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Ahhh… Too Many AudiencesDon’t panic, here’s what to do
Adam Napolitanadamnapolitan.com
AUDIENCE ANALYSIS
Audience Based Navigation
Thinking Is Bad!
Events
Acquisition
Identity
Understanding Behavior
Tasks
Acquisition
Behavior
Identity
Tasks
Consumption by Age
Consumption by Age65+
55-64
45 - 54
35 - 44
25 - 34
18 - 24
0 - 17
Consumption by Age65+
55-64
45 - 54
35 - 44
25 - 34
18 - 24
0 - 1744%About,
Calendar,Admission
Consumption by Age65+
55-64
45 - 54
35 - 44
25 - 34
18 - 24
0 - 1744%
65%
About,Calendar,Admission
About,Jobs,
Calendar,Admission
Consumption by Age65+
55-64
45 - 54
35 - 44
25 - 34
18 - 24
0 - 1744%
65%
About,Calendar,Admission
About,Jobs,
Calendar,Admission
35%About,Jobs,
Calendar
APPLICATIONS ARE
NOW OPENPlay Video Apply Now
Macro Micro
Events
Acquisition
EXTERNAL USERS
Students
Partners
Faculty
Staff
INTERNALUSERS
Social 5%
Search56%
News
News
150KSearchSocial
86% 12%vs. 500K
Social Search
28Years
2.7KYears
Understanding Behavior
Identity
Prospective Student Content
News
Calendar
Jobs
About
Mixed
Overall
Landing ExitConsume
Prospective Student Content
News
CalendarJobs
About
Other
From the Home Page
News
90% Stayed in News
Section Affinity
74% Bounce Rate
Stays in Section
Admissions 84%
Academics 85%
About 69%
Jobs 95%
Calendar 90%
Campus Life 77%
News 90%
41%
44%
49%
11%
50%
35%
74%
Bounce
Sticky
Sticky
Explorer
UX Issues?
Sticky
Explorer
Bouncer
User Type
Calendar 16%
Majors 15%
Admissions 13%
About 9%
Campus Life 8%ConsumptionNews
Calendar 16%
Majors 15%
Admissions 13%
About 9%
Campus Life 8%
Consumption
News Calendar 15%
Majors 12%
Admissions 14%
About 11%
Campus Life 9%
Exit
Seasonality
Testing Architecture
APPLICATIONS ARE
NOW OPENPlay Video Apply Now
APPLICATIONS ARE
NOW OPENPlay Video Apply Now
APPLICATIONS ARE
NOW OPENPlay Video Apply Now
APPLICATIONS ARE
NOW OPENPlay Video Apply Now
Usability Testing
Interviews
Tasks
URL Title Traffic Links Primary Audience
Tasks To Accomplish
Get from Google Search Console
Interview, Hot Jar or
Forced Empathy
Address Common Questions / Tasks
?’sMap To Pages
Acquisition
Behavior
Identity
Tasks
Landing ExitConsume
Google Analytics Setup for Home Page
Behavior Analysis
1. Add A Segment
1. Add A Segment
2. Go to Advanced - Conditions
3. Select Landing Page Filter
4. Set to “Exactly Matches” “/”
5. Exclude Homepage “/” From Total
5. Exclude Homepage “/” From Total
5. Exclude Homepage “/” From Total
5. Exclude Homepage “/” From Total
1. Add A Segment
2. Go to Advanced - Conditions
3. Select Landing Page Filter
4. Set to “Exactly Matches” “/”
5. Exclude Homepage “/” From Total
6. Document Traffic to Sections
