how manywere the last time a user looked at this pagebefore leaving the site.This is different than bounce rate—those areonly the users that entered your site on thispage.@UXMikeBeasley Measuring How People Use Your Pages 11
  12. 12. Analysis: Look for the outliersWhat are the pages with the highest valuesfor a metric?Which have the lowest?Which pages deviate the most fromaverage?Are there any numbers that just surpriseyou?@UXMikeBeasley Measuring How People Use Your Pages 12
  13. 13. Analysis@UXMikeBeasley Finding the Right Things to Measure 13
  14. 14. Long average time(2:10)This is very long andthe beginning is denseThe second half iseasier to skimUsers are perhaps verymotivated to read this?@UXMikeBeasley 14
  15. 15. Low averagetime (1:08)Much shorterbut broken upvery wellUsers areprobablyskimming thewhole thing@UXMikeBeasley 15
  16. 16. Even loweraverage time(1:00)A lot of text inhuge blocks, noeasy-to-harvesttipsNo one isreading all thistext@UXMikeBeasley 16
  17. 17. What pages do users view?It can hurt to find this out, sometimes.Do the numbers reflect how interesting thecontent is?Or how easy it is to find?Or both?@UXMikeBeasley Measuring How People Use Your Pages 17
  18. 18. Look at the pages people visit@UXMikeBeasley Measuring How People Use Your Pages 18
  19. 19. … and the pages they don’t visit@UXMikeBeasley Measuring How People Use Your Pages 19
  20. 20. Acting on your findingsIf people aren’t spending a lot of time on orbouncing a lot from an important page:• Does the writing need work?• Were the links to this page misleading?• Are there links on this page that are too enticing for users to resist?@UXMikeBeasley Measuring How People Use Your Pages 20
  21. 21. Acting on your findings, continuedFor very popular pages:• Can this topic be expanded (to more pages)?• Are there opportunities to link from this content to other relevant pages?For unpopular pages:• Do you need better links to those pages?• Do users really want to read it?• Can they find it?@UXMikeBeasley Measuring How People Use Your Pages 21
  22. 22. What’s next?You may have questions you can answerwith usability testing.Another great idea: add a survey to gatherdata about why users behave as they do.@UXMikeBeasley Measuring How People Use Your Pages 22
  23. 23. But wait, there’s more!Unsurprisingly, you can measure moreaspects of user behavior with web analytics,such as:• How they move from page to page• What they searched for in search engines• What they searched for on your site• How many fill out a form/register on your site@UXMikeBeasley Measuring How People Use Your Pages 23
  24. 24. Context is everythingWeb analytics give you a piece of thepicture.It’s a pretty awesome piece, though.@UXMikeBeasley Measuring How People Use Your Pages 24
  25. 25. Questions?@UXMikeBeasley Measuring How People Use Your Pages 25

×