You can analyze your personalizations with the same analytics tools you're using for the rest of your website (e.g. Mixpanel, Hotjar, or any other analytics tool of your liking). Additionally, Unless offers a native Google Analytics integration.
Google Analytics & Unless
Getting familiar with an analytics tool can be very time consuming, so instead of building a complex solution ourselves we decided to integrate with Google Analytics - a tool that most of our customers are already using successfully.
Since Unless just adds an additional layer of information (=personalizations) to your original pages you don't need to connect Unless to your GA account manually. It will work out-of-the-box, even in preview mode.
Google Analytics Events:
To make data analysis easy for you, we automatically send events to your GA account for each personalization you create.
To access information about your events, log into Google Analytics, navigate to "Behaviour → Events → Top Events".
Unless events consist of three components:
- Event Category → called "Unless personalizations"
- Event Action → equals the name you gave your personalization (e.g. "Visitor from Germany")
- Event Label → equals "Participant" or "Control" to differentiate between visitors who have seen personalizations and the ones who are part of the control group
1. Basic Analytics - Performance
To demo how to analyze your personalizations, we used the account of our customer Peecho. They created two personalizations of their homepage so their setup looks like this:
Now, the following information will appear in Google Analytics:
- Event Category → "Unless personalizations"
- Event Action → "Self-Publisher" and "Artist"
- Event Label → "Participant" (because the control group is set to 0%)
Under Event Action you can see how often each personalization was triggered. Add the secondary dimension Page to see to which page the variations belong. In this case, both are personalizations of the homepage (click to enlarge).
By switching to the metric group "Site Usage" you can learn more about the visitors' overall sessions.
2. Advanced Analytics - Goals & Segments
To track conversions and other goals, you first need to set up GA goals. Next, you can create custom segments (the set up of the segment depends on your goal).
To illustrate, we set up this custom segment (tracking how many users looked up our /pricing/ page):
Now, we have to apply this segment to our Unless personalizations:
We can see that out of 70 users who saw the Self-Publisher variation, 61 looked up the pricing page - that's 87%! That indicates that our personalization is doing very well in regards to this goal. However, only 9 out of 25 people who saw the Artists personalization completed the goal (36%). We should probably improve that personalization.
Of course, conversion is the main metric to determine the success of your personalizations. However, we also recommend looking at secondary performance metrics as they can also give you some nice insights:
- Avg. Session Duration → How much time did people spend on my site?
- Bounce Rate → How many visitors left after only looking at the entry page?
- Pageviews per Session → How many pages did people visit on average?