Transcript Click Analytics: Why Every Click Counts

Tabatha Farney
Assistant Professor
University of Colorado at Colorado Springs
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Click Analytics [klik an-l-it-iks] :
a specific metric that interprets web site
use by studying clicks on a web page
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1. Visualize your web site’s usage
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2. Create easy to interpret reports
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3. Test what works/what doesn’t work
And so on…
Analytics
• Site Overlay - loads a web page and then
overlays it with click data for links* on that page
Pros
Cons
• FREE
• Must archive old designs
• Fairly easy to use
• NO export functionality
• Doesn’t (easily) track
outbound links
• Not easy to segment data
Conclusion
• Must use hacks to really make it useful.
Crazy Egg
• Site Overlay – tracks all clicks on a web
page
• Confetti View – clicks are represented as
dots on a web page
• Heat Map – clicks are represented by
intensity of color
Pros
Cons
• three different
tools/views
• Fee based
• Easy to archive
• Limited export
functionality
• Easy to segment data
Conclusion
• A worthy investment, but is not a complete web
analytics package.
Piwik
with
ClickHeat
• Heat
Map - clicks are represented by
intensity of color
Pros
Cons
• FREE
• ClickHeat must be added
to PiWik installation
• Open Source
(customizable)
• Real time data
• NO export functionality
• No segmentation of data
• Slows down web page
Conclusion
• Not as robust as Crazy Egg, but it offers a more
rounded web analytics package.
 Supplement to web analytics
 Does NOT replace usability testing
Google Analytics
http://www.google.com/analytics/
Crazy Egg
http://www.crazyegg.com/
Piwik
http://piwik.org/
LabsMedia’s ClickHeat
http://www.labsmedia.com/clickheat/index.html
Arendt, J. & Wagner, C. Beyond description: Converting Web site
usage statistics into concrete site improvement ideas. Journal of Web
Librarianship, 4(1), 37-54. doi: 10.1080/19322900903547414
Black, E. Web analytics: A picture of the academic library Web site user.
Journal of Web Librarianship, 3(1), 3-14. doi: 10.1080/19322900802660292
Clifton, B. (2008). Advanced Web metrics with Google Analytics. Serious
skills. Indianapolis, Ind: Wiley Pub.
Fang, W. (2007). Using Google Analytics for improving library Web site
content and design: A case study. Library Philosophy and Practice, (Special
Issue on Libraries and Google)
http://www.webpages.uidaho.edu/~mbolin/fang.htm
Kaushik, A. (2010). Web analytics 2.0: The art of
online accountability and science of customer centricity. Indianapolis, Ind:
Wiley.
Questions/comments?
“Um, yes…I have a question.” LOL Cat,
http://i16.photobucket.com/albums/b24/going_x_crazy/macros/kat%20macros/cat_question2.jpg