Scale Your Business With Web Analytics, Usability & Conversion Strategy (Part I) | Christine Maisel | Skillshare

Scale Your Business With Web Analytics, Usability & Conversion Strategy (Part I)

Christine Maisel, Designer, SEO & Founder of Portable Entrepreneur

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28 Lessons (1h 56m)
    • 1. Introduction to Instructor and Course Topic

      1:51
    • 2. What is web analytics, usability and conversion updated

      1:56
    • 3. Section Intro: Web Analytics

      0:26
    • 4. Is web analysis worth the trouble

      1:02
    • 5. Options for tracking your web analytics

      5:57
    • 6. Get started web analytics

      7:07
    • 7. Navigating the basic metrics

      7:05
    • 8. Reviewing your website analytics

      1:29
    • 9. Your action steps

      0:28
    • 10. Creating Your Website Goals & Measurement Plan

      0:43
    • 11. How to create a measurement plan and what to measure

      4:01
    • 12. Using key performance indicators to track your progress

      9:58
    • 13. Tracking your website and business goals

      7:06
    • 14. Using visitor segmentation to understand the different types of visitors

      2:43
    • 15. How to use funnel visualization to see how visitors go through your sales process

      4:44
    • 16. Specific analytics for e commerce sites

      5:41
    • 17. Additional metrics to set up and track

      2:25
    • 18. Making Web Analytics Actionable

      0:28
    • 19. How to set up and use actionable web analytics reports

      6:15
    • 20. Creating custom web analytic reports to match your business goals

      7:32
    • 21. Integrating analytics into your business

      1:54
    • 22. Common mistakes to be aware of

      7:25
    • 23. Usability & User Experience

      0:31
    • 24. The difference between usability and user experience (UX)

      2:35
    • 25. Winning principles of website usability

      9:11
    • 26. Winning principles of website usability continued

      6:55
    • 27. What bounce rate tells you about your site's UX & how to improve engagement

      5:24
    • 28. Tools for usability testing

      2:55

About This Class

Web Analytics, usability and conversion rate optimization are a powerful combination for transforming a business' reach and revenue. This is part 1 of 2 in-depth courses that walk you through how to grow revenue for any online business.

This is how business' of all sizes scale their online sales and greatly increase their revenue even without finding new website traffic.

Here you'll find a step-by-step actionable guide to creating unique goals for a business that you can track, test and improve. 

This course is meant for you to take action and begin tracking your own business goals using Google Analytics (as well as other tools we'll look at) and improving your website based on your findings. Specifically we cover:

  • How to combine web analytics, usability, conversion rate optimization & SEO efforts
  • How to create and review detailed web analytics reports specific to the website and business
  • Identify the best web analytics tool for the website (we'll use Google Analytics as an example)
  • Use winning principles to design a successful website
  • Strategically identify and create a sales funnel for site visitors to follow
  • How to reduce a site's bounce rate
  • How to use psychology to improve your conversions and persuade visitors to take the action you want them to
  • How to test a website to make more money from the site's existing traffic
  • and so much more it's impossible to list it all here

It's all here! I'm also very active inside the course and I encourage you to ask questions and participate as you go through the course. I am happy to help you as you learn to implement your own strategy and see your conversions increase. 

If you're ready to improve your online business or help others improve theirs, this is a course that will help you do exactly that. You will have a much different outlook on how you approach creating a site and making strategic changes to improve it. 

Let's start scaling your business. Join me now.

