1Monday, Jul 29

Google Analytics for

Responsive Websites

housekeeping notes:-there will be a time for questions at the end , slides will be available, one sheet up frontthank you for cominghow many of you are hands on with analytics?how many of you are planning for responsive?how many of you have a current site that is responsive?

2Monday, Jul 29

MeetNewCity

3Monday, Jul 29

MEET NEWCITY

WE CRAFT HUMAN EXPERIENCE

how real people will interact with technology and use that to plan strategy to help them be able to accomplish their goals

focus on data and results to make decisions and determine success

4Monday, Jul 29

What is a Responsive Website?

Let’s get basics out of the way...5Monday, Jul 29

ConsistentExperience

Basically - the exact same website (content, media, code, etc) no matter what device you are on

why is it a good idea?

6Monday, Jul 29

Ability toScale

-less work for manager of site (versions, content) clickyour brand needs to come through wether you have 2” of visual space or 12” or more clickyou have a suite of components to build a page within the family of design - clickyou can run off of one CMS and set of code click-good for SEO click x2

7Monday, Jul 29

A

B

C

D

A

B E

E

C

D F

FG

G

ResponsiveDesign

NewCity’s method:

Use data to drive decisions.Never assume you know what content people want on a particular device.Start with structured content and go from there click x2Design for touch at all major breakpoints. Prototype and test.

8Monday, Jul 29

What are Analytics?

Let data decide!9Monday, Jul 29

...a powerful, easy to use reporting platform that lets you decide what data you want to view and to customize your reports with just a few clicks.

Google defines as...

Not only can you measure sales and conversions, it gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back.

Google Analytics is a powerful, easy to use, reporting platform, that lets you decide what data you want to view and customize your reports, with just a few clicks. Not only can you measure sales and conversions, it gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back.

10Monday, Jul 29

Analytics Data

Analytics provides...Data to ask better questionsData to inform the process and revisionsEnables you to Make micro-tweaks other disciplines to have actionable items based on real data

the better you can define a problem (less of a black box) , the more likelihood you’ll be able to solve

11Monday, Jul 29

Configure Analytics

Google is great but have to configure >>>>one sheet handout- lowercase filters >>> variations of the same page.- custom alerts >>> notify us if/when there are sudden changes in traffic.- internal site search tracking >>> better understand what visitors are looking for but not finding on the site.- Set up event tracking >>> any action without a URL change- Set up Conversions >>> info form, purchase, etc- Link their AdWords and Analytics accounts >>> how visitors from paid advertising sources are interacting- Link their Webmaster Tools and Analytics accounts >>> analyze SEO data within Analytics.- Custom Reports >>> reporting on quality of traffic sources/mediums, keywords, quality of traffic by location, quality of traffic by mobile device, etc

12Monday, Jul 29

CONFIGURING ANALYTICSGo-to sources: BOOKS

Web Analytics: An Hour a Day by Avinash KaushikWeb Analytics 2.0 by Avinash KaushikAdvanced Web Metrics with Google Analytics by Brian CliftonGoogle Analytics by Justin Cutroni

13Monday, Jul 29

CONFIGURING ANALYTICSGo-to sources: WEBSITES

http://analytics.blogspot.com/http://www.kaushik.net/avinash/http://searchenginewatch.com/analyticshttp://cutroni.com/blog/http://online-behavior.com/analyticshttp://www.clickz.com/category/analyticshttp://www.googleanalyticstest.comhttp://www.google.com/analytics/learn/http://www.google.com/analytics/iq.html

14Monday, Jul 29

Review Data

-types of data to review on a regular basis-• Locations of visitors to the site• Top visited pages and bounce rates for key pages• Traffic mediums: their comparative quality and trends over time• Top traffic sources• Organic traffic by keyword phrase

• Mobile Behavior REVISE THE SITE AND REPEAT

15Monday, Jul 29

Common Mistakes

thinking pageviews mean something - or any one single metric... for example, lots of people no conversionsnot looking at data in context - sometimes a high bounce rate is a good thing... like on a directions page!assuming you know why something (like a conversion) isn’t working

16Monday, Jul 29

Planning forResponsive

now that Basics out of the way

lucky enough to be able to plan before building a responsive site there is a lot to learn from the existing data(explain picture)

17Monday, Jul 29

“ Plans are nothing; planning is everything.”Dwight D. Eisenhower

It's the process of planning that is most important: where you consider opportunities and challenges and ways to meet them.Plans are obsolete the moment they are done. Things change. New information comes to light.

