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Integrating web analytics into information architecture and user-centered design

Integrating web analytics into information architecture and user-centered design



My presentation from the 2008 IA Summit in Miami

My presentation from the 2008 IA Summit in Miami



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    Integrating web analytics into information architecture and user-centered design Integrating web analytics into information architecture and user-centered design Presentation Transcript

    • Integrating web analytics into information architecture and user-centered design 2008 IA Summit Hallie Wilfert [email_address]
    • CSI MiaMi User Experience Capturing Statistics to Influence
    • Or the boring title…. Integrating web analytics into information architecture and user-centered design 2008 IA Summit Hallie Wilfert [email_address]
    • 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
    • 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.
    • 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
    • What I use
      • Urchin
      • Webtrends
      • Analog
      • Clicktracks
      • ACSI / Foresee Survey
    • Why should you care?
      • It’s USER RESEARCH!
      • IAs are good investigators
    • 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
    • Where it fits in
    • 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
    • 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
    • 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
    • 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
    • Step 1: Check out the web site
      • Mission & Goals
      • Audience
      • Key pages for the user
      • Key pages for the business
      • Technical assessment
        • URL structure
    • 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; http://www.google.com/bot.html) ”?
      • Are internal visitors being excluded?
        • Make sure to exclude employees, contractors, and others who work on the site.
    • 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?
    • 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?
    • 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?
    • 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
    • Pay attention to
      • Visits and page views
        • Overall trends
        • Individual pages
      • Documents
    • Pay attention to
      • Site navigation preferences
        • Are visitors going where you want them too?
        • Are people getting stuck
    • Site navigation preferences
    • Site navigation preferences
    • Pay attention to
      • Entry and Exit pages
        • Are visitors leaving at expected or unexpected places?
    • Entry & Exit pages
    • Entry & Exit pages
    • Pay attention to
      • Keywords
        • Internal Search Engine
        • External Search Engine
    • Pay attention to
      • Referrers
        • From Search Engines
        • From External Sites
    • Step 6: Prioritize what you pay attention to
      • Conversion
        • How people get through a process or set of pages
    • Conversion
    • Conversion
    • Conversion
    • Conversion
    • Conversion
    • Conversion
    • Anything else?
      • Intranet
        • Look at the top users and go to them for feedback
    • 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?
    • 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
    • Step 8: Present the information clearly
      • Answer questions
      • Provide next steps
      • Make connections between the numbers and the real world
      • Make it interesting
    • Good resources
      • Web Analytics Demystified : http://www.webanalyticsdemystified.com/
      • Occam’s Razor : http://www.kaushik.net/avinash/
      • Web Analytics: An Hour a Day by Avinash Kaushik
      • Search Analytics : http:// www.rosenfeldmedia.com/books/searchanalytics /
      • Web Analytics Association’s standard definitions : http://www.webanalyticsassociation.org/attachments/committees/5/WAA-Standards-Analytics-Definitions-Volume-I-20070816.pdf
    • Wrapping up
      • Questions?