Re: [ia-55] Site Analytics to Review for Redesign

From: user 1.
Sent on: Sunday, April 8, 2012 9:28 AM
Hi Monique,

If you have the time and budget it would be a good idea to gather quantitative and qualitative data. Quantitative data from analytics will only tell you so much. Affordable tools such as usertesting.com (as discussed here recently) and clicktale.com are servces you may want to look into to help gather qualitative data about your website.

Keep in mind that users aren't always going to your homepage first as well. Think about how you normally stumble upon a page when searching for specific keywords on sites like Google. Most often, you end up within a sub page of the website - very rarely do you end up on the homepage. If the site interests you enough, you may end up going to the home page.  

If your top search terms are "parts", "part", and "helmet", are these organic searches within your site, or are they top search term referrals from search engines? It's hard to tell what is going on without knowing more about your site, but it would also be good to look at what percentage of users use the sites search function. 

Just because users aren't clicking on "Accessories and Apparel" does not automatically indicate a need to rethink nomenclature. However, qualitative data can help you answer these questions more specifically. Also, could users possibly be finding what they need via search? You can also look into you analytics to help you find and segment out this data. For example, when visitors use your search, which link do they click on first within the search results? Is it the correct page? Or do they search for a few pages, then get discouraged and leave your site?


Mike Takahashi
Associate Director, Digital
UCLA Marketing & Special Events


On Fri, Apr 6, 2012 at 11:03 PM, Monique Escamilla <[address removed]> wrote:
Hi Everyone,

What site analytics do you normally renew when considering a redesign? I'm working on a redesign for a major power sports site (motorcycle, atv, etc.) and have reviewed a year's worth of data for:

- Top On Site Search Terms
- Top Pages
- Screen resolutions
- Default Browsers

Is it worthwhile to determine top homepage paths if the page is really poorly designed? What information would top homepage paths give that top pages wouldn't?

What do you do when reports contradict each other? For example if top search terms are "parts", "part", and "helmet" but homepage user paths indicate a very low percentage click on "Accessories and Apparel" how do you rectify this? 

Is it perhaps a nomenclature issue? Do you use alternative research methods like site survey, card sort, etc. to try fill in the blanks?

Thanks,

Monique Escamilla




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