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Tuning the usability of online applications using web analytics techniques
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Introduction to common web analytics techniques and tools for online application developers

Introduction to common web analytics techniques and tools for online application developers

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Tuning the usability of online applications using web analytics techniques Presentation Transcript

  • 1. Tuning the usability of online applications using web analytics techniques Jordi Roura i Rabat
  • 2. Introduction
    • What is web analytics?
    • Why should we do it?
    • Understand the user
    • The value of testing, experimenting and segmenting
  • 3. Who am I?
    • Started web development in 1996
    • Specialized in the study and implementation of user interfaces
    • Currently Web Analyst and Developer at Atrapalo.com
    • Founder of Conversion Thursday
    • Director of the Barcelona Internet Marketing Conference
  • 4. No really... who am I?
    • Blogger
    • Geek
    • Gastronomic tourist
    • Devoted lover of beer
    • Casteller
    • Monty Python Fanboy
  • 5. And very recently... ...won a prize for an OpenSocial gadget at the Google Developer Day
  • 6. What's the story? Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage. Web Analytics Association
  • 7. Why do I care?
    • You are a vital part of the development of an application
    • Doing the best possible job is in your hands, and this is really cool
    • Your views, the developer's, don't matter
    • In fact, neither do the HiPPO's
  • 8. HiPPO? Highest Paid Person in the Organization (Thank you Avinash!)
  • 9. Understand your users
    • Where do they come from?
    • What do they want?
    • Are they getting what they want?
    • How can they get it better?
    • Are all my users the same?
  • 10. Bounce rate is your friend
    • How many people come... and just go?
  • 11. Where do people come from?
  • 12. What do they want?
    • What is your online application for?
    • Do your users want the same?
    • If they search for you, do the keywords match your content?
    • Are they getting where they want easily enough?
  • 13. Are you confusing your users?
  • 14. Are they getting any? Source: http://www.searchenginejournal.com
  • 15. Segment
    • Check to see which groups of users behave differently, and see if different designs or application behaviors
    • See if people from Madrid or Barcelona react differently to content, Firefox vs IE vs Chrome, organic traffic vs referrals, keyword A vs keyword B...
    • No answer is good enough for everyone!
  • 16. And now for the cool bit!
    • But how do I know how to improve?
    TEST... ...using the likes of Google Website Optimizer
  • 17. Testing: A/B & Multivariate
  • 18. Testing: A/B & Multivariate
    • A/B Testing
    • Test between completely different pages
    • Best with low levels of traffic
    • Great for different application behaviors (e.g. search results)
    • Multivariate testing
    • Test different elements within a single page
    • Best with higher levels of traffic
    • Great for client side tests. AJAX for dynamic tests.
  • 19. How does it work?
    • A JavaScript tag is added to the top and bottom of the landing page, to detect page load and decide which combination is shown.
    • Another JavaScript tag is added to the final page, to detect which tests provide the most visits.
  • 20. What does it do?
    • All different tests are displayed randomly to your visitors.
    • Once a visitor has seen a test, a cookie is written to ensure he will always see the same test, for consistency.
    • Thus, all tests are run under the same conditions, guaranteeing meaningful results
    • If a test is performing badly... just stop it!
  • 21. What do we get? This way we find the combination of design and application behavior that helps our users achieve their goal easier
  • 22. Conclusions
    • Learn who your users are
    • Learn what they want. What do they expect from you?
    • Accept the facts. Get over it.
    • Test, test, test, test... Did I say test yet?
  • 23. Q & A Jordi Roura i Rabat mail: [email_address] blog: http://www.iMestre.net Resources: GA: http://www.google.com/analytics GWO: http://www.google.com/websiteoptimizer WET: [email_address]