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Analytics for ux - public

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Talk given at UX Camp Brighton 2016

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Analytics for ux - public

  1. 1. “Without data you’re just another person with an opinion” . W. Edwards Deming 20 Practical Analytics tips for UX
  2. 2. Who am I? • Fourteen years web analytics experience • Six years Google Analytics experience • Google Individual Qualification holder • Worked with a wide range of sites: both in-house and agency • Part-time Senior Conversation Strategist at Fresh Egg • …and also a Freelance Google Analytics and UX Consultant
  3. 3. 1. Use Google Analytics
  4. 4. Why Google Analytics? • Easy to set up, just add a code snippet • Used by 10 million websites • Well supported/documented • Fully customisable • It’s free!
  5. 5. 2. Check your setup
  6. 6. GAChecker.com
  7. 7. 3. Filter out spam/bot traffic
  8. 8. Filter out the spam
  9. 9. Filter out the spam
  10. 10. 4. Find out about your users
  11. 11. International visits
  12. 12. Demographics
  13. 13. Demographics – case study 0 10 20 30 40 50 60 70 80 90 100 Week 1 Week 2 Week 3 Week 4 Week 5 Male Female Partnered with SpringForward
  14. 14. Demographics – case study 0 10 20 30 40 50 60 70 80 90 100 Week 1 Week 2 Week 3 Week 4 Week 5 Male Female Partnered with SpringForward
  15. 15. 5. Find out what they’re viewing
  16. 16. Most viewed pages
  17. 17. 6. Know ‘bounce’ and ‘exit’ rates
  18. 18. Bounce vs. Exit rates
  19. 19. 7. Analyse key user journeys
  20. 20. User/behaviour flow
  21. 21. User/behaviour flow case study
  22. 22. 8. See how users interact with elements on a page
  23. 23. Tracking in-page elements
  24. 24. 9. Set up Goals
  25. 25. What is a Goal?
  26. 26. Goal data in the reports
  27. 27. Set up Goal Values £400 X X X
  28. 28. 10. Find top-level problems
  29. 29. How Page value is calculated £10Home About Product Checkout £50Home Product Checkout £0About Product Home Contact £20Contact About Product Checkout
  30. 30. How Page value is calculated £10Home About Product Checkout £50Home Product Checkout £0About Product Home Contact £20Contact About Product Checkout Product (£10 + £50 + £0 + £20) / 4 = £20 About (£10 + £0 + £20) / 3 = £10
  31. 31. Page value formula = Page Value Transaction Revenue + Total Goal Value Unique Page views for the page
  32. 32. Calculate leakage
  33. 33. 11. Uncover device specific issues
  34. 34. Check device performance
  35. 35. 12. Use other analytics tools
  36. 36. Heatmapping In the example below, none of the icons are links, yet heatmaps show that users are regularly clicking them.
  37. 37. Scrollmapping
  38. 38. 13. Benchmark against competitors
  39. 39. Compare to the competition Jobs board client
  40. 40. Compare to the competition Jobs board client
  41. 41. 14. Find out how users arrive
  42. 42. Where are they coming from?
  43. 43. 15. Prove your hypothesis
  44. 44. Back up your ideas
  45. 45. 16. Measure the impact of changes
  46. 46. A/B testing for results
  47. 47. 17. Segment for better accuracy
  48. 48. Identify different groups of users
  49. 49. 18. Get reports emailed to you
  50. 50. Automate some of your reporting
  51. 51. 19. Use custom reports/dashboards
  52. 52. Customise your reporting
  53. 53. 20. Use it often!
  54. 54. Regular use = better insight Analyse
  55. 55. Thanks. luke@lukehay.co.uk twitter.com/hayluke linkedin.com/in/hayluke

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