Design Research

1. Analytics Review
Jaime Brown – UX Designer

2. Outline
• Overview (1)
• Analytics (2 - 39)
• Summary (40 - 42)

3. Overview

4. Overview
1
The information presented in this review covers two topics:
• A review of analytic reports, pulled across the site, in particular data related to
navigation.
• The summary, which includes a draft sitemap, which will be used in designing and
prototyping all new page structures and menu navigation.
The data presented from the analytic reports span the time period from October 1, 2016 to
October 1, 2017. Each of the main site categories are reviewed, from CME to Events, along
with additional items such as Search Results and Shop. This is not a full representation of all
available data, merely information pertinent to navigation and overall information architecture.

5. Data (Search Terms and Results)

6. Ranked Searches (Search Keywords – All)
Displays a breakdown of each search keyword that has been used to find the site.
2
Search Term All Visits % Change
Keyword Unavailable 41,770,108 93.3%
aafp 47,832 0.1%
American family physician 7,274 0.0%
jnc 8 6,755 0.0%
aafp.org 6,053 0.0%
jnc 8 guidelines 5,047 0.0%
American academy of family physicians 4,279 0.0%
www.aafp.org 4,241 0.0%
macra 4,104 0.0%
aafp cme 3,686 0.0%

7. Ranked Searches (Search Keywords – All)
Broken Down by Top Search Engine
3
Search Term Browser All Visits Members Only % Change
Keyword Unavailable Google Chrome 24,773,471 318,044 -98.7%
aafp Microsoft Bing 43,377 5,544 -87.2%
American family physician Microsoft Bing 6,333 156 -100%
Jnc 8 Microsoft Bing 5,346 65 -100%
aafp.org Microsoft Bing 4,439 260 -94.1%
Note - Jnc 8 are hypertension guidelines

8. Ranked Searches (Global Mobile Visits)
Broken Down Pages
4
Search Term Search Page All Visits Members Only % Change
Keyword Unavailable Home Page 401,263 19,460 -98.7%
aafp Home Page 31,955 281 -87.2%
American family physician Journals AFP 6,023 4 -100%
Jnc 8 Journals (AFP)
20141001:503
5753 2 -100%
aafp.org Home 3868 31 -94.1%
Note - Jnc 8 are hypertension guidelines

9. Ranked CME Search Terms
All Visits – No Segments
5
CME Search Term CME Searches CME Search
Narrowed
CME Results –
Selected Total
Keyword Not Specified 70.1% 82.1% 70.9%
Unspecified 0.0% 0.0% 5.5%
Board Review 0.3% 0.1% 0.4%
Dermatology 0.5% 0.3% 0.8%
Ultrasound 0.2% 0.0% 0.5%
Texas 0.4% 0.2% 0.4%
Family Medicine 0.6% 0.3% 0.2%
Florida 0.7% 0.3% 0.8%
Las Vegas 0.4% 0.1% 0.4%
Family Practice 0.4% 0.3% 0.4%

10. Search Terms (Ranked)
6
Search Term Visits Page Views Daily Visitors
Board Review Questions 20,180 25,626 17,977
* 18,460 207,784 18,305
2017 Questions Board Review 8,494 11,591 7,456
Hypertension 7,152 10,224 6,897
Board Review 6,736 8,579 6,397
Asthma 6,048 8,995 5,714
Depression 5,809 8,913 5,449
Hypothyroidism 5,491 7,458 5,262
COPD 4,872 8,102 4,620
Diabetes 4,685 6,755 4,490

11. Search Terms with Null Results
7
Search Term Instances
Labrynthitis 50
* 5,394
Anterolisthesis 39
Questions 39
Dacrocystitis 38
Tonsillolith 34
Balanoposthitis 32
sty 32
Nursemaid Elbow 24
Amigdalitis 22
Typically (not always) the result of a misspelling, but potential to incorporate into SEO,
and provide additional, accurate results based on similarity to search terms.

12. CMER Search Results
8
CME Search Term CME Searches CME Search
Narrowed
CME Results –
Selected Total
Keyword Not Specified 70.1% 82.1% 70.9%
Unspecified 0.0% 0.0% 5.5%
Board Review 0.3% 0.1% 0.4%
Dermatology 0.5% 0.3% 0.8%
Ultrasound 0.2% 0.0% 0.5%
Texas 0.4% 0.2% 0.4%
Family Medicine 0.6% 0.3% 0.2%
Florida 0.7% 0.3% 0.8%
Las Vegas 0.4% 0.1% 0.4%
Family Practice 0.4% 0.3% 0.4%

13. Data Per Section
(CME)

14. Clicks to Page (CME)
9

15. Fallout Report (CME)
10
Path Identified:
Home > cme > cme:browse:all topics >
cme:cmetopics:all:bdreviewquestions
Outcome:
• Between the CME landing page, and the page
dedicated to browsing all topics, we lose 95%
of visitors.
• Between that ‘all topics’ page, we lose
another 86% of those visitors that move on to
the topic page for Board Review Questions.

