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Using Google Analytics at Library websites
OU Library Seminar – 14th January, 2009.
Tony Hirst (http://ouseful.info) Hassan Sheikh ([email protected])The Open University, United Kingdom
OU Library – more than a building …
Open Library 2.0
What are OU Library users doing online?
Google Analytics
How well is the homepage working?
Google Analytics reveals …
• Most clicked links:–Databases (20%)–eJournals (19%)–Library Catalogue (11%)
• Least clicked links (well quite a few!)–News links (less than 1%)–One-stop search (almost 0%)–Large images in the middle of the page (< 1%)–Etc.
Where the users are coming from?
On campus users: mainly Monday - Friday
Off campus users (?): steady throughout the week
What contents users are looking at?
Most popular pages (homepage aside)• Journals• Databases• eResources (Online collections by subject)
Top traffic sources
Most popular databases• LexisNexis Butterworths
(x12345)• JSTOR (x23456)• Westlaw (x34567)• PsycINFO (x45678)• Academic Search
Complete (x56789)
Where the traffic is coming from to the databases(1)? By referral
• Academic Search Complete (x56789)
Intranet – second highest referral
Where the traffic is coming from to the databases(2)? By referral
• PsycINFO (x45678)
Intranet – very few hits
Where the traffic is coming from to the databases(3)? By network location
• PsycINFO (x45678)
Top 5 network locs are non-OU
Most popular Journals*• JSTOR (y12345)• Academic Search Complete (y23456)• Blackwell Synergy (y34567)• ACM Digital Library (y45678)• IEEE Xplore(y56789)
* Incomplete data – due to legacy urchin tracking code being used!
Where is Journal traffic coming from (1)?
by referral
Where is Journal traffic coming from (2)?
by network location
Most popular Subject Resource Collections• The law/ law col• The law legislation page• Psycology col• Education col• Science – General col
Where is the Collections traffic coming from (1)? by referral – Psychology collections
Most of the traffic is coming from VLE …
Where is the Collections traffic coming from (2)? by referral – Law collections
Most of the traffic is coming from College of Law …
More on user behaviour …
Avg time on site/Pages per visit/bounce rate
Avg time spent on site per network location
Onsite search (1)
Onsite search (2)
Sudden change in search trend?
Onsite search (3)
99.29% visits to the site are without search(indicates good navigation design?)
The Help pageHow to cite a reference help page example
What’s next?
Course specific reports• What Library resources are used by the
users?• What sorts of reports can be usefully
generated for those course teams? • What sorts of reports can be usefully
generated for the library contacts for that course?
• Track student behaviour on different courses (or residential schools) and feedback to relevant course teams
Some more actions (1)• Segment onsite/offsite and regional
users (apply IP range filters)• Track by each course (from VLE) which
are sending traffic to Library resources• Enhanced OU Library PI reports –
different view points (Many Eyes tool?)• Improve homepage – keep a regular eye
on site overlays
Some more actions (2)• Buyer/owner of each database to keep
an eye on the usage • Reduce long list of databases – show
only top 5 as GA suggests• Use consistent names and URL paths• Use the new GA script to track journals
traffic
OUseful blog entries on Library Analytics
Part 1:http://ouseful.wordpress.com/2008/08/20/library-analytics-part-1/
And then follow the series (seven posts in total!)
http://google.com/analytics
Photo creditsStudent life - http://www.flickr.com/photos/powerbooktrance/237258629/
Web analytics washing http://www.flickr.com/photos/vickyb/2430043983/
Light in the foresthttp://www.flickr.com/photos/algo/1515342953/
Computer bachahttp://www.flickr.com/photos/13582731@N04/2635403499/
Google Analytics stickerhttp://www.flickr.com/photos/sajalkayan/2454018895/
Thank you!
Tony Hirst (http://ouseful.info) Hassan Sheikh ([email protected])The Open University, United Kingdom