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In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.
When making design considerations and trade-offs on how we build our sites, it's useful to be armed with information about the type of computers and browsers that our users have. This next set of reports can offer up a great deal of information to help us design and build an optimal site. We are located here in the Visitors > Technology > Browser & OS reports. The individual reports and metrics are differentiated here with a horizontal bar, beginning with Browsers. It tells us the different browsers that are used in our site, and one of the most common mistakes in site design is to create a site that has problems working in all the different browsers.
But even if your site doesn't work at all on a particular browser, users of that browsers won't know it until they actually visit the site. So you can't rely on the Visitors column to tip you off, particularly if you've a high percentage of new users, because while a visitor may not choose to return to a site that doesn't display properly, a new user would have no knowledge of that issue, never having visited your site before. However, we might see evidence of that problem by shifting over here to the Goals or Ecommerce tab and looking for any particular browsers with suspiciously low values. Scrolling down here, we see the table of browsers, and I can change my metrics here to include Revenue.
Now if we do see a particular browser that's having trouble, it may mean that they have problems viewing the site, which prevents them from converting on our goals. In our case, we see some here that may be suspicious. We have Android browser that has a large number of visits, but absolutely no revenue, and we do see some interesting things in addition to that. This being the Google Store, it may not surprise you to see the high penetration of Chrome, but as we look down this list, and if we switch back and forth from Visits to Revenue, we see a few other things. First is that Chrome converts less then its market share in terms of revenue.
It's 40% of our visits, yet in terms of revenue, it was only 36%. And we see that actually IE and Firefox do better than their share, converting here at 32 and 25, although when it come to visits, we've only got 29 and 17. Now as we pointed out earlier, mobile is all the rage, but when we look at the revenue, we see things like Android Browser and Opera Mini have absolutely no revenue to their name here. We'll note this mobile performance and we'll remember to dig in deeper with specific reports around those devices in a different video. Now along those lines, we can see operating systems as well as the browsers by clicking on the next link, Operating System.
Here we see that Windows users make up the majority of visits to the site, and it's not even close. Now although, when we switch to Visits, we see that Mac users make up about 8% of the visits, they account for 22% of the revenue. Screen colors and Resolutions are also available, and while no one pays too much attention to color depth, resolutions are becoming a huge deal again with the advent of smartphones, tablets, netbooks, and other nontraditional form factors. Along these same lines, there are a few things that will stop a visitor in their tracks as quickly as forcing them to install or upgrade a plug-in such as Flash.
In some devices, such as pretty much any iOS device, can't even run Flash if they wanted to. So before you let your designer talk you into a page that requires the latest and greatest Flash or Java plug-in, so be sure to check your reports here first and see just how many users you'll be leaving out in the cold. One interesting insight to note is that the most common Flash version is still the old version, Version 10, so that may influence our design a bit. Also, when we are doing analysis of these reports, don't forget to utilize secondary dimensions. For example, I am curious about the Safari users, are they MacBook or iPads? So let's drill down over here to the browsers and click on Safari.
We see the specific browser version, but I am not interested in that, so I am going to click my primary dimension here instead to be resolution. Now I am pretty sure that this second one here, the 768, is the iPad, but I am not 100% sure. So I am going to take my secondary dimension over here, drill down to Technology, select Operating System, and we clearly see here, the second one was in fact the iPad. Here we have my favorite kind of data, indisputable and actionable. By knowing the screen resolutions of each particular iPhone, for example, we can see which version of it they have when they're visiting our site, which version of the iPad, et cetera.
Utilizing these reports can help us build sites that are optimally designed for user's environments and significantly improve the success of our sites.
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