Integrating web analysis in the user experience design process

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Integrating web analysis in the user experience design process - Presentation Transcript

  1. Integrating web analysis in the user experience design process Erik Verdeyen David De Block www.internetarchitects.be 26 th September 2008 EuroIA Conference 2008 - Amsterdam
  2. About this presentation
    • Information Architects are used to have their work reviewed:
      • Expert review
      • Usability / eye-tracking research
      • ...
    • This type of research has its limitations:
      • Not representative
      • Based on user scenario’s
  3. About this presentation
    • Too little attention for:
      • Findability
      • Conversion
    Core paths (Are Halland) Core Most optimal unit of consumption Balance business and user goals
  4. About this presentation
    • Web analytics:
      • Adds information about findability and conversion
      • Gives you an insight about ALL your users
      • Makes affordable continuous UX optimization possible
    Plan Do Measure Adjust
  5. About this presentation
    • Analytics doesn’t replace anything in the design process:
      • Analytics doesn’t tell how to improve when you don’t meet your targets
      • It is no substitution to seeing how people really interact
      • It is only usable as soon as the site is live
    • It is a complimentary tool in the UX design process
  6. About this presentation
    • UX people are ideal for performing web analysis:
      • We are the most user centered profile in a web team
      • We are used interpreting user’s behavior
      • Optimizing ease of use is our core business
    • It makes the ROI of UX design tacit for marketing and business - it justifies our job  / 
    • Capital expenditure vs operational expenditure
  7. About this presentation
    • Conclusion:
      • Web analytics enrich the UX design process
      • It is a bridge to the marketing and business people
      • We are the best party to be in the driver’s seat
  8. About this presentation
    • Content of the presentation
      • Introduction in Web Analytics
      • Web Analytics in the UX design process
      • Some current evolutions
  9. ACT 1: Introduction in Web Analytics
  10. Introduction in Web Analytics
    • Narrow point of view:
      • Measuring behaviour of website visitors (= core)
    • Wide point of view:
      • Measuring which aspects of the website work towards the business objectives (= core paths)
    Core Most optimal unit of consumption Balance business and user goals
  11. Introduction in Web Analytics new users vs. returning users Findability Calls to action Core
    • Cross media
    • SEO
    • SEA
    • Prof. networks
    • Online ads
    • E-mailing
    • Content-push
    • Job search
    • Job browse
    • Job details
    • My HR
    • RSS
    • Newsletter
    • Apply online
  12. Introduction in Web Analytics
    • This presentation takes the wide view
  13. Introduction in Web Analytics
    • It is what your customer wants:
      • He doesn’t want usability and UX as such
      • He wants to meet his targets, he wants conversion
  14. Introduction in Web Analytics
    • Conversion is also a measure stick for public or non-profit sites
  15. Introduction in Web Analytics
    • Targets / conversion:
      • Has to be determined
      • Different for every site
    Retail informative site Government website Bank site B2B Webshop
  16. Introduction in Web Analytics
    • Business goals are described in KPI’s or Key Performance Indicators:
      • Drive business-critical action
      • Rates, ratios, percentages and averages instead of raw numbers
      • Highlight change instead of presenting tables of data
      • Not more than 10
  17. Introduction in Web Analytics
    • Focus points of the new generation tools
      • Traffic : where do people come from?
      • Users / content : what are people doing?
      • Conversions : did I reach my goals?
  18. Introduction in Web Analytics
    • Loads of tools available:
      • Free / paid
      • Service / software
  19. Introduction in Web Analytics A free tool in the Forrester report 
  20. Introduction in Web Analytics
  21. Introduction in Web Analytics
  22. Introduction in Web Analytics
  23. Introduction in Web Analytics
    • It doesn’t need to be expensive or complicated
      • Google Analytics can be a great starting point
      • It’s better to invest in people than in tools
    • As long as you use the tool well:
      • That’s more than next, next, …, finish
      • Measure your KPI’s
  24. ACT 2: Web Analytics in the UI design process
  25. Case
    • Belgium.be:
      • Portal Belgian Federal government
      • Bi-lingual country
      • Spans federal government plus regions
      • Portal team of 15: 10 theme managers + 5 specialists (search, metrics, news, publications,…)
      • Doesn’t replace the ministry sites:
        • “ broad but not deep”
        • an entry point to gov info
        • up to date
  26. Approach
  27. Define
    • Intake
    • Strategy
    • Findability
    • High level concept
  28. Define phase - intake
    • Belgium.be portal vs. the other gov sites
  29. Define phase - intake
    • Web analysis of existing site:
      • to learn from the past
      • to give you input for realistic expectations
    • Findings:
      • Primary goal of portal – “dispatching” people – was not met at all
      • People were looking for all governmental information
    • Conclusion:
      • Emphasis on“portal”
      • Belgian government portal
  30. Define phase - strategy
    • After definition of the business goals
      • Define KPI’s:
        • Increase in traffic in target sites (due to better portal function)
        • Increase in link backs from gov sites
        • Top keywords
    • By the end of the define phase, we had:
