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Google Analytics and UX

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My session on Google Analytics and how it can be used for Uxer Experience at Barcamp Bodensee #bcbs13

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Google Analytics and UX

  1. 1. DIGITAL CONCEPTS WITH ADDED VALUE. Google Analytics and UX #bcbs13 @katrinmathis
  2. 2. Google Analytics and UX, #bcbs13 @katrinmathis Katrin Mathis Freelance consultant and conceptual designer based in Freiburg, Germany B. Sc. in OnlineMedia from Hochschule Furtwangen University 7+ years of experience with international clients Google Analytics and AdWords Qualified Individual
  3. 3. Google Analytics and UX, #bcbs13 @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, #bcbs13 @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, #bcbs13 @katrinmathis Define Measure
  6. 6. 1. Define conversion goals and funnels
  7. 7. Google Analytics and UX, #bcbs13 @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, #bcbs13 @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, #bcbs13 @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, #bcbs13 @katrinmathis Goal Definition - URL Destination Match Type Exact match Static URL, e.g. /thanks Head match with dynamic variables, e.g. /thanks?id=123 Regular expression match Certain part of URL
  11. 11. Google Analytics and UX, #bcbs13 @katrinmathis Goal Definition - Goal Funnels Up to 10 steps, e.g. Shopping cart Address Payment Confirmation page = Conversion goal Static URL or regular expressions Checkbox „Required step“ ignores entrances past this step
  12. 12. Google Analytics and UX, #bcbs13 @katrinmathis Conversion Reports - Goal Funnel Image: http://www.google.com/intl/de/analytics/features.html
  13. 13. Google Analytics and UX, #bcbs13 @katrinmathis Goal Definition - Engagement Goals
  14. 14. Google Analytics and UX, #bcbs13 @katrinmathis Goal Definition - Event Goals
  15. 15. 2. Track your internal search
  16. 16. Google Analytics and UX, #bcbs13 @katrinmathis Site Search Tracking of internal search, e.g. http://www.n-tv.de/suche/?at=m&q=test Activation in profile settings
  17. 17. Google Analytics and UX, #bcbs13 @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
  18. 18. 3. Individualize your tracking
  19. 19. Google Analytics and UX, #bcbs13 @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!
  20. 20. Google Analytics and UX, #bcbs13 @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
  21. 21. Google Analytics and UX, #bcbs13 @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
  22. 22. Google Analytics and UX, #bcbs13 @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
  23. 23. Google Analytics and UX, #bcbs13 @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.
  24. 24. Google Analytics and UX, #bcbs13 @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
  25. 25. 4. Track errors
  26. 26. Google Analytics and UX, #bcbs13 @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
  27. 27. Google Analytics and UX, #bcbs13 @katrinmathis Define Measure Analyze
  28. 28. 5. Put your numbers into context
  29. 29. Google Analytics and UX, #bcbs13 @katrinmathis Look for trends Tip: Choose same week days when comparing periods of time
  30. 30. Google Analytics and UX, #bcbs13 @katrinmathis Tip: Calender By default 1 months until previous day Reports of current day often already available
  31. 31. Google Analytics and UX, #bcbs13 @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
  32. 32. Google Analytics and UX, #bcbs13 @katrinmathis Plot rows
  33. 33. Google Analytics and UX, #bcbs13 @katrinmathis Weighted sorting
  34. 34. Google Analytics and UX, #bcbs13 @katrinmathis Sorting by absolute change
  35. 35. Google Analytics and UX, #bcbs13 @katrinmathis Comparison
  36. 36. Google Analytics and UX, #bcbs13 @katrinmathis Filter
  37. 37. Google Analytics and UX, #bcbs13 @katrinmathis Advanced Filter
  38. 38. 6. Understand time on site and bounce rate
  39. 39. Google Analytics and UX, #bcbs13 @katrinmathis Time on site and Bounce rate Time on site measured upon each request, time on last page viewed cannot be calculated Bounce rate is percentage of visitors who leave the website after one single page view Page 1Page 1 Page 2 Page 3 Time on site Exit Exit
  40. 40. 7. Segment your data
  41. 41. Google Analytics and UX, #bcbs13 @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
  42. 42. Google Analytics and UX, #bcbs13 @katrinmathis Custom segments
  43. 43. Google Analytics and UX, #bcbs13 @katrinmathis Advanced segments
  44. 44. 8. Customize your reports
  45. 45. Google Analytics and UX, #bcbs13 @katrinmathis Dashboards
  46. 46. Google Analytics and UX, #bcbs13 @katrinmathis Dashboards - Layout
  47. 47. Google Analytics and UX, #bcbs13 @katrinmathis Dashboards - Widgets
  48. 48. Google Analytics and UX, #bcbs13 @katrinmathis Dashboards - Sharing
  49. 49. Google Analytics and UX, #bcbs13 @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
  50. 50. Google Analytics and UX, #bcbs13 @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
  51. 51. Google Analytics and UX, #bcbs13 @katrinmathis Custom Alerts
  52. 52. Google Analytics and UX, #bcbs13 @katrinmathis Customization Creation of customized reports consisting of Up to 10 metrics per tab (blue) 1 - 5 dimensions (green) Can be exported, e-mailed and added to dashboard
  53. 53. Google Analytics and UX, #bcbs13 @katrinmathis Custom reports
  54. 54. Google Analytics and UX, #bcbs13 @katrinmathis Custom reports
  55. 55. Google Analytics and UX, #bcbs13 @katrinmathis Custom reports - Sharing
  56. 56. Google Analytics and UX, #bcbs13 @katrinmathis Define Measure Analyze Optimize
  57. 57. 9. Validate your MVP
  58. 58. Google Analytics and UX, #bcbs13 @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
  59. 59. 10. Verify your changes
  60. 60. Google Analytics and UX, #bcbs13 @katrinmathis Content Experiments Full integration of Google Website Optimizer in June 2012 Realization of A/B tests in Google Analytics with URL and event goals, e.g. Does another headline or another image get a higher conversion rate? Visitors are shown different variations of a page Runtime automatically ended after 3 months Up to 12 active tests per profile Up to 5 variations per test
  61. 61. Google Analytics and UX, #bcbs13 @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
  62. 62. Google Analytics and UX, #bcbs13 @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
  63. 63. Google Analytics and UX, #bcbs13 @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
  64. 64. Google Analytics and UX, #bcbs13 @katrinmathis Use and value Often responsibility in IT and marketing but can be valuable for whole organization ! Optimization of information architecture Optimization of landing pages Optimization of marketing campaigns Optimization of processes Matching technology of visitors Calculation of return of investment Identifying business potential Basis for management decisions Use of data through Google Analytics API

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