Tripping Hazards: Where Do Patrons Stumble

on our Website?

Using Web Analytics for Site ImprovementMargot Hanson, California Maritime Academy

Annis Lee Adams, Golden Gate University

Internet LibrarianMon. Oct. 28, 2013

Problem: Patrons Tripping

● New university website w/out usability testing

● Anecdotal evidence suggested that the library website was confusing

Research Questions

● Where do our patrons get stuck on our website?

● What are they looking for?

Solution: Use data to clear the pathAnalyzed 4 data sources to improve the user experience of the library website.

http://www.flickr.com/photos/julianturner/603667067

TimelinePr

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on su

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Revie

wed

IM st

ats

Revie

wed

Goo

gle a

nalyt

ics

Patr

on in

terv

iew

s

Jan

2013

Feb

11-

Feb

22

Feb

27-

Mar

22

Feb

2013

Mar

ch

2013

Impl

emen

ted

chan

ges

Mar

ch -

June

Google Analytics PageviewsSept 24, 2012 - Feb 25, 2013

Patron InterviewsWe asked:

● What would you expect to find in the following sections?

We found out:● Titles & content

for navigation tabs

clipart.com

Before

After

Looking into the Future

Usability testingAnalytics analysis after changes

http://www.flickr.com/photos/bitterjug/870861414

Takeaways

● You don’t need mountains of data to make decisions!

● You can start seeing patterns after asking only a few people questions about your site.

● It’s an iterative process--you can make changes, and then make some more!

Questions?

Image Sources● http://www.clipart.com

● Street sweeper image via flickr user julianturner: http://www.flickr.com/photos/julianturner/603667067

● Crystal Ball image via flickr user bitterjug: http://www.flickr.com/photos/bitterjug/870861414/