'+item.titleNoFormatting+'
'; html+= ''; html+= ''; html+= item.content; html+= '
'; html+= ''; } document.getElementById('newsresults').innerHTML = html; } }; Now, I can call that function at the bottom of my document: If I only want to run that search when there’s room for a sidebar, I can wrap it in an if statement: If the browser is wider than 640 pixels, that will fire off a search for news stories about cats and put the results into the newsresults element in my markup:الموضوع
You can also set the direction via CSS.
.rtl {
direction: rtl;
}
It’s generally recommended that you don’t use CSS to set the direction of the text. Text direction is an important part of the content that should be retained even in environments where the CSS may not be available or fails to load.
How things change with the direction attribute
Just adding the dir attribute tells the browser to render the content within it differently.
The text aligns to the right of the page and, interestingly, punctuation appears at the left of the sentence. (We’ll get to that in a little bit.)
Scrollbars in most browsers will appear on the left instead of the right. Webkit is the notable exception here which always shows the scrollbar on the right, no matter what the text direction is. Avoid having a design that has an expectation that the scrollbar will be in a specific place (and a specific size).
Changing the order of text mid-way
As we saw in that previous example, the punctuation appeared at the beginning of the sentence instead of the end, even though the text was English. At Yahoo!, we have an interesting dilemma where the company name has punctuation in it. Therefore, when the name appears in the middle of (for example) Arabic text, the exclamation mark appears at the beginning of the word instead of the end.
There are two ways in which this problem can be solved:
1. Use HTML around the left-to-right content, or
To solve the problem of the Yahoo! name in the midst of Arabic text, we can wrap a span around it and change the direction on that element.
2. Use a text direction mark in the content.
Unicode has two marks, U+200E and U+200F, that tell the browser that the text is in a particular direction. Placing this right after the punctuation will correct the placement.
Using the HTML entity:
Yahoo!
Tables
Thankfully, the cells of a data table also get reordered from right to left. Equally as nice, if you’re using display:table, the content will still get reordered.
CSS
So far, we’ve seen that the dir attribute does a pretty decent job of getting content flowing in the direction that we need it. Unfortunately, there are huge swaths of design that is handled by CSS that the handy dir attribute has zero effect over.
Many properties, like float or absolute positioning with left and right values, are unaffected and must be handled manually. Elements that were floated left must now by floated right. Left margins and paddings must now move to the right and the right margins and paddings must now move to the left.
Since the browser won’t handle this for us, we have a couple approaches that we can use:
CSS Only
We can take advantage of the attribute selector to target CSS to apply in one direction or another.
[dir=ltr] .module {
float: left;
margin: 0 0 0 20px;
}
[dir=rtl] .module {
float: right;
margin: 0 20px 0 0;
}
As you can see from this example, both of the properties have been modified for the flipped interface. If your interface is rather complicated, you will have to create a lot of duplicate rules to have the site looking good in both directions while serving up a single stylesheet.
CSSJanus
Google has a tool called CSSJanus. It’s a Python script that runs over the LTR versions of your CSS files and generates RTL versions. For the RTL version of the site, just serve up those CSS files instead of the LTR versions.
The script looks for keywords and value combinations and automatically swaps them so you don’t have to.
At Yahoo!, CSSJanus was a huge help in speeding up our development of a bidi interface. We’ve also made a number of improvements to the script to better handle border radius, background positioning, and gradients. We will be pushing those changes back into the CSSJanus project.
Background Images
Background images, especially for things like CSS sprites, also raise an interesting dilemma. Background images are positioned relative to the left of the element. In a flipped interface, however, we need to position it relative to the right. An icon that would be to the left of some text will now need to appear on the right.
If the x position of the background is percentage-based, then it’s fairly easy to swap the values. 0 becomes 100%, 10% becomes 90% and so on. If the x position is pixel-based, then we’re in a bit of a pickle. There’s no way to say that the image should be a certain number of pixels from the right.
Therefore, you’ll need to ensure that any background image that needs to be swapped should be percentage-based. (99.9% of the the time, the background position will need to be 0 so that it can be changed to 100% for RTL.)
