0
www.seren.com
‘How data is your friend’
Practical ways to augment your research with web analytics.
Nick Willis – Practice...
Copyright Seren ©2014
What I’ll cover
• What analytics can give,
• What analytics CAN’T give,
• How to get the right data,...
What analytics can give you
Copyright Seren ©2014
Prior to testing and design
• Define the problem
• Help select your audience
• Provide benchmarks fo...
Copyright Seren ©2014
Everyone is an expert, everyone has an opinion.
Define the problem
Logo needs to be bigger to
remind...
Copyright Seren ©2014
Move from opinion to evidence
Copyright Seren ©2014
What’s Your Problem?
Copyright Seren ©2014
Journeys/Funnels
Copyright Seren ©2014
Example
Summary
Traveller
Detail
Confirm
optional extras
Card Details
Confirmed
More
than
75%
Copyright Seren ©2014
Traveller details
• Lots of validation
• Belief there may be technical
faults causing errors that pe...
Copyright Seren ©2014
What analytics told us
• 20% of visits which view the form experience an error message.
• 90% that e...
Copyright Seren ©2014
Define your audience
• Most businesses have Personas/customer models
• Important to validate that be...
Copyright Seren ©2014
‘Key’ persona
Copyright Seren ©2014
Buying maternity goods?
Copyright Seren ©2014
Focussing on fridge freezers?
Copyright Seren ©2014
Find the right participants
3
100%
SmartPhone users
60%
All Current Customers
6 x Male 4 x Female
Pr...
Copyright Seren ©2014
Understand your performance
• Need to choose the measures for success carefully
• Is the measure you...
Copyright Seren ©2014
Forecasting and Seasonality
Is performance going to decrease
regardless of my action?
Copyright Seren ©2014
Forecasting and Seasonality
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0
200
400
600
800
1,000
1,200
Ju...
What analytics CAN’T give you
What’s Your Problem?
Copyright Seren ©2014
Bean counting
Copyright Seren ©2014
Why?
Copyright Seren ©2014
Are they happy with the experience
Copyright Seren ©2014
Ask?
Copyright Seren ©2014
Survey and analytics data = Greater than its parts
Analytics told us
• 1 in 10 people could not plac...
Copyright Seren ©2014
Survey and analytics data = Greater than its parts
Survey told us
‘Your floating window for placing ...
Copyright Seren ©2014
Survey and analytics data = Greater than its parts
Firefox Chrome
How to get the right data
Copyright Seren ©2014
Come and talk to us
Copyright Seren ©2014
We want to help
Copyright Seren ©2014
Language can be an issue
Copyright Seren ©2014
What can be measured?
How to use web analytics to prove the
you’ve been successful
Copyright Seren ©2014
Compare to your forecast/benchmark
Copyright Seren ©2014
A/B test
www.seren.com
Thank you - Questions
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How data is your friend by Nick Willis

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UXPA UK March event - Optimising the User Experience

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Transcript of "How data is your friend by Nick Willis"

  1. 1. www.seren.com ‘How data is your friend’ Practical ways to augment your research with web analytics. Nick Willis – Practice Director of Measurement
  2. 2. Copyright Seren ©2014 What I’ll cover • What analytics can give, • What analytics CAN’T give, • How to get the right data, • How to use web analytics to prove the you’ve been successful. Examples of analysis augmenting qualitative research How web analytics and survey assist qualitative research
  3. 3. What analytics can give you
  4. 4. Copyright Seren ©2014 Prior to testing and design • Define the problem • Help select your audience • Provide benchmarks for performance Verify your thoughts Challenge preconceptions
  5. 5. Copyright Seren ©2014 Everyone is an expert, everyone has an opinion. Define the problem Logo needs to be bigger to remind customer where they are Too much white space around the products to allow user to focus Too much information in the mega menu Email sign up only happens on the first page
  6. 6. Copyright Seren ©2014 Move from opinion to evidence
  7. 7. Copyright Seren ©2014 What’s Your Problem?
  8. 8. Copyright Seren ©2014 Journeys/Funnels
  9. 9. Copyright Seren ©2014 Example Summary Traveller Detail Confirm optional extras Card Details Confirmed More than 75%
  10. 10. Copyright Seren ©2014 Traveller details • Lots of validation • Belief there may be technical faults causing errors that people can’t pass
  11. 11. Copyright Seren ©2014 What analytics told us • 20% of visits which view the form experience an error message. • 90% that experience an error message still move on to the next step of the journey The form is not broken • The majority of visits did not scroll down the form Visitors are being put off by its length
  12. 12. Copyright Seren ©2014 Define your audience • Most businesses have Personas/customer models • Important to validate that behaviours match personas • Challenge Preconceptions
  13. 13. Copyright Seren ©2014 ‘Key’ persona
  14. 14. Copyright Seren ©2014 Buying maternity goods?
  15. 15. Copyright Seren ©2014 Focussing on fridge freezers?
  16. 16. Copyright Seren ©2014 Find the right participants 3 100% SmartPhone users 60% All Current Customers 6 x Male 4 x Female Product Non-Product 0 2 4 6 Current Use of Product Organise Apps on their smartphones
  17. 17. Copyright Seren ©2014 Understand your performance • Need to choose the measures for success carefully • Is the measure you have chosen directly impacted by the change you have made • Isolate other factors that impact performance • BENCHMARK
  18. 18. Copyright Seren ©2014 Forecasting and Seasonality Is performance going to decrease regardless of my action?
  19. 19. Copyright Seren ©2014 Forecasting and Seasonality 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1 0 200 400 600 800 1,000 1,200 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-14 Mar-14 May-14 Jul-14 Sep-14 Nov-14 Jan-15 Mar-15 May-15 Jul-15 Visitstoconfirmationpage-(SeasonallyAdjusted Forecast)
  20. 20. What analytics CAN’T give you
  21. 21. What’s Your Problem?
  22. 22. Copyright Seren ©2014 Bean counting
  23. 23. Copyright Seren ©2014 Why?
  24. 24. Copyright Seren ©2014 Are they happy with the experience
  25. 25. Copyright Seren ©2014 Ask?
  26. 26. Copyright Seren ©2014 Survey and analytics data = Greater than its parts Analytics told us • 1 in 10 people could not place a bet when they had started • Lots of cul-de-sacs formed
  27. 27. Copyright Seren ©2014 Survey and analytics data = Greater than its parts Survey told us ‘Your floating window for placing a bet appeared "BELOW" my laptop window and so I had to use the "TAB" key on my keyboard to select add to betslip. Something wrong with your graphics me thinks!’
  28. 28. Copyright Seren ©2014 Survey and analytics data = Greater than its parts Firefox Chrome
  29. 29. How to get the right data
  30. 30. Copyright Seren ©2014 Come and talk to us
  31. 31. Copyright Seren ©2014 We want to help
  32. 32. Copyright Seren ©2014 Language can be an issue
  33. 33. Copyright Seren ©2014 What can be measured?
  34. 34. How to use web analytics to prove the you’ve been successful
  35. 35. Copyright Seren ©2014 Compare to your forecast/benchmark
  36. 36. Copyright Seren ©2014 A/B test
  37. 37. www.seren.com Thank you - Questions
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