Categories: Analytics, Hints & Tips

Track website visitor behaviour with In-Page Analytics

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It’s already widely regarded as one of the best website analytics tools there is, but did you know that Google Analytics had launched a beta version of a new In-Page Analytics tool designed to help you really get to grips with how your website visitors navigate around the page.

If you’re already up and running on Google Analytics, you can access the new tool via the Content menu.

Once you do you should see your website load within Analytics with an overlay.

First Impressions – and what to do with them

The first thing you should see is a collection of speech bubbles containing percentages. These represent, by default, the percentage of clicks each item has received from all visits over the timeframe covered. So, what the bubbles are telling you is the relative popularity of each of the links on your webpage.

Take a little time to examine this picture and it should provide an interesting overview of where customer interest lies – for example, we can see at a glance which of our product tabs generate the most clicks.

In-page Analytics also makes it easy to see if there are areas of the site which don’t receive many clicks – if you find that something just isn’t attracting attention, you can then review it and consider testing new ways to present the information. Is it just the placement on the website that’s a problem? Consider moving to a higher traffic area of the site if you can do so without sacrificing something more important to you. If that generates no more interest, then maybe it’s either the item itself or the way it’s presented that’s not as appealing to customers as it could be?

You might even find that there’s something in which customers are more interested than you expected, giving you the opportunity to make a bigger deal of it on the website and therefore hopefully improve your conversion rates.

Exploring the detail

It’s not just clicks that you can measure using In-page Analytics. Hover over one of the bubbles and you’ll see that it also provides data on transactions, revenue, and figures relating to any goals you may have set up in Google Analytics. You can alter the overlay itself to display any one of these items in the bubbles – just use the drop down menus given immediately above your website to adjust to your preference.

If you wish to see only data relating to, say, paid search traffic, click the dropdown menu next to ‘Advanced Segments’ above the date range and make the selection there:

And finally…

For more information, take a look at Google’s blog post about In-page Analytics.

Do bear in mind that the service is still in beta and may not be completed, so you may find a few bugs as they’re ironing things out.

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