Urchin & Website Usability
Usability Study • Usability study is a repetitive process that involves testing a site and then using the test results to change the tested site to better meet users' needs • Urchin can assist in studying the usability of your website
Usability Study • Important to think: “how well is our site allowing the users to meet their goals” rather than “how well do the users do on our site”
Urchin and Usability • For Content and Web Developers Urchin can help answer questions about your web traffic: – What site content are people most interested in? – How many people reach a target page on my website? – If users abandon the website before purchasing, when do they stop and why? – What types of error results do users receive and why are users receiving these errors?
Good Usability vs. Poor Usability • An essential question to ask is: “Is my website efficient and effective? ” • Involves using website optimization tools such as Urchin and reviewing the design and content of your website including: – – Navigation Links Layout Quality of content
Poor Usability • Some signs of poor user experience would be: – Lots of traffic, few purchases – Visitors only hitting the top level of your site -- not deeper pages – Lack of repeat customers • Excellent site for resources on website usability - http: //www. usableweb. com/
Traffic Summary • Urchin – Traffic > Summary
Status and Errors • Pages & Files > Status and Errors
Status and Errors • Essential for determining where problems exist of your website
404 Page Not Found Errors • 404 Page Not Found Errors – Pages not found when requested
404 Errors – Possible Causes • Causes are varied – Bad links on your site – Bad links on other sites linking to your site – The use of old bookmarks/favorites or saved links
404 Solutions – Bad Links Your Site • Bad links on your site – Run site-wide link checks – Use Dreamweaver’s built in link checker or one of the free link checker sources available on the web which check both internal and external links. – Xenu Link Sleuth (http: //home. snafu. de/tilman/xenulink. html).
404 Solutions – Bad Links Other Sites • Bad links on other sites • Send out reminders to known sites that you have updated your website • Inform search engines to reassess your website for URLs • Update directories your site is listed with
404 Solutions – Bookmarks • Send known users a reminder • Set up dummy pages – Pages in directories users are still attempting to view • Create re-directs
404 Solutions – Custom Error Page • Custom errors page
Tracking Users - Navigation
Tracking Users – Bounce Rate • Navigation > Bounce Rate
Tracking Users – Bounce Rate • Visitors who enter your website and exit without viewing other pages
Tracking Users – Bounce Rate • Statistically the top entrance page is the top exit page • Goal: Lower the ratio of exits to entrances a page, to the smallest possible number • Add “Call to Actions” to entice additional clicks
Tracking Users – Bounce Rate • Questions that should be asked: – On which pages are a high bounce rate occurring on? – Is there a logical explanation? – Are there problems on these pages that need to be looked at?
Tracking Users – Bounce Rate • Analyze individual pages – assess drop off • Possible issues: – Download time – Outbound links – Navigation issues – Other elements
Tracking Users – Click Paths • Navigation > Click Paths
Tracking Users – Click Paths • Click Paths - the most popular paths traveled by your site's visitors • Each entry lists one or more pages in the order they are viewed using arrows
Tracking Users – Pageviews • Navigation > Pageviews
Tracking Users – Pageviews • Long page views can mean: – Users are reading – Users are looking around – Or it can mean download time is too long
Google Analytics & Urchin • Google recently purchased Urchin • Some new features in Google Analytics – Funnel Visualization – Tracking outbound links – Keyword Campaign comparison • The best thing about it is: it’s FREE! • Currently not accepting new accounts • Keep checking back to sign up: http: //www. google. com/analytics/index. html
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