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Practical Web Analytics for User Experience Practical Web Analytics for User Experience DOI: http://dx.doi.org/10.1016/B978-0-12-404619-1.00017-4 © 2014 Elsevier Inc All rights reserved This page intentionally left blank Practical Web Analytics for User Experience How Analytics Can Help You Understand Your Users Michael Beasley UX Designer, ITHAKA Ypsilanti, Michigan, USA Amsterdam • Boston • Heidelberg • London • New York • Oxford Paris • San Diego • San Francisco • Singapore • Sydney • Tokyo Morgan Kaufmann is an imprint of Elsevier Acquiring Editor: Meg Dunkerley Editorial Project Manager: Heather Scherer Project Manager: Priya Kumaraguruparan Designer: Greg Harris Morgan Kaufmann is an imprint of Elsevier 225 Wyman Street, Waltham, MA, 02451, USA Copyright © 2013 Andrew Michael Beasley Published by Elsevier Inc All rights reserved No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage and retrieval system, without permission in writing from the publisher Details on how to seek permission, further information about the Publisher’s permissions policies and our arrangements with organizations such as the Copyright Clearance Center and the Copyright Licensing Agency, can be found at our website: www.elsevier.com/permissions This book and the individual contributions contained in it are protected under copyright by the Publisher (other than as may be noted herein) Notices Knowledge and best practice in this field are constantly changing As new research and experience broaden our understanding, changes in research methods or professional practices, may become necessary Practitioners and researchers must always rely on their own experience and knowledge in evaluating and using any information or methods described herein In using such information or methods they should be mindful of their own safety and the safety of others, including parties for whom they have a professional responsibility To the fullest extent of the law, neither the Publisher nor the authors, contributors, or editors, assume any liability for any injury and/or damage to persons or property as a matter of products liability,negligence or otherwise, or from any use or operation of any methods, products, instructions, or ideas contained in the material herein Library of Congress Cataloging-in-Publication Data Beasley, Michael, 1980– Practical web analytics for user experience: how analytics can help you understand your users / Michael Beasley pages cm Includes bibliographical references and index Web usage mining Internet users—Attitudes Web sites—Development I Title ZA4235.B43 2013 006.3—dc23 2013010542 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library ISBN: 978-0-12-404619-1 Printed in the United States of America 13 14 15 16 17 10 9 8 7 6 5 4 3 2 1 For information on all Morgan Kaufmann publications visit our website at www.mkp.com Contents ACKNOWLEDGMENTS xiii ABOUT THE AUTHOR xv CHAPTER 1 Introduction What Is Web Analytics? User Experience and Web Analytics Questions .3 Web Analytics and User Experience: A Perfect Fit About This Book Part 1: Introduction to Web Analytics Part 2: Learning About Users through Web Analytics .4 Part 3: Advanced Topics .5 Google Analytics Part 1 Introduction to Web Analytics CHAPTER 2 Web Analytics Approach 11 Introduction 11 Get to Know Your Website 11 A Model of Analysis 14 Pose the Question 15 Gather Data 16 Transform Data 16 Analyze .16 Answer the Question 17 Balancing Time and the Need for Certainty 17 Showing Your Work 18 Context Matters 18 Data Over Time 19 Proportion is Key 20 Sometimes the Data Contradict You 22 Sometimes the Answer is “No” 22 v Practical Web Analytics for User Experience DOI: http://dx.doi.org/10.1016/B978-0-12-404619-1.00019-8 © 2014 2011 Elsevier Inc All rights reserved vi Contents Make Your Findings Repeatable .22 Key Takeaways 23 CHAPTER 3 How Web Analytics Works 25 Introduction 25 Log File Analysis .25 Page Tagging .26 Cookies .27 Accuracy .28 Accounts and Profiles 29 Click Analytics 30 Metrics and Dimensions 31 Visits 32 Unique Visitors (Metric) 32 Pageviews (Metric) 34 Pages/Visit (Metric) 35 Average Visit Duration 35 Bounce Rate (Metric) 36 % New Visits (Metric) 36 Using These Metrics 37 Interacting With Data In Google Analytics .37 Plot Rows 39 Secondary Dimension 39 Sort Type .39 Search 41 Beyond Tables 43 Key Takeaways 47 CHAPTER 4 Goals 49 Introduction 49 What are Goals and Conversions? 