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Going Responsive with Google Analytics - EdUi


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Responsive design can get all of your site content on mobile devices, but without some tweaking, it can wreak havoc on your analytics. Learn to set up profiles that will not only preserve your current results but give you new insights about how people use your site in different contexts.

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Going Responsive with Google Analytics - EdUi

  1. 1. Google Analytics for Responsive Websites #edui_analytics Monday, Nov 4 there will be a time for questions at the end slides will be available - stay with me it’s a lot of information one sheet up front advanced analytics, NOT covering basics - jumping over that stuff fast google changed names - I WILL call views profiles - force of habit 1
  2. 2. Jessica Behal Director of Internet Marketing @jes525 Monday, Nov 4 since 2009 seo, ppc, banner, email, social, lead gen, ANALYTICS 2
  3. 3. NewCity Monday, Nov 4 digital agency, 30 people in blacksburg... how real people will interact with technology and use that to plan strategy to help them be able to accomplish their goals focus on data and results to make decisions and determine success 3
  4. 4. The Basics Monday, Nov 4 Let’s get basics out of the way... how many of you are hands on with google analytics? how many of you are planning for responsive? how many of you have a current site that is responsive? 4
  5. 5. What is a Responsive Website? Monday, Nov 4 Basically - the exact same website (content, media, code, etc) no matter what device it is on 5
  6. 6. Consistent Experience Monday, Nov 4 why is it a good idea? -less work for manager of site (versions, content) -your brand needs to come through -you have a suite of components to build a page within the family of design -you can run off of one CMS and set of code -good for SEO 6
  7. 7. A A B B E C Responsive Design F D G C D E F G Monday, Nov 4 NewCity’s method: Use data to drive decisions. Never assume you know what content people want on a particular device. Start with structured content and go from there click x2 Design for touch at all major breakpoints based on your actual users Prototype and test. 7
  8. 8. What are Analytics? Monday, Nov 4 Let data decide! 8
  9. 9. ...a powerful, easy to use reporting platform that lets you decide what data you want to view and to customize your reports with just a few clicks. Not only can you measure sales and conversions, it gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back. Monday, Nov 4 Google defines as... 9 Google Analytics is a powerful, easy to use, reporting platform, that lets yo decide what data you want to view and customize your reports, with just a few clicks. Not only can you measure sales and conversions, it gives you fr insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back.
  10. 10. Analytics Data Monday, Nov 4 A bunch of stats about user behavior on your website, important bc the better you can define a problem (less of a black box) , the more likelihood you’ll be able to solve 10
  11. 11. Data to ask better questions Data to inform the process and revisions Data to enable micro-tweaks Actionable items based on facts not guesses Analytics Provides Monday, Nov 4 Data to ask better questions Data to inform the process and revisions Enables you to Make micro-tweaks other disciplines to have actionable items based on real data 11
  12. 12. Configure Analytics Monday, Nov 4 Google is great but have to configure >>>>one sheet handout - lowercase filters >>> variations of the same page. - custom alerts >>> notify us if/when there are sudden changes in traffic. - internal site search tracking >>> better understand what visitors are looking for but not finding on the site. - Set up event tracking >>> any action without a URL change - Set up Conversions >>> info form, purchase, etc - Link their AdWords and Analytics accounts >>> how visitors from paid advertising sources are interacting - Link their Webmaster Tools and Analytics accounts >>> analyze SEO data within Analytics. - Custom Reports >>> reporting on quality of traffic sources/mediums, keywords, quality of traffic by location, quality of traffic by mobile device, etc 12
  13. 13. CONFIGURING ANALYTICS Go-to sources: BOOKS Web Analytics: An Hour a Day by Avinash Kaushik Web Analytics 2.0 by Avinash Kaushik Advanced Web Metrics with Google Analytics by Brian Clifton Google Analytics by Justin Cutroni Monday, Nov 4 again slides are available with these sources 13
  14. 14. CONFIGURING ANALYTICS Go-to sources: WEBSITES Monday, Nov 4 14
  15. 15. Review Data Monday, Nov 4 15 -types of data to review on a regular basis• Locations of visitors to the site • Top visited pages and bounce rates for key pages • Traffic mediums: their comparative quality and trends over time • Top traffic sources • Organic traffic quality (keyword phrase in adwords/webmaster tools) • Mobile Behavior REVISE THE SITE AND REPEAT
  16. 16. Common Mistakes Monday, Nov 4 thinking pageviews mean something - or any one single metric... for example, lots of people no conversions not looking at data in context - sometimes a high bounce rate is a good thing... like on a directions page! assuming you know why something (like a conversion) isn’t working 16
  17. 17. Planning for Responsive Monday, Nov 4 17 now that Basics out of the way lucky enough to be able to plan before building a responsive site there is a lot to learn from the existing data just remember things change. New information comes to light.
