This document discusses implementing event tracking on a public transportation company's route planning tool to better understand how users interact with it. It proposes an Event Tracking Implementation Schema (E.T.I.S.) to uniformly track and categorize events. Case studies found users frequently searched by "intersection" and "identification", so the tool's autocomplete can be improved. While many viewed route details and schedules, few planned return trips, so those features need better prominence. The conclusion is E.T.I.S. will analyze the tool's usability, engagement models will shape user actions, and search options and planning features will be restructured based on usage data and intelligence.

1. #GABC12
How to best track specific actions or events on your site

2. Overview

3. Overview
• Context
• Challenges
• Concept
• Case
• Conclusion

4. Context

6. 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

7. How can we engage surfers to
use the Route Planner Tool as
their travel companion?

8. Context
• 2 secondary research questions:
• How are people using the Route Planner Tool?
• How can we improve the usability of this tool?

9. Challenges

11. 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?

12. 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?

13. Concept

15. E.T.I.S

16. Event Tracking
Implementation
Schema

17. 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)

18. 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

19. Say how?
All sites of company:
• Identify different categories & actions in a spreadsheet
• Validate types of actions based on level of engagement
On 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

20. Case

23. Case
SCAN
BEHAVE
FOCUS

24. Case
SCAN
BEHAVE
FOCUS

25. Route Planner Tool

26. 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?

30. Action Engagement

32. Last month we noticed a high correlation between
unique events on fields and unique search events in
case of ‘intersection’ and ‘identification’

33. Case
The auto suggestion functionality of the Route Planner
Tool needs to be enriched, especially of the ‘intersection’
& ‘identification’ search option.
“Modelling data delivers actionable intelligence.”

34. 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?

38. Action Engagement

40. Last month 20% of all users looked for details of the
route and a service later, but only 3,5 % of all users plan
their return trip using the Route Planner Tool.

41. Case
Based on the event tracking data the ‘service later’, ‘details
of route’ and ‘return trip’ feature needs a more prominent
& user-friendly on page localization.
“Modelling data delivers actionable intelligence.”

42. Conclusion

44. 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.

47. Conclusion
Data overload
Modelling
Intelligence
Actions

48. Daan Goor - Senior Web Analyst
daan@wijs.be
daangoor.iswijs.be