Tutorial: Improve Service Portal Adoption with Google Analytics Integration

Document created by Yum Darling Administrator on Sep 11, 2018Last modified by Yum Darling Administrator on Sep 17, 2018
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With a more tech savvy group of employees taking over the workforce, organizations are seeing huge benefits in promoting more self-service resources to help reduce the ticket load on their service desk. Understanding how users interact with the resources you provide is critical for finding out what is working and what is not. It helps you pinpoint areas for improvements and drive a better overall portal experience.

 

With the Google Analytics integration, you will get visibility into how your employees are using your service portal. This will allow you to improve the effectiveness of your self-service resources and ensure your portal is providing an optimal employee experience.  

 

With Samanage and the Google Analytics integration, you will be able to:

 

  • Understand the experience your users have with your self-service portal
  • Drive better portal adoption and self-service capabilities
  • Get better visibility on what your users are doing within your portal
  • Identify what knowledge base articles are viewed the most and improve those performing less optimally
  • Analyze login session times and behaviors to help you expand and optimize your portal
  • Compare these new insights with ticket information to identify new service offerings

 

This tutorial is designed to help you learn how to use this new capability and begin applying it to identify new insights into your organization.

 

Getting Started

 

  1. Sign up for a Google Analytics account: Google Analytics is a free* analytics solution, but it requires you to have a Google email account in order to activate. Click here to sign up.
  2. Once you’re in, you will need to create a new Property.


    1. Note: We suggest pulling the web address from your master email dropbox, located in Samanage Setup > Service Desk > Email Settings

    2. This will prompt Google Analytics to generate a Tracking ID (UA code). This will be provide directly after set up and can be referenced for future use in the Admin under Property Settings > Tracking Info.

  3. Now that you have your UA code, simply copy and paste it into the Google Analytics section of the service portal setup. 


  4. You’re all set! Note: you can immediately start accessing real-time analytics, however other statistics in Google Analytics a few days to update.**

 

*Free as long as you do not exceed 5 million impressions per month

**Processing latency is 24-48 hours. Standard accounts that send more than 200,000 visits per day to Google Analytics will result in the reports being refreshed only once a day.

 

 

 

Identifying the Impactful Analytics

 

Building Segments

 

A good place to start when building out your Google Analytics account is building custom Segments. Segments will allow you to break down your user base, giving you a better understanding of how your company's unique personas are utilizing the tool. You can then overlap your segments in the different reports to get a more detailed comparison of who is using what, and what seems to be the most effective.  

 

Google Analytics has many different variables you can use to build segments, everything from age, to gender, to what type of browser they are using to access your portal.

 

Let's take a look at a couple examples.

 

Building location based Segments:

 

In the below example, we are building a Segment for all portal visitors located in Europe:

 

  1. On the right sidebar, click on Audience then Overview
  2. Under the audience overview, you will see an area to “Add Segment”
  3. Click the red button saying “+ New Segment”
  4. Under the Demographics Tab, scroll to location. Choose Continent and type Europe into the free text box.
  5. Name your Segment and save.  

 

 

You can build these for all your geographical regions and compare what’s working in some regions that may not be in others to find ways to replicate ideal behaviors.

 

Advanced Segments: Sessions with Viewed Solutions

 

Another great Segment to build helps you identify the session where users visit a Solutions (or Knowledge Base) page. This will allow you to compare all user sessions with the sessions when users specifically visited your Knowledge Base, showing you the overall adoption and effectiveness of your self-help resources. To build:

 

  1. On the right sidebar, click on Audience then Overview
  2. Under the audience overview, you will see an area to “Add Segment”
  3. Click the red button saying “+New Segment”
  4. Under the Advanced Tab, click “Conditions”
  5. In the filter box, click the “Ad Content” dropdown and type in Page
    1. Make sure you choose the option that only says “Page” only
  6. Keep the second dropdown as “Contained”, and type /solutions/ in the text box
  7. Name your Segment and save.

 

 

 

As we dive into more functionality, we will show you more on how to incorporate segments into your analytics.

 

Identifying the Most Viewed Pages

 

Identifying where your employees spend the most time in your portal is an important aspect of continually improving your self-help resources, service catalog, and overall portal setup. Are your resources getting used the way you intend? What are your people looking at the most?  What can you learn from successful resources that you can replicate for others that are not getting optimal usage.

