Organising your Google Analytics Account(s) – Give it an spring clean

Spring cleaning cc pixabay

So a new job and a new Google Analytics Account(s) to unravel. At first was just going to review my post from last year – Naming convention for Account, Property and View – Google Analytics (which i have) but it

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Posted in Measurement Model, Understanding Google Analytics

Know your user – 5 advanced segments to use when defining “real users” – Google Analytics

Silhouettes

Following on from my post on aggregated metrics (pageviews, sessions, users) I thought it would be good to share some segment ideas that can define your users into “real users”. Using this metric (rather than the aggregated version) or as

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Posted in Insights, Understanding Google Analytics

Why you should enter a monetary value for a goal completion – Google Analytics

British money demonstrating value

We’ve all seen the goal value box when setting up a goal, but very few people use it or more importantly understand why you should use it. This post will cover why to use the goal value field and once

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Posted in Goals, Improvements

Humanise your data: 5 things you can do to get Google Analytics reporting on real “user” insights

quantitative data - what; qualitative data -why

Often when we talk quantitative data, we talk metrics and dimensions: sums, averages, aggregates, time, day etc. Data is often soulless and very rarely contains context especially a human context. On the flip side, qualitative data or persona information is

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Posted in Insights, Understanding Google Analytics

Lies, damned lies, and aggregated statistics. Google Analytics Overview reports explained including why you shouldn’t use them

Mark Twain creative commons wikipedia

Strong title I know, but its got your attention. For clarity, Google Analytics doesn’t lie, what does is those people using the data who are either misinformed or aren’t getting the most out of GA…read on if that’s you! This post

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Posted in General Advice, Goals, Insights

Using Personas in Google Analytics to drive “real” insights

Google Analytics goal reports split by persona

No doubt a lot of you use or have heard about personas. Creating personas comes from analysing and understanding user behaviour from a range of sources including quant data. At NICE we have begun the journey of creating personas and naturally I started

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Posted in General Advice, Insights, Understanding Google Analytics, User Research

Create meaningful insights for Enterprise Search Tools using Google Analytics and Google Tag Manager

Google Search Results

We, NICE, like several other organisations provide a search facility similar to an enterprise search; that being we index several external resources and provide the tool to search them. By default this means the standard site search feature of Google Analytics

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Posted in General Advice, Improvements, Insights

Getting started with A/B testing: Part 3 – Results

optimizely results test 2 summary

So our test has been up and running. Previously I mentioned an issue with numbers; partly because of an additional variation thinning out traffic, but also picking a page that wasn’t getting enough traffic. After waiting an additional week we have some

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Posted in Insights, Optimisation

3 ways to get buy-in to UX tests

data insights are the basis to continual improvement

As a web/ UX analyst I am involved in UX tests (card sorting, a/b tests, lab tests, user study) on a daily basis. WhichTestWon kindly asked me to present on this topic in what turned into a great discussion by all those

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Posted in Insights, User Testing

Getting started with A/B testing: Part 2 – Start the test

optimizely traffic allocation screen

With our goals recording, we went in search of an ideal candidate/ a pain point we knew needed improving.  At NICE we revolve around providing guidance on a range of health issues. Within each piece of guidance is key recommendations

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Posted in Insights, Optimisation
About Me
Dominic Hurst

Dominic Hurst

Leading Digital Services @LJMU. Advocate for UX and customer-centric "insight" driven design. #UX #Analytics #CRO

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