october 28, 2015 niso virtual conference interacting with content: improving the user experience
TRANSCRIPT
USER BEHAVIOR METRICSIdentifying Patterns and Improving Experiences Across Services
Angie Thorpe | Digital User Experience Librarian | Indiana University Kokomo | [email protected]
Observations• Uncover users’ needs
→ Influence behaviors
• Identify purpose of resource:• Starting point vs. destination• Informational vs. evaluative
• Different goals, different metrics
Image credit: https://www.flickr.com/photos/coolinsights/19483059400/
Action plan
5. Implement a disciplined quality program.
4. Integrate measurement tools.
3. Monitor a select number of key metrics.▪ Key Performance Indicators
2. Connect your objectives with your metrics.
1. Focus on internal.
Source: Moore, D. (2004). Five strategies for creating meaningful performance metrics. Retrieved from http://www.aboutcustomerservice.info/index.php?pg=articles-meaningful-performance-metrics
Select metrics
Website• Source• Entrance page• Page depth• Time of visit• Technology• Exit page
E-Resources• Page depth• Time of visit• Technology• Session duration• Search queries
Key metrics & objectives
Metrics
• Source
• Entrance page
• Page depth
• Time of visit
• Technology
• Session duration
• Search queries
• Exit page
Objectives
• Information literacy• Establish undergrad program• Develop online learning plan
• Remodel library space
• Revise service model• Strategic human resources
planning• Plan for changes in
technology
Key metrics objectives ↦Metrics Objectives
• Information literacy• Establish undergrad program• Develop online learning plan
• Remodel library space
• Revise service model• Strategic human resources
planning• Plan for changes in
technology
• Source
• Entrance page
• Page depth
• Time of visit
• Technology
• Session duration
• Search queries
• Exit page
Applying key metrics to strategic goals
Metrics Objectives
• Information literacy• Establish undergrad program• Develop online learning plan
• Remodel library space
• Revise service model• Strategic human resources
planning• Plan for changes in
technology
• Source
• Entrance page
• Page depth
• Time of visit
• Technology
• Session duration
• Search queries
• Exit page
SPACES
Image credit: https://pixabay.com/en/library-quiet-education-school-979896/
Website: Devices
desktop mobile tablet0%
20%
40%
60%
80%
100%
86.0%
9.8%4.2%
79.5%
17.9%
2.6%
2014 2015
EDS: Devices
desktop mobile tablet0%
20%
40%
60%
80%
100% 97.4%
2.3% 0.2%
86.0%
9.8%4.2%
79.5%
17.9%
2.6%
2013 2014 2015
Website: Browser
Chrome Internet Explorer
Firefox Safari Edge Other*0%
20%
40%
60%
31.1% 28.5%23.2%
15.6%
0.0% 1.6%
46.4%
22.6%
15.6%12.3%
2.0%1.0%
2014 2015
*Includes but is not limited to: Amazon Silk, Android Browser, IE with Chrome Frame, Maxthon, Opera, and Safari (in-app)
EDS: Browser
Chrome Internet Explorer
Firefox Safari Other*0%
20%
40%
60%
23.7%
41.8%
20.1%
13.9%
0.5%
34.0% 32.5%
18.8%14.1%
0.6%
50.6%
22.3%
12.2% 11.4%
3.5%
2013 2014 2015
*Includes but is not limited to: Amazon Silk, Android Browser, IE with Chrome Frame, Maxthon, Opera, and Safari (in-app)
A BRIEF HISTORY OF TIME
Image credit: https://flic.kr/p/8ys6Hs
Website use: Day of week
Sun Mon Tue Wed Thu Fri Sat0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
11.7%
19.2% 19.8%
21.5%
13.6%
7.8%6.4%
8.0%
18.0%
20.4% 20.4%
18.1%
9.7%
5.5%
2014 2015
Website use: Time of day
12:00
AM
2:00 A
M
4:00 A
M
6:00 A
M
8:00 A
M
10:00
AM
12:00
PM
2:00 P
M
4:00 P
M
6:00 P
M
8:00 P
M
10:00
PM
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
2014 2015
EDS use: Day of week
Sun Mon Tue Wed Thu Fri Sat0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
10.9%
16.0%
20.3% 20.3%
17.1%
8.4%
6.9%
11.7%
19.2% 19.8%
21.5%
13.6%
7.8%6.4%
10.4%
16.7%
19.4%
21.1%
15.4%
10.9%
6.1%
2013 2014 2015
EDS use: Time of day
12:00
AM
2:00 A
M
4:00 A
M
6:00 A
M
8:00 A
M
10:00
AM
12:00
PM
2:00 P
M
4:00 P
M
6:00 P
M
8:00 P
M
10:00
PM
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
2014 2015
BEYOND THE BEATEN PATH
Image credit: https://flic.kr/p/dHoDFr
Website: Starting points
(direc
t)
LibGuid
es
iuk.ed
uBing
Others*
Yahoo
!
