Tagging plan, marking plan

Designing useful journeys and experiences requires us to measure them. 
The tagging plan allows us to measure the effectiveness of the design.

Support after conception

Our UX methodology for design allows us to gather qualitative data through various workshops that we offer with users. But our UX approach doesn’t stop there! We continue to support you even after the site goes live.

For this, we offer tagging plans in order to collect quantitative data. This data allows us to analyze different elements related to your site's user experience so we can provide you with a detailed report including our conclusions and recommendations. This data allows us to verify the operation of the site and compare the actual results with your initial objectives.

Photo de l'équipe en atelier de préparation du plan de taggage

What is a tagging plan and how do you create one?

The tagging plan most often takes the form of an Excel file in which all the data you want to track is entered: objectives, data (KPIs) to monitor, the code to be implemented, and the pages where this code should be deployed.

We offer a workshop to define this tagging plan. During this workshop, we use Google's HEART framework as a guide. 

The HEART model

This model suggests focusing reflection on 5 main areas:

  • Happiness: What do users think of your product?
  • Engagement: How often do people come back to use the product?
  • Adoption: How many people become regular users?
  • Retention: What percentage of users return to the product?
  • Task success: Can users achieve their goal or task quickly and easily?

For each area, we define objectives, signals (what are the criteria for success/failure for each objective), and metrics (the means of observing the signals). This thought process allows us to obtain "metrics" and "dimensions" that can be associated and prioritized for analysis.

To get an idea of possible KPIs, you can consult this list.

Our process

Definition of the need

What do you want to track? Why? What do you want to do with your site?

Creation of the tagging plan

Creation of the tagging plan in Excel or Google Sheet format.

Implementation of the plan

Integration of the GG Tag Manager plan and tags into the site, with Hotjar added if the client wishes.

Tests and acceptance

Validation in Google Analytics of the correct data reporting.

Detailed report

Monthly report with collected data and UX recommendations.

Our tools

This tool allows us to easily and quickly implement the tags for the different KPIs to be measured.

This tool, connected to Google Tag Manager, allows us to track data and produce the report that we send to you.

We offer the optional implementation of this tool. 

It allows you to:

  • Generate heatmaps to analyze where your users click and scroll the most
  • Record user sessions to analyze the real journeys of your users.
  • Funnels (user journeys) to analyze conversion rates and drop-off points
  • Surveys / polls to question your users

Since this tool can affect site performance, we offer to implement it for a limited time and then remove it. You can repeat this operation multiple times to test hypotheses, but Hotjar should not be installed permanently on the site.

The process

  • A needs/KPI definition workshop:
  • The creation of the tagging plan;
  • The implementation of the tagging plan (Hotjar optional);
  • Testing and validation;
  • A detailed report with recommendations (monthly, quarterly, bi-monthly, or yearly as desired).