If you’re taking an existing implementation, background positioning will likely be the biggest hurdle you’ll have to overcome in swapping your interface around. If you make sure your x position is always percentage-based from the beginning, you’ll have a much smoother process ahead of you!
Flipping Images
This is a more subtle point and one where you’ll really want an expert with the region to weigh in on. In RTL interfaces, users may expect certain icons to also be flipped. Pencil icons that skew to the right in LTR interfaces might need to be swapped to skew to the left, instead. Chat bubbles that come from the left will need to come from the right.
The easiest way to handle this is to create new images. Name the LTR versions with -ltr in the name and name the RTL versions with -rtl in the name. CSSJanus will automatically rename all file references from -ltr to -rtl.
The Future
Thankfully, those within the W3C recognize that CSS should be more agnostic. As a result, they’ve begun introducing new properties that allow the browser to manage the swapping from left to right for us.
The CSS3 specification for backgrounds allows for the background-position to be relative to other corners other than the top left by specifying keywords before each position.
This will position the background 5px from the bottom right of the element.
background-position: right 5px bottom 5px;
Opera 11.60 is currently the only browser that supports this syntax.
For margin and padding, we have margin-start and margin-end. In LTR interfaces, margin-start would be the same as margin-left and in RTL interfaces, margin-start would be the same as margin-right.
Firefox and Webkit support these but with vendor prefixes right now:
-webkit-margin-start: 20px;
-moz-margin-start: 20px;
In the CSS3 Images working draft specification, there’s an image() property that allows us to specify image fallbacks and whether those fallbacks are for LTR or RTL interfaces.
background: image('sprite.png' ltr, 'sprite-rtl.png' rtl);
Unfortunately, no browser supports this yet but it’s nice to be able to dream of how much easier this will be in the future!
Ho Ho Ho
Hopefully, after all of this, you’re full of cheer knowing that you’re well on your way to creating interfaces that can go both ways!",2011,Jonathan Snook,jonathansnook,2011-12-19T00:00:00+00:00,https://24ways.org/2011/going-both-ways/,ux
283,"CSS3 Patterns, Explained","Many of you have probably seen my CSS3 patterns gallery. It became very popular throughout the year and it showed many web developers how powerful CSS3 gradients really are. But how many really understand how these patterns are created? The biggest benefit of CSS-generated backgrounds is that they can be modified directly within the style sheet. This benefit is void if we are just copying and pasting CSS code we don’t understand. We may as well use a data URI instead.
Important note
In all the examples that follow, I’ll be using gradients without a vendor prefix, for readability and brevity. However, you should keep in mind that in reality you need to use all the vendor prefixes (-moz-, -ms-, -o-, -webkit-) as no browser currently implements them without a prefix. Alternatively, you could use -prefix-free and have the current vendor prefix prepended at runtime, only when needed.
The syntax described here is the one that browsers currently implement. The specification has since changed, but no browser implements the changes yet. If you are interested in what is coming, I suggest you take a look at the dev version of the spec.
If you are not yet familiar with CSS gradients, you can read these excellent tutorials by John Allsopp and return here later, as in the rest of the article I assume you already know the CSS gradient basics:
CSS3 Linear Gradients
CSS3 Radial Gradients
The main idea
I’m sure most of you can imagine the background this code generates:
background: linear-gradient(left, white 20%, #8b0 80%);
It’s a simple gradient from one color to another that looks like this:
See this example live
As you probably know, in this case the first 20% of the container’s width is solid white and the last 20% is solid green. The other 60% is a smooth gradient between these colors. Let’s try moving these color stops closer to each other:
background: linear-gradient(left, white 30%, #8b0 70%);
See this example live
background: linear-gradient(left, white 40%, #8b0 60%);
See this example live
background: linear-gradient(left, white 50%, #8b0 50%);
See this example live
Notice how the gradient keeps shrinking and the solid color areas expanding, until there is no gradient any more in the last example. We can even adjust the position of these two color stops to control where each color abruptly changes into another:
background: linear-gradient(left, white 30%, #8b0 30%);
See this example live
background: linear-gradient(left, white 90%, #8b0 90%);
See this example live
What you need to take away from these examples is that when two color stops are at the same position, there is no gradient, only solid colors. Even without going any further, this trick is useful for a number of different use cases like faux columns or the effect I wanted to achieve in my homepage or the -prefix-free page where the background is only shown on one side and hidden on the other:
Combining with background-size
We can do wonders, however, if we combine this with the CSS3 background-size property:
background: linear-gradient(left, white 50%, #8b0 50%);
background-size: 100px 100px;
See this example live
And there it is. We just created the simplest of patterns: (vertical) stripes. We can remove the first parameter (left) or replace it with top and we’ll get horizontal stripes. However, let’s face it: Horizontal and vertical stripes are kinda boring. Most stripey backgrounds we see on the web are diagonal. So, let’s try doing that.
