Not your father's analytics report Mahaffey & Straub, UPA 2011 Atlanta

NOT YOUR FATHERʼS  WEB ANALYTICS REPORT# David Mahaffey! ! ! Kath Straub!

SPECIAL THANKS TO …# Diane Chojnowski! Evan Mills! Social Media Strategist! Staff Scientist  Usability.org! Berkeley Labs!

Practitioner takeaways! •  Deﬁne measurable success metrics early! •  Build clear and meaningful KPIs! •  Team with/make use of analytic practitioners! •  Side step the data blizzard! # # Next generation AX# Improve the user journey in real time!

Roadmap! •  Practices UX and AX! •  AX tools are difﬁcult! •  Visitor life cycle! •  An example from Home Energy Pros! •  Metrics deﬁnitions! •  Persuasion in a Newsletter! •  Persuasion API - Using AX in real time! •  Summary!

Practices have complementary processes! Build KPIs Collect Data Deﬁne Goals Analyze Data Analy:cs Process Implement Test Alterna:ves

Practices have complementary processes! Build KPIs Collect Data Deﬁne Goals Analyze Data Analy:cs Process Implement Test Alterna:ves Create Mock-‐ups Usability Tes:ng Storyboards Usability Process Deﬁne Goals Analyze Data Implement Revise and Retest

Practices have common goals! UX goals AX goals Understand describe why people do what Show what people actually do (sort of) they do

Practices have common goals! UX goals AX goals Understand describe why people do what Show what people actually do (sort of) they do Con:nuous improvement Goal con:nuous improvement requires: •  Investment in the process •  A corporate champion Persuade Explain and inﬂuence behavior toward Measure eﬀec:veness of site design business goals

Timeline UX and AX! 1980 1990 2000 2010 Internet WWW Web 2.0 Events/technology related to UX What’s happening in prac:ce of UX Events/technology related to AX What’s happening in prac:ce of AX

Timeline UX and AX! 1980 1990 2000 2010 Internet WWW Web 2.0 Events/technology related to UX UX exist in desktop world / un-‐networked What’s happening in prac:ce of UX UX in so[ware Cos. w/ developers Events/technology related to AX What’s happening in prac:ce of AX

Timeline UX and AX! 1980 1990 2000 2010 Internet WWW Web 2.0 Events/technology related to UX UX exist in desktop HTML -‐ lots of world / un-‐networked sites no UX What’s happening in prac:ce of UX UX in so[ware Cos. w/ developers Events/technology related to AX Log ﬁles What’s happening in prac:ce of AX

Timeline UX and AX! 1980 1990 2000 2010 Internet WWW Web 2.0 Events/technology related to UX UX exist in desktop HTML -‐ lots of e-‐Commerce need for world / un-‐networked sites no UX UX heats up What’s happening in prac:ce of UX UX in various web development orgs UX in so[ware Cos. w/ developers Events/technology related to AX Log ﬁles Proto web tools What’s happening in prac:ce of AX AX owned by IT

Timeline UX and AX! 1980 1990 2000 2010 Internet WWW Web 2.0 Events/technology related to UX UX exist in desktop HTML -‐ lots of e-‐Commerce need for world / un-‐networked sites no UX UX heats up What’s happening in prac:ce of UX UX in various web development orgs UX in so[ware Cos. w/ UX begins rela:onship w/ developers marke:ng Events/technology related to AX Log ﬁles Proto web Beginning of current tools web tools 1.0 What’s happening in prac:ce of AX AX owned by IT Marke:ng has approach/ avoidance rela:onship w/ AX

Where do these practices live, who do they serve?! IT Marke:ng Both prac:ces are most associated with IT Both prac:ces goals serve marke:ng That is where the building and implementa:on Audience of interest for data is marke:ng •  UX historically wanted to inﬂuence •  Focus groups don’t work well for assessing •  AX needed people with these skills web site design/eﬀec:veness •  UX wants to know why goals are not met •  AX focus on what are people doing on site (sort of) Marke:ng has approach/avoidance rela:onship with AX

Where do these practices live, who do they serve?!

