Web analytics in technical documentation by Jigesh T.V


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Session conducted on Saturday, August 28, 2010, at Misys Software Solutions (India) Private Limited., Bangalore.

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Web analytics in technical documentation by Jigesh T.V

  1. 1. Web Analytics inTechnical Documentation Jigesh TV 1
  2. 2. “ It’s an unfortunate irony that, as technical communicators, many of us are rarely able to communicate with the users of the products we document. As a result, we’re often left wondering how well our systems are fulfilling users’ needs..” “Obtaining User Feedback” Jeremy Webb STC Intercom July/August 2006Jigesh TV 2
  3. 3. Jigesh TV 3
  4. 4. In today’s session Web Analytics Web Analytics in Tech Docs ConsiderationsJigesh TV 4
  5. 5. First thing first Web Analytics Web Analytics in Tech Docs ConsiderationsJigesh TV 5
  6. 6. “Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.”The Official WAA Definition of Web AnalyticsJigesh TV 6
  7. 7. Jigesh TV 7
  8. 8. Web Analytics Understand user behavior Informed site and content design Improved interactions Insights into the improvements required to convert visitors into customers Check the effectiveness of your ad campaigns, search key wordings etc Forces you to realize facts, no guess work!Jigesh TV 8
  9. 9. Some tools Paid: Free:Jigesh TV 9
  10. 10. Transaction analysis E-commerce Usability Non e-commerce, content sites. Tech Doc sitesAdvertising campaign Business research Market research Jigesh TV 10
  11. 11. So what about Tech Docs… Web Analytics Web Analytics in Tech Docs ConsiderationsJigesh TV 11
  12. 12. Tech Docs Rarely communicate with the users of the content Feedback mechanisms are generally inefficient Value proposition of the functionJigesh TV 12
  13. 13. Tech Docs + Web Analytics Where Tech Docs How Who + Web Analytics What WhenJigesh TV 13
  14. 14. Who the user/visitor is: – first time visitor – frequent visitor – vendor/partner/employee What is the user looking for: – what did he search for – entrance keyword – do I have relevant content Where: – Entrance path. My home page or a search engine or some other site. – Exit path. Did he use the hyperlink in the content to go to another page.Jigesh TV 14
  15. 15. When: – time of the year when visitors are high/low. Plan maintenance, address legacy issues. How: – which browser – mobile devicesJigesh TV 15
  16. 16. Effective Content User needs Target content Frequency of visits Dwell time Site navigation Test the new strategyJigesh TV 16
  17. 17. Context Compare data: site avg, company avg, other BU, other segments etc Compare timeline: this time last year, this time last quarter etc Understand where you are good or not good. BenchmarkJigesh TV 17
  18. 18. Setup Goals Increase/reduce frequency Reduce dwell time Lesser clicks to destinationJigesh TV 18
  19. 19. Increase Value Lead-generation tools: you can use your documentation as an online lead-generation tool Placing a value on each visit (example, every two Help pages visited equals one support call avoided), an indication of the monetary value of documentation. Measuring its impact on the website’s ranking in the search enginesJigesh TV 19
  20. 20. Finally Web Analytics Web Analytics in Tech Docs ConsiderationsJigesh TV 20
  21. 21. Considerations Beyond “clicks” and “visits” Not tool and professional services but people Data in context and perspective Strategies, resources, and technology employed must align with enterprise needs Data drives decisionJigesh TV 21
  22. 22. The value of Web analytics is undeniable Insight and action are driven by expert analysts Competitive advantage awaits enterprises that commit to Web analytics “Appraising Your Investment In Enterprise Web Analytics”Jigesh TV 22