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Making sense of Web Analytics
- 1. Making Sense of Web Analytics Tuesday, Nov 27, 2012
- 2. “So... you’re like the King Kahuna of graphs???”
- 3. 2008
- 5. “Go back to the old website. It had depth of “Choose character. This is flat less ugly and meaningless.” shades of green and gold, “The guy is very ugly” PLEASE.” “Navigation has been shot to hell. I've never seen a more difficult to navigate website.”
- 9. 2009
- 12. 2010
- 18. 2011
- 20. Tools
- 27. 2012
- 28. Can we fix it?
- 32. • Visitors still searching for “convocation”
- 38. -32%
- 39. What next? http://www.therecycler.com/posts/mfp-solution%E2%80%99s-top-10-2012-industry-predictions/crystal-ball/
- 43. 2010
- 55. Capacity (9 events) 7,800 Oct 16 Actual 1,078 Projected 3,717 Actual 3,683
Editor's Notes
- - this is where we are now. - my 9yo son asking about my job came to this conclusion - the word “ nerd ” has also been used - fitting for a guy that is totally enthralled by a presentation on data warehousing
- - this is what we ended up with - i did not agree. this did not show what our users or research had told us (researchers told me so) - HiPPO - gradients, rounded corners
- - good news: we get lots of feedback
- - some people even try to help us by showing data that we might understand - from XKCD
- - at this point, the only hope is to get real data to show what ’ s wrong/right - what ’ s working - how visitors behave on site
- - the only tool we have is GA. - use it. start collecting, even if we ’ re not analyzing, get as much data as we can - IMPORTANT STEP. no matter what your situation, get tools to gather data. - the goal here is that the data can be used in the future to make decisions. - with digital, it ’ s all hindsight “ what can we learn based on what happened ” - REAL TIME: you don ’ t need real time unless you can analyze and react in REAL TIME
- - starting to work on proving different ideas. experimenting with tools that are available - A/B and multivariate testing. - this one: is an illustration more powerful than a photo.
- - centenary is over. time for some changes. use removal of centenary spotlight to make changes - clean up the look. - we noticed that traffic to our news had dropped significantly - had been moved to bottom left on page. - bring back to centre under feature - starting to experiment with different ideas (Buttons, calls to action) AND COLLECTING DATA
- - branding change. - more clean up. using design to help - still collecting data everywhere - we start to work with HTML5
- - Launch of brand means Our Promise “ Uplifting.... ” - Let ’ s do something “ designy ” - people will be so curious. they will mouse over, they will want more, they will watch all the videos. - Tim “ no, they won ’ t ” “ mystery navigation bad ” “ if you want people to see the stories, roll them out one at a time on the homepage ” - I will track everything. - getting more advanced: events, video tracking, effective time on page tracking
- - idea that data is good is catching on - learning how to use GA in a large organization - learn some lessons about deploying and configuring - rollup account and individual accounts - starting to push what GA can do. more than just out of the box features
- - at the point where certain folks are starting to take notice. - former blog section we had -
- - we ’ re also now exploring our restructuring. in the end, the future looks like this. - full analytics team. - in the future, all our decisions will be data based. - ok, well most
- - Analytics role created. - new site launched. - pulled whatever we could from our old data - went out and got some more qualitative data. - used tools such as usability hub to test a couple major IA changes
- - time to start using more than just a hammer - add some tools the tool belt
- - put the data in front of people - make it clear what they ’ re trying to achieve - keep them in the loop
- - supplement with other reports
- - other parts of the project - news staff worried that stories would not be read - scroll map shows scrolling ok for good content - visits and unique visits up - pageviews and pages/visits down - but we had everything on one page - also eliminated text from big image
- - what next? - for starters, we ’ ve done an extensive review of the past year ’ s data and incremental changes are coming to our site as part of our move to responsive design. - but, what ’ s the one thing we all want to be able to do with our data?