Transcripts

1. Introduction to Instructor and Course Topic: welcome to this Web Analytics usability and conversion course. My name is Christine. My cell and I've been in the Web design in S E O industry for the past 15 years. When you work in this type of industry, you realize that when you go beyond just creating pretty websites and trying to rank a site for a few key words, you can really impact a business in a positive way. When sign ups and leads increase, so does revenue. And that's what all businesses are after. When you focus on Web analytics usability conversion, you can dramatically increase the revenue a business receives without having to find any additional traffic. When you take the time toe, learn about the Web traffic a website already has. You can increase the number of leads and sales of business receives making any extra or new traffic just a bonus. By the end of this course, you will have taken a detailed look at your own analytics. After having created specific goals to track, you have analyzed your sights, usability and made improvements, and most importantly, you will be testing, reviewing and making positive changes to your website that will increase your site conversions, resulting in more revenue for your business. Inside this course, you can expect to take a hands on approach will go into detail on each topic. We'll look at riel examples and you'll be given the opportunity to both test and apply what you've learned in each section of the course. Please remember that I'm here to help you, so don't hesitate to ask questions at any point. Remember, this course is for you. So go ahead and start a new discussion and let me know why you're taking this course and what you hope to get out of it. I'd really love to hear from you. All right, let's get started. 2. What is web analytics, usability and conversion updated: before we go too far. Let's make sure we all understand what Web analytics, usability and conversion actually are. So let's start with Web analytics What analytics is all about measuring and understanding website data in order to strategically impact a website. This means really understanding how visitors use your site. That way you can monitor the impact of the changes that you're going to be making Now. Usability is all about implementing a better Web design process. That's easy for your site visitors. So this includes removing distractions or roadblocks that can prevent the visitor from taking action that you want them to, which we're going to get to. And lastly, we have conversion. Now. Conversion is all about converting or turning as many site visitors as possible. That means again getting them to take the action that you want them to. So if you want them to make a sale, this would be turning your site visitors into customers, so this could be having visitors by the product download something, refer a friend, register for your site or whatever your gold. Maybe all of these parts individually are very important, and together they are extremely powerful. So that's why, as we continue moving forward, we're going to learn about each one of these individually how to integrate this into your online business as well as how to use them all together. So that way you will have as much success as possible. Now, next, you can download a list the most common terms that you're gonna find when you talk about Web analytics usability conversion. So please take a moment to download them, and that way you can keep them handy. So if we mentioned any of those through the course, you're not sure what they are. You can always refer back to this list. 3. Section Intro: Web Analytics: in this section of the course, we're going to take a close look at Web analytics. More specifically will cover how to get started with Web analytics. Your options for tracking analytics have a review. The common metrics and what you should be keeping an eye on. This is going to give you a good insight into Web analytics before we start getting into your business specifics and making the data even more actionable. 4. Is web analysis worth the trouble: setting up Web analytics and tracking the data takes time, which is why many businesses don't prioritize it. The problem is, they're leaving behind a lot of crucial business data. You see, Web analytics not only tells you where you're losing money or spending money unnecessarily , it tells you how you can improve. And even what can seem like slight improvements can turn into a lot of extra money without Web analytics. How do you know if your campaigns are successful without this data? How can you answer questions like where your buyers primary located our customers, men or women? How old are your customers? How do your customers find you and what makes customers buy from you? You may be surprised what you learn about your business as you begin to analyze the data. To be successful, you need to know how to use your data, and over the next few sections will be diving into exactly that 5. Options for tracking your web analytics: Of course, the benefit from Web analytics. You have to set it up. But just as with other types of tools, there are many options to choose from. I'd like to take a look at some of the options you may want to consider. Then, once you know which option you'd like to use, we'll look more into setting up your Web analytics and analyzing the data. All right, let's look at a few here. Let's start with Google Analytics. I'm sure you've heard of Google analytics before and aren't at all surprised to see me mentioning here. I start with Google Analytics because it is an excellent tool that gives you a lot of valuable data. Many people miss the sheer amount of data that you can simply get because they don't set it up correctly. Really, Just take the time to learn more about the tool. And if that sounds at all familiar to you, that won't be the case by the end of these next few sections. So what is good about Google analytics? First, it could be used in combination with Google Search Consul, also known as Google Web master tools, so it will provide you with a lot of valuable information directly from Google. On top of that, it's free, so it can't possibly hurt your budget and we'll be using in this course. Since it does have so much data and is free, I know that everyone here will be able to afford to use it all right. Moving right along. There are many alternatives to the popular Google analytics, including both free and premium options. So let's start out with Buick, which is another open source Web analytics program. It is different than Google Analytics because its stores data directly on your server. So this means that your dad is not being shared with 1/3 party like it is with Google analytics. So for some people, having that privacy is very important. On top of that, it provides real time traffic reports so you can see what is going on on your website at this very moment. You don't have to wait for the data to appear after the fact. It also allows you to segment traffic, and that really is just about allowing you to see different types of visitors. And don't worry, if that doesn't make sense to you, we're gonna get to that later and will make complete sense to you. Then you're also allowed with pew it to track multiple websites, and you can even customize the interface. So it's definitely a good open source option for you to choose from. A swell. Now Clicky is one of my favorite options. It's really a very comprehensive tool, and it also provides real time traffic details. It will also show you external sources that are providing traffic to your site. So if you have back Ling's or other sites that are mentioning your site, you will be able to see which of those is actually driving the most traffic to your site. One thing that surprises some people is that it will actually show you your keyword rankings and then the actual amount of traffic that those keywords and bring it to your site. They also have an iPhone app. So if you need to monitor your stats on the go, you have the option to do that. And with some of their premium accounts, you can also have heat map features as well as up time monitoring. But again, we'll look at heat maps and such tools. A bit later. They also have split testing me. Testing included along with heat maps, will talk about that later on, and you'll understand more what that's about. You can also install Clicky with a WordPress plugging if you're running a WordPress site so you don't have to get into any messy code, which some people don't like to do. When sodium Google analytics, for example, Now Kiss Metrics is another one that also provides real time data. They allow you to split test layouts and sales funnels, and that's really going to help you maximize your sights. Profit. Now the purpose of this tools that actually help your business gay new customers and help you toe identify different areas that you could improve on your site. So Kiss Metrics is more of a customer insight tool that focuses on actual data metrics and doesn't provide quite this much data around actual traffic, as some of the other tools do, like Google Analytics. So the information that you're going to get is a little bit different, and let's go ahead and look at one more option, a free option, and that is open Web analytics Now. This is a self hosted option. It is open source. It's free and again because it's a self hosted, it is not shared with 1/3 parties. All of your data is private for you. You can also track multiple websites. It has very similar features to Google Analytics, actually, And again, this one will allow you to use heat maps. A swell. And you do need a bit of experience with this one, though, or at least know someone, or be able to hire someone who can install PHP based applications in order to get started with open Web analytics. So that's just one little piece to consider. Not too big of a deal. Now there are several other good options, and here I just wanted to give you a general idea of what your options are, but I've put together and even more in depth comparison and chart for you to see over here on S E O Toole Hunter. So if you want to go there, you can look at all the options. It will break down for you both the pros and cons of each of these services, as well as some others that I haven't listed, and you'll find a chart here that really allows you to compare it easily because I know it could be hard to look at all the different data when you're just reading through an article . So go ahead and spend some time now looking at the different options and pick the one that sticks out to you. Please don't get too caught up in selecting the right tool or the best tool, as what is right or best will be different for each person or business. And once you've made your selection, I will see you in the next video. 6. Get started web analytics: Okay, Hopefully, by now, you've already picked the Web analytics tool that you're going to be using if you haven't already, make sure to go ahead and do that. Now, if you've already installed Web analytics on your website, you can go ahead and skip this video. Otherwise, we're gonna take a look at how to get started with Web analytics. I can't possibly cover every tool out there right now. This will be quite long and boring if I did that. So what I'm gonna do is I'm going to use Google analytics in this section as I believe it will work well for the majority of you. And it's also a free tool to use. Now, many of the other tools are going to be very similar in the set up process. And they should come with step by step instructions first, setting up your account. So go ahead and watch this. And then you may see a similar set up process when you use your own tool. Otherwise, if you want to use Google analytics, you can follow along here. Okay, so let's look at the set up process here. We're gonna go to google dot com forward slash analytics, and here you're going to be able to log in with your Gmail account. Otherwise you can register and you'll be able to create a free account there. So once you are signed in your come to your dashboard, So here's where we want to add our site. Now here. I already have several sites that I'm listing that I'm tracking. You can see those here, however, to add a new site. There's a few options here across the top. I'm going to click on admin here, under all sites, there's a drop down menu. You'll see any of the sites that you have created before listed and then at the bottom here , create new account. That's what we want to click on. So this is gonna walk a step by step through setting up a tracking code that we can add to our website so that the analytics tool is going to talk to our website. So you were just gonna follow along and we're going Teoh, insert all of the details. I'm just gonna pause for a moment while I complete this. Now what I've done is I filled out the account name and my website name. So here you can create any name that you would like for your account name in your Web site name? Just what's gonna show up when you go to look for your data, you'll insert your website. Your l select the category, then they'll be a few other data sharing options here. You want to let technical support be able to see your data if you need help. If you have a Google Analytics specialist working with you and you want to give them access , you can check that so you can read through these and see which ones you would like. And then when you're done, simply click. Get tracking. I d. Here at the bottom. Now it's going to give you some terms and conditions here that it's gonna want you to read through and accept those. And then here is where you're going to be presented with your tracking code so you'll have a tracking 90 here, and you also have a tracking code. Now, typically, this website tracking code here is what you're going to copy and paste into your website. So this tells you that you should be pasting that into every Web page so that it can track your entire site. So there's a few options for going about this. Several of the themes or templates that are available come with a way for you to simply insert just your tracking I D. That you see here above, or it will give you a place to copy and paste this tracking code. Now, if your website doesn't have that, if you're familiar with code and how to insert this into, let's say, the header of your site, you can do that. Otherwise, there's a lot of plug ins or extensions available depending on the content management system that you're working with. So, for example, with WordPress as I mentioned, your theme may allow you to insert the information, if not their several plug ins, that you can install and simply paste this code there, and that will help you start tracking it without having to dig into the code. So it's just a matter of what you feel most comfortable with. Any of the options will work just fine. So once you have added the tracking I D to your website, there's a couple more steps that I like to take the 1st 1 is to filter out your I p address . And what this means is when you are browsing your Web site, Google Analytics is going to continue tracking you on your own website. So we want to let them know to not track you and to not include what you do on the website in the data. That way, you can get a better representation of what your visitors air doing and not you. So to do that, you can go back and click on admin. So now here you'll see under account, you'll see your account name and you can click on all filters, and this is where you will be able to filter out your I P address. Here we can click on this red add filter button, and