Small Tweaks & Giant Leaps
Handout notes - Prepared and presented by Tim Connell and Deborah Braithwaite.
The “Why” of Analytics Small Tweaks
Do you know how your visitors are using your web site? Are The following suite of Analytics tools can provide you with
they finding what they need? Is your website as effective as it rich data and reporting about how your visitors are using your
should be? With so many tools and services available that are web site. Armed with this information you can easily make
easy to use, there is a wealth of opportunity to listen to your informed decisions to implement small tweaks to your web
visitors and take your web site to the next level - whether that site that often have huge results.
be through small tweaks, or giant leaps.
You may have an e-commerce web site in which the benefits
of leveraging your analytics are clear - make a better web site
to drive more sales. But what about Government web sites
and other commercial sites? Is there still room for analytics
Using Analytics and making small tweaks or giant leaps can
have huge results. A few examples may be:
• Helping visitors find the information they need rather
than calling your help desk or customer support
• Better informed customers or visitors
• Increasing the public awareness of your organisation,
department or facilities Heat mapping
• Increasing attendance to events
Crazy Egg provides leading edge web site heat mapping - a
• Greater measurability and success for Government great visual alternative to Google Analytics. Crazy Egg will
web sites with a commitment or obligation to provide work on your live web site by adding a little code snippet, just
information and/or services to the public like Google Analytics tracking code.
The following information comes straight from our How do I set up heat mapping?
presentation on Analytics. We hope you enjoyed our
presentation and that you take this information back to the 1. Visit http://www.crazyegg.com/, create an account and
office to assist in making improvements to your web site - log in.
whether it be a small tweak or giant leap. 2. Set up heat mapping for each page you would like to
track. Squiz suggests setting up heat mapping for your
home page and top 5 pages across your web site.
3. Add the provided code snippet to your MySource
Matrix Design Parse file.
4. Happy heat mapping!
Google Analytics is the most popular and advanced web site
analytics solution out there. Google Analytics is powerful and
provides limitless data - ready for you to tap in to and report
- enabling you to make informed decisions about your web
How do I set up Google Analytics
1. Visit http://www.google.com/analytics, create an
account and log in.
2. Create a profile for your web site.
3. Add the provided code snippet to your MySource
Matrix Design Parse file.
4. Happy tracking. Giant Leaps
Successful sites have a continual cycle of change, with
Search Logs small tweaks to improve your conversion rate and other
performance measures. However there comes a point when
By using MySource Matrix or Funnelback search logs you you need an overall site refresh, including a new look and
can tap in to how and what your visitors are searching for feel, new homepage and inside pages, a new site structure
on your site. Heavy search usage can often be a symptom (Information Architecture) and new functionality. How should
of a failing Information Architecture. Promoting content for you go about this task?
commonly searched phrases can be a quick and effective
way to boost your web site’s effectiveness. A search log can Squiz’s aim is to ensure information is organised to help
also tell you what terms people are searching for when they people effectively fulfil their information needs, and to
do not find any results. facilitate task completion and intuitive access to content.
Squiz uses a three-way approach during its Information
How do I set up and view search logs? Architecture workshops:
It’s easy to collect and view search logs through the ‘Search
Log Report’ within MySource Matrix.
1. Log in to the backend of your MySource Matrix system.
2. Create a ‘Search Log Report’ and enter the period and
display settings according to your needs.
3. Once your report has been generated, visit the Report
screen of the ‘Search Log Report’ you created.
More information can be found at http://manuals.matrix.
For Funnelback specific instructions talk to your Funnelback
account manager. • Context: this involves ensuring all business goals and
constraints are taken into account.
