Google Analytics for Responsive Websites #edui_analytics

Transcription

1 Google Analytics for Responsive Websites #edui_analytics 1 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

2 Jessica Behal Director of Internet since 2009 seo, ppc, banner, , social, lead gen, ANALYTICS 2

3 NewCity 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 The Basics Let s get basics out of the way... 4 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?

5 What is a Responsive Website? Basically - the exact same website (content, media, code, etc) no matter what device it is on 5

6 Consistent Experience 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 A A B B E Responsive C C Design D D F E G F G 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 What are Analytics? Let data decide! 8

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. Google defines as... 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. 9

10 Analytics Data A bunch of stats about user behavior on your website, important bc 10 the better you can define a problem (less of a black box), the more likelihood you ll be able to solve

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 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 Configure Analytics 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 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 again slides are available with these sources 13

14 CONFIGURING ANALYTICS Go-to sources: WEBSITES

15 Review Data -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 15

16 Common Mistakes 16 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

17 Planning for Responsive now that Basics out of the way 17 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 Preliminary Analytics Review 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 Current Mobile Behavior What isn t working now? 19 Apply your mobile segment Compare to non-mobile traffic Different Bounce Rates/time on page/etc convert/non-convert

20 Frequent Breakpoints -design for responsive layouts based on actual sizes 20 where to find in analytics - under >Audience>Technology>Browser & OS>Screen Res Dimension

21 Common Browsers -what browsers are used by current audiences -what will we support? 21 where to find in analytics - under >Audience>Technology>Browser & OS>Browser>Secondary - Browser Version

22 Configuring Analytics for Responsive Now your shiny new responsive site has launched... what do you do? 22

23 Setup Baseline Analytics 23 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

24 Determine Top Devices 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 Screen Resolution Filters previously with old analyxcs 25 used to be much harder had to do with screen resoluxon don t do it this way

26 Custom Advanced Segments 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 ipad go into ADMIN... Apply filter by mobile model name (ipad) to include traffic 27 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 iphone 28 Apply filter by mobile model name (iphone) to include traffic - internal IPs and combine upper/lowercase URLs

29 Android Phone >>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 Android Tablet 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 Windows 8 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 Non-Mobile Non-Touch traffic [Traditional Computers] 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 What can we learn? (explain picture)... she would say dig deeper and don t make assumptions 33 Analytics can tell us lots of things... overwhelming amount of info

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 and... the solution will be different in every case 34 >>> 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

35 Analytics can tell us... - What questions to ask - What should we examine further >>> finding oddities and discrepancies in the data 35 - 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? -

36 Analytics can t tell us... 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 36

37 CrazyEgg Where people click Where people TRY to click Scroll distance 37

38 Intercept Survey Intercept users real-time as they use the site, insight into what they came looking for, rather if they were able to accomplish it 38 tie into analytics with custom variables this is great on pages like the homepage, major landing pages keep it to 2-3 questions

39 Social Media Polling you have a captive audience already 39 what do you want to do on the admissions page? what is the top task you try to accomplish on the website?

40 Loop 11 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 40 - 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

41 UX Tools Go-to sources: USER TESTING Usabilila Qualaroo UX Punk Userfly Feedback Army UserTesting.com OpenHallway TryMyUI GoToMeeting, Glance, Skype 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 UserTesting.com -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 41

42 UX Tools Go-to sources: PROTOTYPING Invision App Balsmiq Proto.io UXPin Blueprint Invision App Clickable prototype (images only); great for fast, flat testing and demonstration Balsmiq Clickable wireframes Proto.io for tablets & smartphones UXPin - Clickable wireframing tool Blueprint (IOS app)- for mobile 42

43 UX Tools Go-to sources: OTHERS SurveyMonkey Plainframe Kissmetrics Card Sort Websort Optimizely Unbounce Visual Website Optimizer Usability Hub 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

44 Steps for Success 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 Questions? slides available: 45

46 Writing Content that Works Everywhere Tuesday, 9:30am Shenandoah Room slides available: Credit: ESO/M. Kornmesser 46