Event Tracking Helps You Enhance Your Site’s User Experience

Lately, we’ve been working with clients on developing and implementing event tracking strategies on their websites. Why is this important? These days, organizations are looking for opportunities to:

  • Connect and engage with their users
  • Gather data to better understand those users and their needs
  • Assess the functionality of their websites

So, where does event tracking come into play?  When it comes to designing and building websites, many of our decisions are subjective.  And while things like big branding areas and tabs may seem like great ideas, we don’t have any data to back it up. This is where event tracking comes in. sample google analytics graph

When adding event tracking, developers add a specific snippet of JavaScript to the element in the source code, e.g., polls, videos, branding areas, etc. Once the event tracking is implemented (this usually takes up to 24 hours), you can view the data in your Google Analytics by simply going to Behavior > Events.

So, how can Event Tracking help you enhance your users’ experience? Here are a few ways:

  • It can tell you the effectiveness of your branding area. Research is showing that big branding areas are not as effective as we all think, but does that apply to your organization’s website? Event tracking can show you what branding images get the most clicks versus the least.
  • You’ll get a sense of how far users scroll down your website. We recently added page scroll depth analytics to our website, and we’re discovering that the majority of users spend most of the time above the fold. With this in mind, one of our tasks is to review the overall design and determine the best approach for encouraging more visitors to scroll down. We may also want to move certain calls to actions like “subscribe to our newsletter” to the top to see if we get more subscriptions to the newsletter.
  • Do visitors actually use some of the tools specifically built to help them find information quickly? Some clients include a link to their member databases on their website. Event tracking would allow us to see what visitors are searching for based on the already identified criteria.  Isn’t that cool?

These are just a few ways of how event tracking can help you assess the effectiveness of your website.  As you can see, the data can help you make decisions when it comes redesigning or modifying your website.