Website Usability Analytics

There are various possible reasons why the usability of a web portal may be poor. The reasons may lie in a poor search system or a confusing navigation path. One can be sure that poor usability always leaves traces that can be measured.

The Web Usability Desktop was built in collaboration with Trinidad Wiseman User Experience Designers.

What you’ll get

  • Usability of search

    In the case of portals with a large amount of information, it is difficult to get an overview of the search quality from the users' point of view. In the case of search, the user experience largely depends on the content created by the portal and the entered search criteria, which do not always tend to coincide.

    List of metrics:

    • search usability %

    • % of search filter use

    • % of search results and features being ignored

    • filter refinement %

    • % of incomprehensible search results

    • % of search results that are too far

    • % of no search results

  • Usability of forms

    The module helps to thoroughly identify and analyze all user activities on the web page related to forms. Usability of forms largely depends on the content of the form - how it is structured and whether it is also in essence (e.g. comprehensibility of texts) understandable to the user.

    List of metrics:

    • % of usability of forms

    • % of needing help

    • % of validation errors

    • % of unsubmitted forms

    • % of form submission attempts

    • % of default value change

  • Usability of the shopping cart

    The module helps to identify and analyze the user's shopping cart experience on the website. There are various reasons why the user does not complete the purchase. There can be errors, for example, both in the structure of the shopping cart and in the inconvenient login system.

    List of metrics:

    • % of shopping cart usability

    • Forgotten cart %

    • % of cart abandonment

    • Failed redemption %

    • % of item removal

    • % of validation errors

    • Cart and feature abandonment %

    • % of distraction

    • % of useless duplications

  • Usability of navigation

    The module helps to thoroughly identify and analyze the user's navigation journey on the website. The creator of the website creates his vision of the right navigation path, but it may not correspond to the actual movements and desires of the user.

    List of metrics:

    • navigation usability %

    • % of forward movement

    • page refresh %

    • % of high-speed passage of leaves

    • % of non-useful content

    • % of useful content

    • % of 404 page visits

    • % of broken links within the website

    • % of use of non-clickable elements for navigation

    • % of multiple clicks

Workflow for the deployment of the desktop

Setting up the tags needed to collect the data

Our solution leverages your existing web analytics platform - Google Analytics or Piwik (formerly Matomo). In order to get the desktop up and running, we set up the necessary catchable events or Tags.

Data would start being collected as soon as the Tags are set (even if they are not displayed on the desktop). In order to be able to see the data in the future, we recommend that you set up the Tags first to collect the data (even if the desktop is created later).

Technical setup for data exchange

In order to periodically move data to the desktop, we configure an automatic data exchange interface. The data exchange interface also performs the initial calculations of the metrics.

Upgrading the desktop and training

After setting up the data exchange interface, preset numbers will appear on the desktop. However, the metrics can be changed and updated according to the specificities of the organisation. Training will be provided for users after the configuration is completed and at the beginning of the roll-out.

However, it will take up to 1 month to configure one module.

✺ Frequently asked questions ✺

  • The dashboard is built on top of the Google Analytics or Piwik platform so that it measures additional events and totals the percentage of sessions that matter.

    In a short, our dashboard complements the measurable events that do not come with Google Tag Manager and Google Analytics (or Piwik) by default. In addition, we are building a separate dashboard that also displays these metrics visually.

  • In collaboration with user experience experts, we have conducted a study to analyse typical user behaviour patterns of traditional web functionality.

    We have developed key events and metrics to highlight such situations. The configuration itself is quite technical.

  • A prerequisite for setting up metrics is that Google Tag Manager or Piwik Tag Manager works correctly for the web.

    We have seen a small number of webs where not everything works quite correctly due to the web technology and this can impose additional restrictions on the events that can be measured. Many of these obstacles can be overcome by working with web developers.

  • The dashboard is designed for use by marketing managers, web content managers, web designers and online sales managers.

  • Desktop adoption is somewhat influenced by how the web is technically structured and what functionality is available on the web. For some webs, just a few modules are sufficient.

    The monthly cost is also affected by how many people want to access the desktop on a daily basis. For each desktop module, there is a monthly maintenance cost of €100+ per km to keep the desktop up and running: making sure that there are no technical problems with the interfaces. If necessary, any problems are corrected.

  • First of all, any technical updates. For example, if Google, Piwik or Microsoft makes changes to the way their platform works.

    On the other hand, the development of the website itself and the renaming of elements will also affect the capture of events. During the development of a website, it is also a good idea to update the event catching policies on an ongoing basis or to check their performance after a new version has been uploaded.