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Web Analytics

Web Analytics. Cliff Tyllick, TCEQ PESO Dec. 8, 2010. Web Analytics help you…. Know your site Know your customers Focus your efforts Measure progress Build better relationships. Web Analytics help you… K now Y our S ite. Where’s the front door? Where do people go from there?

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Web Analytics

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  1. Web Analytics Cliff Tyllick, TCEQ PESO Dec. 8, 2010

  2. Web Analytics help you… • Know your site • Know your customers • Focus your efforts • Measure progress • Build better relationships

  3. Web Analytics help you…Know Your Site • Where’s the front door? • Where do people go from there? • What hallways are blocked? • Where’s the exit?

  4. Where’s the front door? A landing page — probably not where you think: • Often not your home page • Whatever customers bookmark • Wherever a referring site points them • Wherever a Web search leads them • Could have “front doors” all over your site (depends on who’s coming in)

  5. Where do people go from there? • Links clicked • Search terms used • Off your site?

  6. Web Analytics help you…Know Your Customers • Where do they come from? (sort of) • What are they looking for? • What can’t they find? • But respect their privacy.

  7. Web Analytics help you…Know where your customers are from • Google/Yahoo/Bing other Web search? • And what search terms they used • Some other Web site? • And which one (referring URL) • Texas.gov?

  8. Web Analytics help you…Know what your customers want • What links do they click? • Where do they spend the most time? • What search terms do they use?

  9. Web Analytics help you…Know what your customers can’t find • When they get stuck, they search. • GA tracks search terms used on each page • What’s the problem? • It’s not yours. (Refer to the other agency.) • It’s not linked. (Add a link.) • It’s linked, but they’re using the wrong word. (Hint: They’re not wrong!) • It’s a linked image, and they don’t see it. (Hint: Avoid linked images!)

  10. Show respect for privacy • Tell your customers you use analytics • Optional: (Further) anonymize information • Modify “cookies”: “persistent” to “session” • Remove part of ISP • Let them opt out — and tell them how

  11. Show respect for privacy: Tell your customers you use analytics • Add to your Web policies • Examples FCC.gov

  12. Show respect for privacy: Optional: Modify “cookies” • Di will tell how cookies work • Google Analytics uses persistent cookies: tracks each “user” over many visits • Another option: session cookies • A session cookie tracks one visit • Use Javascript to turn GA’s persistent cookies into session cookies

  13. Show respect for privacy: Optional: (Further) Anonymize IP • IP is four values; for example: 2.58.2.256 • First three values identify down to city (or region) • Last value localizes further (to personal level?) • Javascript can strip that value before data is stored • May appease people who are extremely concerned about privacy

  14. Show respect for privacy: Tell customers how to opt out • Turn off Javascript –or– • Add GA opt-out browser extension: • Customer adds to their browser • Works on three browsers: • Internet Explorer (versions 7 and 8) • Google Chrome (4.x and higher) • Mozilla Firefox (3.5 and higher) • (Usually) not an option on public computers (but how personal is the IP of a public computer?)

  15. Web Analytics help you…Focus Your Efforts • What needs to be fixed? • Do you need usability testing? • Where should you start? • How much traffic will it relieve?

  16. Web Analytics help you…Measure Progress • What should improve? • What did change? • What ripple effects did it have?

  17. Web Analytics help you…Build better relationships • Satisfy customers — before they complain! • Give help appropriately • Show respect for privacy

  18. Use Web Analytics Wisely! • Learn the site you built — good and bad! • Get to know your customers and their needs. • Respect privacy! • Focus on the most serious problems. • After you fix them, measure progress made. • Build a better website — and improve your relationships with your customers.

  19. Contact Me Cliff Tyllick Usability Assessment Specialist Texas Commission on Environmental Quality 512-239-4516 ctyllick [at] tceq.state.tx.us

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