Google Analytics and UX
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The document discusses the integration of Google Analytics with user experience (UX) design, emphasizing how web analytics can help measure, analyze, and optimize web usage. It covers methods for defining conversion goals, tracking user interactions, and using data for organizational improvements. The content also highlights the importance of validating concepts and verifying changes through various testing methods and the utilization of analytics data for better decision-making.
![Google Analytics and UX, #bcbs13 @katrinmathis
<a href=‘/document.pdf‘
onClick =‘_gaq.push([‘_trackPageview‘, ‘/downloads/document-xy.pdf‘]);‘>
Jetzt Downloaden</a>
Virtual Page Views
Tracking of actions that are not page views,
e.g. Downloads or outbound Links
Tip: Integrate script that tracks automatically all downloads and outbound links
Tip: File into categories, e.g. /downloads und /links
Request tracked, not completion!
Number of page views increased by virtual page views!](https://image.slidesharecdn.com/google-analytics-ux-130602063940-phpapp01/85/Google-Analytics-and-UX-19-320.jpg)
![Google Analytics and UX, #bcbs13 @katrinmathis
<a onclick=“_gaq.push([‘_trackEvent‘, category, action, label, value]);“>...</a>
Event Tracking
Tracking of objects (e.g. Video) and interactions (Play, Pause etc.)
category
action
label (Optional)
value (Optional)
In contrast to virtual pageviews events do not generate additional page views
Image: http://analytics.blogspot.de/2011/04/new-google-analytics-events-goals.html](https://image.slidesharecdn.com/google-analytics-ux-130602063940-phpapp01/85/Google-Analytics-and-UX-20-320.jpg)
![Google Analytics and UX, #bcbs13 @katrinmathis
_gaq.push([‘_trackSocial‘, network, socialAction, opt_target, opt_pagePath]);
Social Media Tracking - Social Plugins
Google +1 Button tracked automatically
Plugins of other networks require manual tracking
network
social action
opt_target
opt_pagePath](https://image.slidesharecdn.com/google-analytics-ux-130602063940-phpapp01/85/Google-Analytics-and-UX-21-320.jpg)
![Google Analytics and UX, #bcbs13 @katrinmathis
_gaq.push([‘_setCustomVar‘, index, name, value, scope]);
_gaq.push([‘_getVisitorCustomVar‘, index]);
_gaq.push([‘_deleteCustomVar‘, index]);
Custom variables
Up to 5 custom variables per page view or event
index
name
value
scope
1: Visitor
2: Session
3: Page](https://image.slidesharecdn.com/google-analytics-ux-130602063940-phpapp01/85/Google-Analytics-and-UX-22-320.jpg)
![Google Analytics and UX, #bcbs13 @katrinmathis
_gaq.push([‘_addTrans‘,
‘transaction id‘,
‘affiliation‘,
‘total‘,
‘tax‘
‘shipping‘,
‘city‘,
‘region‘,
‘country‘]);
_gaq.push([‘_addItem‘,
‘transaction id‘,
‘SKU/code‘,
‘product name‘,
‘category‘,
‘price‘,
‘quantity‘]);
_gaq.push([‘_trackTrans‘]);
E-Commerce Tracking](https://image.slidesharecdn.com/google-analytics-ux-130602063940-phpapp01/85/Google-Analytics-and-UX-24-320.jpg)
![Google Analytics and UX, #bcbs13 @katrinmathis
<script type="text/javascript">
_gaq.push(['_trackEvent', 'Error', '404', 'page: ' + document.location.pathname +
document.location.search + ' ref: ' + document.referrer ]);
</script>
Error tracking
Track errors as events
Types of errors
404 Not found errors
Referrer
URL trying to reach
Form field errors](https://image.slidesharecdn.com/google-analytics-ux-130602063940-phpapp01/85/Google-Analytics-and-UX-26-320.jpg)
Google Analytics and UX
- 1. DIGITAL CONCEPTS WITH ADDED VALUE. Google Analytics and UX #bcbs13 @katrinmathis
- 2. Google Analytics and UX, #bcbs13 @katrinmathis Katrin Mathis Freelance consultant and conceptual designer based in Freiburg, Germany B. Sc. in OnlineMedia from Hochschule Furtwangen University 7+ years of experience with international clients Google Analytics and AdWords Qualified Individual
- 3. Google Analytics and UX, #bcbs13 @katrinmathis What is Web Analytics? Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purpose of understanding and optimizing Web usage. (Web Analytics Association)
- 4. Google Analytics and UX, #bcbs13 @katrinmathis Web Analytics User Experience What is analyzed Behavior - „what“ Intentions and motives - „why“ Methods Quantitative Qualitative Goal Help organization meet goals Help users achieve goals How data is used Top down Bottom up Kinds of data Statistical data Conceptual data Background Engineering or math Social sciences, humanities, arts Web Analytics vs. User Experience Source: Louis Rosenfeld (2011): Search Analytics for Your Site. Rosenfeld Media.
