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Combining Web Analytics and User Experience


A presentation by Fred Beecher and Andrew Janis at MIMA Summit 2010 in Minneapolis. The presentation focuses on combining the quantitative power of web analytics with qualitative User Experience …

A presentation by Fred Beecher and Andrew Janis at MIMA Summit 2010 in Minneapolis. The presentation focuses on combining the quantitative power of web analytics with qualitative User Experience research to gain actionable insights about how people navigate websites.

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  • Quick intro to us. Quick intro to EVCPresenter: Fred
  • Well, two years ago we created a new service that we call User Experience and Analytics (super original, I know), to really focus on the power that can be derived from the power of combining web analytics and user experience research. And boy is it delicious
  • So, before we get much further, we wanted to do a level set to make sure when we say user experience or analytics, everyone’s on the same page about what we’re talking about. UX: user-based, largely qualitative research Analytics: capturing and analyzing the river of data produced by websites, CRM, mobile, etc. How many people consider themselves analytics professionals? How many people in the crowd consider themselves to be user experience professionals?How many are something else? How many people are just now realizing they meant to go to the Twitter Tools session?
  • Presenter: AndrewImproving Form InteractionFocusing User ResearchGetting Better Conversion Rates
  • Now, if we had stopped there, it would have been difficult to make as convincing an argument that change was necessary. After all, only a handful of user tests, difficult to validate that these are real problems faced by many people navigating the process and preventing people from purchasing
  • So, we turned to analytics to help validate and prioritize usability findings.From analytics we knew which pages people were abandoning on. This chart is showing each of the pages in the process, along with how many people completed each step. Left side, 100%, right side, 1.3%. Some places make sense for people to leave: start process (arrow), show my rate (arrow).Some don’t,
  • FRED
  • FRED
  • We saved a week of research
  • Working together saved a full week of research time
  • Evantage was engaged to perform an analytics review, diagnose the problem and increase sales
  • FRED
  • Initial user testing based on the assumption that moms and kids would navigate together. Site worked great for kids.Talk about how form interaction was WA led w/UX assistance and 3M was UX led w/WA assistance
  • The other thing analytics uncovered was that the order process was impossible to get through. In fact, only 3% of people who were viewing the shopping cart were completing an order, way below what we would expect.
  • FRED
  • Presenter: Fred
  • What we want you to remember is this. Be delicious. Make more money faster by combining Analytics and UX research. Have confidence in the decisions you make, and make the right decision faster.


