#GABC12How to best track specific actions or events on your site

Overview

Overview

• Context

• Challenges

• Concept

• Case

• Conclusion

Context

Context• Route Planner Tool of public transportation company

• 2,2 M of monthly visits

• 3,5 M of monthly pageviews of tool’s results page

How can we engage surfers to

use the Route Planner Tool as

their travel companion?

Context• 2 secondary research questions:

• How are people using the Route Planner Tool?

• How can we improve the usability of this tool?

Challenges

Challenges• As to implementing the tracking of events:

• Can we analyze the interaction with the Route

Planner Tool by means of event tracking?

• Can we embed the event tracking of this tool in a site

wide implementation structure?

Challenges• As to the use of the Route Planner Tool:

• What are the most useful advanced search

options of the travel info tool?

• Which are the most useful features of the Route

Planner’s results page?

Concept

E.T.I.S

Event Tracking Implementation Schema

Say what?• Schema that facilitates the implementation of events

• Framework for actionable grouping in action sets

• Engagement shaping based on high (scan-behave-

focus) or low involvement (scan-focus-behave)

Say why?• To track events on page level in a uniform way and with

an equivocal taxonomy

• To analyze events as goals, based on level of

engagement or involvement of surfer

• To optimize tools, pages, sites for conversions

Say how?

All sites of company:

• Identify different categories & actions in a spreadsheet

• Validate types of actions based on level of engagement

On site tools on all company’s sites:

• Differentiate labels, f.e. in case of Route Planner Tool

• Integrate engagement model in label structure of tool

Case

Case

SCAN

BEHAVE

FOCUS

Case

SCAN

BEHAVE

FOCUS

Route Planner Tool

Case• What are the most useful advanced search

options of the Route Planner Tool?

• Which are the most useful features of the Route

Planner’s results page?

Action Engagement

Last month we noticed a high correlation between

unique events on fields and unique search events in

case of ‘intersection’ and ‘identification’

CaseThe auto suggestion functionality of the Route Planner

Tool needs to be enriched, especially of the ‘intersection’

& ‘identification’ search option.

“Modelling data delivers actionable intelligence.”

Case• What are the most useful advanced search options of

the Route Planner Tool?

• Which are the most useful features of the Route

Planner’s results page?

Action Engagement

Last month 20% of all users looked for details of the

route and a service later, but only 3,5 % of all users plan

their return trip using the Route Planner Tool.

CaseBased on the event tracking data the ‘service later’, ‘details

of route’ and ‘return trip’ feature needs a more prominent

& user-friendly on page localization.

“Modelling data delivers actionable intelligence.”

Conclusion

Conclusion• Event Tracking Implementation Schema (E.T.I.S.) to

analyze & act upon usability of Route Planner Tool.

• Engagement shaping applied to action sets.

• New information architecture & design of Route

Planner Tool according to most useful search options

and planning features.

Conclusion

Data overload

Modelling

Intelligence

Actions

Daan Goor - Senior Web Analyst

daan@wijs.bedaangoor.iswijs.be