Web Analytics and Usability Testing

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Triangulate your way to better design recommendations

Triangulate your way to better design recommendations

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  • 1. Web Analytics and Usability Testing: Triangulate your way to better design recommendations by Eva Kaniasty
  • 2. What’s your favorite method?
  • 3. Web Analytics Explosion
  • 4. Who wins the battle?
  • 5. Usability Testing Sucks
  • 6. Usability Testing Moderator Required Moderator Bias Recruiting Bias Unrepresentative Participants Artificial Situation Task Design Bias Small Sample Results not Generalizable
  • 7. Usability Testing 3 users experienced X… Consider changing X to Y.
  • 8. Usability Testing is Disconnected
  • 9. Web Analytics are Awesome!
  • 10. Web Analytics No Moderator Automatic Data Collection/Analysis Real Users “ In the Wild” Real Goals Real Tasks Representative/ Large Sample Size
  • 11. Numbers and graphs: universally beloved
  • 12. Analytics rundown
  • 13. Visitor/Session Tracking
  • 14. Visitor/Session Tracking
    • Confirm Usability Test findings
    • Inform usability testing tasks
    • Some visitor characteristics: locations, browsers, OS
    • Visit & page view trends
    • Engagement measures: time on page
    • Search data: keyword referrals
    • Custom tracking: detailed information on paths/goal conversion
    Uses Data Gathered
  • 15. Clickmaps/Heatmaps
  • 16. Clickmaps/Heatmaps
    • IA
    • Visual hierarchy
    • Interface refinement
    • Info not on just which pages are being accessed, but from where
    • Full picture of users’ interactions with the page
    • Measure of user interest/engagement
    • Some segmentation by browser/screen size/time to click
    Uses Data Gathered
  • 17. Email Data Mining
  • 18. Email Data Mining
    • Utest Recruiting Profiles
    • Personas
    • Demographics
    • Geography
    • User Profiles
    • Site usage data: accounts on amazon, facebook, linkedin, etc.
    Uses Data Gathered
  • 19. Session Recording
  • 20. Session Recording
    • Identify potential usability problems
    • QA/Browser Testing
    • View all interactions with page, including mouse movements
    • Scroll maps
    • Form analytics
    Uses Data Gathered
  • 21. A/B or Multivariate Testing
  • 22. A/B or Multivariate Testing
    • IA
    • Visual hierarchy
    • Interface refinement
    • Relative success of design alternatives: impact on conversion and other engagement measures
    Uses Data Gathered
  • 23. Unmoderated Usability Testing
  • 24. Unmoderated Usability Testing
    • Alternative to usability testing, when large samples are required
    • Compensate on weaknesses of survey methods
    • Immediate feedback from real users as they engage with the website
    Uses Data Gathered
  • 25. Custom Metrics
  • 26. Custom Metrics
    • Sky is the limit
    • Functionality usage
    • Form errors
    • Patterns of use
    • Conversion measurement
    Uses Data Gathered
  • 27. The what. But why?
  • 28. Analytics Suck
  • 29. Web Analytics Data on current state only Overwhelming amounts of data to analyze One-dimensional view (i.e. Page-level data only from Clickmaps) Limited information about context No info about user intent
  • 30. Usability Testing is Awesome
  • 31. Usability Testing Ability to test new interfaces/ prototypes Moderator can probe to clarify intent Info about goals Rich data/ holistic view
  • 32. Triangulate!
  • 33. Triangulate
    • Focus
    • Deep Data
    • Goals and Intent
    • Confirm Problems
    • Extent
    • Severity
    Usability Testing Analytics
  • 34. Case Study
    • Form errors
    • No abandonment
    • Confusion about messaging
    • Detail on types/extent of errors
    • True abandonment rates
    • Visual hierarchy problems
    Usability Testing Analytics
  • 35. Triangulate Surveys Analytics Usability Testing
  • 36. Questions first
  • 37. CSI or Law & Order?
  • 38. Questions? Twitter: @kaniasty [email_address] kaniasty.com
  • 39. Resources
    • Google Analytics
    • Crazyegg
    • Clicktales
    • Keynote Systems