Using Analytics to improve user
experience on your website
By Rune Andersen
Web Analytics Consultant

21-10-2013

@Siteimp...
How many use analytics ?
How many spend more than 20
hours a week on analytics ?
How many have never used
analytics ?

21-...
Using Analytics to improve user experience on your website

What is web analytics
Web analytics is:





Collection
Me...
Using Analytics to improve user experience on your website

What are the challenges
Information overload

 We have access...
Using Analytics to improve user experience on your website

What is your organisation asking about?
“Is the total bounce r...
Using Analytics to improve user experience on your website

What you should ask them

21-10-2013

6
Using Analytics to improve user experience on your website

What they should have asked about
“What is the self service ab...
Using Analytics to improve user experience on your website

Questions to ask on the way to insight
Why do we have a websit...
Using Analytics to improve user experience on your website

Purpose and KPIs
Purpose
”You should know that”

Key Performan...
Using Analytics to improve user experience on your website

Time used on analytics

Purpose
KPIs

The perfect
world

Metri...
Using Analytics to improve user experience on your website

Time used on analytics

Purpose

KPIs

The perfect
Reality
wor...
Using Analytics to improve user experience on your website

The analyst's mission:
Work towards insight

 To focus on the...
IDENTIFYING MOST
USED CONTENT

- AND THE ART OF LIMITING

21-10-2013

13
Using Analytics to improve user experience on your website

What are “most used content” indicators
Page views
 Reliable ...
Using Analytics to improve user experience on your website

What are “most used content” indicators
Event tracking
 Custo...
Identifying most used content

Content focus

21-10-2013

16
Identifying most used content

Content focus

21-10-2013

17
Identifying most used content

Content focus

21-10-2013

18
Identifying most used content

Content focus

21-10-2013

19
Identifying most used content

Most …and least used.
 Stockport Council have 31,798 pages
tracked last month

% of % sum ...
Identifying most used content

Most …and least used.

706 pages with ZERO
visit in one month

21-10-2013

21
Identifying most used content

Prioritise you analytics effort
Most used
Improve user
experience

content

Editorial

21-1...
Identifying most used content

Prioritise you analytics effort
 If we try to make everyone happy by providing meaningless...
INTERNAL SEARCHES
AS A SOURCE OF
INSIGHT
21-10-2013

24
Internal searches

Why not external searches ?

[not provided]

21-10-2013

25
Internal searches

Why not external searches ?

77,4 %

21-10-2013

26
Internal searches

Why not external searches ?

92,5 %

21-10-2013

27
Internal searches

Is internal search used in Analytics ?
Siteimprove Web Governance Suite usage
100,0%
80,0%
60,0%
40,0%
...
Internal searches

What we want to know
What
 What are the visitors searching for – what can’t they find

Where
 Where a...
Internal searches

Stockport Council

21-10-2013

30
Internal searches

Stockport Council

Search:
14,2 %

21-10-2013

31
Internal searches

Search terms – External

21-10-2013

32
Internal searches

Search terms – External
“Stockport Council” removed

21-10-2013

33
Internal searches

Search terms – Internal search

21-10-2013

34
Internal searches

What are visitors searching for

21-10-2013

35
Internal searches

Stockport Council – School ?

21-10-2013

36
Internal searches

Stockport Council – School ?

Slider:
Visible after 20 sec.

21-10-2013

37
A Danish council - Search centric design

Warning:
Google translate

21-10-2013

38
Webanalytics

Get started






Book time in your calendar – and use it.
Start with the simple task
Set up realistic ...
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Using analytics to improve user experience on your website

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Using analytics to improve user experience on your website

