How data is your friend by Nick Willis
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How data is your friend by Nick Willis

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UXPA UK March event - Optimising the User Experience

UXPA UK March event - Optimising the User Experience

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How data is your friend by Nick Willis How data is your friend by Nick Willis Presentation Transcript

  • www.seren.com ‘How data is your friend’ Practical ways to augment your research with web analytics. Nick Willis – Practice Director of Measurement
  • 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
  • What analytics can give you
  • Copyright Seren ©2014 Prior to testing and design • Define the problem • Help select your audience • Provide benchmarks for performance Verify your thoughts Challenge preconceptions
  • 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
  • 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 people can’t pass
  • 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
  • Copyright Seren ©2014 Define your audience • Most businesses have Personas/customer models • Important to validate that behaviours match personas • Challenge Preconceptions
  • 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 Product Non-Product 0 2 4 6 Current Use of Product Organise Apps on their smartphones
  • 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
  • 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 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)
  • 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 place a bet when they had started • Lots of cul-de-sacs formed
  • 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!’
  • 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