An analytics evaluation is where you look at the data collected from your chose analytics solution and aim to make some fundamental hypotheses based off of the data.
An analytics evaluation is where you look at the data collected from your chose analytics solution and aim to make some fundamental hypotheses based off of the data. It can be a turning point for a website to find out what your users are doing.
The most common analytics tool is Google Analytics (GA), this is a good option if you aren’t currently accumulating analytical data. Google Analytics is also free! ( Hooray! ). GA would be my chosen tool, but there are also some other great data collection tools such as:
Hotjar (Paid) – Offers recordings of sessions, conversion funnels, form analysis, feedback polls, incoming feedback, surveys, and recruit user testers.
Yandex Metrica (Free) – Offers session replay, heat maps and form analytics, data dashboard, and reports.
Through any of the three tools listed above, you should be able to start collecting data from your users, with this data you will be able to find some patterns on your website that you might not have before.
A great example I have of an analytical evaluation gone right is that one of the clients I worked with didn’t have a focus on their careers page. However, their analytical data showed that the behaviour flow of their users would mainly visit the careers page even though the careers page was an afterthought. From this it allowed us to build this out entirely on the new website.
To start doing your analytical evaluations, all you should need is an analytical data source, an understanding of your analytics tools, your mind, and some time to delve into the data. Once you have these things, you will be able to scrape through your data and understand the behaviour of your users. Maybe your users have been visiting specific pages, and that’s it. If that’s the case allows you to look into expanding on what might be working for your users on the said page.
With these findings, you will find various parts of the site that are focused on by your users. If this is the case, it allows you to open up the possibility of you expanding other areas that aren’t getting as much attention with the same elements that might be working on your best pages.
Unfortunately, I haven’t got a perfect explanation for all websites and the analytics that reveal what your userbase is doing. It is all down to a site-by-site basis, but once you understand your analytical tools, your users, and an idea of what the website it, you will be able to propose these fundamental findings to whoever the website stakeholders are.
But for what I would recommend, I would say install Google Analytics on your site, and identify what some of your best and worst performing pages are. Once you know what these pages are, either use Yandex Metrica or Hotjar and see what your userbase is doing on these pages, once you can see how they might skip a button or how they interact with a search box, it’ll give you some data on what’s resonating with your userbase.
Once you can understand a userbase and what they like, the rest will flow naturally, and you will be able to start committing to some Conversion Rate Optimisation, and quickly start improving your website.