  1. 1. Using Analytics to improve user experience on your website By Rune Andersen Web Analytics Consultant 21-10-2013 @SiteimproveUK #Siteimprove13 1
  2. 2. How many use analytics ? How many spend more than 20 hours a week on analytics ? How many have never used analytics ? 21-10-2013 2
  3. 3. Using Analytics to improve user experience on your website What is web analytics Web analytics is:     Collection Measurement Analysis Reporting …of visitor data, in order to:  understand users  optimise their experience 21-10-2013 3
  4. 4. Using Analytics to improve user experience on your website What are the challenges Information overload  We have access to all the data we can think of Organisational expectations  The organisation expect us to contribute insight but ask for "monkeyreporting“. Not enough time  But we do not have time to process the data - neither practical nor mentally 21-10-2013 4
  5. 5. Using Analytics to improve user experience on your website What is your organisation asking about? “Is the total bounce rate higher than 45%?” “How many visits last month?” “What are the 10 most visited pages?” “Do we have traffic from other country than UK?” “Please fill this 34 slide PowerPoint with visit data” “Why ?” “Because we do that every month” 21-10-2013 5
  6. 6. Using Analytics to improve user experience on your website What you should ask them 21-10-2013 6
  7. 7. Using Analytics to improve user experience on your website What they should have asked about “What is the self service abandonment rate” “Have we tested different newsletter signup forms, and which is better?” “Should we make other language versions of our website” “Please define 5 concrete actions you think can improve our website” “When ?” “When you can base them on data, and not hunches” 21-10-2013 7
  8. 8. Using Analytics to improve user experience on your website Questions to ask on the way to insight Why do we have a website  Define a purpose and KPI’s for the website  And use web analytics to examine whether this is met Who uses the website  Identify your target groups – and focus on them  And use web analytics to see if they are present How do they use the website?  Set KPIs and goals for specific actions  And use web analytics to determine whether these are achieved 21-10-2013 8
  9. 9. Using Analytics to improve user experience on your website Purpose and KPIs Purpose ”You should know that” Key Performance Indicators (KPI’s)      Self-service submission Newsletter signup Online purchase conversions Contact forms submit Campaign conversions 21-10-2013 9
  10. 10. Using Analytics to improve user experience on your website Time used on analytics Purpose KPIs The perfect world Metrics 21-10-2013 10
  11. 11. Using Analytics to improve user experience on your website Time used on analytics Purpose KPIs The perfect Reality world Metrics 21-10-2013 11
  12. 12. Using Analytics to improve user experience on your website The analyst's mission: Work towards insight  To focus on the data and metrics that will deliver insight  Align the insight with the purpose and KPI’s of the site  Make the KPI’s measurable, realistic and communicated internally Work for a data-driven decision organisation  Analytics will help you to make decisions on a data-based foundation.  Changes supported by decisions taken on the basis of data will increase the chance that it is the correct decision. 21-10-2013 12
  13. 13. IDENTIFYING MOST USED CONTENT - AND THE ART OF LIMITING 21-10-2013 13
  14. 14. Using Analytics to improve user experience on your website What are “most used content” indicators Page views  Reliable metric  Can be misleading (Transport pages, front page, content without pageload etc.) Visits  Reliable metric  Depends on type of site/page Entry/Exit pages  Behaviour metrics  Combine with filters/Segments 21-10-2013 14
  15. 15. Using Analytics to improve user experience on your website What are “most used content” indicators Event tracking  Custom metric  Implemented correctly, it can be the key to insight Internal Search  Behaviour  A direct view into the visitors purpose with visiting the website 21-10-2013 15
  16. 16. Identifying most used content Content focus 21-10-2013 16
  17. 17. Identifying most used content Content focus 21-10-2013 17
  18. 18. Identifying most used content Content focus 21-10-2013 18
  19. 19. Identifying most used content Content focus 21-10-2013 19
  20. 20. Identifying most used content Most …and least used.  Stockport Council have 31,798 pages tracked last month % of % sum of Page # total PW total  Page 1-5 represent 25% of total PW 1 7.7 % 7.7 %  Page 1-50 represent 50% of total PW 5 1.73 % 25.3 %  Page 1-500 represent 75% of total PW 10 1.05 % 31.5 %  Page 2,501 – 31,798 represent 10% of total 50 0.22 % 49.46 % 100 0.11 % 57.06 % 500 0.02 % 75.68 % 1000 0.009 % 82.41 % 2500 0.003 % 89.83 % PW 21-10-2013 20
  21. 21. Identifying most used content Most …and least used. 706 pages with ZERO visit in one month 21-10-2013 21
  22. 22. Identifying most used content Prioritise you analytics effort Most used Improve user experience content Editorial 21-10-2013 Future improvement opportunities KPI relevance Increase KPI achievement 22
  23. 23. Identifying most used content Prioritise you analytics effort  If we try to make everyone happy by providing meaningless data that some might think is important but is actually useless in terms of taking action, we don’t have time to change anything.  Only by prioritising our effort can we reach a point where we have actual time to analyse data sufficiently and hereby achieving our goals to improve user experience.  Don’t use time on content you can’t change – unless you are doing research for a future redo of the website. 21-10-2013 23
  24. 24. INTERNAL SEARCHES AS A SOURCE OF INSIGHT 21-10-2013 24
  25. 25. Internal searches Why not external searches ? [not provided] 21-10-2013 25
  26. 26. Internal searches Why not external searches ? 77,4 % 21-10-2013 26
  27. 27. Internal searches Why not external searches ? 92,5 % 21-10-2013 27
  28. 28. Internal searches Is internal search used in Analytics ? Siteimprove Web Governance Suite usage 100,0% 80,0% 60,0% 40,0% 20,0% 0,0% Internal Search - Search with result Traffic Sources - Keywords 21-10-2013 28
  29. 29. Internal searches What we want to know What  What are the visitors searching for – what can’t they find Where  Where are they searching – which pages Who  Who are the users that use search Why  Why are they searching 21-10-2013 29
  30. 30. Internal searches Stockport Council 21-10-2013 30
  31. 31. Internal searches Stockport Council Search: 14,2 % 21-10-2013 31
  32. 32. Internal searches Search terms – External 21-10-2013 32
  33. 33. Internal searches Search terms – External “Stockport Council” removed 21-10-2013 33
  34. 34. Internal searches Search terms – Internal search 21-10-2013 34
  35. 35. Internal searches What are visitors searching for 21-10-2013 35
  36. 36. Internal searches Stockport Council – School ? 21-10-2013 36
  37. 37. Internal searches Stockport Council – School ? Slider: Visible after 20 sec. 21-10-2013 37
  38. 38. A Danish council - Search centric design Warning: Google translate 21-10-2013 38
  39. 39. Webanalytics Get started      Book time in your calendar – and use it. Start with the simple task Set up realistic goals and KPIs Make the decisions data-driven Experiment

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