6. It’s A Combination of Things
• Websites often fail due to multitude of issues
• The whole experience is death by a thousand cuts
• Aggregation of marginal gains
7. Analytics Will Get You Halfway There
• Properly configured, it’ll tell you where you have an issue
• Can’t necessarily tell you the important
8. Look at Device Type
• Mobile has 38% of all traffic
• Bounce rate is at 41%
• Conversion rate is just 0.69%
• Clearly an issue with mobile and good place to start
9. Browser and Browser Version
• Don’t just look at browser
• Look at browser and browser version
• Remember Internet Explorer 8?
– Visitors were seeing this at the checkout!
–
• Estimated loss of revenue was £75,000 a month
10. Funnels and Funnel Flow
• Statement of the bleeding obvious….
• Gives you place to start looking for gaps
• If using Google Analytics, don’t stop the at the default goals
• Make friends with the API
• Learn how to use tools such as Analytics Edge
12. 404 Error Pages
• At the very least track the referrer page
• Segment against channel
• Calculate how many are entrances to your site
• Look outside your analytics
– Crawl the site with ScreamingFrog
– Use tools such as Textpipe to crawl log files for errors
13. Failed Search Terms
• Capture search terms which generated zero search results
• Analyse these to understand
– Are they phrases your users use to describe your products
– Are they for services you don’t (yet) offer
• You can then finetune your search engine
• At the same time, analyse all your search terms for their effectivness
14. Error Messages
• Capture the error messages on all your forms as events
• Youcanquicklyseewherepeoplearehavingissues
15. LiveChat Interactions
• Where are people initiating the sessions
• What questions are they asking?
• Are they things that are not clear on the site?
16. Track Incoming Phone Calls
• At the very least assign a unique phone number to the website
• Ideally assign a unique number to each campaign
• Get whoever answers the phone to make a note of common questions
17. Navigational Choices
• If you can track which navigational elements people selected
• Are people selecting
– Menus
– Images
– Links in the body text
• What are the most post popular choices
• What elements are people ignoring
20. Navigated To Pages
• Which pages are your visitors choosing not to visit
• Simple to calculate
– Unique Page views minus entrances
21. Track Timings
• Are there any pages that
people less time on than
expected?
• Use page speed reports to
determine whether some
pages are slower than
others
– Set the sample rate at
10% of higher
• Look into user timings to
understand how long it
people to complete a
certain task
• Read
Tracking Conversion Duration in Google Analytics
22. Track When Things Go Wrong
• Track key events such as logins
• Vonage clearly didn’t
• UseIntelligencealertstospotwhenissueshappen
• Orbuildyourown
23. Heat Maps and Screen Recordings
• Use a tool such as HotJar, Crazy Egg or Decibel Insight
24. Ask Your Users Why
• Context Sensitive Questions
• Post Sale Survey Questions
– Why did you choose to buy from us
today
– Is there anything that might have
prevented you from buying
25. Thank you and get in touch
Email charles@digitalnation.co.uk
Twitter @charlesmeaden
LinkedIn https://uk.linkedin.com/in/charlesmeaden