UX and Analytics WITH

Jenny Anderson & Lydia Whitehead

Quick Poll What do you know about your users?

What do you wish you knew?

Basic UX Considerations Where are users frustrated? Do users know where to find things? How do users complete a task? What information is most important to users?

TOOLS FOR UNDERSTANDING USERS

Tools: Usabilla Do users know where to find things? What information is most important to users?

www.usabilla.com

Tools: Loop 11 Where are users frustrated? How do users complete a task?

www.loop11.com

Tools: Five Second Test Do users know where to find things? What information is most important to users?

www.fivesecondtest.com

WHAT ANALYTICS CAN TELL YOU ABOUT USERS

First Things First

Mobile Use

Mobile Use

Top Pages

Top Pages

Navigation Paths / Summary

Navigation Paths / Summary

Navigation Paths / Summary

Navigation Paths / Summary

ADVANCED ANALYTICS

What else do you wish analytics would tell you?

Quick Poll

1. Identify Goal Type - destination - duration - pages visited - event

2. Goal Details

Goal Tracking

2. Goal Details: Value, and Funnel

Goal Tracking

Goal Tracking: Funnel Visualization

How can you analyze the value of marketing efforts like email, affiliate marketing, or banner ad purchases?

http://www.mywebsite.com/

Campaign Tracking

?utm_source=banner+ads&utm_medium=wthr&utm_campaign=600X490

Source Typically always the same / email / banner ads / cpc Medium Which of the sources? member / wthr / bing Campaign Typically date sent, ad dimension, or in the case of cpc the actual

Consistent nomenclature is important so keep an Excel spreadsheet!

Campaign Tracking

Campaign Tracking: Who is visiting?

Campaign Tracking: What are they doing?

Dashboards

Dashboards can be shared and/or sent as a regularly scheduled report.

Things to Include: - Primary Goals - Traffic Sources - Referral Traffic - Top Keywords

Customized Dashboards

Google Analytics Learning Center http://www.google.com/analytics/learn/

URL Builder https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998

Resources