here you can add a name. So I usually just like to say something like exclude home office or excluded home office. Whatever you want to college is something that you would recognize, and then we need to select our filter type. We're going to select, exclude and traffic from I P address. Now, here's where you need to enter your I P address. If you don't know what Dr P addresses you can go to. What is my i p dot com, And it will instantly display your i p address, and all you need to do is copy that, paste it in here. You want us like the view that it's going to filter out your i p address from. So if you've created multiple views, you can select the ones you want to apply this filter to. Otherwise, the default is all website data. You can add that in click save here at the bottom. So here I didn't select that are equal to I need to do that and then click safe. Okay, so now that's step is done. There's one further step that I like to take, and this is optional. But what I like to do is I like to create another view. This way. You have two ways to view your data, and the other one is just more of a test view. This is where you can go in. You can play with settings, you can play with filters, and you can play with different reports. And that way, no matter what you do, you're not gonna mess up your actual data because this is more of just a test view. This is a great way for you to learn. This is a great way for you. Toe apply different types of settings here. So we're gonna go back toe admin and then here under view, pulled down in the drop down menu to create new view so you can select whatever you would like this to be. So I'm just gonna put a test view. You can call it a test and then the name of your website. Whatever you would like, select your time zone and click. Create view. So now you're new view is set up, and when we get into this later, we'll look at this a bit more. But again, this is going to just allow you to view your data separately from your main data, where you've excluded your I P. You'll be able to play with goals and filters and and all of that will make more sense as we go through some of the different settings here that you can change and then you'll better see what the benefit of that IHS 7. Navigating the basic metrics: with data being pulled in, it's time to start getting familiar with some of the basic metrics that you're gonna find in your analytics dashboard. Now, this dashboard can really be a wealth of information. But at the same time, I understand that it can be overwhelming, especially at first. But this is really worth your time in your investment to get to know the tool that you're gonna be working with and really, just so you can understand the data and be able to benefit from it. So here we're gonna look at some of these basic metrics that you should be logging in and taking a look at now with Google Analytics. They make it very easy. Once you were in on your dashboard over here on the left hand side, under audience, you can click on overview, and this is where you're gonna find most of the basic metrics. So your Sessions user's page views page is procession of recession, duration and so on. Now these are your engagement metrics. So this is why we really want to pay attention to these. So let's take a look. Now here we have our sessions and this is the number of times that visitors are actively engaging on your website. Now to get a little bit more accurate view here, we can look at users and users is gonna show us the actual number of visitors that have had at least one session on your website. So this is going to tell you the individual number of people that have been on your website . So this is tracking the past 30 days and there's been almost 2400 visitors on this particular site. So now moving over to page views, This is the total number of pages that people have visited on your website. So of the nearly 2400 users that have come to the website, they have looked at a combined almost 7300 pages on the website now pages procession. This is going to tell you the average number of pages that a visitor looks at when they're in your site. So for this particular site, each visitor looks at approximately two pages on average. Now, the average session duration is the average amount of time that a visitor spends on the website. So here again, visitors spend nearly two minutes on this particular website now moving over to balance right? This is one that's very important to pay attention to. This is the percentage of your visit. So in this case, almost 70% of the visits that only land on the one page they visit that one page and then leave, and they leave quickly. So the higher the bounce rate, that means that there's something going on. We need to figure out what's going on, why people are leaving the site and what we can do to keep them engaged and keep them on the site longer really just means that they're not finding what they're looking for, right of way. So there's a number of things that we can do about that as well. Look at a little bit later, and lastly, we have the percentage of new sessions and this is the average percentage of first time visitors on your websites. You see over here in this graph, the blue here represents new visitors. It's almost 60% of the traffic that has come to the site in the past 30 days has been brand new traffic. So this is good. You want to see a mix here the site has a pretty good mix of new visitors and returning visitors. So when you're looking at these metrics to start with, you really want to make sure that Sessions user's page views that they are continuing decrease increase over time. You want those numbers to get better and better. You also want to see that the majority of your visitors are going to mawr than one page procession, especially if you are continuing to add new pages to your site. And you also want to see that the average session duration is increasing over time. So you know that you are creating engaging content that people really want to stay on your website. And then as we looked out with the new visitors and returning visitors, you really want to see a nice balance there and you want to see that people are in fact returning to the site. But of course, at the same time, you do want to have returning visitors as well. Now, on the flip side bounce. Right now, this is the only metric of these that you actually want to see fall because of course, this means that people are not finding what they're looking for. So the more that you are working on that you're working on getting that number down, the better. Let's look at the traffic sources because, of course, that is very important. So over here on the left hand side, we can go toe acquisition and overview, and this is gonna tell us the sources of the traffic. So you can see here there's a number of traffic sources, people going directly to the site coming from social sites. Facebook, Twitter, etcetera referred from other sites, people finding the site organically, which of course, is good. So you want to just see where your traffic is coming from. And why I like to take a look at this is because I want to see what is working. What am I doing that is working because whatever is working, I want to spend more of my time doing that. And that's why I like to take a look at landing pages. So here, under behavior, I go down to site content and landing pages. Now, this report is going to show you exactly which one of your Web pages visitors will land on first when they come to your website so you can scroll down and you can see which are the top pages on your website. So I like to take a look at these landing pages because this is gonna tell you what is the most popular content on your website. This list shows you where you should really be concentrating your effort, and then you'll see there's a lot of different metrics next to each individual page, so you can analyze each page individually. You can see which ones are performing well, which one's needs some work, and you be able to monitor them here because if you're getting the most views on a particular page, you really want to make sure that that page is set up to convert and do what it is you want them to dio. So, for instance, if you see a high bounce rate, let's say one of these pages here, let's say this one here has a 89% bounce rate. You really want to go take a look at that page and figure out how you could in just the content of that page. Visitors are only staying for about 47 seconds here on the page not too, too bad, but definitely not great. And most of the people are leaving, so that's really not good. We want to be able to go back and analyze that site, so hopefully this gives you a better idea of some of these basic metrics that you can go in and you can see. Even with these basic metrics, you'll have a lot of knowledge about your site visitors and what they're doing on your site . 8. Reviewing your website analytics: If you're just getting started with Web analytics, you're obviously not gonna have any data to work with. So when do you actually review your analytics? When you're just a up a new account, I recommend that you review your account in about 24 hours after setting it up. That way, you could just make sure it's working. The data is being tracked like it should be, and there's no errors. You don't wanna wait two weeks or 30 days even on, then come back and see that your data is not being tracked. So you just want to make sure everything is running smoothly. Now, after that, you can come back and start reviewing your dad and about 2 to 3 weeks. But I highly recommend that you have at least 30 days worth of data before you start making any riel decisions about your site, because otherwise you really just don't have enough data to work with. And as we go through the course and you can see some different things that you can track and you start looking at your data a little bit differently, you just want to make sure you have enough data to really make sure that a change that you are making has either worked or not worked, and you don't jump to any conclusions too quickly. No. In the next section, we are going to look at setting up some goals specific to your business so that you can review those goals specifically in your analytics. But you want to take a look at basic metrics that we previously covered, and then you can start getting into more of your specific ALS. 9. Your action steps: by the end of this course, usually better tracking your businesses goals and using the data to make positive changes in your business. So at the end of each section, you'll find a list of action steps you should stop and complete before moving on. My goal here is to help you implement what you learn as you go. So remember, you can always have the question if you need any help, but before continuing on, go ahead and stop here and complete the action steps for this section. 10. Creating Your Website Goals & Measurement Plan: This is a crucial section of the course, as here will be determining exactly what your business goals are. So that way you know exactly what to track in your Web analytics account. Having solid goals is going to help you create a better, more strategic marketing plan that ultimately is going to help you be more successful. That's why in this section, the goals that you are going to create are going to be unique to your business. Once your goals are established, will take a look at how to set up specific goals in your Web analytics account, so you can better measure how well you are meeting your goals when we know how well you're performing will then be better able to determine what you can do to improve. 11. How to create a measurement plan and what to measure: setting goals for a business Sounds easy, but it really can be a challenge, and it is essential to do as you go through this process. So I wanted to talk about how to create goals and targets that are specific for your business, because everybody and every business is going to have different goals and targets. So you really need to figure out what you want to achieve in your business and why you want to achieve that. So you can't just say I want to make more money. You need to be specific how much money and why that much? Why do you need to reach that? What would you do if you reach that goal when you know what your goal is and why you want to get there? You can break down exactly how to go about doing that, and it's gonna make the rest the process that we're going through here tremendously easier . So whether you want to triple your revenue growth, dominate the industry or in or provide additional products services so on. You really need to take the time to understand this, and this really involves defining what your business objectives are and then tying those objectives to specific goals and metrics that you're going to be able to track to let you know how well your business is actually performing. And you really want to do this because this is going to help provide direction in your business. If you know what you're trying to achieve, why you want to achieve that? As I mentioned, you'll be able to figure out how to do that. So it's gonna help you figure out what your next step should be, which is often very difficult for businesses. There's so many things that are pulling us in different directions or something tasked to do. This will help you focus on those money making task in your business. When you know your goals, you're going to be able to determine exactly what you need to be tracking or what you need to be analyzing and why what this information is going to tell you. And then you have that information. It's gonna tell you how you can make improvements so that you can better reach your goals and, of course, reach them faster. So if you have an online business, you really need to understand the purpose behind your website. What do you want to do with it? Are you trying to sell products on it? Are you using to collect leads for your business? Do you want to just sell ad space on it? What is the purpose? So this is really where you need to understand your business objectives. So, for example, your business objective could be to sell a product online. But now you need a goal. What goal are you going to reach for? So this could be that you want to generate new leads and that's how you're going to make new sales. Let's say you primarily operate an offline business and you use your website as a lead generation tool. And as we continue to go through this section, we're gonna talk about how you continue adding to this here your business objectives, your goals, what comes next, because we also need to look at how are you going to track this information? What are your target's gonna be? What do you actually reaching for and will continue expanding on that here in a bit? So do take the time to think about your objectives and your goals, and so that you can continue building on that as we go, and later we're gonna talk about integrating all of this into your business. But for now, do take the time to also think about who is in charge of tracking, who's in charge of monitoring this and pushing the business towards these goals. If this is you, that's great as the business owner, if this is a service that you're providing toe others, are you going to be responsible for this? Is there somebody within the business that's responsible, perhaps, And manager? It's just important to find exactly who was responsible. So we know who is going to be going into this information and who was going to be continually pushing the business forward. 