Usability & Web Analytics

  • 386 views
Uploaded on

Talk from D4DBoston--Drupal Design Camp 2011- how measuring and optimizing usability of conversion paths leads to higher conversions. Best practices for creating easy to navigate conversion paths, …

Talk from D4DBoston--Drupal Design Camp 2011- how measuring and optimizing usability of conversion paths leads to higher conversions. Best practices for creating easy to navigate conversion paths, testing conversion, and implementing Google Website Optimizer Drupal module.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
386
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
5
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • If you want to put more than one item related to the same subject on a page, make sure there’s differentiation
  • Recency for instance, should be high for a news site, and it should be a red flag if it isn’t. On the other hand, if you’re selling furniture or refrigerators, people coming back a lot is neither positive nor negative
  • Next pages:
  • Low time after search + conversion = positive experienceHigh time after search + no conversion = negative experience, possibly due to confusing navLow time after search + no conversion = most likely, simply didn’t like the products they found
  • Excellent example of guiding people from page to page
  • Multiple ctas are ok if in context people expect it – usability rules are often contextual
  • Still getting excellent ctrs on many of these ctas
  • Test alternatives

Transcript

  • 1. Measuring Usability
    Christina Inge
    D4D Boston 2011
  • 2. Your Visitors Are Telling You Something
    People don’t send emails complaining about usability
    Absent formal usability studies, visitors’ online behavior is the main indicator that your site has usability issues
    Poor usability means fewer conversions (actions you wish visitors to take, such as purchasing, signing up, downloading content)
    People get “lost” on your site, don’t know what actions to take, get confused among too many choices, walk away
  • 3. Don’t Do This:
    Order
    Browse
    Price
    Get a Quote
    Request Quote
    Causes
    Order
  • 4. Do Something Closer to This:
  • 5. Even Your GA Dashboard Has Valuable Data
  • 6. Context
    Context = Meaning
    Every metric only has meaning in the context of:
    Norms of field/industry
    Norms for your customers
    Metrics can vary widely in what’s OK depending on industry:
    Bounce rate
    Visitor loyalty
    Recency
  • 7. Content Overview: A Rich Source of Usability Data
  • 8. Are People Going Where They Should Go?
    Navigation
  • 9. Are People Getting Stuck Somewhere?
  • 10. When You’re Doing eCommerce
    Usability
  • 11. Is Usability the Issue?
    Don’t jump to conclusions
    A lot of factors influence conversions:
    Source
    Time of day
    Seasonality
    Price/offers
    Etc
    That said, if you think you have a usability problem, you probably do
  • 12. Getting Closer to the Usability Answers
    On-site analytics
    Visit recordings
    Testing of Usability Elements
  • 13. Limit Options
  • 14. Clear Path
  • 15. Usability is (somewhat) Contextual
    Acceptable level of nav options can be high when people expect high number of choices:
    News
    eCommerce
    Services
    Education
  • 16. News
  • 17. eCommerce/Shopping
  • 18. Services
  • 19. Website Optimizer
  • 20. Website Optimizer – Step2
  • 21. Website Optimizer-Step3