Using Analytics to Inform Product Design

Video description

Online product performance data is everywhere, but how can product managers put it to work to improve their market reach and product usage? To do this, you need to know what metrics are available, what analytics tools are the most effective, and why some metrics are more beneficial than others. This video series will act as your guide, showing you the tools and metrics that matter. You'll explore product funnels and discover different ways to measure and understand each stage of a product's journey through a funnel—from initial discovery to on-boarding to repeated use. This includes learning how to use Google Analytics and Hot Jar to measure specific ways users interact with your product; Google Search Console to understand what your users are thinking and how they find your product; and a variety of other tools, tricks, and techniques to help you make sense of your data, uncover powerful insights, and optimize your product and reach.

  • Understand product funnels and their critical role in analyzing product performance and user needs
  • Discover the best ways to use Google Analytics to track product performance and user interactions
  • Learn to use Google tools like attribution modeling, event tracking, and acquisition and behavior reports
  • Explore the Google Search Console and learn how it identifies user expectations around products
  • See how tools like Hot Jar and Crazy Egg can help you visualize and understand user engagement

Matthew Edgar is a partner at Colorado based Elementive, a consulting firm specializing in web analytics, CRO, UX, and technical SEO. Author of the book Elements of a Successful Website, Matthew is Google Analytics certified and has worked in the web performance analytics field since 2001. He holds a Master's in Applied Science, Information, and Communications Technology from the University of Denver.

Table of contents

  1. Part 1: Introduction
    1. Welcome to the Course 00:02:24
  2. Part 2: What is the Product Funnel?
    1. What Is a Product Funnel? 00:03:43
    2. Two Types of Product Metrics 00:06:31
    3. Selecting Meaningful Metrics 00:05:07
    4. Setting up Your Product Funnel 00:02:37
  3. Part 3: Setting Up Tools
    1. Measuring Different Types of Products 00:02:50
    2. Setting up Google Analytics View Filters 00:05:09
    3. Setting up Google Analytics Custom Dimensions and Custom Metrics 00:07:37
    4. Setting up Google Analytics Content Groups 00:03:37
    5. Google Analytics—What Are Goals? 00:04:00
    6. Using Keyword Tools to Measure User Mental Models and Expectations 00:06:55
    7. Visual Ways of Measuring User Behavior within Your Product 00:03:29
  4. Part 4: Measuring Awareness at the Top of the Product Funnel
    1. What Is the Top of the Product Funnel? 00:01:35
    2. Finding Traffic Sources in Google Analytics 00:05:12
    3. Reviewing Landing Pages in Google Analytics 00:05:25
    4. Reviewing Exit Pages in Google Analytics 00:04:23
    5. Setting up Page Visit Goals in Google Analytics 00:04:04
    6. Setting up Duration Goals in Google Analytics 00:03:51
    7. Using Google Search Console's Search Analytics to Understand Users 00:05:25
    8. Using Keyword Research Tools to Understand Users 00:03:53
    9. Using Advanced Google Search Queries to Understand What Users Think 00:04:41
  5. Part 5: Measuring Usage at the Middle of the Product Funnel
    1. What Is the Middle of the Product Funnel? 00:02:47
    2. Tracking Clicks and Taps with Google Analytics Event Tracking 00:06:27
    3. Tracking Form Completions in Google Analytics 00:03:44
    4. Tracking Form Entries with Google Analytics Event Tracking 00:08:04
    5. Tracking Multi-Step Forms in Google Analytics 00:06:58
    6. Using Hotjar to Understand Form Field Usage 00:04:52
    7. Reviewing All Pages Accessed in Google Analytics 00:03:46
    8. Working with Google Analytics Content Groups 00:04:04
    9. Identifying Unvisited Pages within Your Product 00:05:09
    10. Using User Recordings to Understand How People Move through the Product 00:04:43
  6. Part 6: Measuring Engagement at the Bottom of the Product Funnel
    1. What Is the Bottom of the Product Funnel 00:01:25
    2. Advanced Methods for Tracking Clicks and Taps with Google Analytics Event Tracking 00:05:46
    3. Measuring Active Time with Google Analytics Event Tracking 00:04:40
    4. Measuring Scroll Behavior with Google Analytics Event Tracking 00:02:43
    5. Segmenting Google Analytics Reports by Event Actions 00:03:15
    6. Setting up Google Analytics Event Goals 00:04:32
    7. Measuring How People Move through Products Using Heatmaps 00:03:35
    8. Using Frequency and Recency in Google Analytics to Understand Your Users 00:04:45
    9. Using Google Analytics Navigation and Flow Reports to Understand User Behavior 00:04:19
    10. Setting up Google Analytics Sequence Segments 00:04:17
    11. Setting up Search Reports in Google Analytics 00:04:44
  7. Part 7: Wrap Up & Recap
    1. Measuring Your Product with The Product Funnel 00:02:23

Product information

  • Title: Using Analytics to Inform Product Design
  • Author(s): Matthew Edgar
  • Release date: November 2017
  • Publisher(s): O'Reilly Media, Inc.
  • ISBN: 9781491995198