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Google Analytics & UX

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My session on how user experience can benefit from web analytics data at UXCamp Europe.

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Google Analytics & UX

  1. 1. DIGITAL CONCEPTS WITH ADDED VALUE. Google Analytics and UX #uxce13 @katrinmathis
  2. 2. Google Analytics and UX, #uxce13 @katrinmathis Katrin Mathis Freelance consultant and conceptual designer based in Freiburg, Germany B. Sc. in OnlineMedia from Hochschule Furtwangen University MBA in Service Innovation and Design student (part-time) from September Google Analytics and AdWords Qualified Individual 7+ years of experience with international clients
  3. 3. Google Analytics and UX, #uxce13 @katrinmathis What is Web Analytics? Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purpose of understanding and optimizing Web usage. (Web Analytics Association)
  4. 4. Google Analytics and UX, #uxce13 @katrinmathis Web Analytics User Experience What is analyzed Behavior - „what“ Intentions and motives - „why“ Methods Quantitative Qualitative Goal Help organization meet goals Help users achieve goals How data is used Top down Bottom up Kinds of data Statistical data Conceptual data Background Engineering or math Social sciences, humanities, arts Web Analytics vs. User Experience Source: Louis Rosenfeld (2011): Search Analytics for Your Site. Rosenfeld Media.
  5. 5. Google Analytics and UX, #uxce13 @katrinmathis Define Measure
  6. 6. 1. Define conversion goals and funnels
  7. 7. Google Analytics and UX, #uxce13 @katrinmathis Key Performance Indicators Definition of 5 - 8 individual key figures per department SMART = Specific, measurable, attainable, realistic, timely e.g. „Increase traffic by 25% until the end of the year“ Fluctuations vs. true trends Compare values to targets
  8. 8. Google Analytics and UX, #uxce13 @katrinmathis Conversion Goals Macro and micro goals, e.g. Purchases Contact form Registrations Newsletter subscription Downloads Comments Clicks on outbound links
  9. 9. Google Analytics and UX, #uxce13 @katrinmathis Goal Definition Up to 4 x 5 = 20 goals per profile Per session conversion goals can only be reached once
  10. 10. Google Analytics and UX, #uxce13 @katrinmathis Goal Definition - URL Destination
  11. 11. Google Analytics and UX, #uxce13 @katrinmathis Goal Definition - Goal Funnels Up to 10 steps, e.g. Shopping cart Address Payment Confirmation page Image: http://www.google.com/intl/de/analytics/features.html
  12. 12. Google Analytics and UX, #uxce13 @katrinmathis Goal Definition - Engagement Goals
  13. 13. Google Analytics and UX, #uxce13 @katrinmathis Goal Definition - Event Goals
  14. 14. 2. Track your internal search
  15. 15. Google Analytics and UX, #uxce13 @katrinmathis Site Search Tracking of internal search, e.g. http://www.n-tv.de/suche/?at=m&q=test Activation in profile settings
  16. 16. Google Analytics and UX, #uxce13 @katrinmathis Site Search Reports Overview Visits with Search Total Unique Searches Results Pageviews / Search % Search Exits % Search Refinements Time after Search Search Depth Usage Visits with/without Site Search Search Terms Search Term Site Search Category Pages Start Page Destination Page
  17. 17. 3. Individualize your tracking
  18. 18. Google Analytics and UX, #uxce13 @katrinmathis <a href=‘/document.pdf‘ onClick =‘_gaq.push([‘_trackPageview‘, ‘/downloads/document-xy.pdf‘]);‘> Jetzt Downloaden</a> Virtual Page Views Tracking of actions that are not page views, e.g. Downloads or outbound Links Tip: Integrate script that tracks automatically all downloads and outbound links Tip: File into categories, e.g. /downloads und /links Request tracked, not completion! Number of page views increased by virtual page views!
  19. 19. Google Analytics and UX, #uxce13 @katrinmathis <a onclick=“_gaq.push([‘_trackEvent‘, category, action, label, value]);“>...</a> Event Tracking Tracking of objects (e.g. Video) and interactions (Play, Pause etc.) category action label (Optional) value (Optional) In contrast to virtual pageviews events do not generate additional page views Image: http://analytics.blogspot.de/2011/04/new-google-analytics-events-goals.html
  20. 20. Google Analytics and UX, #uxce13 @katrinmathis _gaq.push([‘_trackSocial‘, network, socialAction, opt_target, opt_pagePath]); Social Media Tracking - Social Plugins Google +1 Button tracked automatically Plugins of other networks require manual tracking network social action opt_target opt_pagePath
  21. 21. Google Analytics and UX, #uxce13 @katrinmathis _gaq.push([‘_setCustomVar‘, index, name, value, scope]); _gaq.push([‘_getVisitorCustomVar‘, index]); _gaq.push([‘_deleteCustomVar‘, index]); Custom variables Up to 5 custom variables per page view or event index name value scope 1: Visitor 2: Session 3: Page
