Click-Through Tracking for Web Design How? and Why? Michele Potter ASEE/ELD 2003
Maybe I should start with What? What is Click-through tracking? z. Counting the instance of a user clicking on a specific link. z“. . . the measure of effectiveness of one site's ability to persuade a visitor to go to another site. ” - www. techencyclopedia. com z. Differentiation from Session Tracking
Questions? z. How many of you have y. Statistics program (Logfile Analyzer) xopen source or commercial xclick-through x. Session tracking z. How many of you refer to these in order to make decisions about web design
Statistics Packages - Commercial Jill Garland UC • Many more from $99 - thousands of dollars Mamak - Click Tracking System 2 = $99 http: //www. mamakscripts. com/mcts/index. php
Statistics Packages - Free z. Analog y. Pure logfile analyzer y. Most popular yhttp: //www. analog. com z. Webvisit y. Perl 5 script that analyses logfiles for visitor information y. Session Tracking Tool yhttp: //mikespub. net/tools/a. Web. Visit/ z. More. . .
10 minutes to cheap CTT z Method: Link redirects to a “dummy page” which you then analyze for page hits x <META HTTP-EQUIV="Refresh" CONTENT="0; URL=http: //lib. ucr. edu/clicks/link 1. htm"> x “Dummy page” redirects to actual location of document sought. Click Dummy Page (link 36 or page 1 link 1. . . ) Destination Original Page Dummy Page (link 37 or page 1 link 2. . . ) Destination
Cheap. . . slide 2 y. Drawbacks x. Can’t use the back button x. Every time the user tries to use the back button, they generate a false click x. User cannot see the actual destination URL
A Few Days to Cheap CTT z A database to track every time a link is clicked z Systems Involvement z All links redirect to one page with a script for parsing the redirect Destination Click Original Page Dummy Page (parsing) Destination
Pretty Cheap. . . slide 2 z. Drawbacks? y. Our systems department was able to allow use of the back button y. User still does not see destination URL
Why? Experimentation y. Where do users click? y. What colors do they click? y. What words do they respond to? y. How much of your audience cares about…? y. Why aren’t users clicking on what they should?
Why? Off-site links z. Vendor databases z. Other library catalogs z. External informational links
Why? Real Estate Allocation z How do we know if a link “deserves its real estate? ” z What click-throughs can do yillustrate proper “context” (I. E. where to put certain information for best use) z What click-throughs can’t do ydetermine the value of the information users are getting (e. g. misleading links)
Demonstration
Demonstration 2
Site Map 13 12 9 1 8 5 7 6 2 4 3 11 10
Let the games begin! z. Two specific Implementations at UCR y. IIPA and IIMP -> (Full-Text Performing Arts e-Index) Before name change 7 and 4 clicks in 3 days After name change 44 and 26 in 3 days y. What were users really looking for when they did a site search?
Attributions z Dana Nguyen and Albert Morita in our systems office for implementing our CTT. z Jill Garland at Berkeley for creating a nice chart of various statistics packages.
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