16. Top 10 Full Paths (CME)
11
Site Path Visits
Entered Site > cme > Exited Site 38,572 (20.7%)
Entered Site > home > cme > Exited Site 3,240 (1.7%)
Entered Site > home > login:aafp > home > cme > myaccount:reportcme:transcript >
Exited Site
2,039 (1.1)
Entered Site > cme > login:aafp > Exited Site 1,811 (1.0%)
Entered Site > cme > login:aafp > myaccount:reportcme:transcript > Exited Site 1,388 (0.7%)
Entered Site > cme > login:aafp > cme > myaccount:reportcme:transcript > Exited Site 1,328 (0.7%)
Entered Site > home > login:aafp > home > cme > Exited Site 1,1117 (0.6%)
Entered Site > cme > myaccount:reportcme:transcript > Exited Site 746 (0.4%)
Entered Site > cme > login:aafp > cme > Exited Site 650 (0.3%)
Entered Site > home > cme > cme:browse:topics:boardreview > Exited Site 561 (0.3)

17. Data Per Section
(Journals)

18. Clicks to Page (Journals)
12

19. Fallout Report (Journals)
13
Path Identified:
Home > Journals > Journals:AFP
Outcome:
• Between the ’journals’ landing page and the
AFP journals landing page, we lose 74% of
visitors.

20. Data Per Section
(Med Education & Residency)

21. Clicks to Page (Medical Education & Residency)
14

22. Clicks to Page (Residency Program : Search)
15
Notes:
• 13.6% of visits took 4 clicks to
reach page.
• 11.1% of visits took 5 clicks.
• 8.6% of visits took 6 clicks.

23. Fallout Report (Med Education & Residency)
16
Path Identified:
Home > MedicalSchoolResidency > Residency:Find
Programs > Residency Apply
Outcome:
• Between the landing page for medical
education and residency, we lose 92% of
visitors.
• Of the 8% that continue on to ’find programs’,
we lose another 6%.

24. Data Per Section
(Advocacy)

25. Clicks to Page (Advocacy)
17

26. Top 10 Full Paths (Advocacy)
18
Site Path Visits
Entered Site > advocacy > Exited Site 2,130 (17.8%)
Entered Site > home > advocacy > Exited Site 586 (4.9%)
Entered Site > home > advocacy > home > Exited Site 82 (0.7%)
Entered Site > advocacy: involved:grassroots:aafp:app:write-a-letter… > advocacy >
Exited Site
55 (0.5%)
Entered Site > home > advocacy > login:aafp > Exited Site 49 (0.4%)
Entered Site > home > advocacy > search > Exited Site 45 (0.4%)
Entered Site > home > advocacy > events > Exited Site 33 (0.3%)
Entered Site > home > advocacy >
advocacy:involved:toolkit:advocacyresources:speakout > Exited Site
29 (0.2%)
Entered Site > home > advocacy > news > Exited Site 24 (0.2%)
Entered Site > home > advocacy > patientcare > Exited Site 24 (0.2%)

27. Page Summary (Advocacy)
19
• 20.25% of users exit from
this page

28. Page Summary (Advocacy)
20
• Average number of clicks to page = 8.8

29. Data Per Section
(Events)

30. Clicks to Page (Events)
21

31. Top 10 Full Paths (Events)
22
Site Path Visits
Entered Site > events > Exited Site 36,424 (41.3%)
Entered Site > home > events > Exited Site 3,096 (3.5%)
Entered Site > events > cme:browse:allocations > Exited Site 1,041 (1.2%)
Entered Site > events > events:nationalconference > Exited Site 454 (0.5%)
Entered Site > events > events:fmx > Exited Site 418 (0.5%)
Entered Site > events > cme > Exited Site 414 (0.5%)
Entered Site > events:nationalconference > events > Exited Site 322 (0.4%)
Entered Site > home > events > events:fmx > Exited Site 291 (0.3%)
Entered Site > home > events > home > Exited Site 263 (0.3%)
Entered Site > events > cme:cmetopic:all:fmupdatelive:reston > Exited Site 238 (0.3%)