      • Clear findings from the past
      • Indicators – based on strategy – to measure success (KPI’s)
  31. Define phase - strategy
    • Cross site measurement
      • Within a cluster of sites, taking a site as boundary is arbitrary
    One visit is perceived a three visits
  32. Define phase - strategy
    • Cross site measurement
      • Identify problems with the overall IA strategy
      • Styleguide & guidelines
      • Link with cross media efforts
    global data on user behavior
  33. Design
    • Navigation
    • Functional design
    • Graphical design
    • Demosite
    • Eyetracking
  34. Design phase – functional design
    • After defining functional specifications: Create a web analysis inventory document :
      • General measuring requirements
        • E.g. campaigns, links, custom variables
      • Reporting and exporting requirements
        • E.g. comparative reporting, site overlay, segmentation
      • Reports:
        • General reports
          • E.g. bounce rates, # clicks / visit
        • Reports based on KPI’s:
          • E.g. external links, # visits in Dutch / French
  35. Design phase – eyetracking
    • Use of KPI’s to add conversion driven scenarios
  36. Design phase – eyetracking
    • Testing a number of scenario’s and hypothesis
    • Testing (demo site, pre launch): do people use the doormat navigation system
    • Live site: check real life situation with analytics
  37. Design Phase - eyetracking
    • Testing: do people find/use functionalities
    • Live site: check usage and be- havior, identify problems
  38. Some more examples
    • Hypothesis in the design phase can be confirmed through web analytics, e.g.:
    • Facetted navigation
    • Banner blindness
    • Portal functions: exit to other gov sources
  39. Design phase – delivery to development
    • It’s important that your web analysis tool measures the right information:
      • Write an implementation plan
      • Work closely together with the implementors
  40. Realize
    • Development (external party)
    • Support:
      • Graphical
      • Content wise
      • Functional
      • Technical
    • Web analytics configuration
    • Quality assurance
  41. Realize phase - configuration
    • Web analytics configuration:
      • Build your own reports based on custom variables
        • E.g. external links
      • Define goals
        • E.g. campaign
      • Segment your audience:
        • E.g. civilians vs. Foreigners
    • Dependent of flexibility of your tool
  42. Realize phase – Quality Assurance
    • !!! Test whether all information comes in
    • You don’t want to miss the launch
  43. Optimization
    • Findability
      • Search Engine Optimization
        • Internal
        • External
      • Campaign management
    • Core
    • Conversion
  44. Optimization
    • As soon as the website goes online:
      • Make sure your client understands the metrics
      • Encourage him to have an optimize phase in the project before going operational or start a new project
    • Belgium.be: optimization phase in progress
    Plan Do Measure Adjust
  45. Optimization phase – KPI dashboard
    • Try to do something about the information overload:
      • Provide your client a KPI dashboard:
        • Manually - in excel
        • Automatically - via API
      • Try to involve the manager
  46. Optimization phase - findability
    • Findability has lots of facets:
      • Direct traffic
      • Search engine
      • Campaigns and push technology
      • Referrals
    • It’s an important aspect of the information architecture
    • Make sure you can segment your users on the way they came in
    • Calculate the Cost per Conversion (CPA) and weigh the options
  47. Optimization phase - SEO
    • Search engine optimization:
      • Internal search:
        • Optimize the search results of your top 50 keywords
      • External search:
        • Optimize the content for your top keywords
        • Optimize your landing pages and navigation
  48. Search engine optimization - SEA
    • Search engine advertising
      • Becomes more and more important
      • SEA management tools become available
      • E.g. nightly exclusion of “bad performers”
  49. Search engine optimization - SEA
    • Even within public services
      • Using SEA to get traction
      • Ad-hoc emergency communication
      • Mind shift needed from “this is advertising” to “this is improving our findability”
  50. Optimization phase – campaigns
    • Different types of “campaigns”:
      • RSS / widgets
      • Banners
      • Email campaigns / newsletters
    • Identify them all:
      • Calculate the cost
      • Segment and optimize
  51. Optimization phase - core
    • Optimization of the site:
      • Small incremental changes
      • A/B or multivariate testing possible (e.g. with Google’s Website Optimizer)
  52. ACT 3: some current evolutions
  53. CRM / behavioral targeting
    • From web-analytics to data-driven (online) marketing:
      • Behavioral targeting
        • E.g. Omniture bought Touch Clarity last year
        • E.g. Out-of-the-box techniques in CMS “Fatwire’
      • Integration with CRM and BI:
        • Open architecture of most commercial tools
  54. Campaign / bid management
    • Bid and campaign management is getting bigger and bigger:
      • E.g. Webtrends, StormOptimizer, Tradedoubler
    • Even CMS vendors integrate with campaign management tools
      • E.g. MediaSurface and Alterian
  55. Benchmark
    • Benchmarking information:
      • Google
      • Market research companies
    • Gives you insight in:
      • Reach
      • Name recognition
      • Appreciation
    • Tells you where you are compared to the competition
  56. Thank you! [email_address] +32 475 567 890 [email_address] +32 486 134 138 www.internetarchitects.be

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