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How can web analytics improve accessibility?

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We use web analytics to know how the users are using our site. But using it for knowing how it works for people with disabilities turned out to be harder than I expected. Why is it difficult, why should we do this, and is it at all possible?

Read the talk here: https://medium.com/@twidero/can-we-use-web-analytics-to-improve-accessibility-54378a22e892

Veröffentlicht in: Internet
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How can web analytics improve accessibility?

  1. 1. How can web ana11ytics improve accessibility? Tom Widerøe, FINN.no, 22.03.2018 @twidero
  2. 2. Who am I? Tom Widerøe Front end developer, accessibility advocate, web analytics wannabe FINN.no, Schibsted Media Group Father of three, husband of one, owner of cat @twidero
  3. 3. Where I work FINN.no ● Leading online marketplace in Norway
  4. 4. Where I work Schibsted Media Group Media and marketplaces around the world schibsted.com/career
  5. 5. What to talk about? Analyzing accessibility in web analytics • Why so difficult? • What are we missing? • Can we do it anyway?
  6. 6. Why so difficult? What does a website know about us? Screen size Web browser Operating system Javascript version Connection Language Time +++ Device type ...but nothing about assistive technologies
  7. 7. Why so difficult? Why AT users don't want to be detected • Fear of discrimination • Privacy concerns • You are not counting people
  8. 8. Why so difficult? GDPR and ePrivacy EU General Data Protection Regulation Enforcement May 25 2018 Require consent to gather personal information https://www.eugdpr.org/
  9. 9. What are we missing? Lean startup model Build Measure Learn
  10. 10. What are we missing? Small groups drown in the masses
  11. 11. What are we missing? Small groups drown in the masses
  12. 12. What are we missing? Small groups drown in the masses
  13. 13. Possible ways to log accessibility Can we do it anyway? • Measure use of accessible alternatives • A/B test effect of improvement • Using age of registered users • Recognize user patterns • Ask for consent to use data
  14. 14. Can we do it anyway? Logging accessible alternative features 3.7 mill users 100 K users 2.7 %
  15. 15. Can we do it anyway? A/B testing 2 equal groups get 2 different alternatives - measure and compare
  16. 16. Can we do it anyway? Age ...when you have registered users
  17. 17. Can we do it anyway? Recognize user patterns • Zooming the screen • Focus on skip links
  18. 18. Can we do it anyway? Log focus event on skip links
  19. 19. Can we do it anyway? Log focus event on skip links ele.addEventListener('focus', () => { // event tracking magic }); ele.addEventListener('click', () => { // event tracking magic });
  20. 20. Can we do it anyway? Compare user groups 0.15 % of visits view skip links 0.5 % of skip link viewers click them
  21. 21. Can we do it anyway? Compare user groups - page views per visit Fewer page views for skip link users
  22. 22. Can we do it anyway? Compare user groups - time spent per visit
  23. 23. Can we do it anyway? Compare user groups - page views More ad page views
  24. 24. Can we do it anyway? A/B test of inaccessible links
  25. 25. Can we do it anyway? A/B test - all visits (1.5 mill) Little difference
  26. 26. Can we do it anyway? Skip link visits only (556) Big difference
  27. 27. Can we do it anyway? Ask for user's consent
  28. 28. Wrap up • Accessible features When you need to prove it’s value • A/B test To prove you’re not making it worse • Age When you have registered users • Skip links To know users who don’t use a mouse • Ask for consent To better know who you are watching How to measure accessibility
  29. 29. Then what? Something seems wrong, what do I do? • Analyze • Run filters on detailed reports, find the failing feature • Investigate • Test with keyboard navigation, screen readers and other assistive technologies • Fix • Make it work!
  30. 30. Thank you! That’s my thoughts. What’s yours? There are plenty of other possibilities @twidero
  31. 31. See you again tomorrow! How to Train Colleagues in Accessibility Tor-Martin Storsletten, Lotte Johansen and me Friday - 2:20 PM, Hillcrest CD, 3rd Floor, Seaport Tower

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