Browser data

Pavel Brecik
A free video tutorial from Pavel Brecik
Web Analyst and Data Evangelist
4.4 instructor rating • 3 courses • 14,083 students

Learn more from the full course

Ultimate Google Analytics course + 50 practical examples

Practical Google Analytics course based on real experience including 50 practical examples + 100 quiz questions

04:40:45 of on-demand video • Updated February 2021

  • Understand how the tool works, what data is there and the most important find the business value in it
  • Ability to make the right data decisions
  • Know which are important Google Analytics reports
  • Among others we'll go through 50 practical examples!
  • You'll practice achieved knowledge with 100 quiz questions
  • How to think in context and not act hastily
English Again something that might seem technical on the other hand it's very useful. The first case when it's handy is when creating personas or figuring out who business archetype is. The browser type can help you identifying who your visitors are. Let's do a quick case of what tone of voice you should use on your website. OK so we are still in the audience technology and Browser&OS tab. And what we're going actually to do is a very simple thing. So let me minify navigation and what we're going to do here is to just compare the conversion rates between the different browsers (tip #4). And in this report this is the metric on the right. It's here. And as we can see a very nice example are the first two lines chrome and Safari as we can see there's a huge difference between their conversion rate right 3.85% and 0.75%. And the case we're going to show is quite simple. I hope guys you know that every browser renders your website slightly differently because they just have a different graphic core which can cause small differences on how your website looks like. And sometimes those small changes can cost you a lot of money. And let me show you one example right. I wouldn't personally expect that much of a difference between those two conversion rates right. It's like five or six times more between the Chrome and Safari right. It's quite obvious that there's something wrong. And let me show you why is it probably so. Right now I'm using Chrome. So let me google a merchandise store so Google merchandise store. I'm clicking on the link I'm selecting Europe. And now I'm seeing a website actually, right so. I have a navigation here. There is a carousel with different products every couple of seconds there's a new one so I can interact with it. Right. This is I guess how the page is supposed to look. And now let's do exactly the same thing in Safari. So I am going to change the browser. Here I am doing it and I will google the same thing. Google merchandise or so you can see that I'm actually doing exactly the same thing and the results from from Google I'm clicking on the first one. So far so good. I'm selecting Europe OK nothing is happening or? Yes. It is. And this is actually what I have right now. Right. The only element on the website I can interact with is navigation. There is no carousel which is quite strange right. You can see and I'm as a user now I can be quite confused. Is it OK? Is this the way the page is supposed to look? I don't think so. So let me scroll now a bit scrolling scrolling scrolling scrolling and here this is actually the first place I can see the carousel as you can see it's probably something is probably broken because I don't think that Google guys want this page to look like this. Right. And I now hope you've got a point right. The page just doesn't display or render correctly in a Safari which let me go back to here to analytics and to the data and I'm not saying that this is the only reason why there is so much difference between conversion rates but I hope you've got a point right. There something broken. And please do exactly the same thing with with your website. Just open this report and check the very right metric. If you don't find something very similar. Also a good thing to do is to click on a browser. And what happens is that you will see the browser versions. So, the same browser but the different versions of it and do the same thing as we can see the average conversion rate is 0.75% and two four and the fifth line is 1.32% which is above average almost twice right. And this is probably the newest version of a safari which probably displays the website correctly. But yeah it can be that they made some update in browser and now it looks fine but this is something definitely your developers should check before they roll out website because as you as you can see it can cost you a lot of money right. Five times less conversion rate comparing Chrome and Safari is a lot. So please do the same thing. Now let's go back to all browsers and I'm going to show you one more thing. Please do the same thing with the screen resolution. We have to click in this vertical navigation screen resolution and this is the data that we have right. I hope you are familiar with this values in screen resolution dimension. And again do the same thing look on the conversion rates of resolutions. Right. You can see it's again a lot of differences between them. If I just compare the first two lines. I'm sorry. There's like 10 times more conversions from the second one even though the first one is the top one when it comes to users. Right. So there's probably something not displaying correctly in this resolution but on the second one it works just fine. So please do the same thing this is really a low hanging fruit sometimes just fixing couple of lines of code and then you will see miracles happening on your website. Also a good metric to check here either with browsers or with resolutions is Bounce rate because if there's something really really broken you should see significantly higher Bounce rate. And as we can see it also differs here it's just from the top 10 lines it's sometimes between 26 and 58 almost 60% right. Which is like twice amount of users leaving the website after viewing just one page. So this also can be a hint for you that there's probably something broken with it. Also a good thing to do here is to use a browser as secondary dimension. And why is it so because you can compare whether this resolution is broken in general. So the low conversion rates will be for all the browsers or just one specific browser. So you just type here browser and you have the data with which you can work right now. So this was guys tip #6. We will show maybe how to extend this information in the next lesson when we will show how to use the device category dimension which is also also extremely important. So please guys check this one. This is really a low hanging fruit.