Our first attempt would be to change the angle of the gradient to something like 45deg. However, this results in an ugly pattern like this:
See this example live
Before reading on, think for a second: why didn’t this produce the desired result? Can you figure it out?
The reason is that the gradient angle rotates the gradient inside each tile, not the tiled background as a whole. However, didn’t we have the same problem the first time we tried to create diagonal stripes with an image? And then we learned that every stripe has to be included twice, like so:
So, let’s try to create that effect with CSS gradients. It’s essentially what we tried before, but with more color stops:
background: linear-gradient(45deg, white 25%,
#8b0 25%, #8b0 50%,
white 50%, white 75%,
#8b0 75%);
background-size:100px 100px;
See this example live
And there we have our stripes! An easy way to remember the order of the percentages and colors it is that you always have two of the same in succession, except the first and last color.
Note: Firefox for Mac also needs an additional 100% color stop at the end of any pattern with more than two stops, like so: ..., white 75%, #8b0 75%, #8b0). The bug was reported in February 2011 and you can vote for it and track its progress at Bugzilla.
Unfortunately, this is essentially a hack and we will realize that if we try to change the gradient angle to 60deg:
See this example live
Not that maintainable after all, eh? Luckily, CSS3 offers us another way of declaring such backgrounds, which not only helps this case but also results in much more concise code:
background: repeating-linear-gradient(60deg, white, white 35px, #8b0 35px, #8b0 70px);
See this example live
In this case, however, the size has to be declared in the color stop positions and not through background-size, since the gradient is supposed to cover the entire container. You might notice that the declared size is different from the one specified the previous way. This is because the size of the stripes is measured differently: in the first example we specify the dimensions of the tile itself; in the second, the width of the stripes (35px), which is measured diagonally.
Multiple backgrounds
Using only one gradient you can create stripes and that’s about it. There are a few more patterns you can create with just one gradient (linear or radial) but they are more or less boring and ugly. Almost every pattern in my gallery contains a number of different backgrounds. For example, let’s create a polka dot pattern:
background: radial-gradient(circle, white 10%, transparent 10%),
radial-gradient(circle, white 10%, black 10%) 50px 50px;
background-size:100px 100px;
See this example live
Notice that the two gradients are almost the same image, but positioned differently to create the polka dot effect. The only difference between them is that the first (topmost) gradient has transparent instead of black. If it didn’t have transparent regions, it would effectively be the same as having a single gradient, as the topmost gradient would obscure everything beneath it.
There is an issue with this background. Can you spot it?
This background will be fine for browsers that support CSS gradients but, for browsers that don’t, it will be transparent as the whole declaration is ignored. We have two ways to provide a fallback, each for different use cases. We have to either declare another background before the gradient, like so:
background: black;
background: radial-gradient(circle, white 10%, transparent 10%),
radial-gradient(circle, white 10%, black 10%) 50px 50px;
background-size:100px 100px;
or declare each background property separately:
background-color: black;
background-image: radial-gradient(circle, white 10%, transparent 10%),
radial-gradient(circle, white 10%, transparent 10%);
background-size:100px 100px;
background-position: 0 0, 50px 50px;
The vigilant among you will have noticed another change we made to our code in the last example: we altered the second gradient to have transparent regions as well. This way background-color serves a dual purpose: it sets both the fallback color and the background color of the polka dot pattern, so that we can change it with just one edit. Always strive to make code that can be modified with the least number of edits. You might think that it will never be changed in that way but, almost always, given enough time, you’ll be proved wrong.