18Monday, Jul 29

PreliminaryAnalytics Review

Determine  what  existsGet  access  to  all  accounts    >>>>  (side  note  about  access  to  everything?)Make  sure  at  a  min  you  have  the  following  profiles    >>>  raw  data  (nothing  applied)all  websites/main  site  external  traffic  onlyeverything  all  combined  mobile  traffic  only,  external  traffic  only

19Monday, Jul 29

Current Mobile

Behavior

What isn’t working now?

Apply your mobile segmentCompare to non-mobile trafficDifferent Bounce Rates/time on page/etcconvert/non-convert

20Monday, Jul 29

Frequent Breakpoints

-design for responsive layouts based on actual sizes

where to find in analytics - under >Audience>Technology>Browser & OS>Screen Res Dimension

21Monday, Jul 29

Common Browsers

-what browsers are used by current audiences-what will we support?

where to find in analytics - under >Audience>Technology>Browser & OS>Browser>Secondary - Browser Version

22Monday, Jul 29

ConfiguringAnalytics for Responsive

Now your shiny new responsive site has launched... what do you do?23Monday, Jul 29

SetupBaseline Analytics

Same  as  before  >>>  Make  sure  at  a  min  you  have  the  following  profilesraw  data  (nothing  applied)all  websites/main  site  external  traffic  onlyeverything  all  combined  mobile  traffic  only,  external  traffic  only

Then  set  things  up  by  departments,  schools,  etc    >>>  MAX  50  PROFILES  PER  ACCOUNT  SO  PLAN  CAREFULLY

24Monday, Jul 29

Determine Top Devices

Create  profiles  for  top  devices                                                                                      (HOW  DID  WE  COME  TO  THESE?        LOOK  AT  OLD  DATA...  DIFFERENT  FOR  YOU)

  1.  Android  phone     2.  Android  tablet                                      (Think  of  what  would  cause  users  to  interact  with  the  site  differently...  like  touch,  size,  res)   3.  iPad         4.  iPhone   5.  non-­‐mobile,  non  touch  (tradiZonal  computers)   6.  Windows  8       7.  Look  closely  and  you’ll  see  others  -­‐    “all  mobile”,  “no  filters”,  “internal”,  etc.

25Monday, Jul 29

Screen Resolution

Filters

NoZced  previous  screen  there  were...  duplicate  device  profiles

used  to  be  much  harder  had  to  do  with  screen  resoluZondon’t  do  it  this  way>>>>side  note  -­‐  you  can  also  do  this  with  custom  advanced  filters,  we  like  profiles  for  more  control,  follow  same  basic  steps  about  to  outline

26Monday, Jul 29

iPad

go  into  ADMIN...Apply  filter  by  mobile  model  name  (iPad)  to  include  traffic

NoZce  mulZple  filters  applied-­‐we  almost  always  also  filter  out  internal  IPs  and  combine  upper/lowercase  URLs  in  these  profiles...  can  have  internal  traffic  iPad  profile  if  you  think  you  need  it...

27Monday, Jul 29

iPhone

Apply  filter  by  mobile  model  name  (iPhone)  to  include  traffic-­‐internal  IPs  and  combine  upper/lowercase  URLs

28Monday, Jul 29

AndroidPhone

>>Starts  to  get  a  licle  trickier<<Apply  filter  by  operaZng  system  (android)    >>>  can  only  do  by  device  if  you’re  trying  to  track  specific  like  Galaxy  S4  or  HTC  OneInclude  mobile  filter    >>>  enZre  operaZng  system  so  we  only  want  the  mobile  trafficExclude  tablets  filter    >>>  enZre  operaZng  system  but  we  only  want  phones-­‐internal  IPs  and  combine  upper/lowercase  URLs

29Monday, Jul 29

AndroidTablet

Apply  filter  by  operaZng  system  (android)    >>>  can  only  do  by  device  if  you’re  trying  to  track  specific  like  Kindle  FireInclude  tablets  filter    >>>  enZre  operaZng  system  but  we  only  want  tablets-­‐internal  IPs  and  combine  upper/lowercase  URLs

30Monday, Jul 29

Windows 8

Windows  8  (touch  traffic  so  we  want  to  look  at  data  separately)Apply  filter  by  operaZng  system  (windows)Apply  filter  by  operaZng  system  version  (8)-­‐internal  IPs  and  combine  upper/lowercase  URL

31Monday, Jul 29

Non-MobileNon-Touch

traffic

(Traditional Computers)

