Google Analytics Custom Events to Simplify Navigation

Below, is a screen shot of a quiz from our online ATV safety course.

ATV Quiz

The navigation is relatively simple:

  • NEXT and PREVIOUS buttons
  • Right hand menu to navigate to any question
  • FINISH QUIZ button that becomes visible once you have answered all the questions

Questions About Usability:

  • Does anyone actually use the PREVIOUS button?
  • Does anyone actually use the side menu to Navigate?

To answer these questions you can setup a series of Google Analytics Custom Events on each button/nav click.

onclick=”_gaq.push([‘_trackEvent’, ‘TDE Navigation’, ‘Next’, ‘Quiz’]);”

WARNING! Google Analytics has a data limit of 500 hits per session (this includes page views, events, and other types of data). Tracking EVERYTHING with custom events could cause you to reach those limits.

Looking at Google Analytics

Total Events

Total events will give an indication of the relative usage of each navigation element

Unique Events

Unique events will give us an idea of navigation usage PER SESSION.  This answers the question “How many users click on the navigation element at least once during a visit”.

The verdict

  • The previous button only receives 1.3% of the total navigation clicks.
  • About 1 in 6 users do click previous at some point in their quiz.

RECOMMENDATION: Previous button should be converted to a simple text link

  • The side menu (Jump) only receives 0.2% of total navigation clicks.
  • Only 3.5% of users ever used the side menu (about 1 in 30 users).

RECOMMENDATION: Remove the side navigation menu all together
(or make it a slide in/out style navigation element)

Next Steps

Consider auto-advancing to the next question when an answer choice is clicked

Not surprisingly, almost 92% of total navigation clicks go to the NEXT button and another 6.5% of total clicks are on the finish button.  So over 98% of the time the user simply wants to advance to the next logical step.

Does this mean that we should we just auto-advance to the next question when the user selects the answer choice? How often does a user change his answer choice before clicking the next button?  The answer to this last question will be saved for another post (after we collect more data)

I hope you found this post useful.  If you know of simpler methods to gain this sort of insight, please post them in the comments below.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s