We can apply the exact same technique with linear gradients, in order to create checkerboard patterns out of right triangles:
background-color: white;
background-image: linear-gradient(45deg, black 25%, transparent 25%, transparent 75%, black 75%),
linear-gradient(45deg, black 25%, transparent 25%, transparent 75%, black 75%);
background-size:100px 100px;
background-position: 0 0, 50px 50px;
See this example live
Using the right units
Don’t use pixels for the sizes without any thought. In some cases, ems make much more sense. For example, when you want to make a lined paper background, you want the lines to actually follow the text. If you use pixels, you have to change the size every time you change font-size. If you set the background-size in ems, it will naturally follow the text and you will only have to update it if you change line-height.
Is it possible?
The shapes that can be achieved with only one gradient are:
stripes
right triangles
circles and ellipses
semicircles and other shapes formed from slicing ellipses horizontally or vertically
You can combine several of them to create squares and rectangles (two right triangles put together), rhombi and other parallelograms (four right triangles), curves formed from parts of ellipses, and other shapes.
Just because you can doesn’t mean you should
Technically, anything can be crafted with these techniques. However, not every pattern is suitable for it. The main advantages of this technique are:
no extra HTTP requests
short code
human-readable code (unlike data URIs) that can be changed without even leaving the CSS file.
Complex patterns that require a large number of gradients are probably better left to SVG or bitmap images, since they negate almost every advantage of this technique:
they are not shorter
they are not really comprehensible – changing them requires much more effort than using an image editor
They still save an HTTP request, but so does a data URI.
I have included some very complex patterns in my gallery, because even though I think they shouldn’t be used in production (except under very exceptional conditions), understanding how they work and coding them helps somebody understand the technology in much more depth.
Another rule of thumb is that if your pattern needs shapes to obscure parts of other shapes, like in the star pattern or the yin yang pattern, then you probably shouldn’t use it. In these patterns, changing the background color requires you to also change the color of these shapes, making edits very tedious.
If a certain pattern is not practicable with a reasonable amount of CSS, that doesn’t mean you should resort to bitmap images. SVG is a very good alternative and is supported by all modern browsers.
Browser support
CSS gradients are supported by Firefox 3.6+, Chrome 10+, Safari 5.1+ and Opera 11.60+ (linear gradients since Opera 11.10). Support is also coming in Internet Explorer when IE10 is released. You can get gradients in older WebKit versions (including most mobile browsers) by using the proprietary -webkit-gradient(), if you really need them.
Epilogue
I hope you find these techniques useful for your own designs. If you come up with a pattern that’s very different from the ones already included, especially if it demonstrates a cool new technique, feel free to send a pull request to the github repo of the patterns gallery. Also, I’m always fascinated to see my techniques put in practice, so if you made something cool and used CSS patterns, I’d love to know about it!
Happy holidays!",2011,Lea Verou,leaverou,2011-12-16T00:00:00+00:00,https://24ways.org/2011/css3-patterns-explained/,code
268,Getting the Most Out of Google Analytics,"Something a bit different for today’s 24 ways article. For starters, I’m not a designer or a developer. I’m an evil man who sells things to people on the internet. Second, this article will likely be a little more nebulous than you’re used to, since it covers quite a number of points in a relatively short space.
This isn’t going to be the complete Google Analytics Conversion University IQ course compressed into a single article, obviously. What it will be, however, is a primer on setting up and using Google Analytics in real life, and a great deal of what I’ve learned using Google Analytics nearly every working day for the past six (crikey!) years.
Also, to be clear, I’ll be referencing new Google Analytics here; old Google Analytics is for loooosers (and those who want reliable e-commerce conversion data per site search term, natch).
You may have been running your Analytics account for several years now, dipping in and out, checking traffic levels, seeing what’s popular… and that’s about it. Google Analytics provides so much more than that, but the number of reports available can often intimidate users, and documentation and case studies on their use are minimal at best.
