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Click Analytics: Why Every Click Counts

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Tabby Farney
Tabby Farney

Click analytics refers to metrics that interpret website usage by studying clicks on web pages. It can be used to visualize website usage, create easy to interpret reports, and test what elements of a website work well or do not work well. Several free and paid tools were discussed for collecting click analytics data, including Google Analytics, Crazy Egg, and Piwik with ClickHeat. While click analytics supplements other web analytics and usability testing, it does not replace them.

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Tabatha Farney Assistant Professor University of Colorado at Colorado Springs
Click Analytics [klik an-l-it-iks] : a specific metric that interprets web site use by studying clicks on a web page
1. Visualize your web sites usage 2. Create easy to interpret reports 3. Test what works/what doesnt work
And so on
Analytics
Site Overlay - loads a web page and then overlays it with click data for links* on that page
Click Analytics: Why Every Click Counts
Pros Cons FREE Fairly easy to use Must archive old designs NO export functionality Doesnt (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
Click Analytics: Why Every Click Counts
Click Analytics: Why Every Click Counts
Click Analytics: Why Every Click Counts
Pros Cons three different tools/views Easy to archive Easy to segment data Fee based Limited export functionality Conclusion A worthy investment, but is not a complete web analytics package.
Piwik with ClickHeat
Heat Map - clicks are represented by intensity of color
Click Analytics: Why Every Click Counts
Pros Cons FREE Open Source (customizable) Real time data ClickHeat must be added to PiWik installation 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/ LabsMedias 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, yesI have a question. LOL Cat, http://i16.photobucket.com/albums/b24/going_x_crazy/macros/kat%20macros/cat_question2.jpg

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Click Analytics: Why Every Click Counts

  • 1. Tabatha Farney Assistant Professor University of Colorado at Colorado Springs
  • 2. Click Analytics [klik an-l-it-iks] : a specific metric that interprets web site use by studying clicks on a web page
  • 3. 1. Visualize your web sites usage 2. Create easy to interpret reports 3. Test what works/what doesnt work
  • 6. Site Overlay - loads a web page and then overlays it with click data for links* on that page
  • 8. Pros Cons FREE Fairly easy to use Must archive old designs NO export functionality Doesnt (easily) track outbound links Not easy to segment data Conclusion Must use hacks to really make it useful.
  • 10. 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
  • 14. Pros Cons three different tools/views Easy to archive Easy to segment data Fee based Limited export functionality Conclusion A worthy investment, but is not a complete web analytics package.
  • 16. Heat Map - clicks are represented by intensity of color
  • 18. Pros Cons FREE Open Source (customizable) Real time data ClickHeat must be added to PiWik installation 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.
  • 19. Supplement to web analytics Does NOT replace usability testing
  • 21. 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.
  • 22. Questions/comments? Um, yesI have a question. LOL Cat, http://i16.photobucket.com/albums/b24/going_x_crazy/macros/kat%20macros/cat_question2.jpg