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Integrating web analytics into information architecture and user-centered design


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My presentation from the 2008 IA Summit in Miami

My presentation from the 2008 IA Summit in Miami

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  • 1. Integrating web analytics into information architecture and user-centered design 2008 IA Summit Hallie Wilfert [email_address]
  • 2. CSI MiaMi User Experience Capturing Statistics to Influence
  • 3. Or the boring title…. Integrating web analytics into information architecture and user-centered design 2008 IA Summit Hallie Wilfert [email_address]
  • 4. Overview
    • What is web analytics?
    • Why should you care?
    • What it can and can’t tell you about your web site
    • How to implement a web analytics program
    • How to quickly analyze web statistics data
  • 5. What is web analytics?
    • Web Analytics Association’s official definition:
      • Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.
  • 6. What is web analytics?
    • AKA Web stats, web statistics, the gigantic report that comes every month that no one looks at
    • Quantitative data collected about web site activity
    • Interpreted through a web analytics software
  • 7. What I use
    • Urchin
    • Webtrends
    • Analog
    • Clicktracks
    • ACSI / Foresee Survey
  • 8. Why should you care?
    • IAs are good investigators
  • 9. Why you should care
    • Statistics are captured 24 hours a day, 7 days a week
    • Can locate areas that need further investigation
    • Sets the stage for additional user centered design
  • 10. Where it fits in
  • 11. What it does not do
    • WHAT people do but not WHY they do it
    • Some things must be planned for in advance
      • Tracking where people go
      • Tracking within flash or other dynamic apps
  • 12. Implement a web analytics program
    • Quick wins, start small
    • Show impact
    • Presentation of data matters
      • Summarize the key issues and tell people what to pay attention to
    • Analytics software only does part of the job
      • A person needs to interpret the data and add the context
  • 13. Truth and Heresy
    • You do not need to be a statistician to implement an analytics program
    • You do need to be a good communicator and a good interpreter
    • Do not expect or promise accuracy
    • Trends are more important than exact numbers
  • 14. So, your first assignment…
    • You are about to start working on a web site
    • Your goal is to improve the site’s user experience
    • You ask, “Do you have web site statistics I can look at?”
    • They say, “Yes” and hand over the stats
  • 15. Step 1: Check out the web site
    • Mission & Goals
    • Audience
    • Key pages for the user
    • Key pages for the business
    • Technical assessment
      • URL structure
  • 16. Step 2: Check the accuracy of the stats report
    • Has the report been set up correctly?
    • Are searchbots, spiders, and other non-human visitors being excluded?
      • Is the top visitor to the site “crawl−66−249−65−83.googlebot.com_Mozilla/5.0 (compatible;Googlebot/2.1; ”?
    • Are internal visitors being excluded?
      • Make sure to exclude employees, contractors, and others who work on the site.
  • 17. Step 3: Read through the report quickly
    • Get a high-level overview of what is being reported on and the overall trends.
    • What are the pages that appear frequently?
    • Are these key pages or pages that you did not expect to see?
    • What are people searching for on the site?
  • 18. Step 4: Look at a number of months’ reports side by side.
    • Get a sense of the trends.
      • Is there more traffic during the week than the weekend
      • Are certain pages popular only during a particular part of the year?
      • Are the same pages appearing over and over again?
      • Are there some pages that do really well and then fall off the radar?
  • 19. Step 5: Connect with the communications team
    • Are there promotions and campaigns that you should be aware of that might impact traffic?
    • What are the hot issues that might get people to your site organically?
  • 20. Step 6: Prioritize what you pay attention to
    • Visits and page views
    • Average pages viewed
    • Site navigation preferences
    • Entry and exit pages
    • Most popular content
    • Traffic to key pages
    • Keywords that referred people to the site
    • Keywords used on internal search engine
    • Referrers
    • Conversion
  • 21. Pay attention to
    • Visits and page views
      • Overall trends
      • Individual pages
    • Documents
  • 22. Pay attention to
    • Site navigation preferences
      • Are visitors going where you want them too?
      • Are people getting stuck
  • 23. Site navigation preferences
  • 24. Site navigation preferences
  • 25. Pay attention to
    • Entry and Exit pages
      • Are visitors leaving at expected or unexpected places?
  • 26. Entry & Exit pages
  • 27. Entry & Exit pages
  • 28. Pay attention to
    • Keywords
      • Internal Search Engine
      • External Search Engine
  • 29. Pay attention to
    • Referrers
      • From Search Engines
      • From External Sites
  • 30. Step 6: Prioritize what you pay attention to
    • Conversion
      • How people get through a process or set of pages
  • 31. Conversion
  • 32. Conversion
  • 33. Conversion
  • 34. Conversion
  • 35. Conversion
  • 36. Conversion
  • 37. Anything else?
    • Intranet
      • Look at the top users and go to them for feedback
  • 38. Step 7: Analytics applied to User Centered Design
    • Are the goals of the site being met?
    • Are people getting to the pages that they need?
    • Are people getting to the pages that the business wants them to get to?
    • How have changes to the site design impacted the site’s traffic?
  • 39. What can you do with it?
    • Analyze patterns in Web site usage
    • Benchmark Web performance and set goals
    • Locate problems
    • Predict opportunities for growth
    • Measure the effectiveness of Web site
    • Help direct Web site strategy
  • 40. Step 8: Present the information clearly
    • Answer questions
    • Provide next steps
    • Make connections between the numbers and the real world
    • Make it interesting
  • 41. Good resources
    • Web Analytics Demystified :
    • Occam’s Razor :
    • Web Analytics: An Hour a Day by Avinash Kaushik
    • Search Analytics : http:// /
    • Web Analytics Association’s standard definitions :
  • 42. Wrapping up
    • Questions?