CTT534 – Thiết Kế Giao Diện HK II 2015 – 2016 Google Analytics and UI Evaluation Tools Outline n n Google Analytics Other UI evaluation tools 5/24/16 Google Analytics n How you know q q q q q q n Who are visiting your site? How many? Where they go? How much time they spend on your site? Where are they from? etc Google Analytics can help answer these questions 5/24/16 Google Analytics helps collect data 5/24/16 Purpose of using Google Analytics n Understand users Evaluate user interface design and experience (UI/UX) Improve UI/UX Validate business objectives and goals Improve business objectives and goals Increase conversion rate and revenue n Support marketing and sales n n n n n 5/24/16 How to use Google Analytics n Simple steps q q q Create a property ID Add JavaScript snippet to a webpage Use only two API functions n n 5/24/16 ga(‘create’,…) ga(‘send’, ) How to use Google Analytics – 5/24/16 How to use Google Analytics – n Use the functions for q Sending page views n q Sending events n n 5/24/16 Everytime users view a page Any event a website needs to record E.g., click on a link, click on a button, play video, etc Key metrics n n n n n n n n Bounce rate Number of users Number of sessions Session duration New visitors Returning visitors Number of pageviews Conversion rate 5/24/16 Who visits the site (audience) n n n n n n Demographics Interests Geography Behavior Technology Mobile 5/24/16 10 Technology 5/24/16 11 Where are they from (acquisition) n n n n n n Channels Treemaps Source/Medium Referrals Social Campaigns 5/24/16 12 Channels 5/24/16 13 What users (behavior)? n n n n Content visited Landing pages Site speed Events 5/24/16 14 Top pages 5/24/16 15 Other tools n Optimizely q n Inspectlet q n Heatmap, points of interest Mixpanel q n Screen capture, heatmap, etc Crazy Egg q n A/B Testing Individual actions on a per-user level to process usage patterns www.feng-gui.com 5/24/16 16 ...Outline n n Google Analytics Other UI evaluation tools 5/24/16 Google Analytics n How you know q q q q q q n Who are visiting your site? How... site? Where are they from? etc Google Analytics can help answer these questions 5/24/16 Google Analytics helps collect data 5/24/16 Purpose of using Google Analytics n Understand users Evaluate... using Google Analytics n Understand users Evaluate user interface design and experience (UI/ UX) Improve UI/ UX Validate business objectives and goals Improve business objectives and goals Increase