Google Analytics amp LibGuides Sammy Chapman Purdue University Northwest What analytics can tell you Usability testing and analytics go good together Analytics by themselves will tell you only what is happening on your website ID: 559580
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Slide1
Analytics on A Shoestring
Google Analytics & LibGuides
Sammy Chapman
Purdue University NorthwestSlide2
What analytics can tell you.
Usability testing and analytics go good together. Analytics by themselves will tell you only what is happening on your website -
NOT WHY
it's happening.
Analytics can tell you
WHO
is using your website
Analytics can help you identify
WHAT
problems areas there might be on your website
Analytics can help you see
WHERE
visitors are clicking through your siteSlide3
Setting up a Google Analytics account
First, you need a Google Analytics account. If you have a Google account that you use for other services like Gmail, Google Drive, Google Calendar, Google+, or YouTube, then you should set up your Google Analytics account using that same Google account. Or you will need to create a new Google account.Slide4
Adding the Google Tracking code to LibGuides
You need to have administrative access to LibGuides.
A Google Analytics account
Login to the LibGuides administrative page and copy the Google tracking code from your Google Analytics account
to the LibGuides administrative page Slide5
Google Analytics Homepage Slide6
Google Admin TabSlide7
Setting up your Google account
Slide8
Your tracking code
Tracking CodeSlide9
LibGuides Sign In Slide10
Setting up Google Analytics on LibGuides
Slide11
Setting up Google Analytics on LibGuides
Slide12
Google Analytics HomeSlide13
Analytics Overview
We will be clicking on the links on left to see different data.Slide14
How analytics can help you with UX.
pointing to pages that might have problems such as a high bounce rate
showing you the user’s path on your website
where you might need to do further usability testing
how are people interacting with your website such as average time on page
measure the results of design changes (e. g. A/B Testing) Slide15
Analytics Dimensions & Metrics
Audience Information
Acquisition
Metrics such as
Bounce Rate
,
Exit Rate
, and
Average Time On Page
to identify problem areas
User Behavior
The user’s path through website such as landing pageSlide16
Audience information from analytics
The first dimension we will look at is audience information. Under audience information you can find:
Demographics - Age and Gender
Geo - Language and Location
Technology - Browser & OS
Mobile - Devices or Desktop
Slide17
Demographics
Links allow us to view different dataSlide18
How do users find your site- Acquisition
Direct link- type in URL, links in bookmarks/favorites, links in emails, links in documents
Organic search- searching Google, Bing, Yahoo clicking on unpaid listing
Referral - link from another website
Paid search- visitors land on page from AdWords, or other paid search ad
Social - number of users who land on website from social media sites like Facebook, LinkedIn, Twitter.Slide19
How users are coming to your site.Slide20
Search Queries for LibGuides Slide21
Identifying problem areas
Bounce rate
Exit rate
Average time on page
Behavior flowSlide22
Bounce rate
Bounce rate is the percentage of users that visit just that one page and do not click on any other internal website link
What is the intended journey of the website visitor?
Why are visitors “bouncing” off this page?
Content on the page was not what the user expected
Is there something on the page that is driving a person away?
Clicking on a link that takes them to another site such as a database or article.
Slide23
Bounce rate - Sessions
Clicks the back button (most common)
Closes the browser (window/tab)
Types a new URL
Does nothing and the session times out after 30 minutes
Clicked an external linkSlide24
Bounce RateSlide25
Highest Weighted Bounce PageSlide26
Exit rate - Pageviews
Exit Rate is the percentage of users that leave the site from that page no matter how many other pages they have viewed.
A high Exit Rate may show that the page is causing the user to leave your site part-way through their intended journey
If the high Exit Rate is the intended final page in the journey, then this is not a problem.
ASK YOURSELF- should user leave the site from this page
Slide27
Exit RateSlide28
Average Time on Page
The average amount of time users spend viewing a page.
How does the page compare with the site average?
A high average time on a page could mean the content is very dense or confusing to the visitor.
A very low average time on a page could mean the content is uninteresting or unappealing
When considering average time on page look at related metrics such bounce rate & exit rate which are also important Slide29
Average time on page Slide30
Average time on page & Bounce rate
A page with both a high bounce rate and long average time on page might be a good thing. For example a blog might have both a high time on page and high bounce rate. Slide31Slide32
User Behavior in Google Analytics
Finding Drop-Off points on your website
The behavior flow reports in Google Analytics attempt to show how users navigate through your website
These behavior reports can help identify areas for further usability tests
Slide33Slide34
The red lines represent users exiting the site.
Home PageSlide35
Changing the dimensions in behavior flow
Slide36
Looking at source instead of landing page Slide37Slide38
Click on Group Details to see listSlide39
Navigation Summary Slide40
The Takeaway
Google Analytics can be the starting point for finding:
WHO
is visiting your website
WHAT are some potential trouble areas of your website WHERE are the user’s paths on the Website A starting point for the UX research process Slide41
Resources for further information
Google Analytics Help Center
-
https://support.google.com/analytics/#topic=3544906
Statistics in LibGuides & LibGuides CMS (v1)
-
http://help.springshare.com/lgstats/moreoptions
An Analytics-First Approach to UX, Part 1-
http://www.uxbooth.com/articles/an-analytics-first-approach-to-ux-part-1/
An Analytics-First Approach to UX, Part 2-
http://www.uxbooth.com/articles/an-analytics-first-approach-to-ux-part-2/
Designing with Analytics
-
http://www.uxmatters.com/mt/archives/2015/06/designing-with-analytics.phpSlide42
Resources for further information
Quick and Dirty UX: 3 things Google Analytics can tell you about your users
-
http://www.smallbox.com/blog/quick-and-dirty-ux-3-things-google-analytics-can-tell-you-about-your-users
Discovering Digital Library User Behavior with Google Analytics
- http:/journal.code4lib.org/articles/6942