12. Using key performance indicators to track your progress: we've been talking about Web analytics and whether analytics are the most important part of any digital marketing strategy. Really, That does mean that it is more important than your S e o your content, your email marketing, paid advertising, or however else you are marketing because analysis makes everything that you are trying to do better because it tells you what is working, what's not what you can do even better. And that way you don't have to work harder than you are in order to improve your results. Now, the key here is really knowing exactly what you should be collecting and high. We're gonna go about collecting it. And that's what we're really trying Teoh get into here. And that's why right now, we're gonna talk about key performance indicators now. Key performance indicators are a great way to measure the performance of your online business that you understand exactly how well it is performing. So now that you have thought about your objectives, you've thought about your business goals. Now we need to figure out how you're going to go about tracking that. So that's where we're going to start looking at these key performance indicators or KP eyes , and we're gonna figure out which one to the right for you. These are gonna be different for every business out there. The ones that you select have to be crucial to helping you achieve the business goals that you've outlined. So you really need to spend time tracking what's the most important. So there's different types of KP eyes there can be turned on investment. KP eyes, lead generation engagement. Those are the most common ones that you're gonna see. So let's look at a couple examples. If your industry is e commerce, you sell goods on a website. Your primary goal is likely to have a finalize purchase Someone who landed on the product page. They added the product of the cart and they successfully completed payment. So you are going to have to tie a K P I to that, and that is what you want. A monitor abandoned shopping car is just one example AP I there may be multiple, and we'll look at those. But this is gonna tell you how many people added the products to the cart but then didn't finalize the purchase. So this is one example of a k p I that you would want to track for that specific ALS if you are in online marketing and you want to generate leads for your business. Ah, couple example. KP eyes would be a call rate if you list a number on your website and you want people to call you or for people to complete the contact form. How many people actually do that that land on your contact page? But remember, this also can extend offline. KP eyes were not just four online businesses, So let's say you are in project management. You wanna be is efficient as possible. So the example goal would be knowing your average project duration. Obviously, the faster you can complete your projects, the more that you can do the more money you make. So an example. KP I would be to track that average time that it takes to complete specific tasks and a project here. We're gonna look at some of the most common KP eyes that you might want to use to track your performance, and then we're going to tie it back to your goals. You can see how this all really works together. So before we get into the specific KP eyes that you may want to track. Let me give you an example, since I mentioned that there's often multiple key performance indicators that you use even for one goal. So let's say you are working on lead generation and your goal is toe. Have a contact form completion, so you may have several different KP is not necessarily all of these, but possibly depends on your goals and what you're trying to dio so you could track contact form completion rate. How many people actually abandoned the form once they start filling out? How many pages does the average person visit before they end up on your contact page? Which traffic sources air actually leaving to the visitor going to your traffic page So you know where to focus your attention and what's the bounce rate of your contact page and how many of the contact page visitors are returning visitors. So you'll look at the difference between how many new visitors versus returning visitors are on that contact page so you can get an idea of how many times people need to visit to get in touch. So hopefully this gives you an idea. But let's look at some other examples here. The 1st 1 will be profit. This is the most important, of course, with all businesses and the most obvious one to track. You could have sales by region to put on your business so you can see which regions are meeting their sales goals of which are not and be able to help different regions and prove you could have sales per channel. So how much does each marketing channel impact your revenue? This is very important to see where you should be, putting most of your attention and most of your money. Now you have sales per visit, so that way you can determine from every visitor that comes to your site. What's the average worth? So you can understand how much traffic you really need to your site or what you might need to do a little bit differently Now. Time to conversion. How long does it take? People toe actually convert how many times they actually have to visit now if you have e commerce, there's different things that track, and we actually have a whole section dedicated to that. But CART abandonment rate is an example how many people actually of products in the car, but they just don't complete the check out process. No other ones you have are an average order value for e commerce again. How many people actually convert ones there on your product? Where even your service page if you just offer services now, if you're working on lead generation, other one is newsletter. Sign of how many people are science for your newsletter. If you are sending people to a landing page you are promoting, let's say, a webinar, a particular product, a particular service. What is the bounce rate of that page? How can you improve that page form conversion rate? This could be for Leeds, for example, or other types of forms you have in your website. There's direct ways to track that and also direct visits. Many people overlook this. Oh, this is just returning visitors. But this really tells you about your brand about your exposure out there. How many people actually searching for your name because they heard of you out there and it really shows you that there's a demand growing for your business as this number increases, but it can also show you things like a visitor's intent to purchase. They want to purchase from you specifically. Or if you have offline marketing efforts, then people will be searching for your name. Specifically, this really tells you how much your name is getting out there. Now. Call rate is another one we briefly looked at. But call rate is if you have your phone number on your website, how many people are actually getting that number from your website and calling you based on the number of people that see it? Now, a few more will look at inbound links, which links are that are coming to a website are actually driving you traffic. And we had also talked earlier on about different engagement metrics. We looked at those in Google analytics as well. Pages, procession, the average time on site and someone those are all good KP eyes to know as well and also visitor loyalty. What is the purchase intent or the lead intent? How good is the quality of the content on your site? So this is good to see how many visitors are continually returning. You do want to see a balance of returning deserves is, well, a snu visitors that you're attracting. So let's look at an example here. Told you we're gonna circle around to this. We talked about the business objectives of business goals. So if your goal was to generate new lead as we looked at earlier on, you may have multiple KP eyes. Your call rate form conversion rate newsletter Sign up. Cost per lead. Welcome email balance rate. So there's your different KP eyes. You contract to see how well you are generating new leads, but now you can take it a step further. You want each KP? I too have a specific target. So your call, right? What call rate are you aiming for? Do you wanna have your call rate be greater than 30%? Do you want to be greater than 50%? What is it that you are aiming for? It's really hard. Determine if you're getting to your goals. If you don't know what you're aiming for, that's why you need to break down your KP eyes into specific targets your form conversion rate or your newsletter sign up. You may want to be a greater than 35%. You want most people putting in their correct email address. If they're trying to get information, for example, and then you want to look at how you are actually going to track that data and you want to look at what kind of reports we're gonna be going into because you don't want just log into your analytics program and choose any reports. One of specific reports set up and we will look at that, too. But you may need a custom conversion goal or event set up, and on top of these reports, you may need to segment your traffic. So this means you want to look at which sources air, helping you meet these specific goals. Ah, what times of day people are visiting your site. Who's clicking on your phone number, etcetera. So, really, you really need to start breaking this down. It's gonna make your job much easier, and more importantly, you're going to know how well you are truly performing 13. Tracking your website and business goals: Now that you know what your goals are, it's time to start tracking them. So whether you are using Google Analytics or another program, this is the time to start looking at how to set them up. So if you are using Google analytics, we'll look at just a couple of examples that you can set up now. But each goal is going to be a little bit different to set up, but this is gonna give you a general idea of what you can do if you're not using Google analytics so still stick around. Is there something extra that we're going to talk about that you should be doing regardless of what analytics program you are using? So let's take a look at a couple of examples now. We had talked about Lead Generation as a goal, and one of the KP eyes to track was a contact form completion. We want to look at how many people go to the contact page and actually submit the form. So to do that under admin panel here go again to the Views column and down two goals on, we're going to create a new goal here now, as you can see there's many different types of goals that you can set up. So one of these may apply to goal. You're working on reservation, successfully making a payment or booking an appointment, etcetera. But we're going to go down to customs. If you don't see what you want on this list, click custom and we'll click. Continue. We want to start out by giving the goal and name. So here we use contact form completion. Now, there's a couple of options here. What we're gonna do is we are going to click on destination, and we're gonna continue here because we want to enter the U R l of where the personal end up after they submit the form. So typically, if you have a contact page, you send the user to a thank you page where you can then give them an offer. Give them a little bit more information. You could give him a free giveaway. Send them to additional read on your site, etcetera. This is whatever you are l you are using. If you prefer to sign a value or a funnel to that as well talk about in a bit, then you can do that here as well. Now there's this link here at the bottoms has verified this goal. If you already have some traffic over the past seven days, you can click here to verify this goal, and that's going to just make sure that you've set this up completely and show you a little bit of data to start with. Otherwise, Children to return in a couple of days after you believe there should be some data, and then you could make sure it's tracking it. But we'll go ahead and click save, and that is going to create that goal for you. Now let's look at event track and because this one is a little bit trickier to do, literature here is set up, but it can help you track some really important things on your website. So, for example, if you have a contact form, but your form does not get redirected to another page, or if let's say, people can click on social media buttons. If they can click on videos or they can download anything from your website, all of these could be tracked through event. So I want to look at how to set this up because you can track so many things with events. So under the admin button here again, we're going to go over to view again down two goals, and we're going to create a new goal again. Again, we're going to go to custom and click. Continue. And now we're gonna need to enter the name again. So we'll call this report Download. So So you just have a pdf download that somebody can download from your site and you want to track that and we're going to select event and continue. So, for example, category here, maybe reports and the action would be that they actually downloaded the report and the label. You could make that. Let's say, the name of the report. You can choose to enter this as a value, So every time somebody completes the goal, there will be a certain value assigned to that. And then again, you can verify this golf you'd like an click save so talking about setting up different goals within Google analytics. Now I want to talk about something a little bit differently. If you are promoting your site or content, you need to make sure that you are tagging the lings that you have out there so that you can see the data for each promotion separately. That's going to allow you to analyze the data for each traffic source. So not all of your traffic sources. We're going to send you the same amount of traffic or the same amount of valuable traffic. So it's good to be able to analyze which ones are the best sources of traffic. And the way you can do this is by adding a U T M tack to the end of your euro. So here's an example. So you can see there's a U. T. M source and medium campaign etcetera, and this is going to track this specific campaign that you're working on. So Google Analytics actually has this campaign you Earl Builder, and this is going to create easy or ALS for you. All you have to do is fill out this form, and it's gonna put the URL or right here. So let's say I am on this site here and I want to promote this particular article. So what I'm gonna do is I'm gonna paste in the URL here, and then I can say campaign source so Let's say I'm going to be sending this out as an email newsletter so I can put in the source is gonna be in the newsletter via email here, and I can give it a specific name. So let's say here is giving the example of a spring sales. If I want to call this spring sale, I can. But this way, this is going to allow me to keep the same campaign name but be able to put in different sources. Don't get different worlds that I can give out or put in these different places that I'm promoting this particular post. So if you have paid advertisements, you can put the campaign term here and the same with content so that you can figure out the different ads that you're working with. If you're not doing paid advertising, leave those alone. You see below here that it actually gives me the full you're out. So now you'll see this you tm your l that it's added. So now I have a really long your l. I can copy this fool your l or I can convert it to a short URL. That way, I'll have a much more user friendly, your AL, but I can send now I could post on Facebook or anywhere else that I'm promoting. Now, when you return to your analytics dashboard, you'll be able to find this by going to acquisition and going down to campaigns. And here you're going to be able to look at your campaigns that created paid organic and so one So all of those air going to be tracked uniquely under that campaign section, so make sure that that's always a tool that you're using in order to track your campaign separately, as you begin promoting your site, your promote your sales visit content, etcetera. 