Add quantitative data to quantitative and get sort of qualitative data
It is not difficult to see which pages that are the most visited on a website. Just go to Google Analytics and click on the navigation to the left and click Content and then All Pages.
But. Often there are certain target groups for certain pages or categories of pages. How do we know if we reach that specific target group? In Google Analytics we can see what users have done, but we know little of what their intention was with the visit, and specifically, we do not know whether they have succeeded or not.
Happy days are here. There is the Outfox Survey, a web survey where the answers can be matched to the behaviour on site. We only ask three questions: In which role do you visit the website, what is your intention with the visit and did you succeed in solving your query.
Prioritized targets groups to study up close
By looking at a segment of your website’s prioritized users and see what their intentions are, and I like in particular to know more about those who have not found what they were looking for, I try to understand why they have not succeeded. Google Analytics is good at what, but not why.
When I have created a segment of those users I can look at the different reports in Google Analytics.
- Which pages do they visit? Is there information missing on those pages or just not the information the user would expect?
- What are they searching for in the internal site search? Are there queries that do not give the results that you would expect?
- Which traffic sources do they come from? Which landing pages are common? Is there anything in the link between advertising and landing page that could be better?
- Is there any device or browser that is more represented? This could help us in prioritizing when adapting pages and/or functions to mobile.
- Which are the common exit pages? Are they pages that you would expect your visitors to leave your site from, or could they be pages where the visitor just gives up? What can we do to improve?
Well, the list could be even longer. So, if you have not yet made a survey (and yes, many people actually answer pop up surveys. We have about 25% answering rate on our surveys), contact us and we’ll make it happen.