“User Experience By The Numbers” is my presentation I gave at JBoye Conferences Philadelphia 2010 on May 5th. This presentation shows how user experience (UX) professionals can start using web analytics to inform the experiences they design by focusing on Behavioral Metrics and using onsite search and SEO to inform site content for a better experience.
1) Behavioral Metrics – which are what I feel everyone, but especially UX folks should be focusing on. Behavioral Metrics actually capture and show a user’s behavior, which is in contrast to site and aggregate metrics (visits, visitors, page views, etc).
2) Content & Keywords – By understanding your visitors natural language you can apply that knowledge to you site and improve your SEO, SEM, content, URLs, metadata, labeling, taxonomy, ontology, site navigation, etc.
Both of these methods are a huge step in the direction of leveraging both qualitative & quantitative data and is very easy to learn. GUARANTEE if you use these two methods it will have a MAJOR impact on improving the experiences you design.
A few weeks ago I posted Google Analytics Adds 8 New Features that covered some major changes to the Google Analytics platform. Just the other day, as part of a rolling release strategy for Google Analytics they have released a couple more new features and some updates to existing features. I’ve checked these out already (be aware that not you may have access to them just yet, but you will shortly) and I have to say I’m impressed. Google Analytics is really pushing the boundaries by taking into account how and what an analyst really has to go through on an everyday basis (it’s more than just reporting on the numbers) and is really beginning to make our (data) lives a whole lot better.
Custom Variables Now Available In Advanced Segments – “UPDATE TO EXISTING FEATURE – Multiple Custom Variables”: from my last post “Multiple Custom Variables lets you customize your Google Analytics to collect unique site usage data”. Until now, if you wanted to use Custom Variables you had to use the standard Custom Variables report under Visitors. Now, you can create custom segmentation on a any key and and combination of Custom Variables (visitors, sessions, or pages). I.e. if you have created a Custom Variable, let’s say “New Member”, you can now view that variable across all of your reports.
Custom Variables Available In Custom Reports - Now Custom Reports can be created with any of the key or value dimensions that have been associated with a Custom Variable. This allows you take ANY metric and match it with the behavior from a segment that you have defined in you Custom Variables.
New Analytics Tracking Code Setup Wizard - I’ll admit it, manually configuring your Google Analytics (any really platforms) Tracking Code is a pain in the behind at best of times. Think back if you’ve ever had to track campaigns, cross-domain tracking, multiple subdomains, mobile, PHP sites, etc. I believe you’ll recall it was “less than fun”. Well now there is a new tracking code setup wizard to help you out that automatically generates your tracking code based upon your specified setup options in your profile. View Full Size
Annotations – This feature is OUTSTANDING! From day one as an analyst you are taught that as a best practice you always write down & track what you’ve done, discovered, tried, etc. The problem of course has simply been “where you keep those notes”, i.e. a notebook, word document, local on your computer, etc. Well no more! The Annotations feature allows you leave a quick little note to yourself or others, such as “why that spike in traffic happened over the Holidays”. Now if you think about that for a moment, not only can simply leaving ‘notes’ for you or someone else be a real time saver, but Annotations can act as a central repository for managing your Business & Design decisions. And there was much rejoicing! Be sure to check out this video for details.
Coming Soon – Updates to the Google Analytics API will include: Support for Advanced Segmentation, new data dimensions and metrics.
