Use Google Analytics to learn what customers aren’t telling you

Michele MarquesInformation Architect

October 28, 2016

POLL – HOW MANY OF YOU:

• Talk with customers?• Have docs on a web

site?• Are using Google

Analytics?• Have used any web

analytics?

• Before you begin

• What questions are you investigating?

• Where should docs be improved?

• What docs aren’t being used and can be cut?

• How do the current usage trends align with project priorities?

• Is the current staffing investment aligned with usage?

• Who’s using the docs?

• How do they find the docs?

• Getting more out of the data with Excel

• Wrap-up

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Agenda

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Before you begin

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Where should docs be improved?

What else?

• Not enough time on page

• Too much time on page

• High bounce rate

• Landing pages

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What content to improve

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What can be cut?

What else?

• Not enough pageviews

• Not enough time on page

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What content is not being used?

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Who’s using the docs?

DEMOGRAPHICS

AUDIENCE BEHAVIOR

LANGUAGE

TECHNOLOGY OF USERS

DEVICE TYPE

COMPANY

Applicable for B2B

1. Behavior > All Pages

2. Select a specific page

3. Secondary dimension > Users > Service provider

• Caveats: includes home and mobile ISPs

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How do they find the docs

CHANNELS

REFERRALS

SEARCH KEYWORDS

SOCIAL

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Getting more out of the data with Excel

What else?

• Select the right content

• Show enough rows

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Tips for Excel export

What else?

• Manipulate data

• Merge data

• Graphs

• Pivot tables

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What can you do in Excel?

• Investigate questions about your docs

• Use data to:

• Focus improvements

• Determine where to cut

• Budget for the right localization

• Measure the results of improvements

• Inform decisions and optimize staffing investments

• Use Excel or other tools to do more with your data

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Wrap-up

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