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Usability <> Web Metrics ; Advancing analytics through the lessons of usability ...and improving user experience along the way

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Traditional Web analytics are designed to capture how easily and how often users “convert” by buying stuff or taking desired actions on Web sites. While Web analytics and other data-oriented measures …

Traditional Web analytics are designed to capture how easily and how often users “convert” by buying stuff or taking desired actions on Web sites. While Web analytics and other data-oriented measures work well for commercial sites, they often fail to capture the user-friendliness or effectiveness of government and other information-oriented sites.

Within this talk, we will:
* Outline the complementary objectives of usability and Web analytics measures
* Review usability testing methods designed to measure users’ comprehension
* Discuss how the business concept of “conversion” can be applied to sites that provide government information
* Discuss the benefits of integrating the Web analytics and usability data streams
* Describe performance measures that map user experience metrics or measures to NIH Web site business goals
Throughout the talk, they will explore the characteristics of the different data streams. They will also explain how–when intertwined—the data streams may provide even more clearly actionable guidance for Web site improvement.

Published in: Technology, Design

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Transcript

  • 1. Human Factors Interna/onal UX
<>
AX
 Advancing
analy0cs
through
the
lessons
of
usability ...and
improving
user
experience
along
the
way 5

December
2008 David
Mahaffey Director
‐
Human
Factors
Interna2onal Kath
Straub,
PhD Chief
Scien2st
‐
Human
Factors
Interna2onal
  • 2. Analy0cs
is
just
data.
  • 3. 4
  • 4. NIH
types
know
a
lot
about
 how
to
handle
data.
  • 5. Observe Describe Explain Predict
  • 6. What
we’ve
learned
 doing
usability may
help
analy0cs
 move
faster

  • 7. Analy0cs
is
also
be
about
 what
can happen.
  • 8. Analy0cs
is
one
part of
a
bigger
picture.
  • 9. Measurable Business
Objec0ves Usability
 Web Tes0ng Analy0cs Best
Prac0ces Review 29
  • 10. How
did
we
get
here
....?
  • 11. UX



<>



AX
  • 12. UX



<>



AX AX
is
hard
  • 13. So
many
reports.
So
little
time
...
  • 14. So
many
reports.
So
little
actionable
information
... 29
  • 15. Sounding
familiar?
  • 16. Ins0tu0onaliza0on
of
Usability • Grassroots/Piecemeal effort • Tactical response • Train wreck • Notice of the champion • Organizational commitment • Recognized as skill • Common Method • Tools & Training 29
  • 17. How
do
we
go
there?
  • 18. Which
comes
first? The
data
or
the
ques2ons.
  • 19. Define the question(s) Ask: Who cares? Pick the data Collect and track Present just enough Present to drive action
  • 20. Measurable
site
goals?
  • 21. Conversion
does
not
 always
mean
purchase
...
  • 22. Analy0cs
and
usability
‐
similari0es
‐
Planning hEp://ins2tute.nih.gov/index hEp://ins2tute.nih.gov/grants hEp://ins2tute.nih.gov/grants/deadlines 
 Institute home Health Grants Research Health Pg 1 Deadlines Research Pg 1a Health Pg 2 Grants Pg 2 Research Pg 2 Grants Pg 3 Research Pg 3 Grants Pg 4 Research Pg 4 29
  • 23. Pain
points
... URL
naming
conven0on hEp://SiteHomepage/default.asp hEp://SiteHomepage/Default.asp hEp://SiteHomepage/default.aspx Institute home Health Grants Research Health Pg 1 Grants Pg 1 Research Pg 1a Health Pg 2 Grants Pg 2 Research Pg 2 Grants Pg 3 Research Pg 3 Grants Pg 4 Research Pg 4 29
  • 24. Some
Key
Performance
Indicators
  • 25. Visit
cycle Engage & Attract Commit Convert Persuade Unengaged Unconverted Unpersuaded (Bounce) 28
  • 26. 
“Typical”
Measures
  • 27. “Typical”
Measures Engage & Attract Commit Convert Persuade captured Visits
=
#
site
entries 30
  • 28. “Typical”
Measures Engage & Attract Commit Convert Persuade Bounce 31
  • 29. “Typical”
Measures Engage & Attract Commit Convert Persuade captured converted Tradi0onal
Conversion
=

Converted
/

Captured 32
  • 30. 
Some
addi0onal
measures
to
consider
....
  • 31. Addi0onal
Measures
‐
Engaged
Visits Engage & Attract Commit Convert Persuade engaged Engaged
Visits
=
#
site
visits
that
move
N*
pages
into
the
site 34
  • 32. Addi0onal
Measures
‐
Engagement
Index Engage & Attract Commit Convert Persuade engaged Engagement
Index
=
Engaged
visits*
/
Site
entries *Engaged
visits
are
site
visits
that
move
[1
to
N]
clicks
into
the
site
 35
  • 33. Addi0onal
Measures
‐
Persuaded
Visits Engage & Attract Commit Convert Persuade persuaded Persuaded
Visits*
=
#
site
visits
that
enter
a
conversion
funnel *Can
be
computed
for
individual
funnels
or
summed
over
funnels 36
  • 34. Addi0onal
Measures
‐
Persuasion
Index Engage & Attract Commit Convert Persuade persuaded Persuasion
Index*
=
Commieed
visits

