We help our clients to understand data collected by web analytics that can give us insight into user and member behaviour. For this we use Google Analytics and Hotjar. Configuring the Preside CMS implementation to include a Google Analytics code allows data to be collected for all pages that users visit. Hotjar is a great tool for following user journeys via heatmaps and screen recordings.
We can also help before you start a design or website build project with us if you have exisiting Analytics data available. Assumptions can be made about user behaviour on your current website which influence design decisions later down the line. Here are some examples of how we can help your organisation.
Analytics help us make assumptions about whether the navigation structure is effectively funnelling users to appropriate content for users. For example, are the headings you use for your top level navigation in tune with what users are looking for when they visit your site? If you have banners on your website, are users interacting with them? Are the widgets that you added to your homepage as effective and useful as you had originally imagined?
Report on how successful user journeys are for mobile and tablet users vs desktop users is another useful segment. Honing the design for mobile users may help reach specific audiences who can benefit from your offering and increase revenue for your organisation. You may have a responsive site, or a different experience for mobile users and we can help analyse the effectiveness of the current designs.
If your users are heading straight to the search facility on your website, this could mean the navigation is ineffective. If users aren't clicking results then they are most likely not finding what they need, or the search facility needs some fine tuning.
Annotations and Shortcuts
Google Analytics is a very powerful tool, and because of this it has many views. Setting up shortcuts allows you to easily get to your favourite insightful data. If you launch a marketing campaign or there's an important event happening, add an annotation to help you remember why there was a spike in traffic.
Setting up Goals in Google Analytics generates data for key actions that you are looking to promote or streamline on your site. This could be for examples such as the following.
Interactions With Banner Content
Which banner slides were effective? What was the next page the user viewed after clicking through to the banner link destination?
Event Booking Journeys
Are most people who begin an event booking ending up by sending a payment and booking a place on the event? If this is not the case, we can see where the users are dropping off and suggest improvements. Perhaps there is not enough information on the event, or the book button is more hidden that was previously assumed. Small tweaks can have a big impact on user journeys.
If you have a CPD logging facility on your site, are users aware of this? It's interesting to see whether users are engaged with functionality that has been provided to them.
Member Area Interaction
Setting up a heatmap of your member homepage will tell us the most important area that members want to interact with. A small design tweak can push this to the forefront of the user's mind when then are looking to do a frequently required action such as check their exam results or see their event booking history.
If you would like to talk to Pixl8 about how we can help with Analytics, please get in touch. We love working with real data to ensure design decisions are informed and validated.