Tracking Gaps in the User Experience
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How to use digital analytics tools such as Google Analytics to find out where your users are failing
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Tracking Gaps in the User Experience
- 1. Tracking Gaps In the User Experience Charles Meaden Digital Nation
- 2. The Very Brief Intro • Been involved in web analytics for 20 years • Run a small agency specialising in analytics and usability based in Swansea
- 3. Great Quote Ease of use may be invisible, but its absence sure isn’t. IBM
- 4. The Flow
- 6. It’s A Combination of Things • Websites often fail due to multitude of issues • The whole experience is death by a thousand cuts • Aggregation of marginal gains
- 7. Analytics Will Get You Halfway There • Properly configured, it’ll tell you where you have an issue • Can’t necessarily tell you the important
- 8. Look at Device Type • Mobile has 38% of all traffic • Bounce rate is at 41% • Conversion rate is just 0.69% • Clearly an issue with mobile and good place to start
- 9. Browser and Browser Version • Don’t just look at browser • Look at browser and browser version • Remember Internet Explorer 8? – Visitors were seeing this at the checkout! – • Estimated loss of revenue was £75,000 a month
- 10. Funnels and Funnel Flow • Statement of the bleeding obvious…. • Gives you place to start looking for gaps • If using Google Analytics, don’t stop the at the default goals • Make friends with the API • Learn how to use tools such as Analytics Edge
- 11. Funnels and Funnel Flow
- 12. 404 Error Pages • At the very least track the referrer page • Segment against channel • Calculate how many are entrances to your site • Look outside your analytics – Crawl the site with ScreamingFrog – Use tools such as Textpipe to crawl log files for errors
- 13. Failed Search Terms • Capture search terms which generated zero search results • Analyse these to understand – Are they phrases your users use to describe your products – Are they for services you don’t (yet) offer • You can then finetune your search engine • At the same time, analyse all your search terms for their effectivness
- 14. Error Messages • Capture the error messages on all your forms as events • Youcanquicklyseewherepeoplearehavingissues
- 15. LiveChat Interactions • Where are people initiating the sessions • What questions are they asking? • Are they things that are not clear on the site?
- 16. Track Incoming Phone Calls • At the very least assign a unique phone number to the website • Ideally assign a unique number to each campaign • Get whoever answers the phone to make a note of common questions
- 17. Navigational Choices • If you can track which navigational elements people selected • Are people selecting – Menus – Images – Links in the body text • What are the most post popular choices • What elements are people ignoring
- 18. Toast: Case Study – Home Page
- 19. Toast: Case Study – Filters
- 20. Navigated To Pages • Which pages are your visitors choosing not to visit • Simple to calculate – Unique Page views minus entrances
- 21. Track Timings • Are there any pages that people less time on than expected? • Use page speed reports to determine whether some pages are slower than others – Set the sample rate at 10% of higher • Look into user timings to understand how long it people to complete a certain task • Read Tracking Conversion Duration in Google Analytics
- 22. Track When Things Go Wrong • Track key events such as logins • Vonage clearly didn’t • UseIntelligencealertstospotwhenissueshappen • Orbuildyourown
- 23. Heat Maps and Screen Recordings • Use a tool such as HotJar, Crazy Egg or Decibel Insight
- 24. Ask Your Users Why • Context Sensitive Questions • Post Sale Survey Questions – Why did you choose to buy from us today – Is there anything that might have prevented you from buying
- 25. Thank you and get in touch Email charles@digitalnation.co.uk Twitter @charlesmeaden LinkedIn https://uk.linkedin.com/in/charlesmeaden