How Squiz can help with small tweaks • Users: this involves identifying the different types of
users, the tasks they need to undertake and their typical
Squiz has a team of experts in all facets of setting up and behaviour. e.g. defining who are the different user
using Analytics tools across Australia and internationally. groups, why they come to the site, what are the tasks/
We utilise the above tools on a daily basis to help our clients scenarios for each user group?
make informed decisions on where next to take their web
sites. • Content: this is the more traditional aspect of defining
your architecture and involves identifying the content,
If you’re interested in working with us or require any classifying it by content type and defining its structure by
assistance in setting up the above tools talk to your Business task and user role.
Manager. We would love to help!
During this analysis stage, it is important to understand the
business environment for your site, including defining the
goals for your site and ensuring they match the mission
and vision of your organization. Squiz suggests analyzing
competitor activity, how they have structured their web
site, and what they are doing better than you. It is also
important to understand the challenges you are facing, and
any constraints – for example has your competitor recently
launched a killer feature and so time is the constraint, or is a
dependency on an external application driving the timeline?
Is there anything that is unique about this project that affects
the way we build things – perhaps you are mashing up
information from several sources, or have a complicated
Users How Squiz can help with giant leaps
Understanding your user base is an essential part of user- Squiz offers a range of services to help you in the analysis of
centred design - a design philosophy and process in which the requirements for your web site. This includes identifying
the needs, wants, and limitations of the end user of an who your users and what their needs are (User Analysis
interface are given extensive attention at each stage of the services), creating an Information Architecture to support
design process. your users needs (Information Architecture Workshops),
understanding your business requirements and determining
Audience analysis involves collecting and reviewing
the functionality required for your site (Web site Requirements
information about the people who use your web site - who
Analysis). We can also perform Usability Testing to
your current visitors are, who your prospective visitors are,
determine the efficacy of either your current or proposed
and what they want to accomplish on your web site. You
site, and make recommendations for changes based on our
need this kind of information to ensure that you’re designing
and writing your web site for your audience – not for your
organisation. You may choose any of these services according to
your requirements – for example, you may have already
Web site personas are fictitious users created to represent a
undertaken a user analysis and determined your site
group of users with a set of goals, skill levels and personal
Information Architecture and just require help with
characteristics. They allow the design team to stand in the
determining your Functional Specification, or you may wish to
shoes of their users and become the focus for the design
purchase Squiz’s services in all of these areas.
effort. There are many ways to determine your suite of web
sites personas (user personalities and their requirements), Talk to your Business Manager about your requirements and
including user interviews and focus groups, online surveys, for further details.
usability testing, and stakeholder interviews.
This is the more traditional aspect of defining your
architecture and involves identifying the content, classifying
it by content type and defining its structure. Its important
to remember however that appropriate classification and
labeling is determined by your perspective - it is difficult
to define the perfect classification because there are many
different user types - one size doesn’t fit all!
Inputs to the classification include organisational structure,
current content, industry terminology or competitor sites,
and user/stakeholder input. More ambiguous sources of
classification include topic, task, and audience. For items of
a specific type (e.g. events) alphabetical, chronological, or
geographical groupings may be appropriate.
You can use card sorting techniques to help you define your
structure. Card sorting involves using “cards” to represent
page in your web site, and grouping them to form your
structure. This can be done with physical cards, using a
spreadsheet, or using an online tool to simultate physical
card sorting. Physical card sorting allows you to easily see
full site structure, and is great with large stakeholder groups
where consensus must be achieved. However, it is difficult to
capture the outcome and difficult to consolidate results from
multiple people or groups. Using a spreadsheet for this task
ensures that you have captured the end result, however it is
not easy to see the entire site structure.
Online card sorting tools allow users to drag and drop
“Cards” into groups, and to create labels for those groups.
They then provide reporting tools allowing you to see how
popular the different groups were across the participants.
They are useful to gain input from a group of users in different
locations, but it is difficult to ask users to sort a large number
of items – for example your Level 3 pages. An example
online card sort tool with a free basic service can be viewed
at www.websort.net. Squiz Australia Pty. Ltd.
92 Jarrett Street, Leichhardt NSW 2040
P 1300 130 661
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