- 5. Google Analytics and UX, #bcbs13 @katrinmathis Define Measure
- 6. 1. Define conversion goals and funnels
- 7. Google Analytics and UX, #bcbs13 @katrinmathis Key Performance Indicators Definition of 5 - 8 individual key figures per department SMART = Specific, measurable, attainable, realistic, timely e.g. „Increase traffic by 25% until the end of the year“ Fluctuations vs. true trends Compare values to targets
- 8. Google Analytics and UX, #bcbs13 @katrinmathis Conversion Goals Macro and micro goals, e.g. Purchases Contact form Registrations Newsletter subscription Downloads Comments Clicks on outbound links
- 9. Google Analytics and UX, #bcbs13 @katrinmathis Goal Definition Up to 4 x 5 = 20 goals per profile Per session conversion goals can only be reached once
- 10. Google Analytics and UX, #bcbs13 @katrinmathis Goal Definition - URL Destination Match Type Exact match Static URL, e.g. /thanks Head match with dynamic variables, e.g. /thanks?id=123 Regular expression match Certain part of URL
- 11. Google Analytics and UX, #bcbs13 @katrinmathis Goal Definition - Goal Funnels Up to 10 steps, e.g. Shopping cart Address Payment Confirmation page = Conversion goal Static URL or regular expressions Checkbox „Required step“ ignores entrances past this step
- 12. Google Analytics and UX, #bcbs13 @katrinmathis Conversion Reports - Goal Funnel Image: http://www.google.com/intl/de/analytics/features.html
- 13. Google Analytics and UX, #bcbs13 @katrinmathis Goal Definition - Engagement Goals
- 14. Google Analytics and UX, #bcbs13 @katrinmathis Goal Definition - Event Goals
- 15. 2. Track your internal search
- 16. Google Analytics and UX, #bcbs13 @katrinmathis Site Search Tracking of internal search, e.g. http://www.n-tv.de/suche/?at=m&q=test Activation in profile settings
- 17. Google Analytics and UX, #bcbs13 @katrinmathis Site Search Reports Overview Visits with Search Total Unique Searches Results Pageviews / Search % Search Exits % Search Refinements Time after Search Search Depth Usage Visits with/without Site Search Search Terms Search Term Site Search Category Pages Start Page Destination Page
- 18. 3. Individualize your tracking
- 19. Google Analytics and UX, #bcbs13 @katrinmathis <a href=‘/document.pdf‘ onClick =‘_gaq.push([‘_trackPageview‘, ‘/downloads/document-xy.pdf‘]);‘> Jetzt Downloaden</a> Virtual Page Views Tracking of actions that are not page views, e.g. Downloads or outbound Links Tip: Integrate script that tracks automatically all downloads and outbound links Tip: File into categories, e.g. /downloads und /links Request tracked, not completion! Number of page views increased by virtual page views!
- 20. Google Analytics and UX, #bcbs13 @katrinmathis <a onclick=“_gaq.push([‘_trackEvent‘, category, action, label, value]);“>...</a> Event Tracking Tracking of objects (e.g. Video) and interactions (Play, Pause etc.) category action label (Optional) value (Optional) In contrast to virtual pageviews events do not generate additional page views Image: http://analytics.blogspot.de/2011/04/new-google-analytics-events-goals.html
- 21. Google Analytics and UX, #bcbs13 @katrinmathis _gaq.push([‘_trackSocial‘, network, socialAction, opt_target, opt_pagePath]); Social Media Tracking - Social Plugins Google +1 Button tracked automatically Plugins of other networks require manual tracking network social action opt_target opt_pagePath
- 22. Google Analytics and UX, #bcbs13 @katrinmathis _gaq.push([‘_setCustomVar‘, index, name, value, scope]); _gaq.push([‘_getVisitorCustomVar‘, index]); _gaq.push([‘_deleteCustomVar‘, index]); Custom variables Up to 5 custom variables per page view or event index name value scope 1: Visitor 2: Session 3: Page
- 23. Google Analytics and UX, #bcbs13 @katrinmathis E-Commerce Tracking Enable in profile settings Integration of _addTrans(), _addItem(), _trackTrans() on confirmation page after _trackPageview() While goal conversions are only counted once per session, all e-commerce transactions are counted.