We  want  non-­‐mobile  traffic    >>>  Apply  mobile  filter  to  EXCLUDE  mobile  trafficWe  want  all  non-­‐touch  traffic    >>>    Apply  operaZng  system  filters  to  include  everything  out  there  (Windows,  Mac,  Linux)We  don’t  want  touch  traffic    >>>  Apply  operaZng  system  version  filter  to  exclude  Windows  8-­‐internal  IPs  and  combine  upper/lowercase  URLsThese  pacerns  can  be  followed  for  any  other  devices,  operaZng  systems,  etc  that  are  specific  to  youlike  before...  Think  of  what  would  cause  users  to  interact  with  the  site  differently...  like  touch,  size,  res

32Monday, Jul 29

What can we learn?

(explain picture)

Analytics can tell us lots of things... overwhelming amount of info

33Monday, Jul 29

Learning from Data

just remember our goal... fully harness power of analyticsbreakdown problems into solvable chunks with as much info as possibleand... the solution will be different in every case

>>> look responsive data this way rather than breaking the entire system to fix solving the problem (micro level) of not working on this specific device, screen, etc

34Monday, Jul 29

Analytics can tell us...

- What questions to ask- What should we examine further >>> finding oddities and discrepancies in the

data

- Conversion rates - Bounce rates -Time on page - New Visitors vs. Returning- >>>remember - it’s exactly the same code/content so when it acts differently

what does it lead us to think about?-

35Monday, Jul 29

Analytics can’t tell us...

Why things are happeningWhat audiences are trying to doWhy the page was abandonedWhy the user didn’t convert>>>> for that we need other tools/disciplines “ux hat” (above my paygrade, might have to do yourself) >>>A/B testingSIDE NOTE - Jared Spool resources

36Monday, Jul 29

CrazyEgg

Where people clickWhere people TRY to clickScroll distance

37Monday, Jul 29

InterceptSurvey

Intercept users real-time as they use the site, insight into what they came looking for, rather or not if they were able to accomplish it.

38Monday, Jul 29

Loop 11

http://www.loop11.com/online-usability-testing-101/?confirmed=true

Ask a relatively simple task firstAvoid creating task scenarios that give participants hidden clues (info/words give hints)Keep the length of evaluations as short as possible - less than 6 questions is good - results in higher completion rates

- looking at most common success pages and most common fail pages- find the problems and the strengths then focus on finding the cause of the problems using the click path analysis and heat maps. - rank the problems by severity - decide how to solve and put the findings into action

39Monday, Jul 29

UX ToolsGo-to sources: USER TESTING

UsabililaQualarooUX PunkUserflyFeedback ArmyUserTesting.comOpenHallwayTryMyUIGoToMeeting, Glance, Skype

Usabilla primarily design, testing small things not complex workflows>> Remote, unmoderated; can test flat images and live site; recruit your own usersQualaroo for short feedback surveysUX Punk Online card sorting & navigation menu testingUserfly Records what users are doing on your site; no tasks or assigned workflows just records what’s going on on a pageFeedback Army Quick and dirty testUserTesting.com -Remote, unmoderated task testing; recruits users for youOpenHallway Remote, unmoderated task testing >>>>have to have a URL to test, users are prompted out loud to talk about the task as they work on itTryMyUI Remote, unmoderated testing >>> get video of users trying to accomplish tasks

40Monday, Jul 29

UX ToolsGo-to sources: PROTOTYPING

Invision AppBalsmiqProto.ioUXPinBlueprint

Invision App Clickable prototype (images only); great for fast, flat testing and demonstrationBalsmiq Clickable wireframesProto.io for tablets & smartphonesUXPin - Clickable wireframing tool Blueprint (IOS app)- for mobile

41Monday, Jul 29

UX ToolsGo-to sources: OTHERS

SurveyMonkeyKissmetricsCard SortWebsortOptimizelyUnbounceVisual Website OptimizerUsability Hub

SurveyMonkey/Kissmetrics - survey toolPlainframe - Navigation/wireframe testingCard Sort/Websort - Card sort, navigation testingOptimizely/Unbounce - A/B TestingUsability Hubhttp://fivesecondtest.com/http://navflow.com/http://theclicktest.com/

42Monday, Jul 29

Steps for Success

set up analytics and configure properly to look at multiple devices differentlyreview the datafind discrepancies and odditiesuse ux tools to A/B and user testrefine sitestart againGood luck on your data revision journey!!

43Monday, Jul 29

Questions?

Credit: ESO/M. Kornmesser

slides available: www.insidenewcity.com

44Monday, Jul 29