  18. 18. Preliminary Analytics Review Monday, Nov 4 Determine  what  exists Get  access  to  all  accounts     Make  sure  at  a  min  you  have  the  following  views    >>>   raw  data  (nothing  applied) global  site  view/main  site  external  traffic  only everything  all  combined  mobile  traffic  only,  external  traffic  only 18
  19. 19. Current Mobile Behavior Monday, Nov 4 What isn’t working now? Apply your mobile segment Compare to non-mobile traffic Different Bounce Rates/time on page/etc convert/non-convert 19
  20. 20. Frequent Breakpoints Monday, Nov 4 -design for responsive layouts based on actual sizes where to find in analytics - under >Audience>Technology>Browser & OS>Screen Res Dimension 20
  21. 21. Common Browsers Monday, Nov 4 -what browsers are used by current audiences -what will we support? where to find in analytics - under >Audience>Technology>Browser & OS>Browser>Secondary - Browser Version 21
  22. 22. Configuring Analytics for Responsive Monday, Nov 4 Now your shiny new responsive site has launched... what do you do? 22
  23. 23. Setup Baseline Analytics Monday, Nov 4 Same  as  before  >>>  Make  sure  at  a  min  you  have  the  following  views raw  data  (nothing  applied) global  website/main  site  external  traffic  only everything  all  combined  mobile  traffic  only,  external  traffic  only Then  set  things  up  by  departments,  schools,  etc    >>>  MAX  50  VIEWS/profiles  PER  ACCOUNT  SO  PLAN  CAREFULLY 23
  24. 24. Determine Top Devices Monday, Nov 4 24 Create  views  for  top  devices                                                                                      (HOW  DID  WE  COME  TO  THESE?        LOOK  AT  OLD  DATA...  DIFFERENT  FOR  YOU)   1.  Android  phone     2.  Android  tablet                                      (Think  of  what  would  cause  users  to  interact  with  the  site  differently...  touch,   size,  res)   3.  iPad         4.  iPhone   5.  non-­‐mobile,  non  touch  (tradiXonal  computers)   6.  Windows  8       7.  as  wells  as  others  -­‐    “all  mobile”,  “no  filters”,  “internal”,  etc.
  25. 25. Screen Resolution Filters Monday, Nov 4 previously  with  old  analyXcs used  to  be  much  harder   had  to  do  with  screen  resoluXon don’t  do  it  this  way 25
  26. 26. Custom Advanced Segments Monday, Nov 4 addiXonally  you  could  use custom  advanced  segments,  follow  same  basic  steps  about  to  outline we  like  views  for  more  control: -­‐apply  advanced  segments  (like  returning  users)  to  a  view  of  specific  device -­‐segment  data  is  sampled  over  250k  visits  so  to  be  truly  accurate  at  high  volume  a  view  is  preferable  bc  not  sampled 26
  27. 27. iPad Monday, Nov 4 27 go  into  ADMIN... Apply  filter  by  mobile  model  name  (iPad)  to  include  traffic side  note  -­‐  we  have  mulXple  filters  applied -­‐we  almost  always  also  filter  out  internal  IPs  and  combine  upper/lowercase  URLs  in  these  profiles...  can  have  internal  traffic  iPad  profile  if   you  think  you  need  it...
  28. 28. iPhone Monday, Nov 4 Apply  filter  by  mobile  model  name  (iPhone)  to  include  traffic -­‐internal  IPs  and  combine  upper/lowercase  URLs 28
  29. 29. Android Phone Monday, Nov 4 >>Starts  to  get  a  lidle  trickier<< Apply  filter  by  operaXng  system  (android)    >>>  can  only  do  by  device  if  you’re  trying  to  track  specific  like  Galaxy  S4  or  HTC  One Include  mobile  filter    >>>  enXre  operaXng  system  so  we  only  want  the  mobile  traffic Exclude  tablets  filter    >>>  enXre  operaXng  system  but  we  only  want  phones -­‐internal  IPs  and  combine  upper/lowercase  URLs 29
  30. 30. Android Tablet Monday, Nov 4 Apply  filter  by  operaXng  system  (android)    >>>  can  only  do  by  device  if  you’re  trying  to  track  specific  like  Kindle  Fire Include  tablets  filter    >>>  enXre  operaXng  system  but  we  only  want  tablets -­‐internal  IPs  and  combine  upper/lowercase  URLs 30
  31. 31. Windows 8 Monday, Nov 4 Windows  8  (touch  traffic  so  we  want  to  look  at  data  separately) Apply  filter  by  operaXng  system  (windows) Apply  filter  by  operaXng  system  version  (8) -­‐internal  IPs  and  combine  upper/lowercase  URL 31
  32. 32. Non-Mobile Non-Touch traffic [Traditional Computers] Monday, Nov 4 We  want  non-­‐mobile  traffic    >>>  Apply  mobile  filter  to  EXCLUDE  mobile  traffic We  want  all  non-­‐touch  traffic    >>>    Apply  operaXng  system  filters  to  include  everything  out  there  (Windows,  Mac,  Linux) We  don’t  want  touch  traffic    >>>  Apply  operaXng  system  version  filter  to  exclude  Windows  8 -­‐internal  IPs  and  combine  upper/lowercase  URLs These  paderns  can  be  followed  for  any  other  devices,  operaXng  systems,  etc  that  are  specific  to  you like  before...  Think  of  what  would  cause  users  to  interact  with  the  site  differently...  like  touch,  size,  res 32
