At our June '13 'Box Lunch, our design director, Lydia Whitehead and Search Manager, Jenny Anderson, gave the skinny on all things user experience, including using Google analytics to understand users. To see examples of our user experience work for client Floors to Your Home: http://www.smallboxweb.com/work/floors-to-your-home

1. UX and Analytics
WITH
Jenny Anderson & Lydia Whitehead

2. Quick Poll
What do you know about
your users?
What do you wish you
knew?

3. Basic UX Considerations
Where are users frustrated?
Do users know where to find things?
How do users complete a task?
What information is most important to users?

4. TOOLS FOR
UNDERSTANDING USERS

5. Tools: Usabilla
Do users know where to find things?
What information is most important to users?
www.usabilla.com

6. Tools: Loop 11
Where are users frustrated?
How do users complete a task?
www.loop11.com

7. Tools: Five Second Test
Do users know where to find things?
What information is most important to users?
www.fivesecondtest.com

8. WHAT ANALYTICS CAN
TELL YOU ABOUT USERS

9. First Things First

10. Mobile Use

11. Mobile Use

12. Top Pages

13. Top Pages

14. Navigation Paths / Summary

15. Navigation Paths / Summary

16. Navigation Paths / Summary

17. Navigation Paths / Summary

18. ADVANCED
ANALYTICS

19. What else do you wish
analytics would tell you?
Quick Poll

20. 1. Identify Goal Type
- destination
- duration
- pages visited
- event
2. Goal Details
Goal Tracking

21. 2. Goal Details: Value, and Funnel
Goal Tracking

22. Goal Tracking: Funnel Visualization

23. How can you analyze the value
of marketing efforts like email,
affiliate marketing, or banner ad
purchases?
http://www.mywebsite.com/
Campaign Tracking
?utm_source=banner+ads&utm_medium=wthr&utm_campaign=600X490

24. Source
Typically always the same / email / banner ads / cpc
Medium
Which of the sources? member / wthr / bing
Campaign
Typically date sent, ad dimension, or in the case of cpc the actual
Consistent nomenclature is important so keep an
Excel spreadsheet!
Campaign Tracking

25. Campaign Tracking: Who is visiting?

26. Campaign Tracking: What are they
doing?

27. Dashboards
Dashboards can be shared and/or sent as a
regularly scheduled report.

28. Things to Include:
- Primary Goals
- Traffic Sources
- Referral Traffic
- Top Keywords
Customized Dashboards

29. Google Analytics Learning Center
http://www.google.com/analytics/learn/
URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Resources