49 Unfortunate Colliding Terms 51 All Websites Should Have Goals 51 Why Do Goals Matter for User Experience? 51 Conversion Rate 52 Goal Reports in Google Analytics 53 Goal URLs 58 Reverse Goal Path 58 Funnel Visualization Report 60 Goal Flow 61 E-commerce 62 Multichannel Funnels 62 Contents When Do You Use These Reports? 63 Finding the Right Things to Measure as Key Performance Indicators .63 What Should You Measure? 64 Do Users Want To Do These Things? .69 What Can You Measure on a Website that Can Constitute a Goal? .69 Reaching a Specific Page 70 On-Page Action 71 Engagement .72 Going Beyond the Website .72 Tying It Together .73 Key Takeaways 74 Part 2 Learning about Users through Web Analytics 75 CHAPTER 5 Learning about Users 77 Introduction 77 Visitor Analysis 78 Demographics—Location 78 Behavior—New vs Returning 79 Behavior—Frequency & Recency .79 Behavior—Engagement .80 Technology—Browser & OS 81 Mobile—Overview .81 Custom (As in Custom Variables) .81 Key Takeaways 82 CHAPTER 6 Traffic Analysis: Learning How Users Got to Your Website 83 Introduction 83 Source and Medium (Dimensions) 83 Organic Search 85 Why Analyze Keywords? 87 Search Query Analysis 89 Exporting the Data .90 Create Candidate Categories 92 Processing the Data 93 Analyzing the Data Again 96 Basic Keyword Analysis 98 Export the Data 98 vii viii Contents Categorize the Keywords 98 Compare Metrics 99 Referral Traffic 99 Direct Traffic .102 Paid Search Keywords .103 Key Takeaways 104 CHAPTER 7 Analyzing How People Use Your Content 105 Introduction 105 Website Content Reports 105 High Pageviews/Low Pageviews 107 Pageviews are Much Higher than Unique Pageviews 109 Low Time on Page 110 High Time on Page 112 High Entrances to Unique Pageviews Ratio 112 High Bounce Rate 113 High % Exit .114 Page Value 114 Comparing Page Metrics to Similar Pages .115 More Reports 116 Key Takeaways 120 CHAPTER 8 Click-Path Analysis 121 Introduction 121 Focus on Relationships between Pages 122 Navigation Summary .123 “Visitors Flow” Report 126 Analyzing How Users Move from One Page Type to Another .128 An Example: AwesomePetToys.com .129 Key Takeaways 134 CHAPTER 9 Segmentation 135 Introduction 135 Why Segment Data? 135 How To Segment Data 140 Google Analytics’ Advanced Segments 142 What are the Ways You Can Segment Data? 145 AND, OR, and Sequence of Filters 145 Metrics 145 Dimensions .146 Useful Ways to Segment for UX Questions 147 Segmenting According to a Page 147 Contents Segmenting According to User Traits 150 Segmenting According to Information Need 150 Whether or Not Users Completed a Goal .152 What Pages Users Landed On 152 What Pages Users Viewed/Didn’t View 153 The Tip of the Iceberg .154 Key Takeaways 154 CHAPTER 10 Pairing Analytics Data with UX Methods 157 Introduction 157 Personas 157 Segmenting Based on Personas 157 Building Better Personas 161 Usability Testing 162 Test Planning 162 Test Analysis 164 Usability Test Reports .165 Usability Inspection 166 Identifying Potential Problems .167 Evidence for Problems .167 Design and Design Objectives .167 How Much Will You Improve a Number? .169 Key Takeaways 169 CHAPTER 11 Measuring the Effects of Changes 171 Introduction 171 Reframe as a Rate 172 Choose What to Measure 172 Choose When to Measure .173 Types of Changes 174 Conversion Rate .174 Redirect Traffic 176 Time on Page and Other Continuous Metrics .179 Changing Many Things at Once 180 Reporting 182 New Designs Don’t Always Work 183 Key Takeaways 183 Part 3 Advanced Topics 185 CHAPTER 12 Measuring Behavior within Pages 187 Introduction 187 Google Analytics In-Page Analytics .187 ix ... provide web analytics experts with a perspective on users that they can’t readily access CONTENTS What Is Web Analytics? User Experience and Web Analytics Questions Web Analytics and User Experience: ... What Is Web Analytics? User Experience and Web Analytics Questions .3 Web Analytics and User Experience: A Perfect Fit About This Book Part 1: Introduction to Web Analytics. . .Practical Web Analytics for User Experience Practical Web Analytics for User Experience DOI: http://dx.doi.org/10.1016/B978-0-12-404619-1.00017-4