Well I say ‘new’, some might say that there is more than a passing resemblance to the old ‘site overlay’ tool that has now been removed from Analytics. That’s not to say we aren’t grateful, it certainly is an improvement on what was a slightly ‘agricultural’ tool. In reference to the old Site Overlay, a recent post to the Google Analytics blog admitted that it “hasn’t worked as well it could”.
The new In-Page Analytics tool provides a similar experience to Site Overlay in that you see your site as you would through a normal web browser, but with details about which links were clicked shown as well. This new interface is not only more presentable (it’s polished enough to show visiting clients) but it allows for a number of advanced features (such as Advanced Segments) to allow for improved data visualisation.
In-Page Analytics is currently in beta, so it’s not considered to be a full release – you may find some issues with it (sawdust on the ground, that sort of thing) but it’s an indicator of where Google obviously wants to take this tool. It’s not only an exciting tool for webmasters and people looking at site architecture, it’s also invaluable for people looking at site usability and how different visual configurations may lead to improved click-through-rates and sales.
Here is a video overview of the new feature:
[youtube]http://www.youtube.com/watch?v=Nl8GW3M_2h0[/youtube]
More information can be found in your Google Analytics account: Content section -> In-Page Analytics. Google’s Analytics Blog also has more details.
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