  22. 22. Google Analytics and UX, #uxce13 @katrinmathis E-Commerce Tracking Enable in profile settings Integration of _addTrans(), _addItem(), _trackTrans() on confirmation page after _trackPageview() While goal conversions are only counted once per session, all e-commerce transactions are counted.
  23. 23. Google Analytics and UX, #uxce13 @katrinmathis _gaq.push([‘_addTrans‘, ‘transaction id‘, ‘affiliation‘, ‘total‘, ‘tax‘ ‘shipping‘, ‘city‘, ‘region‘, ‘country‘]); _gaq.push([‘_addItem‘, ‘transaction id‘, ‘SKU/code‘, ‘product name‘, ‘category‘, ‘price‘, ‘quantity‘]); _gaq.push([‘_trackTrans‘]); E-Commerce Tracking
  24. 24. 4. Track errors
  25. 25. Google Analytics and UX, #uxce13 @katrinmathis <script type="text/javascript"> _gaq.push(['_trackEvent', 'Error', '404', 'page: ' + document.location.pathname + document.location.search + ' ref: ' + document.referrer ]); </script> Error tracking Track errors as events Types of errors 404 Not found errors Referrer URL trying to reach Form field errors
  26. 26. Google Analytics and UX, #uxce13 @katrinmathis Define Measure Analyze
  27. 27. 5. Put your numbers into context
  28. 28. Google Analytics and UX, #uxce13 @katrinmathis Look for trends Tip: Choose same week days when comparing periods of time
  29. 29. Google Analytics and UX, #uxce13 @katrinmathis Tip: Calender By default 1 months until previous day Reports of current day often already available
  30. 30. Google Analytics and UX, #uxce13 @katrinmathis Tip: Annotations Annotations for single days Visible to all users of that profile or private tied to a single login Use identifier in teams, e.g. (KM) Annotations show up as baloons in the graph
  31. 31. Google Analytics and UX, #uxce13 @katrinmathis Plot rows
  32. 32. Google Analytics and UX, #uxce13 @katrinmathis Weighted sorting
  33. 33. Google Analytics and UX, #uxce13 @katrinmathis Sorting by absolute change
  34. 34. Google Analytics and UX, #uxce13 @katrinmathis Comparison
  35. 35. Google Analytics and UX, #uxce13 @katrinmathis Filter
  36. 36. Google Analytics and UX, #uxce13 @katrinmathis Advanced Filter
  37. 37. 6. Understand time on site and bounce rate
  38. 38. Google Analytics and UX, #uxce13 @katrinmathis Time on site and Bounce rate Page 1 Page 2 Page 3 Time on site Exit Page 1 Exit Time on site = 0 Bounce rate = 100%
  39. 39. 7. Segment your data
  40. 40. Google Analytics and UX, #uxce13 @katrinmathis Advanced segments Apply up to 4 segments at once Similar to profile filters but are easier to create and to compare can also be applied to historical data
  41. 41. Google Analytics and UX, #uxce13 @katrinmathis Custom segments
  42. 42. Google Analytics and UX, #uxce13 @katrinmathis Advanced segments
  43. 43. 8. Customize your reports
  44. 44. Google Analytics and UX, #uxce13 @katrinmathis Dashboards
  45. 45. Google Analytics and UX, #uxce13 @katrinmathis Dashboards - Widgets
  46. 46. Google Analytics and UX, #uxce13 @katrinmathis Dashboards - Sharing
  47. 47. Google Analytics and UX, #uxce13 @katrinmathis Shortcuts Saves shortcut to standard and custom reports including Open tab Sorting Advanced segments Graph settings Filter Number of rows Tied to login, so far no possibility to share
  48. 48. Google Analytics and UX, #uxce13 @katrinmathis Intelligence Events Daily, weekly and monthly events Google Analytics calculates expected range from historical data Upon deviations from this expected range intelligence events are created Importance indicator and filter Helps to promptly discover anomalies and start further investigation
  49. 49. Google Analytics and UX, #uxce13 @katrinmathis Custom Alerts
  50. 50. Google Analytics and UX, #uxce13 @katrinmathis Custom reports 10 metrics per tab (blue) 1 - 5 dimensions (green)
  51. 51. Google Analytics and UX, #uxce13 @katrinmathis Custom reports
  52. 52. Google Analytics and UX, #uxce13 @katrinmathis Define Measure Analyze Optimize
  53. 53. 9. Validate your MVP
  54. 54. Google Analytics and UX, #uxce13 @katrinmathis Validate your MVP Standish group: 64% of features never or rarely used MVP = Minimum viable product Announcement of a new feature „Fake“ feature Basic version of a new feature Wizard of oz testing
  55. 55. 10. Verify your changes
  56. 56. Google Analytics and UX, #uxce13 @katrinmathis Content Experiments 1. Create variation pages 2. Choose conversion goal and percentage of participating visitors 3. Add test code Image: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1745152&topic=1745207&ctx=topic
  57. 57. Google Analytics and UX, #uxce13 @katrinmathis Content Experiments Image: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1745152&topic=1745207&ctx=topic Winner at the earliest after 2 weeks Conversion rate of variations Compared to original page Chances to beat original page
  58. 58. Google Analytics and UX, #uxce13 @katrinmathis Value of Web Analytics for UX Web analytics can start on a small budget and scale Produces high fidelity data about natural use of product Identify problematic areas for qualitative testing and quantify their impact Quantify the ROI of usability/UX

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