Chaos in Context: Informed Design Through Analytics

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Analytics: they are a great business tool. They help you measure performance. They help you profile users. They help you gauge popularity. But, analytics are more than just pages of hit counts and …

Analytics: they are a great business tool. They help you measure performance. They help you profile users. They help you gauge popularity. But, analytics are more than just pages of hit counts and bounce rates. They can also be a very important design tool that can ensure you make educated, informed decisions on how your site evolves over time.
As sites age, the act of redesigning serves a necessary, but costly role. It can frequently be a much better use of resources to constantly be realigning instead. That is - making a consistent stream of smaller, incremental changes over time. To do this, information in your analytics can help resolve tools that are failing, falling out of use, or not being understood. We'll take a look at how you can extract context from Google Analytics in order to plan changes to your web site's home page and templates.

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  • 1. CHAOS IN CONTEXTInformed Design Through Analytics pittsburg state university michael fienen .eduGuru nuCloud @fienen fienen.com http://bit.ly/chaosincontext
  • 2. { SUP? }
  • 3. just call me fienendirector of web marketing – pittsburg state university writer – .eduGuru (doteduguru.com) cto – nucloud (nucloud.com) author – dotCMS From the Ground Up (http://bit.ly/dotcms-book)
  • 4. { not talking about design }
  • 5. { i’m a crappy designer }
  • 6. { be smart }
  • 7. { needs an artistic eye }
  • 8. { analytics is a lens }
  • 9. { pair of glasses }
  • 10. { realize full potential }
  • 11. { audience participation }
  • 12. { resources }
  • 13. { boring stat time }
  • 14. { mike volpe, cmo @ hubspot }
  • 15. { 1/3 are unhappy }
  • 16. { <25% are ‘extremely happy’ }
  • 17. { 2 years – 84% redesigns }
  • 18. { 29% for branding }
  • 19. { 35% - old/unmodern }
  • 20. { spoiled }
  • 21. { $54,596 } (60 sites)
  • 22. { $69,586 } (w/ outside vendor)
  • 23. { 5.1 months }
  • 24. { $128,461/yr }
  • 25. { time, money, effort }
  • 26. { huge jumps }
  • 27. { hard sell }
  • 28. { hard to implement }
  • 29. { jarring changes }
  • 30. { redesignment }
  • 31. { realignment }
  • 32. { what? }
  • 33. { strategic changes }
  • 34. { cost }
  • 35. { fail gracefully }
  • 36. { edustyle.net }
  • 37. { analytics }
  • 38. { it’s dead jim }
  • 39. { screen size }
  • 40. { context }
  • 41. { browsers }
  • 42. { the devil you know }
  • 43. { IE6 }
  • 44. { 1540 / 216,416 = .007 = .7% }
  • 45. { priorities }
  • 46. { mobile has 6x traffic of ie6 }
  • 47. { increase of >3x last year }
  • 48. { ie6 l0st 72% }
  • 49. { languages }
  • 50. { landing pages }
  • 51. { logins }
  • 52. { little things }
  • 53. { event tracking }
  • 54. { example }
  • 55. { clicks }
  • 56. { 1/5th }
  • 57. { the breakdown }
  • 58. { pages/visit +18% }(from 10.19 to 12.02 / 16.33% under to 27.75% over average)
  • 59. { time on site from 2.69% to 35.38% above average }
  • 60. { usage up 51% } (656 to 993 clicks )
  • 61. { just the beginning }
  • 62. { template sections }
  • 63. { one more }
  • 64. { education }
  • 65. Thanks for being here and rocking my face off ???questions???http://bit.ly/chaosincontext @fienen