Goals using virtual urls in Google analytics

Goals in google analytics helps in understanding navigation on the website.Goals in google analytics can be created only when there is a certain pattern in URL for similar pages.However,sometimes it may not be possible to  have URL with pattern in that case it become very difficult to create goals.

                                    Virtual URLs can help when the page URLs do not follow a pattern.Virtual URLs are nothing but customized URL for the same page.For example you have product detail page with many URL now you want to group these URLs into a single URL so that you can use in the goals.

How to create virtual URL

For this create a separate view in google analytics with virtual URLs.When user uses these particular pages the tracking get stored in the virtual URL views.The virtual pages can be seen under the behavior->site content->all pages.Below is the virtual URL shown on google analytics

How to create Goal using virtual URL

To create goals first identify the corresponding virtual URL for the page.These can be done by adding secondary dimension page URL against each virtual page. After identifying the corresponding virtual page URLs for each page type which needs to be added in the goal,the virtual pages can be added in the goal as below

Once these goals are create now it can be used to understand the navigation of the user on the site.Virtual Pages should be created in separate views in order to avoid any kind of tracking issue in the normal view
                                                   

List view vs Grid view

Every internet user have come across grid view and list view across various portal.These are the two most commonly used view for the listings.Many site have both views in which user is allowed to toggle between them based on his requirement.
                                                      Each  view has its own advantage and disadvantage.In this blog will discuss on the advantage and disadvantage of these views

List view

What is List view

This view follow single column layout which  means that only one product is displayed in one row.

When to use list view

List view should be used when

• Lot of information has to been shown to the user in order to allow him to make right decision.This is applicable for high involvement products such as cars,property when the number of information points which user looks for is more .
• You want user to respond from the same page instead of going to the detail page of the product.
• There are lot of call to action for the list which is difficult to accommodate on the normal grid view

Advantage of list view

• More flexibility:Since the space available is more it gives more flexibility on what information can be displayed
• Limited space:In mobile where there is limited space list view is more comfortable

Disadvantage of list view

• More scrolls:User has to scroll more compared to Grid view to see same number of listings.
• Not easy to compare:Since user can see only one list it become difficult for user to compare different products side by side

Grid view

What is Grid view

This view follows multi column layout i.e in a single row multiple products can be displayed
 simultaneously

When to use Grid view

• Limited information:This should be used when limited information is enough for user to make decision.This is more applicable in variety seeking industry such as eCommerce , retail when user does not go more in depth to make decision
• Compare is important:When you want user to compare the listing side by side in order to make decision this should be shown

Advantage of Grid view

• More list with less scroll:User can see more product at a time so less scrolls is required.
• Better conversion:This may increase conversion since more option is shown to the user

Disadvantage of Grid view

Limited flexibility: Since the space is constraint the amount of option available is limited .

What leads to increase in bounce rate?

Bounce rate is very important metrics for any site.It is one of the factors which helps in measuring user experience .When bounce rate increases it means more people are exiting your site without navigating to  other page.Increase in bounce can negatively impact conversion of your site.However,there are instances when the bounce rate increase but the conversion of your site has not dropped.
                                              In terms of google bounce is when the user exit your site without navigating to even one page of your site.The change in navigation of your site can impact the bounce rate of the site.The various scenario when bounce rate can increase

1.Removal of navigation links:

When the page is revamped ,there are chances that some of the links on the site which user used to clicks were removed.The removal of links can increase the bounce rate.Therefore before removing any links its clicks should be analyzed before taking a decision of removing the link

2.Change in interaction of site:

The change in site interaction may reduce the page navigation of site.For eg. before when click on photos if user is taken on page and now if he is navigated to a popup  then Google does not regard it as page navigation which increase bounce rate but is  not actually a bounce.In order to ascertain this the navigation should be changed to check the impact on bounce rate

3.Decrease in richness of information

When the information shown in site is not enough for user to make decision it will leads to increase in bounce rate.For eg..In one of pages price which is an important paramater was not displayed for many properties due to which bounce was high.When the price was updated for the properties it led to significant decrease in the bounce rate and also led to improvement in conversion of the page

Before concluding anything from bounce rate once should analyze the reason behind increase in bounce rate and based on that appropriate action should be taken.

4.Mismatch between user expectation and landing page

When the user is landing to a page which does meet the need of user it leads to increase in bounce rate..In generally happens in case of display traffic when the intent of user is clearly not known.