14. Using visitor segmentation to understand the different types of visitors: different types of visitors are going to behave differently on your website. So if you think about it, you could have employees on your website, brand new visitors, current customers and so on. There's all different types of visitors that may come to your site, so it's really important to filter through the different types of visitors so that the data that you're working with is as accurate as possible. We've previously looked at how you convey Ilter out your own I P address or that of your staff. So if you haven't done that already, you definitely want to do that. But if you want a further look at your individual visitors, you can also segment your visitors. And these segments can be applied to the different reports that you're looking at or different dashboards so that you can see the data accurately. There's different things that you may want to segment, so if you want to segment, you can always do that by clicking on admin. I am pulling down two segments down here, so this is gonna allow you to filter by demographics. So if you're looking for a particular age range to see how they interact with your site. A different language. Gender location. If you're looking for what people do in a specific location, if you serve different locations, that's definitely good to segment by. We also have technology, so if you are uncertain if there's any technology related issues going on, for instance, if you have a very high bounce rate in in an explore but not in chrome, then you'll be able to look at your traffic a little bit differently by segmenting the different traffic so you can look at specific browsers, even browser versions, devices so can get really, really specific for you. You also have behaviors you can look into how often visitors are visiting the site and what they're actually doing during that time when they're actually coming to the site of the different sources of traffic. So, of course, this we had talked about segmenting your traffic sources. If you're doing different campaigns, you definitely want to be able to segment by that as well. But what you can also do is when you are on an over view screen like this, you have a big button here, add a segment. So if you want to be able to segment that specific data. You could do that right there. You can simply click on new segment and you can go through Justus. We had just looked at and fill in all of the information here, and that is going to segment that traffic for you before you do the segment. You can always click here to preview it so you can make sure everything looks accurate before you say this segment. 15. How to use funnel visualization to see how visitors go through your sales process: your analytics tools should be tracking your site visitors through your sales funnel. This means that visitors they have to take several steps in order to complete a goal, and this is referred to as a conversion funnel. So it's very important to understand your conversion funnel. Know what it is and know the steps the visitor has to take to complete the action you want them to. So this is going to help you identify how many visitors are converting and at what point in your sales process or in your funnel so you'll be able to see it. Visitors are experiencing difficulty at a certain point in the funnel, and this is going to help you be able to correct any difficulties. And that, in turn, is going to increase your sales. So it's a lot easier to make money from the traffic you already have than it is to go out and have to find new traffic. So if you want to make more money from your existing traffic, this is definitely something that you want to pay attention, Teoh. So let's look at how you go about setting this up again here on our admin screen under the View column. The first thing we need to do is create a new goal. This is going to allow us to set up that sales funnel now. Typical sales funnel that we think about here is for e commerce stores and selling products . You could also use this for lead generation. If they have to fill up the contact form, for example, it doesn't matter what your goal is. There will still be a Siris of steps for a visitor to take. We will give this a name again, and we'll just do the product sale as an example, and we're going to go to destination. So after someone has made a successful purchase, we're going to send them to the thank you page. Now again, we have value here. If you want to sign a monetary value, let's say you sell products that are $25 your values $25. Now we have fun on this is where we set up our funnel. So let's say we have our users goto our home page, and the next step in the funnel is then for them to go to our catalogue, and from there they will go to a particular product page and they will add the product to the cart, and then they will make a payment. So those with the steps that they need to take in order to successfully complete this transaction and that is the sales funnel right there now required means that a person in order for this to count as a conversion, this is the order the visitor must absolutely follow. But that's not necessarily the case in this instant. Somebody could visit this site through the catalog or even the product page. So I'm going to leave this off so that it will count as a conversion, regardless of where they enter in this sales funnel on this next column here, we're going to fill this out with the actual your l's that match this particular page on. Then when we're done, said Amper sales funnel, we can click save, and as you can see, our goal is going to appear here. So now back on the reporting, we can go down to the conversion section, and we're going to be able to look at funnel visualization and you'll see here scrolling down that it has the actual funnel here set up that we just created. Now, of course, there's no data because we just created this, So we'll have to come back and see, but we'll take a look here at an example of what this will look like. So here we're going to be able to see where people are coming to the home page, from where they're entering the catalog or the product pages. And we're also going to be able to see here the number of people who actually dropped off and at what point in the process. So if, for example, from the product page to the add to cart page, there is a huge drop off, we need to revisit our product page to see what is a problem. And that, again is where we want to use our visitor segmentation and really drill down so we can see if there's an issue with a certain browser devices traffic source. There's all different things that could lead to a big drop off rate. So this is really gonna walk you through this whole entire funnel and allow you to analyze each step, so this can really make a huge difference in your conversion rate and really, really help you increase your sales, your lead generation or whatever goal you are working on without having to go out and find any additional traffic. 16. Specific analytics for e commerce sites: If you run an e commerce shop, there are some extra metrics that you need to look at, and we're gonna take a look at e commerce site specifically in a bit. We have a whole section dedicated to those types of sites, but you wanna look at setting up analytics for e commerce site specifically. Now, when we break down the steps of visitor needs to take to complete a goal or to convert, we conceive any conversion numbers drop off. So if we look her process and we notice that the third step in the process there is a significant number of visitors who drop off and don't continue in the funnel, we should be focusing our attention there. So let's look at an example to make this a little bit easier. So let's say, in order to purchase a product, a visitor must first visit your home page. Then they go to the catalog of products, and then they look at the specific category of the products they're looking for, then to the specific product page and then from the product page. They're going to add the product to their shopping cart. So let's say with the 1st 1 you have Ranger site in search engines. And let's say you have 1000 search engine impressions of this page, meaning this Web pages showing up. 1000 people are seeing this. That does not. So I mean, they click on it, but they see it on the results page now. Of those 1000 impressions, 500 of those visitors click through to your product page. Now, of those 500 klicks, 350 of those people add the product, the cart and then of the 350 people that add the product to the cart, 300 of them actually finalize the purchase they go through. They make the payment and complete the goal. Now these numbers show that there's a really good percentage of people who actually visit the site. Both add the product to their card and then complete the purchase. The conversion rate there's really good. Now. The problem is, we only have 50% of search impressions clicking through, So this is where you would want to focus your attention. This is where you would be able to increase the amount of sales you can get from the existing traffic where your existing rankings without having to do any additional work on that part. So this may be that you need to focus on this search snippet. This means the title in the description that has actually showing in search results. It needs to be more entice of. It needs to encourage visitors to click on it, so you'd want to take a look at what else is listed on that results page. What are your competitors using for their title for their description and see what you're up against so that you can better see how you could make yours stand out. Then, if you can improve that, you may, from those 1000 search impressions may be able to get 700 clicks. So then you can see that all of those numbers and that funnel are going to increase and overall, increase your sales. Now let's look at another example. Let's say you do an email marketing campaign and you send out 5000 emails about your holiday sale to your subscriber list, so this may be people who have been interested before or current customers. Now, of the 5000 emails, you have about 1750 that are actually opened. And then, of those 750 that are opened, 250 of those visitors clicked on one of the featured products that you listed in that email newsletter. Now, of the 250 that clicked, 185 of them added the product to their shopping cart. And of the 185 that added the product, they're shopping cart. 47 of them actually finalized their purchase and made a payment. So now, looking at these numbers, you can see that your focus should be on getting more subscribers to actually open email. You can see there's a big drop off of people who actually open the email. And then there's also a big drop off of the number of people actually click on a link within that email. Now, the next drop that you notice is from the people who actually add the product, their cart. They don't actually finalize their purchase, so there may be an issue going on there that you need to look at. So when you are able to look at where these biggest drop offs are, you can see where you should be focusing your attention and where you should be making the most changes. Now you do need to enable e commerce tracking in your Google analytics account. So to do this, we're gonna click on admin here from the top of your screen, you'll be able to select the site that you want to use. And then over here on the view section, you're going to scroll down to e commerce settings. Now you're gonna wanna make. Now you want to make sure that right here this says on, so that way you are enabling e commerce settings, and then you want to click next steps. Here, you'll see that the status is now on and click submit to complete that. That's how you will enable Google analytics and these air some different ways that you can use your e commerce analytics to really see your process and see where you could make improvements, where you could make even small improvements that could make a huge impact on your overall conversion rate. 17. Additional metrics to set up and track: We've looked at several metrics so far, their worst setting up, and there's a couple of additional ones that I would like to mention. So we've already looked so far at event tracking, and we can use that for downloads, for people clicking on certain buttons, watching videos, etcetera. And we've also looked at using tags on Are You our house? So as we're promoting our articles are site in online will be able to figure out where our traffic is coming from. Which of our campaigns or promotions are resulting in the most traffic the most conversion . But there's a few others I'd like to mention. The first is on site search. If you're in Google analytics, you can go in and you can enable on site search. And then you'll also be able to go in and see which specific terms users are typing into your search box. So this tells you a couple of things. It will tell you what your visitors want to find, but cannot or will tell you if they're having any difficulty on your site and finding your content. But what I like to also use site search for is to find some keywords. I may want to rank a page around because people are searching for a particular term. If I see a pattern, then I want to start benefiting from that traffic. So there's a lot of great information you can get from on site search now. In addition, if you have any sub domains, for instance, if you have blawg dot your domain dot com or shop dot your domain dot com or any others, those air actually going to be seen differently by Google analytics and the traffic is going to be tracked separately. So you do want to make sure that you're going in and collecting everything together. Demographic reporting is one that I really like to enable a swell, because this is going to give you information about the age of the gender, the interest of your visitors, and you can use this information in your marking both on your site. But as you're doing external campaigns as well, and you really want to understand who your leads are that are coming in, this is the option that is going to give you that data and better help you make decisions about your marketing. So these are a few of the things you want to make sure that you have set up that you are tracking in your analytics. 