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Combining Web Analytics and User Experience

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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
  • ANDREW
  • 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.
  • Transcript

    • 1. Make More Money Faster
      Combining Web Analytics and User Experience
      Presented by Andrew Janis & Fred Beecher
      SEPTEMBER 28, 2010
      ©2010 EVANTAGE CONSULTING
    • 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.
      Approach
      • 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
      REACH
      ENGAGE
      CONVERT
      RETAIN
    • 13. Form Interaction: Marketing Funnel
      REACH
      ENGAGE
      CONVERT
      RETAIN
      = Bad
      = Good
      Easily found website
      Asked for college
      Our Site
    • 14. REACH
      ENGAGE
      CONVERT
      RETAIN
      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
      REACH
      ENGAGE
      CONVERT
      RETAIN
      40%
      238%
      6%
      = 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
      Results
      • 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
      Results
      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
      ajanis@evantageconsulting.com
      @andrewjanis
      Fred Beecher
      fbeecher@evantageconsulting.com
      @fred_beecher