Event Tracking – What Are Users Doing On Your Landing Page?
Reading Time : 7 minutes
Skill Level : Intermediate
Implementation Time : 5 minutes
Today we are going to look at what people are actually doing whilst on your Landing Page using event tracking.
In particular, we’re going to delve into the magical type of Landing Page that is the Product Page.
Source : Giphy
When users visit a product page, we essentially want them to complete one goal.
What is it? Wait for it……..Add to cart.
But you knew that already right?
One key area of Conversion Rate Optimization is Quantative Analysis.
Essentially what this is, is using analytics data to look for possible anomalies. Things like a high exit rate for a particular device or low conversion rate for a type of web browser.
You can also use the analytics data to back up any theories (assumptions) that you may have for why a page or website is underperforming.
So in order to improve a Product Page, we need to know what people are actually doing on it.
Unfortunately, not all of the required data is available out of the box.
So you will need to make Google Analytics work for you.
We need to GO GET IT!
And in order to do this, we’re going to need the help of Google Analytics Event Tracking.
Specifically, we’re going to track what actions people are taking on the product page.
Why would you wanna do that?
Well, because we want to know how well page elements are performing and influencing the overall conversion.
We can start to answer questions like :
How many users click on the thumbnail images and make a purchase?
How far down the page to people who exit scroll?
Did people who bounce, click on the thumbnail images? And if so how many did they click before they left?
The options are endless and it is actually a complete gold mine of knowledge.
How do you implement event tracking?
For the sake of simplicity, we’re going to assume that you want to track clicks on HTML controls (buttons, images, text boxes etc) on a product page.
The code structure for event tracking is as follows : _trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
This goes into the onClick=”” section of the control.
You need to replace each aspect with a value. You only actually need the category and action aspect for it to work, but the others are useful to include.
Let’s go through the definitions, using adding to basket as an example event.
Category – This is the name for a similar group of events. So in our example, add to basket may happen on several different pages (Category Page, Quick View, Product Page) So in this instance we may include the type of page where the user is firing the event, Product Page. You really want to keep the theme here as tight as possible.
Action – This is the action the user is taking when the event is being fired. For instance, Add to Basket, Zoom, Close, Play, Pause, Rewind.
Event Label – This is a description of the element that we would like to track. So in our example we could use the product name here.
Event Value – This is the perceived value that this action has. So you may decide to use the product price here.
Non-Interaction – This is a true or false options that tells Google Analytics whether or not the event should impact bounce rate. Use this cautiously as it WILL impact your data. By default it is set to false (which means it is interactive with your bounce rate).
So our end code would end up looking something like this :_trackEvent(‘ProductPage’, ‘AddToBasket’, ‘My Product 123’, ‘323.99’, ‘False’)”
So here we are telling GA that we would like to track an AddToBasket Event on the Product Page for the Product My Product 123 that has a value of 323.99 and should affect the Bounce Rate.
How to see if it is working
It’s really easy to see if an event is working or not.
First, log into GA and look for RealTime – > Events
Then perform one of your configured events i.e. clicking a button.
This will be reflected in GA in realtime as seen in the example below :
If it isn’t, something isn’t configured right. Start with checking the GA Code is on the page and debug from there.
Let’s say we want to create a new product page design, and we’re going to run an a/b test.
Our test is the evaluation of the conversion rate difference between displaying the thumbnail images horizontally and displaying them vertically.
Once event tracking is implemented, we can begin to draw conclusions from the results of this data and decide what caused the winner to be the winner and the loser to be the loser.
Note : If you can work out what caused a user to convert (or not), you can begin to understand their wants and needs as a user. These insights can then be applied to other areas of your website.
How to Report
This is my favourite part.
Once you’ve let this run for a while and have a decent amount of data, you can segment users depending on different criteria and generate reports based on that.
We may segment Converters Vs. Non-Converters and compare the event usage.
We may see if a particular traffic source interacts with your product page more than others.
The possibilities are endless!
Have fun with this feature. Use it to develop knowledge of your users, their wants AND their needs.
If interaction is low, do something about it. If interaction is high, find out why and replicate it.