4 Online browsing behaviour across categories

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A session on how users browse your site and what you can to to understand and change your site to better the users experience on it.

A session on how users browse your site and what you can to to understand and change your site to better the users experience on it.

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  • Attention capture often is called bottom-up because it relies on the low-level properties of the stimulus; directed attention isoften called top-down because it depends on the moment-by-moment desires of the animal (Egeth and Yantis, 1997). Ofcourse, at any point in time, one’s attention is guided by some combination of top-down and bottom-up attention.This is particularly true when it comes to advertising. A very salient advertisement can capture one’s (bottom-up) attentionwhen involved with unrelated tasks, or (top-down) attention can be directed toward an advertisement because it is relevant tothe task at hand (Jessen and Rodway, 2010). Attention also is known to fluctuate between more focused and dispersed statesover a relatively short time course (~seconds) and has been shown to occur when viewing advertisements (Wedel, Pieters,and Liechty, 2008).Advertisers may want their advertisements to appeal to these two different modes of attentional selection at different times (orvia different forms of advertising). There is some evidence that Internet advertising operates differently, depending on thecontext in which the ad is placed.For example, advertisements placed on search results pages are more likely to evoke top-down attention when appropriatelytargeted to the search terms (Kim and Lee, 2011). By contrast, advertisements appearing on non-search Web sites may bemore likely to capture attention in a bottom-up manner when features are sufficiently distinctive (Simola, Kuisma, Oorni,Uusitalo, and Hyona, 2011).
  • Ask about responsive design – does it mean the same design or does it mean the look & feel is carried forward
  • 1) Traffic IssuesExample investigation: Determine if there is one traffic source (Google, Bing, Yahoo, direct, email campaigns, etc.) that is responsible for a decrease in page visitors. Useful analytics report:Pages (filtered by the page URI and using Source as the secondary dimension) In Google Analytics, you can generate page-specific reports that display where the traffic to the page originated (search, email, direct, etc.). Use the Brand search LP + campaign source example
  • 2) Technical IssuesExample investigation: Determine if a page element is not loading properly. Useful analytics report: Event Pages The Event Pages report lists all the pages where events are tracked. You can select the specific page being investigated to get metrics on that specific-page’s events.
  • 3) Content and 4) Visual-Design IssuesExample investigations:Determine if new wording may not effectively communicate the benefits of or the process for taking a specific action.Determine if imagery, typography, colors, and/or layout are distracting from calls to action (CTAs).  Useful analytics report:In-page AnalyticsIn-Page Analytics indicates what links users select. Note: There is an issue with Google Analytics In-page Analytics: If there are multiple links to the same destination on one page, In-Page Analytics cannot tell you which of those links was actually clicked. It will provide the same percentage/number of clicks for each of those links. That is why people prefer to supplement Google Analytics numbers with clicktracking services like Clicktale and/or CrazyEgg.
  • 5) Navigation IssuesExample investigation: Determine if specific links/buttons are not being clicked. Useful Analytics Report:Pages (filtered by the page URI and selecting the Navigation Summary tab) Navigation Summary is a tab you can select from any Pages report (illustrated below). It details from which website pages people came before visiting the page of interest and where they went after visiting that page.
  • Use #3: TriangulationIn this mode, the UX team uses analytics to verify findings derived from qualitative research (e.g., usability testing) and gather additional clues to help in defining a solution.. Such a quick test has the advantage of rapidly pinpointing a potential trouble spot, which can then be instrumented for targeted collection of a few thousand analytics data points that support much more accurate estimates.Test drive page load example

Transcript

  • 1. Online Browsing Behaviour Across Categories
  • 2. The Relevance to what we do 1. UX decisions in our projects 2. Media placements for our campaigns 3. Approach to campaign design & execution
  • 3. Search result browsing patterns differ between devices
  • 4. AdWords results in Mobile devices have a higher % of eye contact
  • 5. However, People spend more time looking at the results on the Desktop device
  • 6. In Mobile websites the pattern reveals that the term “below the fold” isn't applicable to them
  • 7. There are problems with just tracking eye movements People don’t really read – They Scan through Intent cannot be quantified through just tracking eye movements This is solved by correlating 1. Cursor movement & hover time 2. Clicks made on content
  • 8. Web Content reading tends to form a pattern On the content the heat indicator generally tends to resemble an F shaped Pattern People don’t really read – They Scan through the page just picking out key terms
  • 9. Inferences for content 1. Try to highlight keywords 2. Write meaningful sub-headings not witty ones 3. Don’t write paragraphs of content unless you have to 4. Keep one idea per paragraph 5. Write the conclusion first 6. Keep the most important info in the first 2 paragraphs 7. Be crisp
  • 10. The UX Perspective
  • 11. How do we analyse & improve UX using the tools we have ? Issue Indication Triangulation Investigation
  • 12. Issue Indication Through the creation of a “measurement plan” Consists of : Goals/ Macro Conversions – The big picture actions that users take Desirable Actions – The ‘micro’ actions users take Web metrics – Metrics we use to track the above
  • 13. Desirable Action 1 Desirable Action 2 Analytics data to track goal conversions Goal
  • 14. Investigation There are multiple uses in this aspect : 1. Analysing Traffic 2. Technical Issues 3. Content & Visual design analysis 4. Navigation Issues
  • 15. Analysing traffic Usually in order to see which publisher platform is driving traffic via our ads to the Landing page we use analytics to compare whether the reported number matchup. Sometimes there’s a substantial difference between reported deliveries & analytics data. This is usually indicative of an issue.
  • 16. Technical issues In order to determine if a page element is not loading properly. We can select a specific page & investigate the metrics on that page’s events
  • 17. Content & visual Analysis The implication here would be to determine if new wording may not effectively communicate the benefits of or the process for taking a specific action. OR If imagery, typography, colors, and/or layout are distracting from calls to action (CTAs). A very useful tool called “In-Page analytics” helps us to understand where on our web pages are users clicking through.
  • 18. 3) Content and 4) Visual-Design Issues Example investigations: Determine if new wording may not effectively communicate the benefits of or the process for taking a specific action. Determine if imagery, typography, colors, and/or layout are distracting from calls to action (CTAs). Useful analytics report: In-page Analytics In-Page Analytics indicates what links users select. Note: There is an issue with Google Analytics In-page Analytics: If there are multiple links to the same destination on one page, In-Page Analytics cannot tell you which of those links was actually clicked. It will provide the same percentage/number of clicks for each of those links. That is why people prefer to supplement Google Analytics numbers with clicktracking services like Clicktale and/or CrazyEgg.
  • 19. Navigation Issues
  • 20. Triangulation Triangulation is the practice of perceiving a problem in analytics & zeroing in one the reasons why.
  • 21. Multi Screen Browsing
  • 22. Simultaneous device usage
  • 23. The Implications The vast majority of media interactions are screen-based. Hence, the lines between Digital/ Online & TV advertising have begun to blur Consumers turn to their devices in various contexts. The prevalence of sequential usage makes it imperative that businesses enable customers to save their progress between devices. Consumers rely on search to connect their experiences across screens Smartphones are the backbone of our daily media use. During simultaneous usage, content viewed on one device can trigger specific behavior on the other Tailor the experience to each channel. Most of the time when TV is watched, another screen is being used.
  • 24. Future considerations • • The Multi-screen experience will play a growing role in our campaigns We need to create campaigns based on which generation we are speaking to