Previously we’ve showed how we’re starting to make use of A/B testing to measure the proposed improvements to our site. We’ve also started using other more advanced features of Google Analytics on our site.
The solution is event tracking. With this, GA can record activity other than page views. In this example we register as an event an interaction with the feature area. These are logged as “Switch 1/2/3/4″ when the corresponding slide is displayed. Loading the default slide isn’t recorded – we can get that figure from the number of page views – but clicking the thumbnail link does trigger the event.
In many ways the results are unsurprising:
|Event Action||Total Events||Unique Events|
So the further left the more often the content is viewed. We also record the title of the tab for easy reference – it’s hard to remember what story was in each position on a particular day:
|Event Label||Total Events||Unique Events|
|University of the Year 2011||592||465|
|Jennifer Saunders in Conversation||453||358|
|Postgraduate Study for 2012||311||255|
|Scholarships for 2012||218||178|
|Graduation ceremonies today||135||101|
|Awards ceremonies will be held as scheduled||104||87|
“Scholarships for 2012″ is doubled up – there’s still some debugging to do extracting the slide labels from the
H3 tag but early results are very interesting.
As will any type of statistics, the hard part is in analysing what they mean but already this has proved to be a useful additional metric we can use when reviewing our site.