  33. 33. What can we learn? Monday, Nov 4 (explain picture) ... she would say dig deeper and don’t make assumptions Analytics can tell us lots of things... overwhelming amount of info 33
  34. 34. Remember our goal: Fully harness the power of analytics to break down problems into solvable chunks with as much information as possible Learning from Data Monday, Nov 4 and... the solution will be different in every case >>> look responsive data this way rather than breaking the entire system to fix solving the problem (micro level) of not working on this specific device, screen, etc 34
  35. 35. Analytics can tell us... Monday, Nov 4 - What questions to ask What should we examine further >>> finding oddities and discrepancies in the data - Conversion rates - Bounce rates -Time on page - New Visitors vs. Returning >>>remember - it’s exactly the same code/content so when it acts differently what does it lead us to think about? - 35
  36. 36. Analytics can’t tell us... Monday, Nov 4 36 Why things are happening What audiences are trying to do Why the page was abandoned Why the user didn’t convert >>>> for that we need other tools/disciplines “ux hat” (above my paygrade, might have to do yourself) >>>A/B testing SIDE NOTE - sessions here, Jared Spool resources
  37. 37. CrazyEgg Monday, Nov 4 Where people click Where people TRY to click Scroll distance 37
  38. 38. Intercept Survey Monday, Nov 4 Intercept users real-time as they use the site, insight into what they came looking for, rather if they were able to accomplish it tie into analytics with custom variables this is great on pages like the homepage, major landing pages keep it to 2-3 questions 38
  39. 39. Social Media Polling Monday, Nov 4 you have a captive audience already what do you want to do on the admissions page? what is the top task you try to accomplish on the website? 39
  40. 40. Loop 11 Monday, Nov 4 Ask a relatively simple task first Avoid creating task scenarios that give participants hidden clues (info/words give hints) Keep the length of evaluations as short as possible - less than 6 questions is good - results in higher completion rates - looking at most common success pages and most common fail pages find the problems and the strengths then focus on finding the cause of the problems using the click path analysis and heat maps. rank the problems by severity decide how to solve and put the findings into action 40
  41. 41. UX Tools Go-to sources: USER TESTING Usabilila Qualaroo UX Punk Userfly Feedback Army OpenHallway TryMyUI GoToMeeting, Glance, Skype Monday, Nov 4 41 Usabilla primarily design, testing small things not complex workflows>> Remote, unmoderated; can test flat images and live site; recruit your own users Qualaroo for short feedback surveys UX Punk Online card sorting & navigation menu testing Userfly Records what users are doing on your site; no tasks or assigned workflows just records what’s going on on a page Feedback Army Quick and dirty test -Remote, unmoderated task testing; recruits users for you OpenHallway Remote, unmoderated task testing >>>>have to have a URL to test, users are prompted out loud to talk about the task as they work on it TryMyUI Remote, unmoderated testing >>> get video of users trying to accomplish tasks
  42. 42. UX Tools Go-to sources: PROTOTYPING Invision App Balsmiq UXPin Blueprint Monday, Nov 4 Invision App Clickable prototype (images only); great for fast, flat testing and demonstration Balsmiq Clickable wireframes for tablets & smartphones UXPin - Clickable wireframing tool Blueprint (IOS app)- for mobile 42
  43. 43. UX Tools Go-to sources: OTHERS SurveyMonkey Plainframe Kissmetrics Card Sort Websort Optimizely Unbounce Visual Website Optimizer Usability Hub Monday, Nov 4 SurveyMonkey/Kissmetrics - survey tool Plainframe - Navigation/wireframe testing Card Sort/Websort - Card sort, navigation testing Optimizely/Unbounce/Visual Website Optimizer - A/B Testing Usability Hub 43
  44. 44. Steps for Success Monday, Nov 4 set up analytics and configure properly to look at multiple devices differently review the data find discrepancies and oddities use ux tools to A/B and user test refine site start again Good luck on your data revision journey!! 44
  45. 45. Questions? slides available: Monday, Nov 4 45
  46. 46. Writing Content that Works Everywhere Tuesday, 9:30am Shenandoah Room slides available: Credit: ESO/M. Kornmesser Monday, Nov 4 46