Jboye2010 markohurst final_050510

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"User Experience By The Numbers" How to apply web analytics to your user experience. This is were user experience and web analytics begins to merge. Presented at JBoye Conferences Philadelphia 2010.

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  • Great prez Marko! This was immensely helpful in my research on UX and SEO. I cited you in an article I wrote on this subject. Please check it out as I would love to get your feedback!
    http://quotient.net/blog/2012/6/25/converging-user-experience-design-with-a-seo-strategy/
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  • 30 minute talk I did today at JBoye Conferences Philadelphia 2010. First couple of slides are just to bring qual & quant together via developing a Complete Audience / User Model. The meat of it is in two sections

    1) Behavioral Metrics - which are what I feel everyone, but especially UX folks should be focusing on. Behavioral Metrics actually capture and show a user's behavior, which is in contrast to site and aggregate metrics (visits, visitors, page views, etc).

    2) Content & Keywords - By understanding Keywords you can apply them and improve your SEO, SEM, content, URLs, metadata, labeling, taxonomy, ontology, site navigation, etc. This is huge and easy to learn and get up to speed to be able to use and will have a MAJOR impact on improving the experiences you design.

    Please leave feedback and &/or drop me an email with any questions. ENJOY!!
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Jboye2010 markohurst final_050510

  1. 1. MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes User Experience By The Numbers Using Web Analytics To Inform User Experience Speaker: Marko Hurst http://www.jboye.com/conferences/philadelphia10/
  2. 2. 2 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Me  Consultant, Author, & Speaker  User Experience  Web Analytics  Search  Background:  14 years experience – Enterprise Applications, Data Analysis, Search Systems, Websites, Mobile, Web. 2.0  Independent, agency, & consulting firms  National & regional lead for UX, Strategy, & Web Analytics practices  Industries: Government, Media, eCommerce, Financial Services, Automotive, Technology, Mobile, CPG  Contact:  MISI, Engagement Manager: mhurst@misicompany.com  Read my Blog: MarkoHurst.com “Insightful Analytics”  Follow me on Twitter: MarkoHurst
  3. 3. 3 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Me  Book: Search Analytics - Conversations With Your Customers  Anticipated release: late 2010  Book website: RosenfeldMedia.com/books/SearchAnalytics  Co-Author: Lou Rosenfeld  Speaker:  Keynote  North America & Europe  eMetrics Marketing Optimization Summit  Search Marketing Exchange, SMX  Usability Professional Association, UPA  Various  Digital Asset Management  Technology  Marketing  Corporate  Government Agencies
  4. 4. MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Before We Begin Audience Survey
  5. 5. 5 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Audience Survey Question 1  Any fellow “quant jocks” in the room?  If you’re not, that’s OK! It’s why I’m here.
  6. 6. 6 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Audience Survey Question 2  Who is not familiar with “traditional” qualitative research methods & data?  Ethnographic  User testing  Contextual interviews  Journaling  Etc.
  7. 7. 7 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Audience Survey Question 3  Anyone currently using web analytics mixed with ‘traditional’ research to inform User Experience decisions?  Design?  Business?  Development?  Communication?  Deliverables?
  8. 8. 8 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes What You Will Learn Today Qual & Quant Data Need Each Other Complete Audience / User Model Behavioral Metrics Applying Keywords to Content Q&A
  9. 9. MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes How Much Is Your Data Telling You About Your Audience? You may be surprised to know you’re only telling ½ the story
  10. 10. 10 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes What You’re Not Getting From Your Data Can Hurt You
  11. 11. 11 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Qualitative Data Provides Motivational & Attitudinal Data Emerging Key Personas A Day in the Life Physician Scenario Tells the “why” side of the story Why would your audience do or not do something?
  12. 12. 12 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Quantitative Data Provides Behavioral Data Balanced Scorecard Metrics Dashboard What did your audience actually do? Tells the “what” side of the story
