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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
  • Transcript

    • 1. Web Analytics and Usability Testing: Triangulate your way to better design recommendations by Eva Kaniasty
    • 2. What’s your favorite method?
    • 3. Web Analytics Explosion
    • 4. Who wins the battle?
    • 5. Usability Testing Sucks
    • 6. Usability Testing Small Sample Results not Generalizable Recruiting Bias Unrepresentative Participants Artificial Situation Task Design Bias Moderator Required Moderator Bias
    • 7. Usability Testing 3 users experienced X… Consider changing X to Y.
    • 8. Usability Testing is Disconnected
    • 9. Web Analytics are Awesome!
    • 10. Web Analytics Representative/ Large Sample Size Real Goals Real Tasks Real Users “In the Wild” No Moderator Automatic Data Collection/Analysis
    • 11. Numbers and graphs: universally beloved
    • 12. Analytics rundown
    • 13. Visitor/Session Tracking
    • 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. Clickmaps/Heatmaps
    • 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. Email Data Mining
    • 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. Session Recording
    • 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. A/B or Multivariate Testing
    • 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. Unmoderated Usability Testing
    • 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. Custom Metrics
    • 26. Custom Metrics Data Gathered Uses •Functionality usage •Form errors •Patterns of use •Conversion measurement •Sky is the limit
    • 27. The what. But why?
    • 28. Analytics Suck
    • 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. Usability Testing is Awesome
    • 31. Usability Testing Rich data/ holistic view Moderator can probe to clarify intent Info about goals Ability to test new interfaces/ prototypes
    • 32. Triangulate!
    • 33. Triangulate Usability Testing • Confirm Problems • Extent • Severity • Focus • Deep Data • Goals and Intent Analytics
    • 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. Triangulate Usability Testing Analytics Surveys
    • 36. Questions first
    • 37. CSI or Law & Order?
    • 38. Questions? Twitter: @kaniasty kaniasty@gmail.com kaniasty.com
    • 39. Resources • Google Analytics • Crazyegg • Clicktales • Keynote Systems