NOT YOUR FATHERʼS 
WEB ANALYTICS REPORT#         David Mahaffey!         !         !         Kath Straub!
SPECIAL THANKS TO …#    Diane Chojnowski!          Evan Mills!    Social Media Strategist!   Staff Scientist
    Usability...
Practitioner takeaways!  •    Define measurable success metrics early!  •    Build clear and meaningful KPIs!  •    Team wi...
Roadmap! •    Practices UX and AX! •    AX tools are difficult! •    Visitor life cycle! •    An example from Home Energy P...
Practices have complementary processes!                      Build	  KPIs	       Collect	  Data	   Define	  Goals	         ...
Practices have complementary processes!                      Build	  KPIs	       Collect	  Data	   Define	  Goals	         ...
Practices have common goals!                       UX	  goals	                                                  AX	  goals...
Practices have common goals!                       UX	  goals	                                                           A...
Timeline UX and AX!    1980	                                1990	        2000	                      2010	         Internet...
Timeline UX and AX!     1980	                               1990	        2000	                      2010	          Interne...
Timeline UX and AX!     1980	                                  1990	                      2000	                      2010	...
Timeline UX and AX!     1980	                                  1990	                                             2000	    ...
Timeline UX and AX!     1980	                                  1990	                                             2000	    ...
Where do these practices live, who do they serve?!                                IT	                                     ...
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 P...
Analytic tools produce data and reports!
Analytic tools produce data and reports!
Analytic tools produce data and reports!
Analytic tools produce data and reports!
Analytic tools produce data and reports!
Analytic tools produce data and reports!Many	  reports.	  	  Li_le	  ac:onable	  informa:on	  ...	  
Roadmap! •    Practices UX and AX! •    AX tools are difficult! •    Visitor life cycle! •    An example from Home Energy P...
Visitor life-cycle – Behaviors of interest!1.  Enter	         Capture	                 	               Entry	             ...
Visitor life-cycle – Behaviors of interest!1.  Enter2.  Explore	     Capture	             	           Entry	              ...
Visitor life-cycle – Behaviors of interest!1.  Enter2.  Explore > Persuasion Opportunity	         Capture	                ...
Visitor life-cycle – Behaviors of interest!1.  Enter2.  Explore > Persuasion Opportunity3.  Enter Conversion Path	     Cap...
Overview of the visitor life-cycle1.  Enter2.  Explore > Persuasion Opportunity3.  Enter Conversion Path > Commit/Convert!...
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	  ...
Key transition points in the visitor life-cycle! 1.  Capture 2.  Engagement 3.  Persuasion 4.  Conversion 	     Capture	  ...
Key transition points in the visitor life-cycle! 1.  Capture 2.  Engagement 3.  Persuasion 4.  Conversion 	     Capture	  ...
Key transition points in the visitor life-cycle! 1.  Capture 2.  Engagement 3.  Persuasion 4.  Conversion 	     Capture	  ...
Roadmap! •    Practices UX and AX! •    AX tools are difficult! •    Visitor life cycle! •    An example from Home Energy P...
Home Energy Saver Suite!   For	  Consumers	     For	  Home	  Energy	  Professionals	    Home	  Energy	         Home	  Ener...
Home Energy Saver Suite!   For	  Consumers	     For	  Home	  Energy	  Professionals	    Home	  Energy	         Home	  Ener...
Home Energy Pros: Capture opportunity
Home Energy Pros: Capture opportunity                          Callouts	    Capture	            	          Entry	         ...
Home Energy Pros: Engaged visit                                               Callouts	  for	  more	                      ...
Home Energy Pros: Engaged visit                                                                             Engagement	  /...
Home Energy Pros: Committed visit                          Begin	  conversion	                            path	  
Home Energy Pros: Committed visit                                                                                   Begin	...
Home Energy Pros: Committed visit                                                                                   Con:nu...
Home Energy Pros: Converted visit                                                                                   Comple...
Roadmap! •    Practices UX and AX! •    AX tools are difficult! •    Visitor life cycle! •    An example from Home Energy P...
Metrics definitions Metrics are divided into two parts! 1.  Conversion!    –  Traditional conversion!    –  Engaged convers...
Metric definitions: Conversion types    • Tradi:onal	  conversion	      • Engaged	  conversion	      • Commi_ed	  conversi...
Metric definitions: Traditional conversion      • Tradi&onal	  conversion	  =	  Total	  conversions	  	          	  	  	  ...
Metric definitions: Engaged conversion      • Engaged	  conversion	  =	  Total	  conversions	  	          	  	  	  	  	  	...
Metric definitions: Committed conversion      • Commi3ed	  conversion	  =	  Total	  sub-­‐type	  conversions	  	          ...
