Talk given at UX Camp Brighton 2016

1. “Without data
you’re just
another person
with an opinion”
.
W. Edwards Deming
20 Practical Analytics tips for UX

3. Who am I?
• Fourteen years web analytics experience
• Six years Google Analytics experience
• Google Individual Qualification holder
• Worked with a wide range of sites: both in-house and agency
• Part-time Senior Conversation Strategist at Fresh Egg
• …and also a Freelance Google Analytics and UX Consultant

4. 1. Use Google Analytics

5. Why Google Analytics?
• Easy to set up, just add a code snippet
• Used by 10 million websites
• Well supported/documented
• Fully customisable
• It’s free!

6. 2. Check your setup

7. GAChecker.com

8. 3. Filter out spam/bot traffic

9. Filter out the spam

10. Filter out the spam

11. 4. Find out about your users

12. International visits

13. Demographics

14. Demographics – case study
0
10
20
30
40
50
60
70
80
90
100
Week 1 Week 2 Week 3 Week 4 Week 5
Male
Female
Partnered with
SpringForward

15. Demographics – case study
0
10
20
30
40
50
60
70
80
90
100
Week 1 Week 2 Week 3 Week 4 Week 5
Male
Female
Partnered with
SpringForward

16. 5. Find out what they’re viewing

17. Most viewed pages

18. 6. Know ‘bounce’ and ‘exit’ rates

19. Bounce vs. Exit rates

20. 7. Analyse key user journeys

21. User/behaviour flow

22. User/behaviour flow case study

23. 8. See how users interact with
elements on a page

24. Tracking in-page elements

25. 9. Set up Goals

26. What is a Goal?

27. Goal data in the reports

28. Set up Goal Values
£400
X
X
X

29. 10. Find top-level problems

30. How Page value is calculated
£10Home About Product Checkout
£50Home Product Checkout
£0About Product Home Contact
£20Contact About Product Checkout

31. How Page value is calculated
£10Home About Product Checkout
£50Home Product Checkout
£0About Product Home Contact
£20Contact About Product Checkout
Product (£10 + £50 + £0 + £20) / 4 = £20
About (£10 + £0 + £20) / 3 = £10

32. Page value formula
= Page Value
Transaction Revenue + Total Goal Value
Unique Page views for the page

33. Calculate leakage

34. 11. Uncover device specific issues

35. Check device performance

36. 12. Use other analytics tools

37. Heatmapping
In the example below, none of the icons are links, yet heatmaps
show that users are regularly clicking them.

38. Scrollmapping

39. 13. Benchmark against competitors

40. Compare to the competition
Jobs board client

41. Compare to the competition
Jobs board client

42. 14. Find out how users arrive

43. Where are they coming from?

44. 15. Prove your hypothesis

45. Back up your ideas

46. 16. Measure the impact of changes

47. A/B testing for results

48. 17. Segment for better accuracy

49. Identify different groups of users

50. 18. Get reports emailed to you

51. Automate some of your reporting

52. 19. Use custom reports/dashboards

53. Customise your reporting

54. 20. Use it often!

55. Regular use = better insight
Analyse

56. Thanks.
luke@lukehay.co.uk
twitter.com/hayluke
linkedin.com/in/hayluke