Digital analytics

Workshop 2
Agenda

• Role of websites in DA
• Ghostery
• Intelligent Tracking Prevention (ITP)
• Landing Pages
• User experience & Testing

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Websites & Digital analytics
What does it mean?

• Websites play an essential role in

digital analytics; they are the source
from which the most relevant data is
collected of online surfing behavior.

• Data collected by your own website

is what we call first party data.

• It gives great insight into where to

optimize your website, how your Shipshape Solutions - Photos | Facebook
products are performing, how user
friendly your website is etc.

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Websites & Digital analytics

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Websites & Digital analytics

What about zero-party-data?

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Cookies

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How to investigate what data is collected?

Do you want to know what

data is collected on a
certain webpage?

Ghostery is a free Google

Chrome extension which
shows you which trackers
are activated when you are
browsing a certain
webpage.
 Ghostery - Assignment
• Install the Google Chrome
Extension – Ghostery.
• Open your favorite webpage.
• Investigate how many trackers
are activated when opening the
page.
• What kind of trackers are
these? What kind of data do
they collect? What does this
mean?
Ghostery
Intelligent Tracking Prevention
What does it mean?
• ITP is meant to protect the
privacy of website visitors by
blocking all 3rd party tracking
across different websites.
Initiated by Apple (Safari) and
also used in Firefox.

• At first: 3rd party cookies blocked

• Now: 1st party cookies expire after
24 hours.

Can you think of the implications

for digital marketeers?

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 What does Google do?
They came up with several responses:
• Google is phasing out 3rd party cookies: by the
end of 2023 they should be obsolete.

• They invented the ‘Privacy Sandbox’, which

they sell as:
‘With Privacy Sandbox we eliminate third-
party cookies by replacing them with viable
privacy-first alternatives, developed
alongside ecosystem partners, that will
help publishers and advertisers succeed
while also protecting people’s privacy as
they move across the web’

So, they are building a cookie-free alternative to

advertising. Check their video explanation.

Building a privacy-first future for web advertising (blog.google)

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Data tells a lot about the performance of a website

• Conducting a website analysis is essential in giving optimization advise.

• Think about, for example:

• Information architecture: A science of organizing and structuring content of the
websites, web and mobile applications, and social media software
• Site content I: Too much, too little? Is the content meant to inform, motivate, inspire
and/or sell a product/service, how do we recognize this? 
• Site content II: Up-to-date, relevant, multilingual/culture, variation in
presenting, accuracy, objectivity, authority 
• Design: Attractiveness, suitability, colour theme, image/audio/video, text

Let’s take a closer look at landing pages

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Landing Page

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Landing Page

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Landing Page

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 What does the perfect landing page look like?

1. Page title and ad copy should compliment

each other.
2. Clear & concise headlines.
3. Impeccable grammar.
4. Taking advantage of trust indicators
(testimonials, certificates).
5. Use a strong Call to Action (CTA).
6. Buttons & CTA’s should stand out.
7. Don’t use too many links.
8. Use images and video’s that relate to the
copy on the page.
9. Keep it ‘Above the fold’
10. Always be testing!

Perfect Your Landing Pages - CoreCommerce

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 What does the perfect landing page look like?

This website provides an overview of

layouts for several types of landing
pages.

How to Build the Perfect Landing Page - Business 2 Community

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Important to remember
Less reading & more scanning: Viewing order:
Choice in 4 seconds
Viewing & feeling

Sight words
Headers,
Top-words 2 1
First words in a line
Colored or bold words

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Landing pages - Assignment
• Look for a certain online content
(social media post, email marketing
you received, etc)
• Check the landing page of that
message, is there any?
• Try to analyse the landing page. You
can use one from the two ‘perfect
examples’ from the previous slides.
• Examine whether your landing page
makes use of the elements
described.
• Do you see any points of
improvement?
Perfect Your Landing Pages - CoreCommerce
Website performance
It’s not only about landing pages, it’s also about user experience and usability!
• Website structure: Index, mapping,
consistency, links, logo, domain
name
• User-friendliness: Usability,
trustworthiness, interactivity,
safety/privacy, customization 
• Website speed / page loading time
• Accessibility and usability on
different devices: Mobile,
desktop, tablet
-> which device do your users
mainly rely on to access your
website?