Roadmap! •  Practices UX and AX! •  AX tools are difﬁcult! •  Visitor life cycle! •  An example from Home Energy Pros! •  Metrics deﬁnitions! •  Persuasion in a Newsletter! •  Persuasion API – Using AX in real time! •  Summary!

Analytic tools produce data and reports!

Analytic tools produce data and reports!Many reports. Li_le ac:onable informa:on ...

Visitor life-cycle – Behaviors of interest!1.  Enter Capture Entry Page

Visitor life-cycle – Behaviors of interest!1.  Enter2.  Explore Capture Entry Engaged Browse & Page Explore Unengaged

Visitor life-cycle – Behaviors of interest!1.  Enter2.  Explore > Persuasion Opportunity Capture Entry Engaged Browse & Persuasion Page Explore opportunity Unengaged

Visitor life-cycle – Behaviors of interest!1.  Enter2.  Explore > Persuasion Opportunity3.  Enter Conversion Path Capture Entry Engaged Browse & Persuasion Conversion Path Begin Page Explore opportunity Conversion Unengaged Unpersuaded

Overview of the visitor life-cycle1.  Enter2.  Explore > Persuasion Opportunity3.  Enter Conversion Path > Commit/Convert! Capture Entry Engaged Browse & Persuasion Conversion Path Begin Commit to Converted Page Explore opportunity Conversion Convert Unengaged Unpersuaded Unconverted

Key transition points in the visitor life-cycle! 1.  Capture 2.  Engagement 3.  Persuasion 4.  Conversion

Key transition points in the visitor life-cycle! 1.  Capture 2.  Engagement 3.  Persuasion 4.  Conversion Capture Entry Engaged Browse & Persuasion Conversion Path Begin Commit to Converted Page Explore opportunity Conversion Convert Unengaged Unpersuaded Unconverted

Home Energy Saver Suite! For Consumers For Home Energy Professionals Home Energy Home Energy Home Energy Social Community Eﬃciency Eﬃciency Scoring Tool Site for Home Energy Calculator Calculator (DOE-‐ARRA) Professionals (NING)

Home Energy Pros: Capture opportunity

Home Energy Pros: Capture opportunity Callouts Capture Entry Page

Home Energy Pros: Engaged visit Callouts for more engagement opportuni:es Capture Engaged Entry Browse & Page Explore Unengaged

Home Energy Pros: Engaged visit Engagement / persuasion opportuni:es Capture Entry Engaged Browse & Persuasion Page Explore opportunity Unengaged Unpersuaded

Home Energy Pros: Committed visit Begin conversion path

Home Energy Pros: Committed visit Begin conversion path Capture Entry Engaged Browse & Persuasion Conversion Path Begin Page Explore opportunity Conversion Unengaged Unpersuaded

Home Energy Pros: Committed visit Con:nue the conversion path Capture Entry Engaged Browse & Persuasion Conversion Path Begin Commit to Page Explore opportunity Conversion Convert Unengaged Unpersuaded Unconverted

Home Energy Pros: Converted visit Complete conversion path Capture Entry Engaged Browse & Persuasion Conversion Path Begin Commit to Converted Page Explore opportunity Conversion Convert Unengaged Unpersuaded Unconverted

Metrics deﬁnitions Metrics are divided into two parts! 1.  Conversion! –  Traditional conversion! –  Engaged conversion! –  Committed conversion! 2.  Indices of engagement! –  Persuasion index! •  Pages are associated with conversion opportunities ! –  Contribution index ! •  The contribution of each page to a conversion!