 

To get to this data, simply click on the Behavior tab on the right side bar, click the “Site Content” drop down, then click on “All Pages”. Now you can:

  • Get a graphical view of all your pageview traffic
  • View and sort a chart of all the Pages that were visited in a way that will allow you to analyze the data, for example:
    • Pageviews will show you the most viewed pages
    • Average time on page will show you the ease of use of individual resources like Service Catalog items or Solutions
    • Exit will show you how many times the user left the portal on a certain page

 

 

HELPFUL TIP: Use Your Segments: Bring in the segments from above to get a better understanding of the traffic coming to your website. For example:

  • Regional Traffic Trends: Compare your portal traffic and page views geographically by adding your location based Segments. This helps you pinpoint cultural difference that can help influence future self service resources. As you see below, the US is using the portal much heavier, we may need to do an enablement session with Europe.




  • Knowledge Base Effectiveness: Get an easier view of what knowledge base articles people are using by bringing in the Segment containing only sessions where users went to a solutions page. Now you can populate the Useful Articles based on actual traffic numbers and improve articles that are getting sub-optimal results.  Or, as shown below, you can see that around 38% of users are not using solutions. We should revisit what resources we have made available to increase that number.

 

 

Analyzing Behavioral Flows

 

So now you know what pages are getting viewed the most, and by whom. Now the question is, how effective is your portal experience in general? Behavioral flows allow you to see the steps your employees are taking when entering the portal. Are they getting driven to self-help resources or are they directly going to submit a ticket? Are they requesting multiple services in one session? What other features of the portal are heavily used?

 

With the Behavioral Flows functionality, you are able to pinpoint flows that are more optimal experience verse those that are less ideal. With these details, you are able to take the measure to refine the service portal experience by helping guide them towards your self-help resources.

 

To access your flows, simply click on the Behavior tab on the right sidebar, then click on “Behavior Flows”. The flow starts with your users “Starting Pages” (where they enter the portal), then shows all the subsequent interactions.  

 

 

A couple things to note:

  • The red indicator on an interaction signals a “drop-off”, or when a user exits the portal.  This could be good or bad depending on what page they are on.
  • This page defaults to the “Starting Page” and the next three interactions, but if you would like to continue past the third, simply click the “+ Step” icon on the right hand side.

 

Navigating the Page Names

 

The below is a quick reference to help you quickly analyze the Behavior Flows.

 

Page Name Contains

Description

welcome.portal

Your Service Portal homepage

incident/new.portal

New Incident submission page

solutions.portal

Your Knowledge Base main page

solution/

An individual Knowledge Base Article

catalog.items.portal

Your Service Catalog main page

catalog_...new.portal

An individual Service Request

incident.portal

The My Requests page

task.portal

The My Tasks page

search.portal

The search results page

 

Examples Behavioral Flow Effectiveness

 

The below are some example flows and how to understand how effective they are:

 

  1. Behavioral Flow for Self Service (Most Optimal): This flow will help you gauge the effectiveness of your suggested articles, or show you how our Smart Suggestions are directing people to the exact resource they need.  
    1. Start at the Welcome Page
    2. Click on a specific Solution
    3. Drop off
  2. Behavioral Flow for Service Catalog (Optimal): This shows you how easy it is for users to find the service request that meet their individual needs. They will find the Service Request from your Most Requested list, or be directed to them by Smart Suggestions:
    1. Start at the Welcome Page
    2. Click on a specific Service Catalog Item
    3. Go to the My Request page
    4. Drop off
  3. Behavioral Flow for Smart Suggestions on the new Incident Page (Bonus Optimal): This flow shows you that a user was about to submit a ticket, but were given a Smart Suggestion on the submission page that directed them to self-help resource, which resulted in no ticket be submitted.  
    1. Start at the Welcome Page
    2. Click directly to submit a ticket
    3. Click directly on an individual solution
    4. Drop off
  4. Behavioral Flow for avoiding self-help resources (Suboptimal): This show users that enter the system, and go directly to submit a ticket, bypassing any additional resources that could help them self resolve.
    1. Start at the Welcome Page
    2. Click directly to submit a ticket
    3. Go to the My Request page
    4. Drop off
  5. Behavioral Flow for incomplete service request (Suboptimal): This shows when a service catalog item was clicked on but not completed, meaning the form may have been to complex for your users.
    1. Start at the Welcome Page
    2. Click on a specific Service Catalog Item
    3. Drop off

 

HELPFUL TIP: Use Your Segments: Behavioral flows are another great area to bring in your Segments. See the flows of your different personas to show groups of individuals that may need more training or coaching as to what is available via your portal.  

 

 

We hope you find this to be a helpful start into getting a deeper understanding of how your employees are using your self service resources. Learn more about Google Analytics features here, and as you explore the functionality, please let us know some of the cool things you have found out about your portal users in the comments below!  

 

Your Samanage Team

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