These days I’m doing quite a bit of online and in-person training in Google Analytics. The tool has become so sophisticated that people are struggling with the idea of where to start with Analytics and what meaningful metrics to look at on a regular basis.
In my training sessions, I like to mix things up a bit with case studies, whiteboard exercises and videos. It prevents *death by PowerPoint* and stops people from becoming overwhelmed with information in a short space of time.
My favorite 3) videos to show in the Google Analytics workshops are the Google Analytics in Real Life series, developed by Google as a humorous way to understand the frustrations experienced by visitors to your web site and how these would play out in real life. These always trigger laughter around the room, but they are also a fantastic way of bridging the gap between using Analytics to monitor customer activity on a web site and knowing what to tweak to improve the customer experience.
Ready to chuckle?
1) The Online Checkout
This video highlights common problems people have with the online checkout process – from trouble logging in, to being forced to enter ridiculous CAPTCHAs and being charged confusing shipping rates:
2) Landing Page Optimization
This video demonstrates what can happen if you interrupt the conversion process by placing distractions for visitors on your sales landing pages:
3) Internal Site Search
This last funny video shows how frustrating it can be for your site visitors when your internal site search functionality is counter-intuitive or just plain broken: