Web Analytics Wednesday Poznań
Visual Analytics:
uncovering the why in your data
Bartosz Mozyrko
Quick Poll
Who uses web analytics?
@bmozyrko
Some stats
80% of websites using any kind of
analytics use Google Analytics
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Traditional Analytics
1st page 2nd page 3rd page
Traditional analytics look at the transitions between pages
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Visual Analytics
1st page 2nd page 3rd page
Visual (in-page) analytics focus on what
happens within the pages themselves
Traditional analytics look at the transitions between pages
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On-element Analytics
1st page 2nd page 3rd page
Visual (in-page) analytics focus on what
happens within the pages themselves
Traditional analytics look at the transitions between pages
On-element
analytics will
focus on
how modifying
singular site
elements
influences the
segments & KPIs
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Here are some of the options
Click Tracking
Session Replay
Form Analytics
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CLICK TRACKINGSee what makes your visitors click
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Click Tracking
Areas Of Interest
(AOIs)
http://www.conversionomics.com.au/learning-centre/increase-
website-conversions-using-heat-mapping-analysis/
• Analysis revealed that 24 % of the clicks
were going in wrong places
• As a result, simple design changes
increased conversion by 122%
How can heat maps improve conversion?
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Most people don't read, but scan
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FORM ANALYTICSDiscover which fields take too long to fill
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That’s an issue, right here
+5% conversion increase
SESSION REPLAYSee your users online experience
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Filters will help you to get
most valuable user sessions
Use one tool to spot the issue…
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…and another to see what actually happened
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Our framework
On-element
In-page
Transition
1st page
@bmozyrko
Our framework
On-element
In-page
Transition
1st page
Insights
(qual)
Patterns
(quant)@bmozyrko
Our framework
Insights
(qual)
Patterns
(quant)
Element
Page
Transition
@bmozyrko
There are more cool tools out there
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Questions?
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