Let’s start! Setting up your Analytics profile
Before we plough on, I just want to run through a quick checklist that some basic settings have been enabled for your profile. If you haven’t clicked it, click the big cog on the top-right of Google Analytics and we’ll have a poke about.
If you have an e-commerce site, e-commerce tracking has been enabled
If your site has a search function, site search tracking has been enabled.
Query string parameters that you do not want tracked as separate pages have been excluded (for example, any parameters needed for your platform to function, otherwise you’ll get multiple entries for the same page appearing in your reports)
Filters have been enabled on your main profile to exclude your office IP address and any IPs of people who frequently access the site for work purposes. In decent numbers they tend to throw data off a tad.
You may also find the need to set up multiple profiles prefiltered for specific audience segments. For example, at Lovehoney we have seventeen separate profiles that allow me quick access to certain countries, devices and traffic sources without having to segment first. You’ll also find load time for any complex reports much improved. Use the same filter screen as above to set up a series of profiles that only include, say, mobile visits, or UK visitors, so you can quickly analyse important segments.
Matt, what’s a segment?
A segment is a subsection of your visitor base, which you define and then call on in reports to see specific data for that subsection. For example, in this report I’ve defined two segments, the first for IE6 users and the second for IE7.
Segments are easily created by clicking the Advanced Segments tabs at the top of any report and clicking +New Custom Segment.
What does your site do?
Understanding the goals of your site is an oft-covered topic, but it’s necessary not just to form a better understand of your business and prioritize your time. Understanding what you wish visitors to do on your site translates well into a goal-driven analytics package like Google Analytics.
Every site exists essentially to sell something, either financially through e-commerce, or to sell an idea or impart information, get people to download a CV or enquire about service, or to sell space on that website to advertisers. If the site did not provide a positive benefit to its owners, it would not have a reason for being.
Once you have understood the reason why you have a site, you can map that reason on to one of the three goal types Google Analytics provides.
E-commerce
This conversion type registers transactions as part of a sales process which requires a monetary value, what products have been bought, an SKU (stock keeping unit), affiliation (if you’re then attributing the sale to a third party or franchise) and so on.
The benefit of e-commerce tracking is not only assigning non-arbitrary monetary value to behaviour of visitors on your site, as well as being able to see ancillary costs such as shipping, but seeing product-level information, like which products are preferred from various channels, popular categories, and so on.
However, I find the e-commerce tracking options also useful for non-e-commerce sites. For example, if you’re offering downloads or subscriptions and having an email address or user’s details is worth something to you, you can set up e-commerce tracking to understand how much value your site is bringing. For example, an email address might be worth 20p to you, but if it also includes a name it’s worth 50p. A contact telephone number is worth £2, and so on.
Page goals
Page goals, unsurprisingly, track a visit to a page (often with a sequence of pages leading up to that page). This is what’s referred to as a goal funnel, and is generally used to track how visitors behave in a multistep checkout.
Interestingly, the page doesn’t have to actually exist. For example, if you have a single page checkout, you can register virtual page views using trackPageview() when a visitor clicks into a particular section of the checkout or other form. If your site is geared towards getting someone to a particular page, but where there isn’t a transaction (for example, a subscription page) this is for you.
There are also behavioural goals, such as time on site and number of pages viewed, which are geared towards sites that make money from advertising.
But, going back to the page goals, these can be abstracted using regular expressions, meaning that you can define a funnel based on page type rather than having to set individual folders.
In this example, I’ve created regexes for the main page types on my site, so I can create a wide funnel that captures visitors from where they enter through to checkout.
Events
Event tracking registers a predefined event, such as playing a video, or some interaction that can trigger JavaScript, such as a Tweet This button. Events can then be triggered using the trackEvent() call. If you want someone to complete watching a video, you would code your player to fire trackEvent() upon completion.
While I don’t use events as goals, I use events elsewhere to see how well a video play aids to conversion. This not only helps me justify the additional spend on creating video content, but also quickly highlights which videos are underperforming as sales tools.
