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Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
Web Analytics and Usability Testing
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Web Analytics and Usability Testing

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Triangulate your way to better design recommendations

Triangulate your way to better design recommendations

Published in: Design, Technology
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  • Transcript

    • 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

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