Other Data Collection Methods• Simple but effective• Make it easy for people to feedback• Can be in-depth surveys…• …or simple questions on the website
Competitor & Industry DataDon’t view your data in isolation!Benchmarking data is hard to find but can be useful (e.g. Mailchimp):
Google TrendsUsed to see seasonality and trends over time.
We’ve got a lot of Data……and that’s great!However, too much data can be overwhelming…
What to do with this Data• Work out what data is most important to you based on objectives• Analyse in detail rather than just looking at ‘headline’ figures• Begin to consider the ‘why’ rather than the ‘what’• Benchmark and track for improvements over time• Identify problem areas - areas for concern are high bounce rates, underperforming channels and negative mentions on social media
Pinpoint what the Issues areIf users are dropping out during a process, find which step they arestruggling with using funnels or a more detailed tool like ClickTale
Pinpoint what the Issues areIf the exact reason is unclear from the data alone, try a quick testyourself, ask your users directly or do some user testing.
Propose SolutionsOnce you have identified where the problem is, find a solution and test it
Get a Second OpinionLarger changes may require a second, unbiased, opinion.Tools like 5secondtest can help with this.
Get a Second OpinionTesters click to show their preference, and we have a clear winner…
In Summary…• Use tools to get all the relevant data you need• Ask the right questions of your data• User testing, of some kind, is vital• Use A/B tests to monitor improvements• On-going process - Keep monitoring and improving• Always lots areas for improvements…• …but focus on those which have the maximum impact on the overall objectives of your website