Metric definitions: Conversion types • Tradi:onal conversion • Engaged conversion • Commi_ed conversion Sales Learn visitor’s interests Networking Tradi&onal Conversion Loyalty Engaged Conversion Commi2ed Conversion Site Visits Browse Choose a Start Commit to Converted Enter Site & conversion Conversion Convert Explore option Visitor Unengaged Unpersuaded Unconverted Tradi:onal Conversion Engaged Conversion Commi_ed Conversion =Convα/Vα =Convα/Vα-‐VU =Convw/inpath /Vw/inpath

Metric definitions: Traditional conversion • Tradi&onal conversion = Total conversions Total site visits Tradi&onal Conversion Site Browse Choose a Visits Enter Site & conversion Start Commit to Converted Conversion Convert Explore option Visitor Unengaged Unpersuaded Tradi:onal Conversion =Convα/Vα

Metric definitions: Engaged conversion • Engaged conversion = Total conversions Total site visits -‐ bounce Tradi&onal Conversion Engaged Conversion Site Browse Choose a Visits Enter Site & conversion Start Commit to Converted Conversion Convert Explore option Visitor Unengaged Unpersuaded Tradi:onal Conversion Engaged Conversion =Convα/Vα =Convα/Vα-‐VU

Metric definitions: Committed conversion • Commi3ed conversion = Total sub-‐type conversions Registra:on Total visits to that sub-‐type s •  Invite a priend v ideo conversion page(s) •  f •  Upload icture, •  Post comment or blog •  Print or download from site Tradi&onal Conversion Engaged Conversion Commi2ed Conversion Site Browse Choose a Visits Enter Site & conversion Start Commit to Converted Conversion Convert Explore option Visitor Unengaged Unpersuaded Unconverted Tradi:onal Conversion Engaged Conversion Commi_ed Conversion =Convα/Vα =Convα/Vα-‐VU =Convw/inpath /Vw/inpath

Metric definitions: Committed conversion• Commi3ed conversion = Total sub-‐type conversions Registra:on Total visits to that sub-‐type s •  Invite a priend v ideo conversion page(s) •  f •  Upload icture, •  Post comment or blog •  Print or download from site

Conversion metrics for Home Energy Pros 100 Conversion Rate (%) 80 60 40 20 3.4 % 0 Tradi:onal conver:ons Engaged conversions Commi_ed conversions blogs Tradi&onal Conversion Site Browse Choose a Visits Enter Site & conversion Start Commit to Converted Conversion Convert Explore option

Conversion metrics for Home Energy Pros 100 Conversion Rate (%) 80 60 40 20 9.4 % 3.4 % 0 Tradi:onal conver:ons Engaged conversions Commi_ed conversions blogs Tradi&onal Conversion Engaged Conversion Site Browse Choose a Visits Enter Site & conversion Start Commit to Converted Conversion Convert Explore option

Conversion metrics for Home Energy Pros 100 Conversion Rate (%) 80 74.3 % 60 40 20 9.4 % 3.4 % 0 Tradi:onal conver:ons Engaged conversions Commi_ed conversions blogs Tradi&onal Conversion Engaged Conversion Commi2ed Conversion Site Browse Choose a Visits Enter Site & conversion Start Commit to Converted Conversion Convert Explore option

Metrics deﬁnitions Metrics are divided into two parts! 1.  Conversion! –  Traditional conversion! –  Engaged conversion! –  Committed conversion! 2.  Indices of engagement! –  Persuasion index! •  Pages are associated with conversion opportunities ! –  Contribution index! •  The contribution of each page to a conversion!

Metric definitions: Persuasion index • Persuasion index = Commi_ed visits / Visits to a deﬁned persuasion page Persuasion Index Site Browse Choose aVisits Enter Site & conversion Start Commit to Converted Conversion Convert Explore option Visitor Unengaged Unpersuaded Unconverted

What is a persuasion index? A Persuasion Index is a measure of the sites persuasive content •  This index is a gauge of how eﬀec:vely a page persuades site visitors to enter a conversion path •  The Persuasion Index is a measure of a site or page s persuasive content Persuasion Index Browse Start Commit to & Conversion Convert Explore Unpersuaded Unconverted 59

What is a persuasion index? Persuasion Index Browse Start Commit to & Conversion Convert Explore Unpersuaded Unconverted 60

What is a persuasion index? Persuasion Index Browse Start Commit to & Conversion Convert Explore Unpersuaded Unconverted

Metrics deﬁnitions Metrics are divided into two parts! 1.  Conversion! –  Traditional conversion! –  Engaged conversion! –  Committed conversion! 2.  Indices of moving from engagement to conversion! –  Persuasion index! •  Pages are associated with conversion opportunities ! –  Contribution index! •  The contribution of each page to a conversion!

