Tuning the usability of online applications using web analytics techniques Jordi Roura i Rabat

Introduction What is web analytics? Why should we do it? Understand the user The value of testing, experimenting and segmenting

What is web analytics?

Why should we do it?

Understand the user

The value of testing, experimenting and segmenting

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

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

No really... who am I? Blogger Geek Gastronomic tourist Devoted lover of beer Casteller Monty Python Fanboy

Blogger

Geek

Gastronomic tourist

Devoted lover of beer

Casteller

Monty Python Fanboy

And very recently... ...won a prize for an OpenSocial gadget at the Google Developer Day

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

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

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

HiPPO? Highest Paid Person in the Organization (Thank you Avinash!)

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?

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?

Bounce rate is your friend How many people come... and just go?

How many people come... and just go?

Where do people come from?

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?

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?

Are you confusing your users?

Are they getting any? Source: http://www.searchenginejournal.com

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!

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!

And now for the cool bit! But how do I know how to improve? TEST... ...using the likes of Google Website Optimizer

But how do I know how to improve?

Testing: A/B & Multivariate

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.

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.

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.

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.

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!

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!

What do we get? This way we find the combination of design and application behavior that helps our users achieve their goal easier

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?

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?

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]