Daan Goor - Wijs - How to best track specific actions/events on your website - GABC12

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  • Daan Goor - Wijs - How to best track specific actions/events on your website - GABC12

    1. 1. #GABC2012How to best track specific actions or events on your site
    2. 2. Overview
    3. 3. Overview• Context• Challenges• Concept• Case• Conclusion
    4. 4. Context
    5. 5. Context• Route Planner Tool of public transportation company• 2,2 M of monthly visits• 3,5 M of monthly pageviews of tool’s results page
    6. 6. How can we engage surfers touse the Route Planner Toolas their travel companion?
    7. 7. Context• 2 secondary research questions: • How are people using the Route Planner Tool? • How can we improve the usability of this tool?
    8. 8. Challenges
    9. 9. Challenges• As to implementing the tracking of events: • Can we analyze the interaction with the Route Planner Tool by means of event tracking? • Can we embed the event tracking of this tool in a site wide implementation structure?
    10. 10. Challenges• As to the use of the Route Planner Tool: • What are the most useful advanced search options of the travel info tool? • Which are the most useful features of the Route Planner’s results page?
    11. 11. Concept
    12. 12. E.T.I.S.ˈiːt ˈðɪs
    13. 13. Event TrackingImplementationSchema
    14. 14. Say what?• Schema that facilitates the implementation of events• Framework for actionable grouping in action sets• Engagement shaping based on high (scan-behave- focus) or low involvement (scan-focus-behave)
    15. 15. Say why?• To track events on page level in a uniform way and with an equivocal taxonomy• To analyze events as goals, based on level of engagement or involvement of surfer• To optimize tools, pages, sites for conversions
    16. 16. Say how?All sites of company:• Identify different categories & actions in a spreadsheet• Validate types of actions based on level of engagementOn site tools on all company’s sites:• Differentiate labels, f.e. in case of Route Planner Tool• Integrate engagement model in label structure of tool
    17. 17. Case
    18. 18. Case SCAN BEHAVE FOCUS
    19. 19. Case SCAN BEHAVE FOCUS
    20. 20. Route Planner Tool
    21. 21. Case• What are the most useful advanced search options of the Route Planner Tool?• Which are the most useful features of the Route Planner’s results page?
    22. 22. Action Engagement
    23. 23. Last month we noticed a high correlation betweenunique events on fields and unique search events incase of ‘intersection’ and ‘identification’
    24. 24. CaseThe auto suggestion functionality of the Route PlannerTool needs to be enriched, especially of the‘intersection’ & ‘identification’ search option.“Modelling data delivers actionable intelligence.”
    25. 25. Case• What are the most useful advanced search options of the Route Planner Tool?• Which are the most useful features of the Route Planner’s results page?
    26. 26. Action Engagement
    27. 27. Last month 20% of all users looked for details of theroute and a service later, but only 3,5 % of all usersplan their return trip using the Route Planner Tool.
    28. 28. CaseBased on the event tracking data the ‘service later’,‘details of route’ and ‘return trip’ feature needs a moreprominent & user-friendly on page localization.“Modelling data delivers actionable intelligence.”
    29. 29. Conclusion
    30. 30. Conclusion• Event Tracking Implementation Schema (E.T.I.S.) to analyze & act upon usability of Route Planner Tool.• Engagement shaping applied to action sets.• New information architecture & design of Route Planner Tool according to most useful search options and planning features.
    31. 31. Conclusion Data overload Modelling Intelligence Actions
    32. 32. Daan Goor - Senior Web Analystdaan@wijs.bedaangoor.iswijs.be

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