One IT Colleagues,
This week’s ReIT update is the second in a three-part series focused on progress we have been making in improving the IT Service Catalog. The gateway to the catalog is the technology.berkeley.edu website and continuous improvement of the content, functionality, and overall usability of the catalog is a tactic supporting Strategy 5 of our Reimagining IT Strategic Plan:
Campus User Experience; Tactic S5001: Improve the IT Service Catalog informed by UX principles that includes all campus-wide IT services.
We are happy to report a content refresh has been completed for the catalog. Service owners provided updated information about their services including new offerings and those that have been retired. The revised content helps to clean up the service pages so users see up-to-date information about our services. We also added keywords into the pages to help with search engine optimization (SEO) for users to find what they are looking for more easily.
In our last ReIT update, we shared milestones we have hit conducting UX in-person testing of the catalog. Today we will focus on Google Analytics and how we can use data from the technology.berkeley.edu website to glean insights about our users to help improve the catalog further.
What is Google Analytics?
Google Analytics — the industry standard for web analytics — is a freemium web analytics service offered by Google that tracks and reports website traffic. Google Analytics can help you find out how your website is performing, provides you with the tools you need to measure site traffic, and understand how people use your website. Using the information gathered from analytics in combination with in-person UX testing can help us see where improvements can be made in the content or design of a website.
How can we use the data to learn about our users?
Top Page Hits - Knowing the top hit pages of our technology.berkeley.edu website can help us understand what our campus community is looking for - Wi-Fi! The Wi-Fi services page is the #1 page for many years running for obvious reasons, people need to connect. Video conferencing and bMail are also in the top 10 pages visited.
User Behavior - We can see which IT service pages are in demand and the path users take to navigate to what they are looking for with a section of Google Analytics that provides user behavior. This allows us to see what visitors are actually doing on our website to assess the performance of our website content and determine if visitors are taking the actions we want them to take. For example, we know that 40% of our visitors are return visitors which tells us that people come back to the site - our service catalog is working!
Heat Maps - The heat map feature of analytics allows us to see what areas of each Web page users gravitate to or links they follow. This helps us know if there is content that can be removed or reworked, or if the design can be adjusted for areas that are “cold” on the page.
Want to know more about Google Analytics? Watch this free video. This session is part of Google Analytics Essential Training available on Lynda.com. Remember: all UC Berkeley staff, students, and faculty have free access to tons of training in analytics, design, project management, and more. Just go to the Lynda.com organization sign-in page, enter berkeley.edu, and login with your CalNet credentials from on or off campus.
Along with the UX analysis Daphne Ogle is putting together from in-person testing, Rita Rosenthal is also analyzing data in Google Analytics which will result in an executive report that will be shared in a future ReIT update. The report will include a summary of their overall findings and recommendations for improvements to the IT Service Catalog. If you have questions about Google Analytics for the IT Service Catalog, please contact Rita Rosenthal (firstname.lastname@example.org).
Larry Conrad, Associate Vice Chancellor for IT and Chief Information Officer
Rita Rosenthal, Communications & Outreach Manager for OCIO/IST