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					                    Cliff Tyllick, TCEQ
PESO Dec. 8, 2010
   Know your site
   Know your customers
   Focus your efforts
   Measure progress
   Build better relationships
   Where’s the front door?
   Where do people go from there?
   What hallways are blocked?
   Where’s the exit?
A landing page — probably not where you
  think:
 Often not your home page
 Whatever customers bookmark
 Wherever a referring site points them
 Wherever a Web search leads them
 Could have “front doors” all over your site
  (depends on who’s coming in)
   Links clicked
   Search terms used
   Off your site?
   Where do they come from? (sort of)
   What are they looking for?
   What can’t they find?
   But respect their privacy.
   Google/Yahoo/Bing other Web search?
    ◦ And what search terms they used
   Some other Web site?
    ◦ And which one (referring URL)
    ◦ Texas.gov?
   What links do they click?
   Where do they spend the most time?
   What search terms do they use?
   When they get stuck, they search.
   GA tracks search terms used on each page
   What’s the problem?
    ◦ It’s not yours. (Refer to the other agency.)
    ◦ It’s not linked. (Add a link.)
    ◦ It’s linked, but they’re using the wrong word.
      (Hint: They’re not wrong!)
    ◦ It’s a linked image, and they don’t see it.
      (Hint: Avoid linked images!)
   Tell your customers you use analytics
   Optional: (Further) anonymize information
    ◦ Modify “cookies”: “persistent” to “session”
    ◦ Remove part of ISP
   Let them opt out — and tell them how
   Add to your Web policies
   Examples FCC.gov
   Di will tell how cookies work
   Google Analytics uses persistent cookies:
    tracks each “user” over many visits
   Another option: session cookies
   A session cookie tracks one visit
   Use Javascript to turn GA’s persistent cookies
    into session cookies
   IP is four values; for example: 2.58.2.256
   First three values identify down to city (or
    region)
   Last value localizes further (to personal level?)
   Javascript can strip that value before data is
    stored
   May appease people who are extremely
    concerned about privacy
   Turn off Javascript –or–
   Add GA opt-out browser extension:
    ◦ Customer adds to their browser
    ◦ Works on three browsers:
      Internet Explorer (versions 7 and 8)
      Google Chrome (4.x and higher)
      Mozilla Firefox (3.5 and higher)
    ◦ (Usually) not an option on public computers
      (but how personal is the IP of a public computer?)
   What needs to be fixed?
   Do you need usability testing?
   Where should you start?
   How much traffic will it relieve?
   What should improve?
   What did change?
   What ripple effects did it have?
   Satisfy customers — before they complain!
   Give help appropriately
   Show respect for privacy
   Learn the site you built — good and bad!
   Get to know your customers and their needs.
    ◦ Respect privacy!
   Focus on the most serious problems.
   After you fix them, measure progress made.
   Build a better website — and improve your
    relationships with your customers.
Cliff Tyllick
Usability Assessment Specialist
Texas Commission on Environmental Quality
512-239-4516
ctyllick [at] tceq.state.tx.us

				
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