The document discusses the importance of web analytics in technical documentation, emphasizing that effective communication with users is often lacking. It outlines how web analytics can enhance content design, improve user interactions, and measure the effectiveness of documentation and marketing efforts. The value lies in understanding user behavior, setting goals, and using data to drive decisions that align with enterprise needs.

1. Web Analytics in
Technical Documentation
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2. “ It’s an unfortunate irony that, as technical
communicators, many of us are rarely able to
communicate with the users of the products we
document. As a result, we’re often left
wondering how well our systems are fulfilling
users’ needs..”
“Obtaining User Feedback”
Jeremy Webb
STC Intercom July/August 2006
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4. In today’s session
Web Analytics
Web Analytics in Tech Docs
Considerations
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5. First thing first
Web Analytics
Web Analytics in Tech Docs
Considerations
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6. “Web analytics is the measurement, collection,
analysis and reporting of internet data for
purposes of understanding and optimizing web
usage.”
The Official WAA Definition of Web Analytics
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8. Web Analytics
Understand user behavior
Informed site and content design
Improved interactions
Insights into the improvements required to convert
visitors into customers
Check the effectiveness of your ad campaigns, search
key wordings etc
Forces you to realize facts, no guess work!
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9. Some tools
Paid:
Free:
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10. Transaction analysis
E-commerce
Usability
Non e-commerce,
content sites.
Tech Doc sites
Advertising campaign
Business research
Market research
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11. So what about Tech Docs…
Web Analytics
Web Analytics in Tech Docs
Considerations
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12. Tech Docs
Rarely communicate with the users of the content
Feedback mechanisms are generally inefficient
Value proposition of the function
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13. Tech Docs + Web Analytics
Where
Tech Docs How
Who
+
Web
Analytics
What When
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14. Who the user/visitor is:
– first time visitor
– frequent visitor
– vendor/partner/employee
What is the user looking for:
– what did he search for
– entrance keyword
– do I have relevant content
Where:
– Entrance path. My home page or a search engine or some
other site.
– Exit path. Did he use the hyperlink in the content to go to
another page.
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15. When:
– time of the year when visitors are high/low. Plan maintenance,
address legacy issues.
How:
– which browser
– mobile devices
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16. Effective Content
User needs
Target content
Frequency of visits
Dwell time
Site navigation
Test the new strategy
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17. Context
Compare data: site avg, company avg, other BU,
other segments etc
Compare timeline: this time last year, this time last
quarter etc
Understand where you are good or not good.
Benchmark
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18. Setup Goals
Increase/reduce frequency
Reduce dwell time
Lesser clicks to destination
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19. Increase Value
Lead-generation tools: you can use your
documentation as an online lead-generation tool
Placing a value on each visit (example, every two
Help pages visited equals one support call
avoided), an indication of the monetary value of
documentation.
Measuring its impact on the website’s ranking in
the search engines
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20. Finally
Web Analytics
Web Analytics in Tech Docs
Considerations
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21. Considerations
Beyond “clicks” and “visits”
Not tool and professional services but people
Data in context and perspective
Strategies, resources, and technology employed
must align with enterprise needs
Data drives decision
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22. The value of Web analytics is undeniable
Insight and action are driven by expert analysts
Competitive advantage awaits enterprises that
commit to Web analytics
“Appraising Your Investment In Enterprise Web Analytics”
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