Metric definitions: Committed conversion• Commi3ed	  conversion	  =	  Total	  sub-­‐type	  conversions	  	    	  	  	  	  ...
Conversion metrics for Home Energy Pros                                                                    100	           ...
Conversion metrics for Home Energy Pros                                                                    100	           ...
Conversion metrics for Home Energy Pros                                                                    100	           ...
Metrics definitions Metrics are divided into two parts! 1.  Conversion!    –  Traditional conversion!    –  Engaged convers...
Metric definitions: Persuasion index     • Persuasion	  index	  =	  Commi_ed	  visits	  /	  Visits	  to	  a	  defined	  	  ...
What is a persuasion index? A	  Persuasion	  Index	  is	  a	  measure	  of	  the	  sites	  persuasive	  content	   •  This...
What is a persuasion index?                                       Persuasion	  Index	         	  	                    Brow...
What is a persuasion index?                                      Persuasion	  Index	        	  	                   Browse ...
What is a persuasion index?                                      Persuasion	  Index	        	  	                   Browse ...
Metrics definitions Metrics are divided into two parts! 1.  Conversion!    –  Traditional conversion!    –  Engaged convers...
What is a contribution index? • Contribu&on	  index	  =	  A	  tally	  of	  the	  pages	  that	  contribute	  to	     conve...
What is a contribution index? • Contribu&on	  index	  =	  A	  tally	  of	  the	  pages	  that	  contribute	  to	     conve...
What is a contribution index? • Contribu&on	  index	  =	  A	  tally	  of	  the	  pages	  that	  contribute	  to	     conve...
What is a contribution index? • Contribu&on	  index	  =	  A	  tally	  of	  the	  pages	  that	  contribute	  to	     conve...
What is a contribution index?                                         =1                                    1   +1   +1   ...
Roadmap! •    Practices UX and AX! •    AX tools are difficult! •    Visitor life cycle! •    An example from Home Energy P...
Persuasion example: Using newsletter  Capture	            	          Entry	                             Engaged	          ...
Persuasion example: Using newsletter  Capture	            	          Entry	                             Engaged	          ...
Page	  Views	            0	                               50	                                                             ...
Engagement: Twitter                      Tweets	                        associated	  with	                        the	  ne...
Engagement: Facebook                       Facebook	  posts	                         associated	  with	                   ...
Roadmap! •    Practices UX and AX! •    AX tools are difficult! •    Visitor life cycle! •    An example from Home Energy P...
Beyond A/B testing-Using click behaviors to tailor content!      Based on work by      Cialdini!      •  Social proof!    ...
Beyond A/B testing - Using click behaviors to tailor content!      Based on work by      Cialdini!      •  Social proof!  ...
Beyond A/B testing - Using click behaviors to tailor content!    Customer	  A	  sees	  most	  popular	  des:na:on	       C...
Roadmap! •    Practices UX and AX! •    AX tools are difficult! •    Visitor life cycle! •    An example from Home Energy P...
Practitioner takeaways!  •  Define measurable success metrics early!  •  Build clear and meaningful KPIs!      –  Engagemen...
!!    !   !Questions?!    !!
Not your father's analytics report  Mahaffey & Straub, UPA 2011 Atlanta
Not your father's analytics report  Mahaffey & Straub, UPA 2011 Atlanta
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Not your father's analytics report Mahaffey & Straub, UPA 2011 Atlanta

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The Home Energy Saver is an action-oriented home energy benchmarking site. The do-it-yourself home energy assessment helps consumers understand and streamline their home energy use through behavioral and structural upgrade recommendations. We present a longitudinal case study describing how we used web-analytics to iteratively benchmark, track and improve the persuasive pull of the site.

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

  1. 1. NOT YOUR FATHERʼS 
WEB ANALYTICS REPORT# David Mahaffey! ! ! Kath Straub!
  2. 2. SPECIAL THANKS TO …# Diane Chojnowski! Evan Mills! Social Media Strategist! Staff Scientist
 Usability.org! Berkeley Labs!
  3. 3. 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!
  4. 4. 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!
  5. 5. Practices have complementary processes! Build  KPIs   Collect  Data   Define  Goals   Analyze  Data   Analy:cs  Process   Implement   Test  Alterna:ves  
  6. 6. 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  
  7. 7. Practices have common goals! UX  goals   AX  goals   Understand  describe  why  people  do  what   Show  what  people  actually  do  (sort  of)   they  do    
  8. 8. 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    
  9. 9. 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  
  10. 10. 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  
  11. 11. 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  
  12. 12. 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  
  13. 13. 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    
  14. 14. 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    
  15. 15. Where do these practices live, who do they serve?!