What a visitor can tell you
Now you have some proper goals set up, we can start to see how changes in content (on-site and external) affect those goals.
Ultimately, when a visitor comes to your site, they bring information with them:
where they came from (a search engine – including: keyword searched for; a referral; direct; affiliate; or ad campaign)
demographics (country; whether they’re new or returning, within thirty days)
technical information (browser; screen size; device; bandwidth)
site-specific information (landing page; next click; previous values assigned to them as custom variables*)
* A note about custom variables. There’s no hope in hell that I can cover custom variables in this article. Go research them. Custom variables are the single best way to hack Google Analytics and bend it to your will. Custom variables allow you to record anything you want about a visitor, which that visitor will then carry around with them between visits. It’s also great for plugging other services into Google Analytics (as shown by the marvelous way Visual Website Optimizer allows you to track and segment tests within the GA interface). Just make sure not to breach the terms of service, eh?
CSI your website
Police procedural TV shows are all the same: the investigators are called to a crime and come across a clue; there’s then an autopsy; new evidence leads them to a new location; they find a new clue; they put two and two together; they solve the mystery.
This is your life now. Exciting!
So, now you’re gathering a wealth of information about what sort of people visit your site, what they do when they’re there, and what eventually gets them to drive value to you. It’s now your job to investigate all these little clues to see which types of people drive the most value, and what you can change to improve it.
Maybe not that exciting.
However, Google Analytics comes pre-armed with extensive reports for you to delve into. As an e-commerce guy (as opposed to a page goal guy) my day pretty much follows the pattern below.
Look at e-commerce conversion rate by traffic source compared to the same day in the previous week and previous month. As ours is an e-commerce site, we have weekly and monthly trends. A big spike on Sundays and Mondays, and payday towards the end of the month is always good; on the third week of a month there tends to be a lull. Spend time letting your Google Analytics data brew, understand your own trends and patterns, and you’ll start to get a feel for when something isn’t quite right.
Traffic Sources → Sources → All Traffic
Look at the conversion rate by landing page for any traffic source that feels significantly different to what’s expected. Check bounce rates, drill down to likely landing pages and check search keyword or referral site to see if it’s a particular subset of visitor. You can do this by clicking Secondary Dimension and choosing Keyword or Source. If it’s direct, choose Visitor Type to break down by new or returning visitor.
Content → Site Content → Landing Pages
I then tend to flip into Content Drilldown to see what the next clicks were from those landing pages, and whether they changed significantly to the date I’m comparing with. If they have, that’s usually an indicator of changed content (or its relevancy). Remember, if a bunch of people have found their way to your page via a method you’re not expecting (such as a mention on a Spanish radio station – this actually happened to me once), while the content hasn’t changed, the relevancy of it to the audience may have.
Content → Site Content → Content Drilldown
Once I have an idea of what content was consumed, and whether it was relevant to the user, I then look at the visitor specifics, such as browser or demographic data, to see again whether the change was limited to a specific subset. Site speed, for example, is normally a good factor towards bounce rate, so compare that with previous data as well.
Now, to be investigating at this level you still need a serious amount of data, in order to tell what’s a significant change or not. If you’re struggling with a small number of visitors, you might find reporting on a weekly or fortnightly basis more appropriate.
However, once you’ve looked into the basics of why changes happen to the value of your site, you’ll soon find yourself limited by the reports offered in Standard Reporting. So, it’s time to build your own. Hooray!
Custom reporting
Google Analytics provides the tools to build reports specific to the types of investigations you frequently perform.
Welcome to my world.
Custom reports are quite simple to build: first, you determine the metric you want the report to cover (number of visitors, bounce rate, conversion rate, and so on), then choose a set of dimensions that you’d like to segment the report by (say, the source of the traffic, and whether they were new or returning users). You can filter the report, including or excluding particular dimension values, and you can assign the report to any of the profiles you created earlier.
In the example below, I’ve created a report that shows me visits and conversion rate for any Google traffic that landed directly only on a product page. I can then drill down on each product page to see the complete phrases use to search. I can use this information in two ways:
I can see which products aren’t converting, which shows me where I need to work harder on merchandising.
