Google Analytics for
Responsive Websites#edui_analytics
1Monday, Nov 4
there will be a time for questions at the endslides will be available - stay with me it’s a lot of informationone sheet up frontadvanced analytics, NOT covering basics - jumping over that stuff fastgoogle changed names - I WILL call views profiles - force of habit
Jessica BehalDirector of
Internet [email protected]
@jes525
2Monday, Nov 4
since 2009seo, ppc, banner, email, social, lead gen, ANALYTICS
NewCity
3Monday, Nov 4
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
The Basics
4Monday, Nov 4
Let’s get basics out of the way...
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?
What is a Responsive Website?
5Monday, Nov 4
Basically - the exact same website (content, media, code, etc) no matter what device it is on
ConsistentExperience
6Monday, Nov 4
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
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ResponsiveDesign
7Monday, Nov 4
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 x2Design for touch at all major breakpoints based on your actual users Prototype and test.
What are Analytics?
8Monday, Nov 4
Let data decide!
...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.
Google defines as...
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.
9Monday, Nov 4
Google Analytics is a powerful, easy to use, reporting platform, that lets you 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 fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back.
Analytics Data
10Monday, Nov 4
A bunch of stats about user behavior on your website, important bcthe better you can define a problem (less of a black box) , the more likelihood you’ll be able to solve
Analytics Provides
Data to ask better questions Data to inform the process and revisions Data to enable micro-tweaks Actionable items based on facts not guesses
11Monday, Nov 4
Data to ask better questionsData to inform the process and revisionsEnables you to Make micro-tweaks other disciplines to have actionable items based on real data
Configure Analytics
12Monday, Nov 4Google 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
CONFIGURING ANALYTICSGo-to sources: BOOKS
Web Analytics: An Hour a Day by Avinash KaushikWeb Analytics 2.0 by Avinash KaushikAdvanced Web Metrics with Google Analytics by Brian CliftonGoogle Analytics by Justin Cutroni
13Monday, Nov 4again slides are available with these sources
CONFIGURING ANALYTICSGo-to sources: WEBSITES
http://analytics.blogspot.com/http://www.kaushik.net/avinash/http://searchenginewatch.com/analyticshttp://cutroni.com/blog/http://online-behavior.com/analyticshttp://www.clickz.com/category/analyticshttp://www.googleanalyticstest.comhttp://www.google.com/analytics/learn/http://www.google.com/analytics/iq.html
14Monday, Nov 4
Review Data
15Monday, Nov 4
-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
Common Mistakes
16Monday, Nov 4
thinking pageviews mean something - or any one single metric... for example, lots of people no conversionsnot 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
Planning forResponsive
17Monday, Nov 4
now that Basics out of the way
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.
PreliminaryAnalytics Review
18Monday, Nov 4
Determine what existsGet 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 onlyeverything all combined mobile traffic only, external traffic only
Current Mobile
Behavior
19Monday, Nov 4
What isn’t working now?
Apply your mobile segmentCompare to non-mobile trafficDifferent Bounce Rates/time on page/etcconvert/non-convert
Frequent Breakpoints
20Monday, Nov 4
-design for responsive layouts based on actual sizes
where to find in analytics - under >Audience>Technology>Browser & OS>Screen Res Dimension
Common Browsers
21Monday, Nov 4
-what browsers are used by current audiences-what will we support?
where to find in analytics - under >Audience>Technology>Browser & OS>Browser>Secondary - Browser Version
ConfiguringAnalytics for Responsive
22Monday, Nov 4
Now your shiny new responsive site has launched... what do you do?
SetupBaseline Analytics
23Monday, Nov 4
Same as before >>> Make sure at a min you have the following viewsraw data (nothing applied)global website/main site external traffic onlyeverything 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
Determine Top Devices
24Monday, Nov 4
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.
Screen Resolution
Filters
25Monday, Nov 4
previously with old analyXcs
used to be much harder had to do with screen resoluXondon’t do it this way
CustomAdvanced Segments
26Monday, Nov 4
addiXonally you could usecustom advanced segments, follow same basic steps about to outlinewe 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
iPad
27Monday, Nov 4
go into ADMIN...Apply filter by mobile model name (iPad) to include traffic
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...