  16. 16. 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!
  17. 17. Analytic tools produce data and reports!
  18. 18. Analytic tools produce data and reports!
  19. 19. Analytic tools produce data and reports!
  20. 20. Analytic tools produce data and reports!
  21. 21. Analytic tools produce data and reports!
  22. 22. Analytic tools produce data and reports!Many  reports.    Li_le  ac:onable  informa:on  ...  
  23. 23. 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!
  24. 24. Visitor life-cycle – Behaviors of interest!1.  Enter   Capture     Entry   Page    
  25. 25. Visitor life-cycle – Behaviors of interest!1.  Enter2.  Explore   Capture     Entry   Engaged   Browse  &           Page   Explore     Unengaged  
  26. 26. Visitor life-cycle – Behaviors of interest!1.  Enter2.  Explore > Persuasion Opportunity   Capture     Entry   Engaged   Browse  &       Persuasion       Page   Explore   opportunity     Unengaged  
  27. 27. 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  
  28. 28. 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  
  29. 29. Key transition points in the visitor life-cycle! 1.  Capture 2.  Engagement 3.  Persuasion 4.  Conversion  
  30. 30. 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  
  31. 31. 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  
  32. 32. 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  
  33. 33. 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  
  34. 34. 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!
  35. 35. 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)  
  36. 36. 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)  
  37. 37. Home Energy Pros: Capture opportunity
  38. 38. Home Energy Pros: Capture opportunity Callouts   Capture     Entry   Page    
  39. 39. Home Energy Pros: Engaged visit Callouts  for  more   engagement   opportuni:es   Capture   Engaged     Entry   Browse  &   Page   Explore     Unengaged  
  40. 40. Home Energy Pros: Engaged visit Engagement  /   persuasion   opportuni:es     Capture     Entry   Engaged   Browse  &       Persuasion       Page   Explore   opportunity     Unengaged   Unpersuaded  
  41. 41. Home Energy Pros: Committed visit Begin  conversion   path  
  42. 42. Home Energy Pros: Committed visit Begin  conversion   path   Capture     Entry   Engaged   Browse  &       Persuasion   Conversion  Path   Begin       Page   Explore   opportunity   Conversion     Unengaged   Unpersuaded  
  43. 43. 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  
  44. 44. 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  
  45. 45. 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!
  46. 46. 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!
  47. 47. 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      
  48. 48. 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  
  49. 49. 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    
  50. 50. 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      
  51. 51. 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  
  52. 52. 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
  53. 53. 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
  54. 54. 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
  55. 55. 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!
  56. 56. 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  
  57. 57. 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
  58. 58. What is a persuasion index? Persuasion  Index       Browse Start   Commit  to   &     Conversion   Convert   Explore     Unpersuaded   Unconverted   60
  59. 59. What is a persuasion index? Persuasion  Index       Browse Start   Commit  to   &     Conversion   Convert   Explore     Unpersuaded   Unconverted  
  60. 60. What is a persuasion index? Persuasion  Index       Browse Start   Commit  to   &     Conversion   Convert   Explore     Unpersuaded   Unconverted  
  61. 61. 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!
  62. 62. What is a contribution index? • Contribu&on  index  =  A  tally  of  the  pages  that  contribute  to   conversion  
  63. 63. What is a contribution index? • Contribu&on  index  =  A  tally  of  the  pages  that  contribute  to   conversion   1 +1 +1 +1 +1
  64. 64. What is a contribution index? • Contribu&on  index  =  A  tally  of  the  pages  that  contribute  to   conversion   1 +1
  65. 65. 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
  66. 66. What is a contribution index? =1 1 +1 +1 +1 = 4 x2 Same page
  67. 67. 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!
  68. 68. Persuasion example: Using newsletter Capture     Entry   Engaged   Browse  &       Persuasion   Conversion  Path   Begin   Commit  to   Converted       Page   Explore   opportunity   Conversion   Convert         Unengaged   Unpersuaded   Unconverted  
  69. 69. Persuasion example: Using newsletter Capture     Entry   Engaged   Browse  &       Persuasion   Conversion  Path   Begin   Commit  to   Converted       Page   Explore   opportunity   Conversion   Convert         Unengaged   Unpersuaded   Unconverted  
  70. 70. 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  
  71. 71. Engagement: Twitter Tweets   associated  with   the  newsle_er  
  72. 72. Engagement: Facebook Facebook  posts   associated  with   the  newsle_er  
  73. 73. 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!
  74. 74. 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  
  75. 75. 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  
  76. 76. 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  
  77. 77. 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!
  78. 78. 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!
  79. 79. !! ! !Questions?! !!
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