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Website Accessibility

Can you think of other elements to consider

to be more accessible?
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Effectiveness of websites
Important elements for the effectiveness
• Layout of a user-friendly website
Bread crumb navigation
Navigation buttons
Company logo
Call-to-action buttons
• Components of a user-friendly website
Hyperlinks
Search box
Reviews and feedback
Video
• Display on tablet/smartphone
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Breadcrumbs

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User experience
How to design a user-friendly website

Why User Experience Design Is So Hard to Get Right | Net Solutions

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 Different usability testing methods
• Moderated vs. Unmoderated
• Moderated = Supervised by a trained
professional.
• Unmoderated = without direct supervision

• Remote vs. In-person

• Remote = via Internet or phone.
• In-person = in physical presence of a researcher.

8 Usability Testing Methods That Work (Types + Examples) (hotjar.com)

In-person usability testing
• Trained researcher: introduces the test
to participants, answers their questions
& asks follow-up questions.

• In-depth results: direct interaction

between researchers and participants.

• Participants explain their thoughts,

feelings and steps during the process.

• Expensive to organize and run.

 Session recording

• Inexpensive form of testing.

• Possible to test a large number of
participants.
• Show real actions of visitors on the
website. What movements they make
with the mouse, which pages they
visit; the page on which they exit the
website, clicks, scrolls etc.
• Give insight into bottlenecks on
website

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 Heatmapping

• Used to detect what works and what

doesn’t work.
• Provides a snapshot of how users
interact with a certain page: what they
click, where they scroll to. But also,
elements they ignore on a page.
• Helps you improve your webpages to
increase sales.

What Are Heat Maps? Guide to Heatmaps/How to Use Them | Hotjar

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User Experience – Assignment (alt 1)
• Let’s do a quick usability test:
• Split up in pairs. One is doing the actual
test, the other is the ‘expert’.
• Go to one of your favourite online
fashion retailers and pretend that you’re
going to buy a new winter jacket.
• Investigate the usability of the website.
What are the main bottlenecks in your
process? What happens when you’re
changing devices?
• As an expert: make sure that the other
person explains the process and what
they are feeling!
User Experience – Assignment (alt 2)
Individually

• Go to your browser history

• Find one of the most recent websites that you have
visited (not social media website)
• Visit that website again (feel free to visit more than
one website)
• Investigate if you can find any weird/failed UX designs
from that website.
• If you cannot find any, try to remember/think about the
time you encountered a UX design that annoys you.
• Go to Padlet (link on Blackboard) and share your
findings -> Image (screenshot)

We will take a look at all the screenshots and you can

try to identify the others’ findings
Ethics in website design
• Ethics in web design is a hot topic.

• Ethical web design literally means building a website with respect for
your customer, their privacy and rights:
• No trackers (how possible is this in your opinion?)
• Conscious decision for software platforms.

• When does a website design become unethical? Is it okay to push

customers to make a certain choice? Is it okay to always have options
pre-selected for customers (default nudge)?

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11 types of deceptive designs (Unethical)
Or ‘dark patterns’
1. Bait and Switch
2. Disguised Ads
3. Forced Continuity
4. Friend Spam
5. Hidden Costs
6. Misdirection
7. Price Comparison Prevention
8. Privacy Zuckering
9. Roach Motel
10. Sneak into Basket
11. Trick Questions

Let’s dive into some examples

Deceptive Design – formerly darkpatterns.org
 Examples of deceptive design (Unethical)
Hidden costs Trick question

In the last step of the checkout process, unexpected A typical example: you have to select the box to
charges appear (delivery charge, tax etc.) unsubscribe from the newsletter.

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Deceptive design - assignment
Or ‘dark patterns’
• Dive into the 11 types of
deceptive designs
• Discuss in pairs: what do you
consider unethical on a website?
• What is still ethical and when
does it become unethical?
• What is your opinion?

Deceptive Design – formerly darkpatterns.org

Discussion
Do you have any questions
about your assignment?
Scheduling: Tuesday, 13 & 20 December + Monday, 16
January.

Confirm if we will start at 09:00 instead of 08:30

Note: 20 Dec is online -> I will share the BB Collaborate

next week.

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To
do
Read through all documents on Blackboard.

Start working on the website analysis

Watch video Google Analytics for beginners: 1, 2 and 3

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Thanks/Terima kasih!