iPhone
28Monday, Nov 4
Apply filter by mobile model name (iPhone) to include traffic-‐internal IPs and combine upper/lowercase URLs
AndroidPhone
29Monday, Nov 4
>>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 OneInclude mobile filter >>> enXre operaXng system so we only want the mobile trafficExclude tablets filter >>> enXre operaXng system but we only want phones-‐internal IPs and combine upper/lowercase URLs
AndroidTablet
30Monday, Nov 4
Apply filter by operaXng system (android) >>> can only do by device if you’re trying to track specific like Kindle FireInclude tablets filter >>> enXre operaXng system but we only want tablets-‐internal IPs and combine upper/lowercase URLs
Windows 8
31Monday, Nov 4
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
Non-MobileNon-Touch
traffic
[Traditional Computers]
32Monday, Nov 4
We want non-‐mobile traffic >>> Apply mobile filter to EXCLUDE mobile trafficWe 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 URLsThese paderns can be followed for any other devices, operaXng systems, etc that are specific to youlike before... Think of what would cause users to interact with the site differently... like touch, size, res
What can we learn?
33Monday, Nov 4
(explain picture) ... she would say dig deeper and don’t make assumptions
Analytics can tell us lots of things... overwhelming amount of info
Learning from Data
Remember our goal:
Fully harness the power of analytics to break down problems into solvable chunks with as much information as possible
34Monday, Nov 4
and... the solution will be different in every case
>>> 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
Analytics can tell us...
35Monday, Nov 4
- What questions to ask- What should we examine further >>> finding oddities and discrepancies in the data
- 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?-
Analytics can’t tell us...
36Monday, Nov 4
Why things are happeningWhat audiences are trying to doWhy the page was abandonedWhy the user didn’t convert>>>> for that we need other tools/disciplines “ux hat” (above my paygrade, might have to do yourself) >>>A/B testingSIDE NOTE - sessions here, Jared Spool resources
CrazyEgg
37Monday, Nov 4
Where people clickWhere people TRY to clickScroll distance
InterceptSurvey
38Monday, Nov 4
Intercept users real-time as they use the site, insight into what they came looking for, rather if they were able to accomplish it
tie into analytics with custom variables
this is great on pages like the homepage, major landing pageskeep it to 2-3 questions
Social Media Polling
39Monday, Nov 4
you have a captive audience already
what do you want to do on the admissions page?what is the top task you try to accomplish on the website?
Loop 11
http://www.loop11.com/online-usability-testing-101/?confirmed=true
40Monday, Nov 4Ask a relatively simple task firstAvoid 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
- 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
UX ToolsGo-to sources: USER TESTING
UsabililaQualarooUX PunkUserflyFeedback ArmyUserTesting.comOpenHallwayTryMyUIGoToMeeting, Glance, Skype
41Monday, Nov 4Usabilla primarily design, testing small things not complex workflows>> Remote, unmoderated; can test flat images and live site; recruit your own usersQualaroo for short feedback surveysUX Punk Online card sorting & navigation menu testingUserfly Records what users are doing on your site; no tasks or assigned workflows just records what’s going on on a pageFeedback Army Quick and dirty testUserTesting.com -Remote, unmoderated task testing; recruits users for youOpenHallway 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 itTryMyUI Remote, unmoderated testing >>> get video of users trying to accomplish tasks
UX ToolsGo-to sources: PROTOTYPING
Invision AppBalsmiqProto.ioUXPinBlueprint
42Monday, Nov 4Invision App Clickable prototype (images only); great for fast, flat testing and demonstrationBalsmiq Clickable wireframesProto.io for tablets & smartphonesUXPin - Clickable wireframing tool Blueprint (IOS app)- for mobile
UX ToolsGo-to sources: OTHERS
SurveyMonkeyPlainframeKissmetricsCard SortWebsortOptimizelyUnbounceVisual Website OptimizerUsability Hub
43Monday, Nov 4
SurveyMonkey/Kissmetrics - survey toolPlainframe - Navigation/wireframe testingCard Sort/Websort - Card sort, navigation testingOptimizely/Unbounce/Visual Website Optimizer - A/B TestingUsability Hubhttp://fivesecondtest.com/http://navflow.com/http://theclicktest.com/
Steps for Success
44Monday, Nov 4
set up analytics and configure properly to look at multiple devices differentlyreview the datafind discrepancies and odditiesuse ux tools to A/B and user testrefine sitestart againGood luck on your data revision journey!!
Questions?
slides available: www.insidenewcity.com
45Monday, Nov 4
Credit: ESO/M. Kornmesser
slides available: www.insidenewcity.com
Writing Content thatWorks Everywhere
Tuesday, 9:30amShenandoah Room
46Monday, Nov 4