/
Visits
to
PageX *This
is
a
page
level
measure
 37
  • 35. Addi0onal
Measures
‐
Engaged
conversions Engage & Attract Commit Convert Persuade engaged converted Engaged
Conversions
=
Converted
/
Engaged
visits 38
  • 36. Addi0onal
Measures
‐
Commieed
Conversion Engage & Attract Commit Convert Persuade persuaded converted Persuaded
Conversion*
=
Converted
/
Conversion
commitments *This
is
a
page
(sequence)
measure
 39
  • 37. Types
of
conversion Engage & Attract Commit Convert Persuade Persuaded
Conversion Engaged
Conversion Tradi0onal
Conversion 40
  • 38. What
are
we
measuring? Engage & Attract Commit Convert Persuade Persuasion Usability Conversion Engagement 41
  • 39. How
does
this
reflect
site
performance? Name awareness & SEO Effectiveness 25000 Content match Good labels Meaningful 20000 Content 15000 Usability 10000 5000 0 Visits Engaged Persuaded Converted
  • 40. Performance
ques0ons
&
measures Ques2on Measure Evaluates Brand
 How
many
visits
to
the
site? Visits Awareness,
SEO Engaged
Visits,
 Right
content,
 How
many
visits
move
past
the
first
page? Engagement
Index right
labels How
many
visits
move
into
a
“Conversion”
 Persuaded
Visits,
 Persuasion sequence? Persuasion
Index What
propor2on
of
engaged
visitors
 Engaged
 Persuasion
+
 convert? Conversions Usability What
propor2on
of
commiEed
visitors
 Persuaded
 Usability convert? Conversions 1st
Impression
 content
+
 What
propor2on
of
visits
convert? Conversions Persuasion
+
 Usability
  • 41. 
Analy0cs
that
drive
usability
improvements
  • 42. Contribu0on
Index
–
Across
key
tasks 1 +1 +1 +1 +1 17
  • 43. Contribu0on
Index
–
Across
key
tasks 1 +1 18
  • 44. Contribu0on
Index
–
Across
key
tasks 1 +1 +1 +1 +1 x2 +1 +1 +1 +1 +1 Same page 19
  • 45. Contribu0on
Index
–
Across
tasks =1 +1 +1 +1 = 4 1 x2 Same page 20
  • 46. Contribu0on
Index 
Which
page
/
pages
contribute
most
to
the
 • success
of
the
site? 
Iden2fy
key
“final”
pages • 
Where
people
off • •
Key
informa2on
pages
(Submission
dates;
Workshop
 desc2p2ons;
Ac2ve
Mechanisms) 
Look
at
common
paths
to
those
pages
(possibly
 • the
culminate
in
drop
off)
  • 47. Behavioral
Segmenta0on 24
  • 48. Behavioral
Segmenta0on Grant seeker • Funded work • Mechanism • Deadlines • Funding Strategy • Reviewers • Portfolio contact 24
  • 49. Behavioral
Segmenta0on 
Which
clusters
of
pages
do
people
tend
to
visit? • 
Do
the
clusters
match
 • up
with
personas? 
Which
addi2onal
pages
 • should
people
be
seeing
 to
accomplish
the
 persona
tasks?
  • 50. Behavioral
Segmenta0on
  • 51. Using
Analy0cs
to
Validate
User
Research Membership benefits Auto Car maintenance Insurance tools & tips Extended Research car warranty Auto Loan
  • 52. Using
Analy0cs
to
conduct
User
Research A
|
B
[|C]
Tes0ng Which
link
makes
sense
to
Rudy? Ruth
L.
Kirschstein
Na0onal
Research
Service
Award NRSA Predoctoral
Grant
  • 53. Performance
ques0ons
&
measures Ques0on Measure Evaluates Which
pages
are
most
cri2cal
to
site
 Contribu2on Central
content success? Seduc2ve
 Are
visitors
seeing
the
right
clusters
of
 Behavioral
 placement
of
 things? Segmenta2on associated
 content Which
labels
/
images
engage
best? A|B Testing Labeling
  • 54. Toward
integrated
user
experience
measures
  • 55. Measurable Business
Objec0ves Usability
 Web Tes0ng Analy0cs Best
Prac0ces Review 29
  • 56. The
web‐2‐ci0zen
rela0onship
is
expanding
  • 57. Speaker
Contact
Informa0on David
Mahaffey david.mahaffey@humanfactors.com Kath
Straub kath@humanfactors.com For more informa/on about HFI Ed
Frease Business
Director
‐
Government elf@humanfactors.com 800.242.4480