I can give this information to my content team, showing them the actual phrases visitors used to reach our product content, helping them write better targeted product descriptions.
The possibilities here are nearly endless, but here are a few examples of reports I find useful:
Non-brand inbound search
By creating a report that shows inbound search traffic which doesn’t include your brand, you can see more clearly the behaviour of visitors most likely to be unfamiliar with your site and brand values, without having to rely on the clumsy new or returning demographic date.
Traffic/conversion/sales by hour
This is pure stats porn, but actually more useful than real-time data. By seeing this data broken down at an hourly level, you can not only compare the current day to previous days, but also see the best performing times for email broadcasts and tweets.
Visits, load time, conversion and sales by page and browser
Page speed can often kill conversion rates, but it’s difficult to prove the value of focusing on speed in monetary terms. Having this report to hand helps me drive Operation Greenbelt, our effort to get into the sub-1.5 second band in Google Webmaster Tools.
Useful things you can’t do in custom reporting
If you have a search function on your website, then Conversion Rate and Products Bought by Site Search Term is an incredibly useful report that allows you to measure the effectiveness of your site’s search engine at returning products and content related to the search term used. By including the products actually bought by visitors who searched for each term, you can use this information to better searchandise these results, escalating high propensity and high value products to the top of the results.
However, it’s not possible to get this information out of new Google Analytics.
Try it, select the following in the report builder:
Metrics: total unique searches; e-commerce or goal conversion rate
Dimensions: search term; product
You’ll see that the data returned is a little nonsensical, though a 2,000% conversion rate would be nice. However, you can get more accurate information using advanced segments. By creating individual segments to define users who have searched for a particular term, you can run the sales performance and product performance reports as normal. It’s laborious, but it teaches a good lesson: data that seems inaccessible can normally be found another way!
Reporting infrastructure
Now that you have a series of reports that you can refer to on a daily or weekly basis, it’s time to put together a regular reporting infrastructure.
Even if you’re not reporting to someone, having a set of key performance indicators that you can use to see how your performance is improving over time allows you to set yourself business goals on a monthly and annual basis.
For my own reporting, I take some high-level metrics (such as visitors, conversion rate and average order value), and segment them by traffic source and, separately, landing page. These statistics I record weekly and report:
current week compared with previous week
same week previous year (if available)
4 week average
13 week average
52 week average (if available)
This takes into account weekly, monthly, seasonal and annual trends, and gives you a much clearer view of your performance.
Getting data in other ways
If you’re using Google Analytics frequently, with any large site you’ll come to a couple of conclusions:
Doing any kind of practical comparative analysis is unwieldy.
Boy, Google Analytics is slow!
As you work with bigger datasets and put together more complex queries, you’ll see the loading graphic more than you’ll see actual data. So when you reach that level, there are ways to completely bypass the Google Analytics interface altogether, and get data into your own spreadsheet application for manipulation.
Data Feed Query Explorer
If you just want to pull down some quick statistics but still use complex filters and exotic metric and dimension combinations, the Data Feed Query Explorer is the quickest way of doing so. Authenticate with your Google Analytics account, select a profile, and you can start selecting metrics and dimensions to be generated in a handy, selectable tabulated format.
Google Analytics API
If you’re feeling clever, you can bypass having to copy and paste data by pulling in directly into Excel, Google Docs or your own application using the Google Analytics API. There are several scripts and plugins available to do this. I use Automate Analytics Google Docs code (there’s also a paid version that simplifies setup and creates some handy reports for you).
New shiny things
Well, now that that’s over, I can show you some cool stuff. Well, at least it’s cool to me. Google Analytics is being constantly improved and new functionality is introduced nearly every month. Here are a couple of my favourites.
Multichannel attribution
Not every visitor converts on your site on the first visit. They may not even do so on the second visit, or third. If they convert on the fourth visit, but each time they visit they do so via a different channel (for example, Search PPC, Search Organic, Direct, Email), which channel do you attribute the conversion to? The last channel, or the first? Dilemma!
