Google has released a new tool within its In-Page Analytics report, aimed at optimizing a site’s content. Google Analytics can already measure the size of screen that a visitor is using, and this new feature adds browser size to that data. This reveals what is (and is not) visible to the visitor.
As Google described in its Analytics Blog, "Today's visitors to websites are using an ever-growing number of devices. Many users are on mobile platforms, and although desktop monitors are getting bigger, browsers aren’t necessarily following suit." So the visible portion of a webpage is much smaller than the screen resolution, owing to excessive toolbars and other clutter. And, what is above the fold on a desktop computer may be completely off screen on a tablet.
Of course, what is above the fold on a web page is significant in conversion rates, and visitors may simply not bother to scroll down to find an “add to cart” button. “Analyzing the percentage of visitors for whom page elements fall beneath the fold or off to one side is difficult, so we've created a visualization that lets you quickly determine which portions of your page are visible to which percentages of visitors,” Google describes.
The In-Page Analytics feature is available within the Content section in Google Analytics. (Google is rolling out the feature gradually over the next few weeks, “so please be patient if you don’t see it yet!” it advises).
Clicking Browser Size shades portions of the page that are below the fold. Clicking anywhere on the screen reveals the percentage of visitors who can see it, and enables you to control the threshold percentage by using a slider.
As the graphic reveals, only three products are visible out of nine, and such options as “Shop By Size” and features like Eco Reference are invisible. If this graphic is correct, only 4% of users scroll down and click on products or features below the fold.
Clicking a Show Percentiles button reveals a summary visualization of several different percentiles. This helps you understand how browser sizes are distributed. For example, comparing “All Visitors” with the “Mobile Traffic” segment should reveal a substantial difference.
By default, the report shows data based on the current page you are viewing (and the active advanced segment). You can use a picker to also view data for “visitors to the site” or “Web users” so you can compare it to different benchmarks. The Web data source is aggregated by Google over many users.