18. Making Web Analytics Actionable: learning without action doesn't put you ahead. So in this section of the course, we're going to discuss how to make your Web analytics data actionable. After all, there is no use tracking it unless you're going to use it to impact your business in your revenue. So this means we'll be looking at how to use Web Analytics reports, how to further integrate Web analytics into your business, and we'll also look at some common mistakes you should be aware of. 19. How to set up and use actionable web analytics reports: now the human tracking what is most important to your business. It's time to make sure that you are looking in the right places in Google analytics as well , and paying attention to some of the insightful reports that you can regularly take a look at so that you could make the right changes to your site. And some of these are going to be very easy changes or small changes that you could make that really can make a very big impact. The 1st 1 that I would like to start with is content reports. So no matter what type of business you have, this is something you really should be looking at. So over on the left hand menu here, you want to go to behavior and a site content. Now, when you go under site content, you'll notice that there are four options all pages content, drill down, landing pages and exit pages. So the 1st 1 is all pages. And just as it sounds, this is going to give you detailed information about all of the pages on your site. Now content drill downs very similar to all pages, but it breaks down the data by sub folder instead of by specific page landing pages and exit pages are pretty much just what they sound like. This. While landing pages are the pages where a visitor actually enters the site is the first page that they land on when they come to your site. So this is not necessarily your home page. Now your exit pages. These are the pages that visitors are on last before they leave your sight. Let's start with all pages now. If we go to all pages, it's going to list all of the top pages on our site. Now you can break down each page here by page or Al, or you can also click on page title if you're not familiar with the girls of the site and it will change those for you so you'll be able to use it. And this is going to go over all of the metrics that we talked about here. It's going to also show you here entrances as well. How many people landed on this page as the first page that they came to on the site? So you can see, for instance, on this site there were 643 views and 505 of those were the first page at the visitor landed on same thing with exit. How many people left that page and did not continue viewing the site So you can see that will range here in this column, and you can see how you'll be able to make that change. Now, looking back up here, you'll see there's couple of options here. You have a navigation summary, and this report shows you the pages that a user was on before and after the page that you're looking at. So here you'll be able to see when a person was on the page here on the left and next page that they went to was the page here on the right, so this can allow you to see where your visitors go. But the best thing to do here is really go back to your pages list and you can click on a actual your l here and then click on navigation summary. So this is be helpful seeing where people get to this particular page and then where people end up going, what interests them for that pages? Well, now you also have, in page reports, appear at the top. A swell. Now this is me, because this is going to show you a view of your live website, and it's gonna show percentages that overlay on top of the website, and this is going to tell you which pages saw the most views after the pager on. So again, If you've drilled down to a particular page and then you click on in page, it's going to show you where people are going and what percentage of people click on a particular link image, etcetera. So, for instance, if you are looking at your navigation the top, you're going to be able to see where people are clicking. So nobody is clicking on a particular link or very few people. You know that you could reorder your menu so that it's easiest for visitors to use. You can remove one of those options, or you can remove it, or you can at least move it to the end of the options. Now let's take a look at content drill down, just as I mentioned earlier. This is going to allow you to view all of the metrics, but you're going to be able to view it by sub directory. So all of your content that falls within a particular directory, you can view it that way. So depending on how you have your site set up, this may be how you want to view your data landing pages. This is one of the most useful reports. It's one that I like to look at the most when you know which pages viewers actually coming to the site on. You can make sure that you have set up your marketing appropriately. You can make sure that your call to actions are on that page or that you were driving people to take the action that you want to on those particular pages. So if you go to those pages, there's no call to action. You're not driving them to stay on the site or take the action you want them to. You really need to do some work there, and that could really keep visitors on your site and increase your overall conversion rate . You can also use this to see which marketing campaigns air going really well, if you're trying to drive traffic to a specific landing page will save you have set up a landing page with a webinar on it, or a product that you were trying to sell a download, etcetera. This is a good way to track that as well. Now another one. My favorites is the exit pages, and I like to look at this to see why people are leaving a particular page. So what are the pages that people tend to leave the most without going on to another part of the website? That way, I can take a look at that and see how I might be able to better keep visitors on the site. So this is a good way to look at some of the content on your site. See how visitors are interacting with the content, and next, we'll look at setting custom reports for your site. So this is really where you'll be able to get into the specific reports that are unique to your business and unique to your goals. 20. Creating custom web analytic reports to match your business goals: having the ability to customize and build your own reports that are unique to your business or the one that you're working with is really vital. It really helps you get the most valuable information and not just generalized information . So what I would like to do is take a look at how you can actually set up custom reports. Now, if you're using Google Analytics. The good news is that there are many experts out there that have already created advanced templates of all kinds that you can use. You can just import them into your account and begin using them. Or, if you want to tweak them a little bit so that they meet your needs even further. You conduce that as well. It's really easy to Dio, so I want to talk about some of the different types of reports that you can get, and then I will show you how you can actually find more of them and import them into your account. 1st 1 on one talk about is a browser report, which is really good, because this shows the incompatibility between certain browsers and devices. So if your site is performing well in some browsers. But you notice one or two. It is not performing well, you're able to make a tweak to your site, and that could really help improve your conversion rate. Your balance rate in other metrics. Now, visitor acquisition efficiency report will show you which stream of traffic is performing the best for you. So you have different types of traffic coming in, and that is gonna help you see where you should continue focusing more of your effort. A customer behavior report. This is going to show you the difference between the behavior in new and returning visitors . So maybe how many times it takes for a visitor to return to your site before making a purchase, Or if new traffic reads more content and returning traffic looks more at products, you'll be able to see the difference. Now a page timing report. I really like to look at this one because you can compare a page is low time to bounce rate . So that's gonna tell you if you are losing traffic just because a particular Web page takes too long to load. That is a very easy fix, and that is a great way to get some of your traffic back Now. You can also look at mobile performance if you see that your site is not performing well in certain devices or on mobile devices that you can play wrong with your mobile settings as well To make that more user friendly now hours and days report is one that is good for a lot of sites, especially if you do marketing campaigns. You're involved in social media because you can see when your site is most popular, and you can use that to continue marketing at that particular time. So you're doing email marketing doing promotions on social media. That data can be especially helpful now. Content Efficiency Report. This is going to tell you which content is performing the best, which needs work. You also be able to see what types of content your visitors are engaging with more. What do they like more today? Like videos, for example, or articles? Do they like list articles? Interviews. You'll be able to really see which content is working and best for you now getting into S E . O. There's also different types of SCL reports that you can take a look at, so if you were working on S E O. You want to look for these types of reports? One of them, as an example, is a key word analysis report, and this is gonna list your most popular keywords along with all of their metrics. So you can see again which ones are performing best for you so you can continue more of your efforts there and also which one of them need work. That way, you can either determine that they are not useful for your business, or you can determine that you need to put more work into those particular pages, for example. So let's look at these custom reports. Now. Google has a solutions gallery, and this is where all of the Google analytics experts have created an uploaded, these different templates that you can use so you'll see her at the top. You can put in a particular solution that you are looking for, and then you'll be able to import that into your own Google Analytics account. So here you see, for example, you can look at the most popular here. You have an issue dashboard, which helps you find top content and keywords. You have a social media dashboards. You can see people use it, they review it and you can take a look at it. This will tell you what the report actually does, how people actually raid it and more information about it. Now, what you can do is while in your Google Analytics account, you can go to customization, and you can click on import from gallery so you can type the name and here, or this is also where you can go and do a search directly from here. And you can look by categorias well, And then when you find a report that you want, you can simply click on import, and it will import that into your account. Let's go back here. You can also create a new custom report. So the custom templates those are going to save you a lot of time. They're going to save you a lot of effort from having to create this custom reports by yourself from scratch. Make sure that you don't make any mistake. So that's why I like those. There's so many great ones that have been created, and sometimes you'll find data that you didn't even think about that. Your business could really benefit from. That's why I suggest looking there. But if you want to create a custom report, you obviously can do that to inserting the title. Here, you can name the tab that you want to have a pier, and then you'll be able tow list in the different metrics that you want and you'll be able to add to mention so that you can draw down to particular behavior. If you want to look at e commerce settings here, for example, if you want to look at different traffic, everything you be ableto list at all in here again, you'll be able to filter for the same. So if you want to filter out specific types of traffic, you'll be able to do this just as we looked at. With the custom alerts, you can select all the different options you can select if you want it to be exact, for example, or if you want to include, exclude certain information and you consent as many filters as you would like. Teoh now views you can select the view if you remember back at the beginning, I suggested setting up different views, and that way you will have your unfiltered view. You'll be able to add this to your main view here and that. Will you be able to go in and see that from your main view without messing up any of your other data? Now, if you are also testing a new customer port, you can also apply this on Lee to your test for you and that way again, you're not gonna mess up any of the data that you already have going, so that's a great way to use your test you as well. So now that you know already your goals, how you're going to measure them, go ahead and use the Solutions Gallery to save you confines of existing and reports that match your business goals and measurements and go ahead and begin importing those. 21. Integrating analytics into your business: When you integrate Web analytics into your business, it's really important to make sure that you are integrating analytics into other aspects of your business so that really everything you do is centered around analytics. This means for business owners or managers that you really need to define your goals and figure out how you're going to measure those goals as we've previously looked at. And by doing this, you're going to be able to better betray the business goals to your team and to be able to better hold them accountable for their task. So this is going to mean you need to be doing regular reviews of metrics, not just with yourself, but also with your team. You want to be able to see how the work that they're doing is influencing analytics and, of course, the conversion rate of the site. And this is very important for them to see a swell, and this is also gonna help you drive the next steps and figure out what each team member needs to be doing to continue to improve. Now, if you have a larger business, you have multiple divisions or multiple teams. Everyone should be aware of the overall business goals and not just that of their team. And there really needs to be sharing between the teams that we everyone knows what everyone is doing, and this is going to help them better. Visualize how all the pieces work together in order to meet the larger business goals. So hopefully this gives you a few ideas to think about when it comes to integrating analytics into your business. This is not just setting up Web analytics and taking a look at it. This is really about how you can integrate analytics into your overall business so that you can get as much benefit out of this as possible. 