Google now has a Multichannel Attribution report, available in the Conversion category, which shows how each channel assists in converting, the overlap between channels, and where in the process that channel was important.
For example, you may have analysed your blog traffic from Twitter and become disheartened that not many people were subscribing after visiting from Twitter links, but instead your high-value subscribers were coming from natural search. On the face of it, you’d spend less time tweeting, but a multichannel report may tell you that visitors first arrived via a Twitter link and didn’t subscribe, but then came back later after searching for your blog name on Google, after which they did. Don’t pack Twitter in yet!
Visitor and goal flow
Visitor and goal flow are amazing reports that help you visualize the flow of traffic through your site and, ultimately, into your checkout funnel or similar goal path. Flow reports are perfect for understanding drop-off points in your process, as well as what the big draws are on each page.
Previously, if you wanted to visualize this data you had to set up several abstracted microgoals and chain them together in custom reports. Frankly, it was a pain in the arse and burned through your precious and limited goal allocation.
Visitor flow bypasses all that and produces the report in an interactive flow diagram. While it doesn’t show you the holy grail of conversion likelihood by each path, you can segment visitor flow so that you can see very specifically how different segments of your visitor base behave.
Go play with it now!",2011,Matt Curry,mattcurry,2011-12-18T00:00:00+00:00,https://24ways.org/2011/getting-the-most-out-of-google-analytics/,business
274,Adaptive Images for Responsive Designs,"So you’ve been building some responsive designs and you’ve been working through your checklist of things to do:
You started with the content and designed around it, with mobile in mind first.
You’ve gone liquid and there’s nary a px value in sight; % is your weapon of choice now.
You’ve baked in a few media queries to adapt your layout and tweak your design at different window widths.
You’ve made your images scale to the container width using the fluid Image technique.
You’ve even done the same for your videos using a nifty bit of JavaScript.
You’ve done a good job so pat yourself on the back. But there’s still a problem and it’s as tricky as it is important: image resolutions.
HTML has an The Pun of the Day
Where do frogs go for beers after work? Hoppy hour!
""); The call to document.write() injects the string passed into the document where it is called. So to display the widget on your page, simply add an external script tag where you want it to appear:Pun of the Day
Where do frogs go for beers after work? Hoppy hour!
""); Then, it’s up to the widget consumer to implement a callback function responsible for displaying the content. Here’s a simple example where our callback uses jQuery to write the content into a target:
…
function publishPun(content) { $(‘.punoftheday’).html(content); // Writes content display location
}
View Example 1 Even if the widget content appears at the top of the page, our script can be included at the bottom so it’s non-blocking: a slow response leaves page rendering unaffected. It simply invokes the callback which, in turn, writes the widget content to its display destination. The hack But what to do if your provider doesn’t support JSONP? This was our case with The Deck. Returning to our example, I’m reminded of computer scientist David Wheeler’s statement, “All problems in computer science can be solved by another level of indirection… Except for the problem of too many layers of indirection.” In our case, the indirection is to move the widget content into position after writing it to the page. This allows us to place the widget
The ‘loading-dock’ function publishPun(content) { $(‘.punoftheday’).html(content); // Writes content display location
}
View Example 1 Even if the widget content appears at the top of the page, our script can be included at the bottom so it’s non-blocking: a slow response leaves page rendering unaffected. It simply invokes the callback which, in turn, writes the widget content to its display destination. The hack But what to do if your provider doesn’t support JSONP? This was our case with The Deck. Returning to our example, I’m reminded of computer scientist David Wheeler’s statement, “All problems in computer science can be solved by another level of indirection… Except for the problem of too many layers of indirection.” In our case, the indirection is to move the widget content into position after writing it to the page. This allows us to place the widget
Pun of the Day
Where do frogs go for beers after work? Hoppy hour!
now includes the widget content, albeit hidden from view (if we’ve styled the ‘hidden’ class with display: none). There’s just one more step: move the content to its display destination. This line of jQuery (from above) does the trick:
$('.punoftheday').append($('.loading-dock').children(':gt(0)'));
This selects all child elements in the ‘loading-doc’
except the first – the widget