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

qualitative / quantitative
Learn more about your users with web analytics.
Erin Jo Richey

WHAT IS DATA
GOOD FOR ANYWAY?

Data helps us understand how people use a product.

Data gives us the opportunity to discover trends, patterns, and anomalies.

With data, we can optimize a product to be better, easier, and more awesome.

PEOPLE DOWEIRD STUFF

“what” data

“why” data

qualitative & quantitative
+
you need both to live

WHO ARE THESE PEOPLE ANYWAY?

user segments
Focus on specific groups of users with shared traits, don’t analyze the aggregate.

These are not your users.

Your users have different problems and different intentions.

user segments
previous customer
not a customer
site member
not a member
from america
from mexico
read your email
clicked on your tweet
uses chrome on a pc running windows xp
visited your site from an iphone
saw your ad on that other guy’s site

Mac user
referred via an ad
searched on Google
is a past customer
iPhone
from the United States

WHAT ARE THEY DOING?

behaviors and actions
Analytics measures how many times a page was viewed, how many times a movie was watched, and which items were clicked on.

behaviors and actions
Focus on the behaviors or actions that your work can have an impact on.

WHAT ARE THEY SAYING?

language & terminology
From on-site search, we can gain insights from user-generated terminology.
table
table sets
tables
tables and desks
tables / desks
wood table
chair
chairs
chairs for all purposes
computer chair
office chair
swivel chair
board
dry erase
dry erase board
presentation board
white board
white boards

language & terminology
We can see the words people use, the mistakes they type, and what they’re searching for.
table
table sets
tables
tables and desks
tables / desks
wood table
chair
chairs
chairs for all purposes
computer chair
office chair
swivel chair
board
dry erase
dry erase board
presentation board
white board
white boards

Search Term
Search Term
login
love quotes lurex
micro denim shorts
return label
returns
shipping to canada
stone rose
tibi bianca shift dress
tibi juma shorts
torres shirt
the lizette
wedding boutique
72% cotton
95% rayon
belle fleur chemise
bridesmaid dress
chunky sweater dress
cocktail dress
community denim
customer service
denim dress
double zero clothing
fuscha brides maid dresses
kimono satin

Search Term
Total Searches
Search Exit Rate
72% cotton
95% rayon
belle fleur chemise
bridesmaid dress
chunky sweater dress
cocktail dress
community denim
customer service
denim dress
double zero clothing
fuscha brides maid dresses
kimono satin
5
7
3
484
2
300
12
21
75
8
2
1
0%
3%
0%
7%
0%
27%
2%
82%
73%
20%
50%
100%

THE DANGERS OF WEB ANALYTICS

Statistical significance is not baked in.

-23.32%

It is very hard for even your most important set of numbers to really represent what you value as a company.

WA & UX <3

web analytics data
great for monitoring and measuring how well an organization is meeting its goals

user research data
great for finding outliers and identifying causes, reasons, and intentions

wa + ux data
use data from multiple sources to more efficiently discover problems, optimize designs, and test solutions

{a plug for nonprofits}
Analysis Exchange
Partner with a web analytics mentor and an analytics student.
Get analytics projects done for your organization…for free!
http://www.analysis-exchange.com

{the end}
Erin Jo Richey
@erinjo
erin@flatfrogdesign.com

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

by Erin Richey on Feb 24, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 5

Statistics

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

http://twitter.com	3
http://us-w1.rockmelt.com	1
http://blog.needocs.com	1