22. Common mistakes to be aware of: There's some very common mistakes that people make when it comes to Web analytics. So I want to take just a few minutes to talk about those so we can make sure that you avoid those. Now. We've been talking about so many different ways that you can set up your goals and your metrics and how you're going to analyze everything. And what's the most important here is that you are taking action, that you are following what we're actually talking about in this course, if you're not doing at this very moment, at least that your noting what it needs to be done. But if you have an active site that you're working on, please do be following along. That's really gonna help you make sure that you're tracking everything that you need to be , because at the end of the day there's really nothing worse the needing, certain data but that you are not actually tracking it, whether you didn't actually take the time to figure out that you needed that data and to set it up. But beyond that, let's talk about some of the other common mistakes of businesses make when it comes to analytics so you can avoid them. The first is reading data as a whole. Now, that really just means that you don't want to just look at the overall metrics. You really want to drill down and look at exactly the data that you need so that you can have the best information to make a decision off of. By now, we've covered how to die more deeply into your analytics and why you should be doing that. And reading your analytics as a whole is going to cause you to make decisions much, much differently than if you drill down to data specifically. So do make sure that you are really getting down to your exact goals and really looking at specific information and not making decisions as a whole. Now similar to that, is making assumptions. You don't want to make assumptions based on the data that you see. So a good rule of thumb for this is to make sure that when you make a decision based on the data that you see that you can explain why you're making that decision. So if you couldn't explain why, then that's likely a good decision. You're basing off of something. But if you can't explain why, it may just be an assumption. So let me give you an example here. Let's say that you notice your product pricing page has a very high bounce rate, and you're trying to figure out why. So you may just say OK, well, the product pricing page. Everybody gets that page and then they leave so my price might be too high. I just need to lower the price, and then I'll get a higher conversion rate. My bounce rate is going to go down now. That could be true. That might be the right way to go, but you could be wrong to. So that's why you have to drill down. What if you drill down and you find out that a lot of your visitors are actually using the Internet Explorer browser and you notice that of the visitors that air using inter next floor, there's a very high bounce rate. But with the other browsers, let's say chrome and safari that the balance rate is indeed much lower. So you open up Internet Explorer. You put in your your URL to this product pricing page, and there it is. You seen that there is an issue with the page. The layout is off. It doesn't display correctly. The functionality might be a little off. There's something wrong. So, in fact, your price might have nothing to do with this high bounce rate. It may actually be that there's just a problem with how the site displays on I e. So that's definitely something to look at. That's why it's so important not to make assumptions and to really drill down and to be able to explain why there's an issue now moving on. Acting on too little of data or too little of fluctuation can get you into trouble. A swell. Now we're gonna talk about some other factors that can influence Web analytics and in bed that you may not have already considered. But you want to make sure that you're giving yourself enough time to review the data and not make any quick decisions based off of three days, five days, even maybe a week of data, but giving yourself more time to really see what's happening. And if you see small fluctuations that is going to happen, and that can happen for all different reasons, So you don't want to make any dramatic or sudden changes based on too little time or too little fluctuation. Now, one thing that I like to dio is set up custom alerts in Google analytics. And the reason I like to do this is because that way don't have to go into of analytics constantly. But I could be notified if something is going on. So that way I can either monitor it and be able to keep a close eye on it before something becomes an issue. Or just that I could be alerted if there is an issue and I need to fix it and this is really simple to set up. So if you're in Google analytics, you can just go to the admin tab here, go over to view, and you're gonna want to scroll down to custom alerts. Now, back at the top, here is a new alert button, and this is gonna take you to a page where you can set up the alert so I'll just name it any old thing here right now, you can select the property or more specifically, here the view that you want to set up and you can select the period of time. So here, as an example, I'm gonna select once a week, and it can send me an email when the alert trigger. So I'm going to tell it what I wanted to notify me about. And you can insert your email address here or multiple email addresses if you want other team members to be notified and you can even set up for text messages to be sent to you. So I'm going to go down here to the alert conditions. Now you can set this up to alert you to anything that you want, so this is going to be specific to your business's goals. So here, let's say I want to look at my traffic. Let's say I've set up a certain campaign and I can put in my campaign here and then I can say Let's see sessions for that sessions If the sessions of the campaign drops to less than , let's say, 500 than I want to be notified or I can say, if suddenly there's ah, burst and it becomes greater than 1500 I want to know, or if it decreases or increases by a certain amount, etcetera you can go through everything within Google analytics here, your bounce right on page views, users the specific goals you've set up. If you have an e commerce site content so on, everything's here and you can go through and set up as many alerts as you want to whatever is the most important to you and that you would want to be notified of right away. So that's a great way to be able to get information about what's going on in your analytics account with how having to drill into all the different data every day and be able to pay attention to some things that could become an issue if you are not keeping an eye on them. 23. Usability & User Experience: in this section of the course. We're going to focus on your website because your website is a critical marketing tool. That one set up correctly can cover a higher number of site visitors, which will result in more sales in more revenue for your business, especially if you are in the design or redesign phase of creating a website. You'll find some principles here that you'll definitely want to take into consideration. You'll also find a couple of checklists inside that you can download and use for each site that you work on. 24. The difference between usability and user experience (UX): usability and user experience are both very important to the success of a website and they sound like they could be used interchangeably. But they are different, and I want to make sure that you understand what the difference is between usability and user experience for when you hear about those and you're thinking about them in terms of creating your website or improving your website. So let's start off with usability. Usability is all about making something really easy to use, so in this case you want to make sure that your website is very easy for your site. Visitors to use that it's just intuitive for them to use. So this will involve removing any roadblocks or distractions that stand in your visitors way from doing what it is that they need to do on your website or that you want them to do on your website. So this also includes making sure there's no errors on your website, that it's very efficient for a visitor to use, and that is going to create a very effective website that is very user friendly now. User experience. On the other hand, hat is all to do with how a user feels when they interact with your site. This has to do with how much value enjoyment they get out of your sight, how helpful it is we're motivating. So the feeling really just depends on the type of site that you are creating. But regardless of what site you are working with, you need to be able to build an emotional connection with the visitor. So usability is one way to influence user experience, but it is not user experience itself. So when we talk about usability and user experience, we're going to be talking about visual design, your content strategy and how that plays into it. Social proved and other important elements like that. So great user experience is much harder than great usability is. But the impact for both of those is just as important. So both of these really require that you understand the types of visitors that are coming to your site. This is how you're going to be ableto best set up your site, and this is where user testing is going to come into play, and we are gonna talk about that in just a bit and not will really help you have the best usability and user experience that's possible for your website 25. Winning principles of website usability: As you monitor your analytics, you're going to be able to make changes to your website that can truly make a really big impact. But if you're still in the design phase, or you would like to make some initial changes thes air, some winning principles that are a good idea to always keep in mind your overall design, regardless of these individual elements were going to talk about needs to meet the goals and the mentality of your perspective. Visitors. It really needs to solve their problems. So you really need to understand who your visitors are and why they would want to visit your site. And then that's going to make all of these other elements easier for you to dio. But the 1st 1 is the availability or really the accessibility of your website. So there's different things that this could mean. This could be your server up time. So this has to do with choosing good hosting. Do you just want to choose the best hosting that you can for the budget that you're working with, and then that's the best that you can do. But you want to monitor how much up time your website has. Because, of course, if anyone goes to your website and its down, then that's lost. Visitors that saw sales lost lead, so obviously could understand why that's bad. But on top of that, there's other things that can impact availability accessibility like page speed, for example. So doing things like optimizing your images, compressing code that can all help speed up your website. Google even gives you a free tool for testing your website so that you can see your score and see how well your site is performing and let you know if there's any issues that you should be working on. And then there's some smaller things, like broken links. Again, there's a ton of free tools out there that you could run your site through real quick and see if any broken links appear. If someone has trouble accessing other articles, other links, they are going to be frustrated and can leave, and on top of that, having a mobile friendly site. So if somebody is coming to your website on a tablet or a mobile phone, a desktop, all these different devices, are they going to be able to easily access your website easily? Use your website. If not, you have a problem and you need to fix it. Does I mention there's tools available to test all of this? And really, most of them are freed and you really should check them. It seems so basic, but a broken site is really useless, and that's going to send your visitors elsewhere. Clear action steps are very important. Your visitors come to the website with a goal in mind, so you have to help them find what it is that they're looking for. You don't want them to get distracted. You don't want them to go on to something else that wasn't a top priority or for them to just forget what it is that they came for or if they can remember what they were there for . You make it obvious, but it's really taking them a long time to figure out what to do. They're going to go elsewhere, so this is where you need to make sure that you are guiding users through your site. You're making it very consistent for them, really just taking out any guesswork that they could have so again knowing your visitors ask them questions, which we're gonna talk about in a bit and run through different scenarios of why different visitors would actually come to your site and then walk through the site as if you were them. So if you may have two or three different types of Web site visitors who will be coming for different purposes, make sure you are walking through the site with them specifically in mind to see what it is that they have to go through. So take a look at the Apple site here, for example. They keep it extremely simple. There's no distraction that complete focus on what's important. They have a very simple menu, and when you click through here, for example, now you're going to see that again. They keep with that very simplistic design, keeping the focus on what's important. But they also have the small images that appear across the top. So if that's not exactly what you're looking for, you know exactly where to go. It's very simple, very easy, and they've taken out the guesswork completely. Now your navigation is also very important. This is what's going to help organize your content and guide your visitors through the site so you want to think about making your menus descriptive as well. So, for example, if you sell products or services, get more specific. What are the products you're selling? What are the services you're selling? You don't need to hide those behind the word products or services, so think about how you can be more descriptive there. Another tactic you could use with your navigation is to make it sticky at the top, which means it is going to stay at the top of the visitors window even if they scroll up and down. So that way, at no matter what point they are on a page, they can easily find other content if they want to or need Teoh now. Also, people pay most attention to what is first in last on a menu, so make sure that you are putting what is most important at the beginning or at the end of your menu. So that's most often why you see a product or service shop listed first and you see the contact page or get a quote. Whatever else is important at the end, and you can also highlight what is in the menu to show visitors what is most important and what they should be doing there as well, so it really just comes down to what is your specific goal and what's important to you and your visitors. Now the visual design and interpretation has a lot to do with your user engagement here. A swell. You really want to help users to interpret your website visually as well, so this could be the use of images we even looked at. Using images in the menus as well could be adding videos bulleted or numbered lists. But this is just about breaking up your content, using headers and sub headers, which is really good for both visitors in search engines. So this is going to tell both of them what your Web pages about. But users don't necessarily read an entire article or piece of content on your site, so when you're able to break it up, it helps guide users toe what is most important and helps keep them there. It's very difficult to be on a computer or on a mobile device and read, Let's say, a 2000 word post that is not broken up by using images, lists of some sort video anything to help break up those paragraphs, so that's something to keep in mind as well. Now Fonz is also important, of course, is ties into the design of your site. So you want to make sure that you are being consistent here. A good rule of thumb is to not use more than two, possibly three different fonts on a website and 2 to 3 different sizes of fonts is while so frank sample. You may wanna have your headers be one font in one size and then the rest of the body text to be a different font in different size. But whatever you choose, make sure to keep it consistent. So if you're looking for a good starting point, Sam Sarah fonts such as Ariel