Squiz IUC 2010 - 3.3 Analytics Handout


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Squiz International User Conference 2010

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Squiz IUC 2010 - 3.3 Analytics Handout

  1. 1. Analytics 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 there? Definitely. 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 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 sites future. 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.
  2. 2. 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. squiz.net/reports/chapters/search-log-report. 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! Context 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 authoring/approval process.
  3. 3. 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 findings. 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. Content 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 for more not easy to see the entire site structure. Online card sorting tools allow users to drag and drop information “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 contact squiz 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 W www.squiz.com.au AUSTRALIA UNITED KINGDOM NEW ZEALAND EUROPE UNITED STATES SYDNEY MELBOURNE CANBERRA HOBART BRISBANE