What is a contribution index? • Contribu&on index = A tally of the pages that contribute to conversion

What is a contribution index? • Contribu&on index = A tally of the pages that contribute to conversion 1 +1 +1 +1 +1

What is a contribution index? • Contribu&on index = A tally of the pages that contribute to conversion 1 +1

What is a contribution index? • Contribu&on index = A tally of the pages that contribute to conversion 1 + 1 + 1 + 1 + 1 x2 + 1 + 1 + 1 + 1 + 1 Same page

What is a contribution index? =1 1 +1 +1 +1 = 4 x2 Same page

Persuasion example: Using newsletter Capture Entry Engaged Browse & Persuasion Conversion Path Begin Commit to Converted Page Explore opportunity Conversion Convert Unengaged Unpersuaded Unconverted

Page Views 0 50 100 150 200 250 2-‐Apr 3-‐Apr 4-‐Apr 5-‐Apr 6-‐Apr 7-‐Apr 8-‐Apr 9-‐Apr 10-‐Apr 11-‐Apr 12-‐Apr 13-‐Apr 14-‐Apr 15-‐Apr 16-‐Apr 17-‐Apr 18-‐Apr 19-‐Apr 20-‐Apr 21-‐Apr 22-‐Apr 23-‐Apr 24-‐Apr 25-‐Apr 26-‐Apr Engaged Visits From Newsle3er 27-‐Apr 28-‐Apr 29-‐Apr Engagement: Linking from newsletter30-‐Apr 1-‐May 5 Blog /25 Links 4 Blogs/22 Links 3 Blogs/19 Links 2 Blogs/30 Links 1 Blog link/2 Links

Engagement: Twitter Tweets associated with the newsle_er

Engagement: Facebook Facebook posts associated with the newsle_er

Beyond A/B testing-Using click behaviors to tailor content! Based on work by Cialdini! •  Social proof! •  Scarcity! •  Authority! A number of e-‐commerce sites already use Sales Strategies to inﬂuence consumers buying decision. For example, they list the “most popular” products. We pick it up where they le[ it. www.persuasionapi.com

Beyond A/B testing - Using click behaviors to tailor content! Based on work by Cialdini! •  Social proof! •  Scarcity! •  Authority! Based on Cialdini! •  Social proof ! •  Scarcity! •  Authority! Products can be promoted using diﬀerent Sales Strategies: e.g. Bestsellers (Social Proof), Almost out of stock (Scarcity), Recommended by (Authority), etc. etc. www.persuasionapi.com

Beyond A/B testing - Using click behaviors to tailor content! Customer A sees most popular des:na:on Customer B sees best seller list most popular des:na:on bestsellers Persuasion API captures which strategy works best by INDIVIDUAL, and presents future content using that informa:on. www.persuasionapi.com

Roadmap! •  Practices UX and AX! •  AX tools are difﬁcult! •  Visitor life cycle! •  An example from Home Energy Pros! •  Metrics deﬁnitions! •  Persuasion in a Newsletter! •  Persuasion API! •  Summary!

Practitioner takeaways! •  Define measurable success metrics early! •  Build clear and meaningful KPIs! –  Engagement! –  Persuasion ! –  Committed conversion! •  Team with/make use of analytic practitioners! •  Side step the data blizzard! •  Use metrics data to ! –  Refine pages within task flows! –  Identify what persuades! # Next generation analytics# Improve the user journey in real time: Tailor content to individualsʼ (click) previous preferences and behaviors!

!! ! !Questions?! !!

Not your father's analytics report Mahaffey & Straub, UPA 2011 Atlanta

by Kath Straub

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