are good funds to use. Starting with 16 pixel font. It's just a easy punt to read online, but again, you can customize that to your design. Now continuing on design a little bit is color scheme. You really wanna have consistent complementary color palette that you use throughout the site. When you're dealing with the content of your site, you want to be using contrast ing colors. That's why you often see a white background with black text makes it very easy for the users to read. So if you're designing a logo, you're selecting colors for a new business or just doing overall redesign. It's a good idea to think about the meaning of colors, so as each color means something different represents something different. So you want your colors to tie into the meaning of your business. The purpose of your business Now why is used pretty much on every site and white represents really a modern and a simple look, And this is often referred to as white space and white spaces especially good with usability, because it helps visitors really focus. And it makes the content very easy to read. And it's also good to surround your most important points with extra white space. If there's something you want and visitor to focus on, adding some extra white space around, that is a good way to do that 26. Winning principles of website usability continued: learn ability is all about that. People are really good at patterns at repetition routine rather than having to go and try to figure out something else. Knew so anything that you can do to your site to make it very familiar for them. So don't try to get too cute and throw the logo on the right side of the page or do something that's completely different than what is typically out there just to be different . You don't want what you do differently to necessarily be having a difficult to use website . You want that to be in the value of the service that you provide, or the content that you provide. So if you can't create something that's very familiar, at least make sure that is extremely easy toe learn, and it would be very easy for anyone to just jump in and begin using. So if you need to, there's tools that can help you offer instructions for first time users on the site. If you need to be able to guide them through a site to show them how to use it, that could be very helpful as well. Social proof and credibility is extremely extremely important people need to trust you. They need to know that you are a really company. So they're gonna be able to determine this by your content, especially listing an about page where you can include images of staff, a little history, a little personality that really helps show that you are riel and not just some Web page. It was thrown up. If you can add a physical address, you can add a phone number. That's only going to further help prove that you are a real company and start building trust with your site visitors. So visitors really want to know that they're going to be able to get support, that they're going to be able to get help if they need to. So if they run into any issues, they need to know that they're going to be able to be helped and be helped quickly and not just be sitting there frustrated by themselves. And even if you think that you have a perfect system that's so easy to use, and someone would have to be completely stupid not to be able to get it, you still need to make them feel that they will be able to reach out to you. Let's say you're in a grocery store and you're looking everywhere for the bread and you just can't find it. And you finally look down one aisle and you see someone standing there. They're putting inventory on the shelf and you go to and say, I've been up and down every aisle. I can't find the bride. Where is it? And they turn around and they point to the shelf right behind you. It's like that. You feel like Okay, while I should have just asked, it was right there. But you're frustrated, and sometimes you just can't see what is right in front of you. So they that you can also do to build social proof, are adding testimonials from clients to your website or adding case studies of work that you've done the impact that you've made, adding logos of your partners or customers that you've also had any. If you have a good social media following, adding not if you've won any awards, making sure you display that if you're active in your community, engaged in your community, anything that you could do to show that you are riel and build that social proof is really , really going to build trust with users. Building an emotional connection with your users is going to help your users have a better user experience. Even if you end up having some small usability issues, they're going to know it's gonna prove. And they overlook that often because they know that you are improving. They know that you're constantly improving and they have that emotional connection, so it's not as serious to them. They're mawr there because of your brand and because of you. So you can really build this emotional connection by Let your visitors or your customers know how you're different. And really, just developing your brand messages is going to build that loyalty. Build that emotional connection. So those have really proven to help visitors have a better user experience and testing, testing, testing, testing, asking your visitors what their opinion is, getting their feedback, finding out what they want. This is so important to be unable to determine what is best for your site. So yes, you do want to ask your users you want to get feedback directly from them, but do keep in mind that users may not realize exactly what they want, so actions do speak louder than words. So not only do you want to ask them directly, but you want to watch what they do on your website as well. So if you want to get into some usability testing as well, talk about, give them specific tasks and then watch what they do and then based on what they do, make changes on that. So always think about what they say, but more importantly, based your decisions off of what they're actually doing on. The last thing I want to bring up is your attitude and your actions, because this is something very important to keep in mind. The first is that your mindset plays into this a lot. Some people gather a lot of negative feedback and they get really upset. Why? Because you're spending so much time on this. You have so much invested in this. You do your very best to design an excellent website, and you I think it's user friendly and you've done everything that you were told to do, where that you thought was best and you're getting some negative feedback, so it's very easy to get that mentality that this person just doesn't know what they're doing, and I don't really need to think about that. But you really need to think about negative feedback a little bit differently, so instead thinking about negative feedback as being given the opportunity to get even better than you already are. So it allows you to go in with a positive attitude. Even though you're hearing some negative feedbacks, your attitude can contribute to your website as well, so keep that in the back of your mind as well. And lastly, this process takes time, and it takes testing to get it just right. So please don't expect instant results. You have to give yourself time to collect this data, to analyze the data, to make changes, to allow for additional time to see how your users and your visitors it a raft with these new changes, and then to analyze which is better and then to make another small tweak and see how that goes. So as I mentioned earlier on, this is an ongoing continuous process to improve your website as your website is constantly evolving 27. What bounce rate tells you about your site's UX & how to improve engagement: balance rate is always an important metric to keep an eye on. And if you need a quick refresher balance rate is when a visitor comes to your site and they very quickly leave the site, they don't stick around. They don't interact. They don't engage in any way with your site. So there's really a lot that you're bounce rate can tell you about your websites user experience. So there's a few causes of having a high bounce rate. And then there's also a lot that you can do to really improve your bounce rate, which is that in turn, going to improve your user engagement. So I want to take a look at those. Let's start with understanding why you may have a high bounce rate in the first place. The verses. If a visitor comes to your site and they do not find the solution that they're looking for , they don't find what they're coming for. They'll immediately go look elsewhere. The second is they may have found what they're looking for, but they weren't given a reason to stay. There was no other action for them to take, and then it may just be an unrelated search query. So if they go to Google, they type in what their problem is or what they're looking for and you're psyched comes up . But it in fact, is not very relevant to what they're actually looking for. So those were the most common reasons of having a high bounce rate. There are several things that you can do to improve a high bounce rate. So remember that you want your bounce rate number to be as lowest possible. So here are some of the things that you conduce. Oh, the first is to make sure that you stay focused on the purpose of the page. So you don't want to include a lot of distractions. You don't want to confuse visitors with different things that they can do on a page. So you make sure that they confined what it is that they are looking for and keep focused on that purpose. Now the next is to make sure that you are solving the users problem. So this could be that they are looking for information and you're providing relevant information. You are answering their questions. This could be that they're looking for a product or service and when they're doing that, that's often because they're having a problem that they need help solving. So make sure that you are letting them know as quickly as possible that you can help solve their problem because that is going to help keep them there longer. That's gonna help them continue looking for more information now. On top of that, you want to make sure that you create very clear call to action. That should be very obvious to your visitors what it is that you want them to do. So this often times comes in the form of a button. For example, if you want them to click, you may want them to fill out a form. But whatever it is, make sure that it's very obvious for them. In addition to this, you can be writing content that answers common questions about the type of visitor that you have. So again, this goes back to making sure that you know who your users are. What problems do they have, what type of information do they need and make sure that you have content around that. Of course, you can use content in the S e O strategy, but You can also use this that so that once visitors land on your site, you have additional information for them, and they can continue reading about answers to their problems. Now, good keyword research comes up when you talk about S e O. But it is also very important for ah, high bounce rate as well. Because, as I mentioned before, one of the issues that can cause ah high bounce rate is if visitors were coming to your page from a key word that is not really relevant to what it is that is actually on the page . So this is where you really want to make sure that you are doing good keyword research and selecting the right keywords for your content. So if one of the tools that you're using, for example, is a Google search consul or Google Web master tools, you can see what search queries your Web pages actually appear for, so you can see if any of them are mismatched as well. Now we'll also talk about personalization a bit later in the course, But personalizing specific Web pages to your user is a very good way to help keep them around. But I won't go too much into that right now because we'll be talking about that in a bit. And next, A lot of websites overlook technical S E O issues, and this could be issues that we talked about earlier from page speed, mobile friendliness and other issues like that. So there are a lot of tools that are out there that will give you what is called an S E O audit that will take a look at your website and let you know of any errors or anything that could be improved. And this is a great thing to do just for Seo purposes alone. But it also really helps improve your bounce rate in your user engagement as well. So there's a lot of good reasons to go in and fix any technical S E o issues. So if you're unsure about this, want more information, attached some tools and instructions on what you could do here for that as well. So as you can see, there are many things that you can do to improve your bounce rate and get that number to come down as much as possible. 28. Tools for usability testing: websites are always a work in progress, they need monitored and they need to be improved. So it's really a good idea when you're going into all of this to go in with the thinking that you're not necessarily going to fix a website, but you're going to be evolving a website. So this is going to be a continuous work in progress, that it's just going to get better and better, and the way to make sure that your website is continuously getting better is to test your website. So we're gonna talk about a couple of tools that are out there that are available to help you with usability testing. So I will look at a few of the options here that are worth considering. And you just have to pick the one that really is gonna work best based on what your goals are in your budget. So I will also include some other testing tools here that you can consider. But I'll give you a few here just to get your mind going and get you thinking about the different types of testing that you could dio so to start with, the 1st 1 is called crazy egg, and there's a couple of different tools that they actually have here. There is heat map, the squirrel map overlay confetti. So there's different types here, so he map is going to show you where most of your visitors are clicking. You'll be able to see how far users actually scroll. You'll be able to see the number of clicks by percentage. So there's different tools that crazy AIG really helps with that are very useful. The next one is called Loop 11 and there several options for tools like this. But this allows you to get user feedback on specific questions that you have about your site so you can develop a test for real users to actually go through your site and give you feedback. So this is going to give you different feedback, since it's actually from direct people. Mouse flow is another tool that allows you to record visitors. Experience is, and this is gonna help you be able to find patterns between all of your visitors. So from their movements on the website, from the number of clicks so keystrokes and so on their suffering things that you can test , they're really give you a lot of valuable information now because another one and this lets you see and hear a video of a real person going through and using your site. So as you can see, there's different tools here that give you different levels of insight and feedback into your website. Hopefully, this gives you some ideas of the different types of tests that you can do when it comes to usability, and then don't forget to take a look at the other ones as well and again choose the one that works best for you, your budget and your goals.