Qualitative / Quantitative - Learn More About Your Users With Web Analytics

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Qualitative / Quantitative - Learn More About Your Users With Web Analytics

  1. 1. qualitative / quantitative<br />Learn more about your users with web analytics.<br />Erin Jo Richey<br />
  2. 2. WHAT IS DATA <br />GOOD FOR ANYWAY?<br />
  3. 3. Data helps us understand how people use a product.<br />
  4. 4. Data gives us the opportunity to discover trends, patterns, and anomalies.<br />
  5. 5. With data, we can optimize a product to be better, easier, and more awesome.<br />
  6. 6. PEOPLE DOWEIRD STUFF<br />
  7. 7. “what” data<br />
  8. 8. “why” data<br />
  9. 9. qualitative & quantitative<br />+<br />you need both to live<br />
  10. 10. WHO ARE THESE PEOPLE ANYWAY?<br />
  11. 11. user segments<br />Focus on specific groups of users with shared traits, don’t analyze the aggregate.<br />
  12. 12. These are not your users.<br />
  13. 13. Your users have different problems and different intentions.<br />
  14. 14. user segments<br />previous customer<br />not a customer<br />site member<br />not a member<br />from america<br />from mexico<br />read your email<br />clicked on your tweet<br />uses chrome on a pc running windows xp<br />visited your site from an iphone<br />saw your ad on that other guy’s site<br />
  15. 15. Mac user<br />referred via an ad<br />searched on Google<br />is a past customer<br />iPhone<br />from the United States<br />
  16. 16. WHAT ARE THEY DOING?<br />
  17. 17. behaviors and actions<br />Analytics measures how many times a page was viewed, how many times a movie was watched, and which items were clicked on.<br />
  18. 18. behaviors and actions<br />Focus on the behaviors or actions that your work can have an impact on.<br />
  19. 19.
  20. 20.
  21. 21.
  22. 22. WHAT ARE THEY SAYING?<br />
  23. 23. language & terminology<br />From on-site search, we can gain insights from user-generated terminology. <br />table<br />table sets<br />tables<br />tables and desks<br />tables / desks<br />wood table<br />chair<br />chairs<br />chairs for all purposes<br />computer chair<br />office chair<br />swivel chair<br />board<br />dry erase<br />dry erase board<br />presentation board<br />white board<br />white boards<br />
  24. 24. language & terminology<br />We can see the words people use, the mistakes they type, and what they’re searching for.<br />table<br />table sets<br />tables<br />tables and desks<br />tables / desks<br />wood table<br />chair<br />chairs<br />chairs for all purposes<br />computer chair<br />office chair<br />swivel chair<br />board<br />dry erase<br />dry erase board<br />presentation board<br />white board<br />white boards<br />
  25. 25. Search Term<br />Search Term<br />login<br />love quotes lurex<br />micro denim shorts<br />return label<br />returns<br />shipping to canada<br />stone rose<br />tibi bianca shift dress<br />tibi juma shorts<br />torres shirt<br />the lizette<br />wedding boutique<br />72% cotton<br />95% rayon<br />belle fleur chemise<br />bridesmaid dress<br />chunky sweater dress<br />cocktail dress<br />community denim<br />customer service<br />denim dress<br />double zero clothing<br />fuscha brides maid dresses<br />kimono satin<br />
  26. 26. Search Term<br />Total Searches<br />Search Exit Rate<br />72% cotton<br />95% rayon<br />belle fleur chemise<br />bridesmaid dress<br />chunky sweater dress<br />cocktail dress<br />community denim<br />customer service<br />denim dress<br />double zero clothing<br />fuscha brides maid dresses<br />kimono satin<br />5<br />7<br />3<br />484<br />2<br />300<br />12<br />21<br />75<br />8<br />2<br />1<br />0%<br />3%<br />0%<br />7%<br />0%<br />27%<br />2%<br />82%<br />73%<br />20%<br />50%<br />100%<br />
  27. 27. THE DANGERS OF WEB ANALYTICS<br />
  28. 28. Statistical significance is not baked in.<br />
  29. 29.
  30. 30. -23.32%<br />
  31. 31. It is very hard for even your most important set of numbers to really represent what you value as a company.<br />
  32. 32. WA & UX <3<br />
  33. 33.
  34. 34. web analytics data<br />great for monitoring and measuring how well an organization is meeting its goals<br />
  35. 35. user research data<br />great for finding outliers and identifying causes, reasons, and intentions<br />
  36. 36. wa + ux data<br />use data from multiple sources to more efficiently discover problems, optimize designs, and test solutions<br />
  37. 37. {a plug for nonprofits}<br />Analysis Exchange<br />Partner with a web analytics mentor and an analytics student.<br />Get analytics projects done for your organization…for free!<br />http://www.analysis-exchange.com<br />
  38. 38. {the end}<br />Erin Jo Richey<br />@erinjo<br />erin@flatfrogdesign.com<br />

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