one.i
u.edu
iu.ed
u
indian
a.edu
0.0%5.0%
10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%
2014 2015*Includes but is not limited to: discovery service, library catalog, link resolver, Facebook, Yellow Pages, and e-resource platforms
Website: Landing pages• Nearly 95% visits start on 3 pages:
• Homepage (90.8%)• Library Hours and Service Desks (2.8%)• Library Support Services (1.0%)
• Library homepage is 2nd most popular landing page on university website• #1 = University homepage
• People are searching for us, too:• “library”• “interlibrary loan”• “hours”
Website: Page depth
1 2 3 4 5 6 7 80.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
46.9%
22.5%
11.5%7.3%
3.6% 2.2% 1.2% 1.1%
73.9%
12.7%
5.8%2.5% 1.5% 0.0% 0.0% 0.0%
2014 2015
EDS: Page depth
2 6 3 5 7 9 4 8 18 12 10 13 200.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
2014 2015
Website: Exits• Around 94% visitors leave library website from only 7
pages:• Homepage (82.3%)• Library Hours & Service Desks (3.6%)• Library Faculty & Staff (2.9%)• Library Resource Tutorials (1.7%)• Library Instruction Guides and Handouts (1.5%)• Ask A Librarian (1.1%)• Library Support Services (1.0%)
• 1 in 5 of these visitors did not begin on library web page
MERGING EXPERIENCES
Image credit: "Mosaicr seagull" by The original uploader was J2thawiki at English Wikipedia - Transferred from en.wikipedia to Commons.. Licensed under CC BY-SA 2.5 via Commons - https://commons.wikimedia.org/wiki/File:Mosaicr_seagull.jpg#/media/File:Mosaicr_seagull.jpg
Behavior patterns Advocacy↦• Space
• Collections• Computers• Service desk(s)
• Service Model• Does usage library hours? (Or vice versa?)↦• Communication channels
• Technology• WiFi• Browser compatibility• Mobile devices at circulation (?)
Q&A
Further readingArendt, J., & Wagner, C. (2010). Beyond description: Converting web site usage statistics into concrete site
improvement ideas. Journal of Web Librarianship, 4(1), 37-54. http://dx.doi.org/10.1080/19322900903547414
Clifton, B. (2010). Advanced web metrics with Google analytics, 2nd ed. Indianapolis, IN: Wiley.
Cohen, R., & Thorpe, A. (2015). Discovering user behavior: Applying usage statistics to shape frontline services. Serials Librarian, 69(1), 29-46. http://dx.doi.org/10.1080/0361526X.2015.1040194
Fagan, J. C. (2014). The suitability of web analytics key performance indicators in the academic library environment. Journal of Academic Librarianship, 40(1), 25-34. http://dx.doi.org/10.1016/j.acalib.2013.06.005
Janyk, R. (2014). Augmenting discovery data and analytics to enhance library services. Insights, 27(3), 262-268. http://dx.doi.org/10.1629/2048-7754.166
Marek, K. (2011). Using web analytics in the library. Library Technology Reports, 47(5), 5-54. http://dx.doi.org/http://dx.doi.org/10.5860/ltr.47n5
Turner, S. J. (2010). Website statistics 2.0: Using Google Analytics to measure library website effectiveness. Technical Services Quarterly, 27(3), 261-278. http://dx.doi.org/10.1080/07317131003765910