Analyticspresentation 090613183722-phpapp02

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  • Web analytics
    -have come a long way
    Not just log analysis
    Sophisticated
    See where someone is clicking
    Replay user sessions
    survey people as they are interacting with the site.
  • What does this mean for us?
    It means we have to understand these methods, and understand when to use them
  • What does this mean for us?
    It means we have to understand these methods, and understand when to use them
  • Goal tracking
    Custom graphs
  • Goal tracking
    Custom graphs
  • Full picture of users’ interactions with the page
    Info not on just which pages are being accessed, but from where
    Tests design or link text alternatives
    Measure of user interest/engagement
    Poor man’s eye tracking
  • Goal tracking
    Custom graphs
  • Also known as cyber-stalking on a grand scale
    -
  • Goal tracking
    Custom graphs
  • Goal tracking
    Custom graphs
  • Goal tracking
    Custom graphs
  • Conversion
    Drop-off
    Feature Usage
    Error rates
  • Goal tracking
    Custom graphs
  • Goal tracking
    Custom graphs
  • Goal tracking
    Custom graphs
  • Do it yourself
    Make friends with the data guy
    Plug into
  • Be method agnostic
  • Be method agnostic
  • Analyticspresentation 090613183722-phpapp02

    1. 1. Web Analytics and Usability Testing: Triangulate your way to better design recommendations by Eva Kaniasty
    2. 2. What’s your favorite method?
    3. 3. Web Analytics Explosion
    4. 4. Who wins the battle?
    5. 5. Usability Testing Sucks
    6. 6. Usability Testing Small Sample Results not Generalizable Recruiting Bias Unrepresentative Participants Artificial Situation Task Design Bias Moderator Required Moderator Bias
    7. 7. Usability Testing 3 users experienced X… Consider changing X to Y.
    8. 8. Usability Testing is Disconnected
    9. 9. Web Analytics are Awesome!
    10. 10. Web Analytics Representative/ Large Sample Size Real Goals Real Tasks Real Users “In the Wild” No Moderator Automatic Data Collection/Analysis
    11. 11. Numbers and graphs: universally beloved
    12. 12. Analytics rundown
    13. 13. Visitor/Session Tracking
    14. 14. Visitor/Session Tracking Data Gathered Uses •Some visitor characteristics: locations, browsers, OS •Visit & page view trends •Engagement measures: time on page •Search data: keyword referrals •Custom tracking: detailed information on paths/goal conversion •Confirm Usability Test findings •Inform usability testing tasks
    15. 15. Clickmaps/Heatmaps
    16. 16. Clickmaps/Heatmaps Data Gathered Uses •Info not on just which pages are being accessed, but from where •Full picture of users’ interactions with the page •Measure of user interest/engagement •Some segmentation by browser/screen size/time to click •IA •Visual hierarchy •Interface refinement
    17. 17. Email Data Mining
    18. 18. Email Data Mining Data Gathered Uses •Demographics •Geography •User Profiles •Site usage data: accounts on amazon, facebook, linkedin, etc. •Utest Recruiting Profiles •Personas
    19. 19. Session Recording
    20. 20. Session Recording Data Gathered •View all interactions with page, including mouse movements •Scroll maps •Form analytics Uses •Identify potential usability problems •QA/Browser Testing
    21. 21. A/B or Multivariate Testing
    22. 22. A/B or Multivariate Testing Data Gathered Uses •Relative success of design alternatives: impact on conversion and other engagement measures •IA •Visual hierarchy •Interface refinement
    23. 23. Unmoderated Usability Testing
    24. 24. Unmoderated Usability Testing Data Gathered Uses •Immediate feedback from real users as they engage with the website •Alternative to usability testing, when large samples are required •Compensate on weaknesses of survey methods
    25. 25. Custom Metrics
    26. 26. Custom Metrics Data Gathered Uses •Functionality usage •Form errors •Patterns of use •Conversion measurement •Sky is the limit
    27. 27. The what. But why?
    28. 28. Analytics Suck
    29. 29. Web Analytics Limited information about context No info about user intent One-dimensional view (i.e. Page-level data only from Clickmaps) Overwhelming amounts of data to analyze Data on current state only
    30. 30. Usability Testing is Awesome
    31. 31. Usability Testing Rich data/ holistic view Moderator can probe to clarify intent Info about goals Ability to test new interfaces/ prototypes
    32. 32. Triangulate!
    33. 33. Triangulate Usability Testing • Confirm Problems • Extent • Severity • Focus • Deep Data • Goals and Intent Analytics
    34. 34. Case Study Usability Testing • Detail on types/extent of errors • True abandonment rates • Visual hierarchy problems • Form errors • No abandonment • Confusion about messaging Analytics
    35. 35. Triangulate Usability Testing Analytics Surveys
    36. 36. Questions first
    37. 37. CSI or Law & Order?
    38. 38. Questions? Twitter: @kaniasty kaniasty@gmail.com kaniasty.com
    39. 39. Resources • Google Analytics • Crazyegg • Clicktales • Keynote Systems

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