PDX Design Research Group - Google Analytics for UX pros

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PDX Design Research Group May 17, 2017

Transcript of PDX Design Research Group - Google Analytics for UX pros

PDX Design Research GroupMay 17, 2017

INSIGHTS

FROM

ANALYSIS &

TESTING

DESIGN

PRINCIPLES

GREAT

EXPERIENCES

Analytics as Part of DX

not “Data Driven”,

but “Data Informed”

and “Data Validated”

Problem: Client thinks that the products section makes it hard for visitors to find products and learn more about them.

Thinking: We found that products were so connected with other sections on the site that we could not redesign the products section by itself. We needed to do a larger content reorganization and design to support that new organization.

Our Design Challenge: We need to use data to validate that the scope of the project needed to be bigger and that there was value in a larger focus on IA for the whole public site.

Current Content Paradigm:People are trying to compare specific solutions as their first step in finding a product or solution.

Design Hypothesis:People are not coming to the site thinking about what hosting model they need, they are looking for products the fit their circumstances.

Insights from Analytics:There is very little comparison between product types in same session. Less than 1% of visitors viewed content in both On-Premises and Hosted product sections.

Only 10% of traffic view content under the Products section of the site.

Recommendation: Restructure the product section based on user needs and business scenarios.

Analytics research showed us that only 24% of sessions enter through the homepage, and 68% of people never even view the homepage.

• 84% of homepage traffic is Organic Search or Direct Traffic• 16% of homepage entries go to support• 28% go directly from the navigation into the solutions section

The vast majority the homepage traffic from Organic Search is from branded search terms (among known), indicating that these visitors already knows of <company> and want to learn more about the brand.

The homepage redesign focuses on selling the value of the brand with case studies more than showcasing the breadth of products because the new navigation and content model will now do this better.

Question:How effective is it to have these two CTA on every page in the main navigation?

Insights From Analytics:The Demo and Free Trial CTAs in the navigation are clicked on by 3% of the overall site traffic. These seems like healthy click through rate, but…

…Half of the Demo and Free Trial CTA clicks are from the homepage.

Conclusion:Visitors who click on the CTAs from the navigation area on the homepage have a 32% conversion rate. Much higher than the site average. These CTAs are affective on the homepage, but no so much from other content.

Question:How effective is it to have these two CTA integrated contextually with content pages rather than in the main navigation?

Insights From Analytics:4% of sessions, and 26% of lead conversions were from people who click on a Demo or Trial CTA that was neither on the homepage or in the navigation. (CTAs inside of body content or further down on the page)

1.5% of sessions, and 7.5% of lead conversion were from people that clicked on CTAs from the navigation.

Conclusion:Even though the CTAs in the navigation are on every page, the contextual CTAs generated more value.

Google Analytics and UX workshopHow?

1. Basics of what GA is actually doing in there

2. Segments – who are your users?

3. Goals – what do you want users to do?

4. Pathing – Landing, exiting, and all the stuff in between

5. Events – What else can be recorded?

6. Anything on your mind?

Agenda

What’s going on in there..

There are only two things being recorded:

Pageviews Events (clicks, etc.)

Attributes

Geo/Location

Other demographics

Browser details

Previous visit

Traffic source

Keywords (hah, no)

Segments: Who are your users?

“Data in aggregate is essentially crap” - Avinash Kaushik

How do you bucket your users?

• First time• Existing customers• Browser Language• Geo • Arrived via a particular

method• Took a specific action• Spent a certain amount of

time• Landed in particular

section

Segmentation Exercise!Look at New vs. Returning users

Create Segment for users looking at 2 or more pages

Who are your targets?Let’s find them

Goals: What are you trying to accomplish?

• E-com? Lead Gen? Engagement?

• What does Conversion mean?

• The goal is to interpret what you want users to do to a “Goal” in Google Analytics

• What is a Goal in GA, you ask…?

Goal Exercise!Create a goal: Users who return 2 or more times

What are your goals?Let’s take a look

Landing Pages

• What page someone lands on can tell you something about them:

• What their first impression was (huge!)

• A general idea of what they were searching for if they came from Google organic

• But..

• How did they get there?

• What do they do next, if anything?

Landing Page Exercise!See a break-down of landing pages

Look at and discuss some of the stats available

Filter by traffic source – Organic and Direct

Pathing

• Buuuuuuuut…what happens next?

• 4+ (yes four or more! wow!) ways of looking at it in GA:

• Entrance Paths

• Navigation Summary

• Behavior Flow

• Reverse Goal Path

Pathing Exercise 1!Look at Entrance Paths

Understand limitations

Pathing Exercise 2!Look at Navigation Summary

Understand limitations

Pathing Exercise 3!Look at Behavior Flow

Change beginning context

Explore traffic through specific page

Pathing Exercise 4!Look at Reverse Goal Path

What is going on here!?

Explore some possible uses

CTA (and other) Clicks

• Pop quiz: What are the two things that GA is recording?

• Pageviews and Events!

• What happens if you have a page element that does not trigger a pageview?

• Custom Events are used to record these interactions

Anatomy of an Event

• Attributes of an Event:

• Category

• Action

• Label

• These essentially represent the taxonomy of data points

Events Exercise!Look at some top events

Drill into events by page (2 ways!)

Q&AWhat’s on your mind?