  13. 13. 13 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes The Benefit Of Using Both Data Types?  Tell a complete story  Make more accurate and better informed decisions  It’s the only possible complete audience / user model Now, let me show you how it’s done! Qualitative Quantitative
  14. 14. MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes What Web Analytics Data Should You Pay Attention to? And how you should apply it
  15. 15. 15 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Behavioral Metrics
  16. 16. 16 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes What Is A Behavioral Metric?  Behavioral Metrics are any metrics capture the behavior of user’s  Added benefit of telling you something is wrong or right with the experience you designed MAINTAIN YOUR FOCUS ON BEHAVIORIAL METRICS
  17. 17. 17 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Why Focus On Behavioral Metrics?  Quickest and greatest benefits, value, & insights are found here  In contrast to aggregated "quantity" metrics  Visits, Visitors, Page Views, Unique Visitors, etc. MAINTAIN YOUR FOCUS ON BEHAVIORIAL METRICS
  18. 18. 18 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Behavioral Metric Examples Behavioral Metrics High Value To… Bounce Rate Landing pages, Site Wide, Keywords, SEO, SEM Revenue eCommerce Days To Convert eCommerc, Lead Generation Visits To Convert eCommerce, Lead Generation Conversion Rate eCommerce, Lead Generation RSS-feed subscribers Blogs Length of Visit Content Depth of Visit Content Site Depth Content Recency Community / Social Loyalty Community / Social Search Selection % SERP Search Bounce Rate SERP Search Refinement SERP Search Initiated From All site types
  19. 19. 19 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Behavioral Metric: Bounce Rate What is a “Bounce Rate” I define it as…  A user came to your site. Said “this sucks!”*. Left your site. defines it as  The percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. How do you use it?  Use this metric to measure visit quality - a high bounce rate generally indicates that site entrance pages aren't relevant to your visitors.
  20. 20. 20 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Behavioral Metric: Bounce Rate Site Wide Not good!
  21. 21. 21 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Behavioral Metric: Bounce Rate Site Wide By Source Really not good!
  22. 22. 22 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Behavioral Metric: Bounce Rate Single Page & Source Bad. Very Bad.
  23. 23. 23 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Content & Keywords
  24. 24. 24 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes What a User Sees http://www.nytimes.com/2010/05/05/nyregion/05plane.html?hp
  25. 25. 25 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes What A Search Engine Sees
  26. 26. 26 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Keywords: Compare Both – What Do They Tell You? SEO Internal Search
  27. 27. 27 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Keywords  Just buy scrolling you can see HOW PEOPLE ARE FINDING YOUR CONTENT  Very unique phrases  Common misspellings  Negative keywords  Geographic targeting  Acronyms  Domains  Brand names  Generic names Get over yourself Listen to your audience’s confessions START A CONVERSATION
  28. 28. 28 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Applying Keywords To Content, Structure, & Deliverables Where How Meta Data Title, Description, & Keywords •Download SEO Quake (Firefox Plugin) SEO / SEM Compare what keywords & pages people are landing on vs. what your content reads. Page / Product Name Include keyword rich titles URL Include keywords in your URL structure • www.site.com/green/recycle/aluminum/cans Site Copy / Content Include keywords multiple times in your first 1-2 paragraphs Banner Ads Include keywords to capture attention and clicks AdWords Include keywords to capture attention and clicks Taxonomy Labeling & names of categories Metadata Keyword descriptors Ontology Labeling and associative relationships Navigation Labels / nomenclature – speak your audience’s language NOT yours Personas Add SEO Keywords section – update & optimize Site Map Labels / nomenclature
  29. 29. 29 MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group Disclosure range: Functional or organizational groups of MISI clients for business purposes Thank You! Contact: mhurst@misicompany.com Book: RosenfeldMedia.com/books/SearchAnalytics Blog: MarkoHurst.com Twitter: MarkoHurst 25% off all books until May 15 @ RosenfeldMedia.com use code “JBOYE10”
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