  • 1. Make More Money Faster
    Combining Web Analytics and User Experience
    Presented by Andrew Janis & Fred Beecher
    SEPTEMBER 28, 2010
  • 2. Once upon a time, we thought we were good.
    Then we had an a-ha! moment.
  • 3.
  • 4. Two Great Tastes…
    Two years ago, we created our UX & Analytics service…
    And boy, is it delicious!
  • 5. What We Mean by “UX” and “Analytics”
    Because it always helps to be talking about what you think we’re actually talking about…
    User Experience Research
    Research focused on uncovering the behaviors, goals, motivations, and contexts of use of the users of a given interactive system
    Usually qualitative in nature
    Focused on the individual
    Web Analytics
    Website user data that shows how people get to your site and what they do there
    Usually quantitative in nature
    Focused on the aggregate, or groups of users (segments)
  • 6. Soo…why are you here?
  • 7. Combining Analytics and UX is Awesome
  • 8. Three Case Studies
  • 9. Form Interaction – A Case Study
    An insurance quoting website…
    14 page quote and purchase process
    Client was moving to a new technology platform
    They thought the site was fine (but wanted to double check)
    Evantage was engaged to:
    Perform user testing
    Identify any areas for improvement
  • 10. Form Interaction: UX+Analytics Approach
    We designed a combined approach to get the full picture.
    • User testing to identify usability issues in the current process
    • 11. Competitive user testing to identify strengths of competitor process
    • 12. Analytics data to validate, prioritize, and make the case to the business
  • Form Interaction: Marketing Funnel
  • 13. Form Interaction: Marketing Funnel
    = Bad
    = Good
    Easily found website
    Asked for college
    Our Site
  • 14. REACH
    Our Site
    Competitor Site
  • 15. Form Interaction – UX Only?
    If only UX were involved…
    • Difficult to make the case for change
    • 16. Difficult to validate findings of testing with a small group of users
  • Form Interaction – With Analytics Involved
    We know where people abandon the process.
  • 17. Form Interaction: Outcomes
    = Potential increase in conversion rate
  • 18. Form Interaction – Bonus Forms
  • 19. Form Interaction – Bonus Forms
  • 20. Doing More With Less – A Case Study
    Evantage was engaged to improve a website for a large company that manufactures specialized construction materials
    The company knew they had a problem
    The website was trying to serve five audiences and succeeding at none
    Sales were declining
    Customers & distributors are complaining
    Competition was heating up
    But they didn’t know what that problem was
    Oh, and they were short on time and money
  • 21. Doing More With Less – Initial Approach
    The tight budget and short timeline forced us to take a different approach than we usually would
    What we wanted to do
    • Diagnostic usability testing
    • 22. User research
    • 23. Iterative design & testing
    This required 1/3 more time & money than their budget & schedule allowed
  • 24. Doing More With Less – Initial Approach
    The tight budget and short timeline forced us to take a different approach than we usually would
    What we did instead
    • Website traffic analysis
    • 25. Guerilla interviewing
    • 26. User research
    • 27. Iterative design & testing
  • Doing More With Less – After Analytics
    Analytics told us that…
    • People weren’t using the site as much as we would have expected
    • 28. People were looking all over the site to find very specific information
    • 29. People couldn’t find what they needed so they searched instead
    • 30. Their searches showed that their terminology differed from what was on the site
  • Doing More With Less – Outcomes
    The data we got from analytics helped us focus our user research and diagnose the problem while remaining within a tight budget & schedule
    • Analytics data revealed that the key use for the site was to find very specific information
    • 31. We focused on this use during interviews
    • 32. This helped us diagnose the problem accurately and fix it quickly, despite the constraints
    • 33. We designed and prototyped a solution to the pain points we identified
    • 34. The prototype was very well received
    • 35. Participants were very happy to participate in our research
    • 36. This worked because we were rebuilding the site from scratch
  • Conversion Rate Improvement – A Case Study
    Company’s first attempt at ecommerce
    New product launched with a highly specialized website and unique value proposition
    Client had done everything right: business plan in place, no skimping on design, usability testing on initial website
    Website was missing sales projections—badly—and they didn’t know why
    Evantage was engaged to…
    Perform an analytics review to diagnose the problem
    Increase sales
  • 37. Conversion Rate Improvement – UX Only
    When only UX was involved..
    • The initial design was based on assumptions about who the site’s audience would be
    • 38. Usability testing with that audience indicated that the site should work just fine…
  • Conversion Rate Improvement – Analytics Discoveries
    When analytics got involved…
    • We found that the initial assumptions about the site’s audience were incorrect
    • 39. The design was successful for only part of the audience
  • Conversion Rate Improvement – Analytics Discoveries
    Most moms and kids weren’t visiting the site together
  • 40. Conversion Rate Improvement – Analytics Discoveries
    And the shopping cart was impossible to get through
    Shopping Cart Progression Visits
    Login/Register 20,538
    Shopping Cart 6,427
    Ship To Address 1,875
    Billing Address 1,062
    Credit Card Info 1,071
    Review Order 715
    Order Complete 635
    Shopping Cart Completion Rate 3%
  • 41. Conversion Rate Improvement – UX
    UX re-enters the picture
    • Performed usability testing on the new site, with the correct audience
    • 42. 5 second tests
    • 43. Task-based usability tests
    • 44. Confirmed that the new site worked for moms
    • 45. Highlighted specific issues in shopping cart progression
  • Form Interaction – Outcomes
    Together, Analytics and UX had a HUGE impact
    Analytics identified two key problems that UX alone had missed
    Usability testing on new site validated analytics findings, provided context to shopping cart issues
    Overall site conversion rate increased 300%
    Shopping Cart completion Rate increased from 3% to 19%
  • 46. Doing it Yourself
  • 47. Places to Start the Collaboration
    Bounce Rate, Conversion Rate
    Why people convert
    How They Get There
    Top Content
    Abandonment, Page Reloads
    Specific Objections
    Time Spent
    Is It Engaging?
    A/B Testing
    What to Test
    How People Use Language
    Search Logs
  • 48. Be Delicious.
  • 49. Thanks! Questions?
    Andrew Janis
    Fred Beecher