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Using analytics to improve user experience on your website
 

Using analytics to improve user experience on your website

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Siteimprove - Using analytics to improve user experience on your website

Siteimprove - Using analytics to improve user experience on your website

Siteimprove Customer Workshop October 2013

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    Using analytics to improve user experience on your website Using analytics to improve user experience on your website Presentation Transcript

    • Using Analytics to improve user experience on your website By Rune Andersen Web Analytics Consultant 21-10-2013 @SiteimproveUK #Siteimprove13 1
    • 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
    • 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
    • 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
    • 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
    • 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 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
    • 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
    • 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
    • Using Analytics to improve user experience on your website Time used on analytics Purpose KPIs The perfect world Metrics 21-10-2013 10
    • Using Analytics to improve user experience on your website Time used on analytics Purpose KPIs The perfect Reality world Metrics 21-10-2013 11
    • 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
    • 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 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
    • 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
    • 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 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
    • 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 21-10-2013 Future improvement opportunities KPI relevance Increase KPI achievement 22
    • 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
    • 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% 20,0% 0,0% Internal Search - Search with result Traffic Sources - Keywords 21-10-2013 28
    • 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
    • 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 goals and KPIs Make the decisions data-driven Experiment