Informing the Experience Architecture
with Quantitative Insights
Hurol Inan

About Bienalto
We are solely focused on maximising the effectiveness of the
online channel.
Customer Analytics Experience
Dialogue Architecture

Types of Insights
Who is using How well
What for
your site your site
responds

Menu Balance
15% 70% 2% 9% 4%
Item 1 | Item 2 | Item 3 | Item 4 | Item 5

Menu Balance
15% 70% 2% 9% 4%
Item 1 | Item 2 | Item 3 | Item 4 | Item 5
Item 21 2%
Item 22 1%
Item 23 2%
Item 24 60%
Item 25 5%

Never redesign without
quantitative insights

Our Approach
Designing Site Architecture
User Testing &
Refinements
Vision Quantitative Content Navigational
Analysis Grouping Design
for the Creative
new site Content Treatment
Labelling Mapping
Audience
Content
Segments Wireframes
Inventory
& Personas
Workshops &
Interviews
Measuring the Impact & Refinement
Benchmark Review &
Baseline Metrics
performance Refine Architecture
Go live

Examples
1
3
2 4

Seriously consider testing

A C
B
D G
H
E
Test Variable F Targeting Personas
Navigation Traffic Source – Search vs. Direct
Hero Shot Time of Day / Day of Week
Register Keyword Groups
Layout & elements Geo-targeting
Copy New vs. Repeat Visitors

Google Website Optimizer

Measure impact of design changes

Quadrupled
Financial Planner search
Old Home Page New Home Page

Explore content targeting to
increase relevance and
maximise response

Dynamic Response

Key Messages
• Never redesign without quantitative analysis
• Seriously consider testing
• Measure impact of design changes
• Explore content targeting

Resources
www.bienalto.com www.hurolinan.com ATTUNED eNewsletter
Books written by Hurol Inan Australian Web Analytics Survey

Hurol Inan
T 02 8356 3000
E hurol@bienalto.com
www.bienalto.com