- 24. Google Analytics and UX, #bcbs13 @katrinmathis _gaq.push([‘_addTrans‘, ‘transaction id‘, ‘affiliation‘, ‘total‘, ‘tax‘ ‘shipping‘, ‘city‘, ‘region‘, ‘country‘]); _gaq.push([‘_addItem‘, ‘transaction id‘, ‘SKU/code‘, ‘product name‘, ‘category‘, ‘price‘, ‘quantity‘]); _gaq.push([‘_trackTrans‘]); E-Commerce Tracking
- 25. 4. Track errors
- 26. Google Analytics and UX, #bcbs13 @katrinmathis <script type="text/javascript"> _gaq.push(['_trackEvent', 'Error', '404', 'page: ' + document.location.pathname + document.location.search + ' ref: ' + document.referrer ]); </script> Error tracking Track errors as events Types of errors 404 Not found errors Referrer URL trying to reach Form field errors
- 27. Google Analytics and UX, #bcbs13 @katrinmathis Define Measure Analyze
- 28. 5. Put your numbers into context
- 29. Google Analytics and UX, #bcbs13 @katrinmathis Look for trends Tip: Choose same week days when comparing periods of time
- 30. Google Analytics and UX, #bcbs13 @katrinmathis Tip: Calender By default 1 months until previous day Reports of current day often already available
- 31. Google Analytics and UX, #bcbs13 @katrinmathis Tip: Annotations Annotations for single days Visible to all users of that profile or private tied to a single login Use identifier in teams, e.g. (KM) Annotations show up as baloons in the graph
- 32. Google Analytics and UX, #bcbs13 @katrinmathis Plot rows
- 33. Google Analytics and UX, #bcbs13 @katrinmathis Weighted sorting
- 34. Google Analytics and UX, #bcbs13 @katrinmathis Sorting by absolute change
- 35. Google Analytics and UX, #bcbs13 @katrinmathis Comparison
- 36. Google Analytics and UX, #bcbs13 @katrinmathis Filter
- 37. Google Analytics and UX, #bcbs13 @katrinmathis Advanced Filter
- 38. 6. Understand time on site and bounce rate
- 39. Google Analytics and UX, #bcbs13 @katrinmathis Time on site and Bounce rate Time on site measured upon each request, time on last page viewed cannot be calculated Bounce rate is percentage of visitors who leave the website after one single page view Page 1Page 1 Page 2 Page 3 Time on site Exit Exit
- 40. 7. Segment your data
- 41. Google Analytics and UX, #bcbs13 @katrinmathis Advanced segments Apply up to 4 segments at once Similar to profile filters but are easier to create and to compare can also be applied to historical data
- 42. Google Analytics and UX, #bcbs13 @katrinmathis Custom segments
- 43. Google Analytics and UX, #bcbs13 @katrinmathis Advanced segments
- 44. 8. Customize your reports
- 45. Google Analytics and UX, #bcbs13 @katrinmathis Dashboards
- 46. Google Analytics and UX, #bcbs13 @katrinmathis Dashboards - Layout
- 47. Google Analytics and UX, #bcbs13 @katrinmathis Dashboards - Widgets
- 48. Google Analytics and UX, #bcbs13 @katrinmathis Dashboards - Sharing
- 49. Google Analytics and UX, #bcbs13 @katrinmathis Shortcuts Saves shortcut to standard and custom reports including Open tab Sorting Advanced segments Graph settings Filter Number of rows Tied to login, so far no possibility to share
- 50. Google Analytics and UX, #bcbs13 @katrinmathis Intelligence Events Daily, weekly and monthly events Google Analytics calculates expected range from historical data Upon deviations from this expected range intelligence events are created Importance indicator and filter Helps to promptly discover anomalies and start further investigation
- 51. Google Analytics and UX, #bcbs13 @katrinmathis Custom Alerts
- 52. Google Analytics and UX, #bcbs13 @katrinmathis Customization Creation of customized reports consisting of Up to 10 metrics per tab (blue) 1 - 5 dimensions (green) Can be exported, e-mailed and added to dashboard
- 53. Google Analytics and UX, #bcbs13 @katrinmathis Custom reports
- 54. Google Analytics and UX, #bcbs13 @katrinmathis Custom reports
- 55. Google Analytics and UX, #bcbs13 @katrinmathis Custom reports - Sharing
- 56. Google Analytics and UX, #bcbs13 @katrinmathis Define Measure Analyze Optimize
- 57. 9. Validate your MVP
- 58. Google Analytics and UX, #bcbs13 @katrinmathis Validate your MVP Standish group: 64% of features never or rarely used MVP = Minimum viable product Announcement of a new feature „Fake“ feature Basic version of a new feature Wizard of oz testing
- 59. 10. Verify your changes
- 60. Google Analytics and UX, #bcbs13 @katrinmathis Content Experiments Full integration of Google Website Optimizer in June 2012 Realization of A/B tests in Google Analytics with URL and event goals, e.g. Does another headline or another image get a higher conversion rate? Visitors are shown different variations of a page Runtime automatically ended after 3 months Up to 12 active tests per profile Up to 5 variations per test
- 61. Google Analytics and UX, #bcbs13 @katrinmathis Content Experiments 1. Create variation pages 2. Choose conversion goal and percentage of participating visitors 3. Add test code Image: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1745152&topic=1745207&ctx=topic
- 62. Google Analytics and UX, #bcbs13 @katrinmathis Content Experiments Image: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1745152&topic=1745207&ctx=topic Winner at the earliest after 2 weeks Conversion rate of variations Compared to original page Chances to beat original page
- 63. Google Analytics and UX, #bcbs13 @katrinmathis Value of Web Analytics for UX Web analytics can start on a small budget and scale Produces high fidelity data about natural use of product Identify problematic areas for qualitative testing and quantify their impact Quantify the ROI of usability/UX
- 64. Google Analytics and UX, #bcbs13 @katrinmathis Use and value Often responsibility in IT and marketing but can be valuable for whole organization ! Optimization of information architecture Optimization of landing pages Optimization of marketing campaigns Optimization of processes Matching technology of visitors Calculation of return of investment Identifying business potential Basis for management decisions Use of data through Google Analytics API