Using Analytics to Inform Product Design

Using Analytics to Inform Product Design

by Matthew Edgar
Released November 2017
Publisher(s): O'Reilly Media, Inc.
ISBN: 9781491995198

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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
  2. Part 2: What is the Product Funnel?
    1. What Is a Product Funnel?
    2. Two Types of Product Metrics
    3. Selecting Meaningful Metrics
    4. Setting up Your Product Funnel
  3. Part 3: Setting Up Tools
    1. Measuring Different Types of Products
    2. Setting up Google Analytics View Filters
    3. Setting up Google Analytics Custom Dimensions and Custom Metrics
    4. Setting up Google Analytics Content Groups
    5. Google Analytics—What Are Goals?
    6. Using Keyword Tools to Measure User Mental Models and Expectations
    7. Visual Ways of Measuring User Behavior within Your Product
  4. Part 4: Measuring Awareness at the Top of the Product Funnel
    1. What Is the Top of the Product Funnel?
    2. Finding Traffic Sources in Google Analytics
    3. Reviewing Landing Pages in Google Analytics
    4. Reviewing Exit Pages in Google Analytics
    5. Setting up Page Visit Goals in Google Analytics
    6. Setting up Duration Goals in Google Analytics
    7. Using Google Search Console's Search Analytics to Understand Users
    8. Using Keyword Research Tools to Understand Users
    9. Using Advanced Google Search Queries to Understand What Users Think
  5. Part 5: Measuring Usage at the Middle of the Product Funnel
    1. What Is the Middle of the Product Funnel?
    2. Tracking Clicks and Taps with Google Analytics Event Tracking
    3. Tracking Form Completions in Google Analytics
    4. Tracking Form Entries with Google Analytics Event Tracking
    5. Tracking Multi-Step Forms in Google Analytics
    6. Using Hotjar to Understand Form Field Usage
    7. Reviewing All Pages Accessed in Google Analytics
    8. Working with Google Analytics Content Groups
    9. Identifying Unvisited Pages within Your Product
    10. Using User Recordings to Understand How People Move through the Product
  6. Part 6: Measuring Engagement at the Bottom of the Product Funnel
    1. What Is the Bottom of the Product Funnel
    2. Advanced Methods for Tracking Clicks and Taps with Google Analytics Event Tracking
    3. Measuring Active Time with Google Analytics Event Tracking
    4. Measuring Scroll Behavior with Google Analytics Event Tracking
    5. Segmenting Google Analytics Reports by Event Actions
    6. Setting up Google Analytics Event Goals
    7. Measuring How People Move through Products Using Heatmaps
    8. Using Frequency and Recency in Google Analytics to Understand Your Users
    9. Using Google Analytics Navigation and Flow Reports to Understand User Behavior
    10. Setting up Google Analytics Sequence Segments
    11. Setting up Search Reports in Google Analytics
  7. Part 7: Wrap Up Recap
    1. Measuring Your Product with The Product Funnel

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