32. Page Summary (Events)
23
Average number of
clicks to page = 8.8

33. Page Summary (Events)
24
Events landing page:
• Average number of clicks users take to reach page = 4.5

34. Data Per Section
(News)

35. Clicks to Page (News)
25

36. Data Per Section
(Additional Content)

37. Page Summary (Shop)
26
Notes:
• 14.79% of users exit from this
page.

38. Page Summary (Shop)
27
Shop landing page:
• Average number of clicks users take to reach page = 15.5

39. Page Summary (Shop – Board Review)
28
Notes:
• 17.04% of users exit from this
page.

40. Page Summary (Shop – Practice Mgt - Tools)
29
Notes:
• 14.69% of users exit from this
page.

41. Page Summary (Shop – Students)
30
Notes:
• 34.57% of users exit from this
page.

42. Page Summary (Shop – FP - Essentials)
31
Notes:
• 21.3% of users exit from this
page.

43. Fallout Report (Shop)
32
Path Identified:
Home > Shop > Shop:Self-Study >
Shop:Product:DetailbyName
Outcome:
• Between the dedicate ‘shop’ landing page,
and the page focused on ‘self study’ options,
we lose 90% of visitors.
• Of those that continue, we lose another 51%
of visitors that continue on to review products,
and any detailed information for those
products.

44. Fallout Report (Shop)
33
Path Identified:
Home > Shop > Shop:Login:aafp > Shop:Review >
Shop:Confirmation
Outcome:
• Users that access member login from the
‘shop’ section, drop 62% when the path
continues to reviewing cart items.
• 24% of those users are lost moving forward to
the ‘confirmation’ page for purchased items.

45. Fallout Report (Patient Care)
34
Path Identified:
Home > Patient Care > Clinical Recommendations : A
to Z > Browse All Recommendations by Type
Outcome:
• 96% of visitors fall off before reaching the A to Z
index, from the initial patient care landing page.
• Another 87% of the visitors that reach that index
page, drop off on the path to browsing
recommendations by type.

46. Additional Data (Not Content Specific)

47. Page Views - Drop Down Menu Access
35
Top Ten Page view accessed via
Drop Down Menu:
1. Sign In
2. CME
3. Journals
4. My Account
5. Med School/Residency
6. Home
7. Issues
8. Practice Mgt
9. Patient Care
10. CME Quiz

48. Page Load Times (Entry Pages)
(‘Instances’ are the number of times a variable was defined in an image request)
36
The top entry pages, with load
times under 4 seconds:
• Home
• Login: AAFP
• Search
• CME Topic Specific
• CME Landing Page
• CME Topic Specific
• Journals: AFP
• My Accont
• My Account > Report CME >
Search
• My Account > Report CME >
Transcript

49. Average Page Load Times – Top Entry Pages
(‘Occurrences’ are sum of page views and page events)
37
Entry Page Occurrences Average Time Per Visitor
(Seconds)
AAFP Home 937,741 6.75
Login : AAFP 288,464 13.9
CME: AAFP – Topic : Assessment 125,091 24.78
CME 85,551 10.44
Login : AFP : Quiz 65,518 12.1
Journals : AFP 65,336 6.05
CME : AAFP – Topic : Board Review 61,038 18.67
Search 23,898 4.38
CME : AAFP – Topic Assessment 17,488 10.25
Journals 14,687 6

50. ‘Friendly Page’ Hierarchy Report
(A content-specific ‘home-page’)
38

51. ‘Friendly Page’ Hierarchy Report
(A content-specific ‘home-page’)
39

52. Summary

53. Summary
40
• There’s room to adjust search terms, internally and externally, that could better direct the
flow of users to the site, and aid those searching within the site.
• Several pages are over three clicks deep; users can be lost when locating information, or are
prevented from discovering any new items.
• Items such as Physician Practice Mgt and Physician Career Development can be
restructured, and consolidated in a few places.
• Items such as the AAFP Careers site are buried, making it difficult to locate.

54. Draft Sitemap
41
• Member Access Portal
• Career Development
• Continuing Education
• Publications (Journals)
• Practice Mgt
• Patient Care
• Products
• News and Media
• About Us

55. Summary
Next Steps
42
Usability Testing:
• Open Card Sort Testing
Follow-up:
• Review existing sitemap
• Perform Tree Testing, potentially closed cart sort testing.
• Adjustments and prototype design
• Additional Testing
• Final Proposals