What was the percentage of the page that was viewed?

May 14, 2011

In the years that I have spent in web analytics, one of the questions that I get is we are thinking about redesigning a certain page or creating a marketing promotional page on the site and we how far down the page did the users view of the page. My first answer is to recommend running a test on the page to see which design drives the most success. I usually then get a response back that they do not have a testing tool, the time, or the resources to run a test. After I stop crying from that response, I then say let me see what I can do. After doing a little digging to see what solution that I can find. I came up with a solution that will allow the teams to see how much of the page initially viewed and how much of the page was viewed in total. This solution will take the screen resolution of the users out of the equation to get the most accurate information possible. I then can create a classification file to create different groupings for the report, which include total % of page viewed and scrolling %. After I created the report, I showed the original report to the teams and explained each of the different views. For this report, you are actually going to need two variables (s.props) to take full advantage of the reporting: one to calculate how much of the page was viewed and one to capture the previous page the user viewed.


Percent of Page Viewed
The original percent of page viewed report is very detailed, but is the base report where the classification file is created original percent of page viewed report When looking at this report, the number to the left of the pipe is the total percentage that was viewed and the number to the right of the pipe is the initial percentage that was viewed. The zero means that the percentages could not calculated on that page. The report is very detailed and can be hard to consume, but it is the based for different classifications for the report.

Initial Percentage of Page Viewed Grouping
One of the first classification reports that can be created is the initial percentage of page viewed grouping. This report is breaking apart the two numbers separated by the pipe. This report is looking at the number to the right of the pipe and creating different groups. This is just a grouping all of the percentages, which will allow you to see in a aggregate view the how much of the page was viewed when the page was first loaded in the browser. Again, because this is a percentage of the page it does not matter what the screen resolution is for the user.

Initial Percentage of Page Viewed
The initial percentage of page viewed report is another classification report that you can create that is taking the number to the right of the pipe and adding a percentage to it. This report is a detailed report and can be hard to read. When this report is combined with the initial percentage of page viewed grouping report, it makes the report a little easier to digest. The best way to consume this report is to look at the grouping report first and then drill down to this report. I will show an example of this a little later.

Total Percentage of Page Viewed Grouping
Another classification report that can be created is the total percentage of page viewed grouping report. This report is looking at the number to the left of the pipe in the original report and creating different groups. This report is another way to group the report so you can see in an aggregated view how much of the total page was viewed to see how much of the content was viewed the user. One of the questions that I have been asked is how many times did users view more than 75% of the page. This report will be helpful in answering that question.

Total Percentage of Page Viewed
The total percentage of page viewed report is similar to the initial percentage report, except that is looking at the number to the left of the pipe in the original report and adding a percentage to the number. Again, this report is a very detailed report and can be hard to consume when just looking at this report. The best way to consume this report is to look at the grouping report first and then drill down to this report.

Scrolling Percentage
The previous reports are the building blocks for the scrolling percentage report. As I am sure you noticed in the original report, the scrolling percentage is not listed or mentioned. The way to calculate the scrolling percentage is to use the classification file to subtract the initial percentage of page viewed from the total percentage of page viewed. This report gives you the ability to quickly see how much of the page did the user scroll down to see additional content and information. One way to use this report is look run the total percentage of page viewed grouping report and then drill down to the scrolling percentage report, which will allow you to see how much users are scrolling who viewed over 75% of the pages in total.

Total Percentage of Page Viewed Gropuing by Page
The next few items are examples of some of the reports that you can run by drilling down from a classification report to a classification report or from a classification report to the previous page report. In this example I have drilled down to see which pages users have completely viewed over 75%.
What I did here was go to the total percentage of page viewed grouping report and then I drilled down to the previous page report. Using this breakdown will allow you to answer to the original question that was asked of which pages were viewed more than 75% of the total page.

Page by Total Percentage of Page Viewed Grouping
Now let’s say that you want to know how much scrolling or what was the total percentage that was viewed for a specific page. So now you are going to go to the previous page report and then drill down to the total percentage of page viewed report. This report will give you a good idea of how much of a specific page was viewed. If you put a specific piece of content or a button a lower on the page, this is a great way to check if users even say the content or button on the page.

Page by Total Percentage of Page Viewed Grouping by Total Percentage of Page Viewed
While the previous report is a great view of the data, you are viewing a aggregated report. After you drilled down to the grouping report, now you want to see more detail. You want to see the specific percentages within the grouping report to get more information. Here is an example of the report, where I picked a specific page and drilling down to the total percentage of page viewed grouping report and then I chose a specific grouping and drilled down to the total percentage of page viewed report so I can see which percentage in the grouping was viewed the most. The groupings have a fairly big range and by adding this view it will allow you to see if it is higher in the range or lower in the range.

Finally, if you have Discover or Insight you can create a segment or filter on these reports to be applied on your other reports. While I think these reports are great and give a lot of good information, they do have their limitations. The percentage of page viewed reports have the same limitation as calculating time spent, the percentage cannot be calculated on the first or only page in a visit or on the exit page in the visit as the percentage cannot be calculated for the page until the another page is viewed in the visit.

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