0
Rakuten Technology Conference

UX  Analytics
Measure  your  ROI!
発売中	

2013-‐‑‒10-‐‑‒26
Adobe
Makoto  Shimizu
I  live  in  Utah.

2
I  fly  a  lot.
n  International Program Management
n  Evangelist / Customer Advocacy
1	

2	

3	

4	

5	

6	

7	

8	

9	
...
19  years  of  experience  in  Web  *.

CRM

Marketing

Kaizen

CMS

Technology

Agile

Web
Analytics
SEO

UX

IA

4
I  share  my  experience  by:
Speaking

Writing
Advisory

Ministry of Education	
Sanktgallen Brewery (CMO)	

Omniture	

A2...
Todayʼ’s  Agenda
1.  Engineer’s Career
2.  Analytics for Engineers

6
Engineerʼ’s  Career
How  I  increased  my  value  and  
became  NOT  replaceable.

7
1995:  Developer
I started my career as a developer
(front-end) in 1995. I did HTML, Perl,
PHP and JavaScript.

Technology...
1999:  Developer
“Bad design ruins a product.”
“I want to spend my time for
something useful.”

Technology

9
2000:  Information  Architect
I  became  an  IA.  I  enjoyed  designing  
usable  and  delightful  UI.

Technology

UX

10
2007:  Information  Architect
“What  good  is  in  usable  product
  if  it  is  not  needed  and  not  
contributing  to ...
2008:  Web  Analyst
I  managed  Web  Analytics  team  to  
inform  marketers  so  they  can  make  
the  right  descisions...
2010:  Web  Analyst
“I  want  to  be  directly  responsible  
for  the  results.”
Marketing

Technology

UX

13
2011:  Marketer  /  CRM
I  enjoyed  strategic  executions  and  
contributing  to  business  results.  
Marketing

Technol...
2011:  Marketer  /  CRM
“Marketers  seriously  need  help.”
Marketing

Technology

UX

15
Now:  Program  Manager/Evangelist  
To  help  business  become  data-‐‑‒
driven.
Marketing

Technology

UX

16
This  journey  increased  my  value
because:
n  I can make the better decisions based

on broad knowledge and experience....
This  journey  increased  my  value
Lessons Learned:
n  Go beyond your comfort zone.
n  Stay focused for 5+ years to dee...
Analytics  for  
Engineers
Show  your  ROI!

19
Steps  for  Measuring  UX
1.  Diagram  Userʼ’s  Flows
l 

Audience?  Why  visit  your  website?

2.  Map  business  effort...
Concept Diagram
n  is  a  diagram  to  clarify  how  users  

interact  with  business

Who are visitors and what they wa...
http://www.sanktgallenbrewery.com 	
22
1.  Concept  Diagram
Interesting.

I  want  more.

Attention

What  is  available?
How  can  I  drink?
Buy  online  /  Go ...
2.  Map  your  effort
•  Ad
•  Search
•  Link

Informed

About

Blog

Connected

News
Product
Catalog
How  to
Store  
Locat...
3.Define  KPIʼ’s
New
•  Ad
•  Search
•  Link

Visiors	

About

Email Opens	
CTR	

News

Blog
Unique

Product Views	
Product...
Be  Creative  to  Collect  Data
n  User  experience  can  be  measured

because  users  interact  with  sites  
by  click...
Q1:  Are  Errors  damaging  Business?
n  Define  metrics  to  monitor.
1. Error rate	

新規
訪問	
再訪
問	

2. Error rate for New...
Q2:  Are  long  pages  evil?
n  Options
a) 

Design  a  looong  page  with  lots  of  info

b) 

Split  into  pages  with...
Q2:  Are  long  pages  evil?
n  Did  users  consume  the  content?
Entry	

Long
pages	

Exit	

Scroll  
  up  and  down

...
Q2:  Are  long  pages  evil?
n  Did  users  consume  the  content?

Entry	

Short
Pages	

Exit	
 Entry	

←1 2 3→	

Exit	
...
Q2:  Are  long  pages  evil?
n  Measure  and  Report.
Completes
Title

Visits

Published date
Page #

Volume

31
Q3:  Optimise  for  Smartphones?
n  Options
a) 

Detect  devices  and  change  templates

b) 

Responsive  Web  Design

c...
Q3:  Optimise  for  Smartphones?
n  Did  users  switch  back  to  Full  sites?
Optimised

Optimised

Full
Site

Full  
Si...
Q4:  Is  Amazon  menu  effective?

2	

1	

34
Q4:  Is  Amazon  menu  effective?
n  Measure  and  Report.
Visitors

Returning

Revenue

Menu  Experts
Menu  Failers

35
Q5:  Are  images  for  Retina  needed?

promo_ipad.png

promo_ipad_2x.png

36
Q5:  Are  images  for  Retina  needed?
n  Resolution != Device Ratio	
_gaq.push([‘_setCustomVar’, 1, 'Resolution',
(windo...
Further  Readings
n  清⽔水  誠の「その指標がデザインを決める」
http://ascii.jp/elem/000/000/617/617806/

1.  そのエラーページ、⾃自⼰己満⾜足になっていませんか	
2.  ...
Donʼ’t  reinvent  the  wheel.
n  Tag  Manager  will  make  your  life  

easier.

n  Just  add  two  lines  to  HTML  so...
Tag  Manager
n  Rules  can  be  defined.

40
Tag  Manager
n  Dead  Image

How many
people are
clicking
unclickable
images?

41
Tag  Manager
n  Events
l  Mouse
l  Keyboard
l  Forms
l  HTML5  Video
l  Mobile

n  CSS  Selector
l  Elements

l  ...
Steps  for  UX  Analytics
1.  Draw  Concept  Diagram
l 

How users behave?	

2.  Map  your  effort	
l 

What needs to be ...
What  do  you  want  to  do?
n  Go beyond your comfort zone.
l  An

engineer can be a marketer.

n  Combine something d...
Thank  you

解析 清水

公式サイト

http://www.cms-‐‑‒ia.info

45
See  Also:
n  商談に結びつける

売上をあげるための

BtoBデジタルマーケティング⼊入⾨門
http://www.cms-‐‑‒ia.info/news/ebooks-‐‑‒published-‐‑‒2012/

	

n...
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[RakutenTechConf2013] [B-0] UX Analytics - Measure your ROI!

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Rakuten Technology Conference 2013
"UX Analytics - Measure your ROI!"
Makoto Shimizu (Adobe)

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Transcript of "[RakutenTechConf2013] [B-0] UX Analytics - Measure your ROI!"

  1. 1. Rakuten Technology Conference UX  Analytics Measure  your  ROI! 発売中 2013-‐‑‒10-‐‑‒26 Adobe Makoto  Shimizu
  2. 2. I  live  in  Utah. 2
  3. 3. I  fly  a  lot. n  International Program Management n  Evangelist / Customer Advocacy 1 2 3 4 5 6 7 8 9 10 11 12 2012 2013 3
  4. 4. 19  years  of  experience  in  Web  *. CRM Marketing Kaizen CMS Technology Agile Web Analytics SEO UX IA 4
  5. 5. I  share  my  experience  by: Speaking Writing Advisory Ministry of Education Sanktgallen Brewery (CMO) Omniture A2i IID (CAO) Dentsu Razorfish (Fellow) 5
  6. 6. Todayʼ’s  Agenda 1.  Engineer’s Career 2.  Analytics for Engineers 6
  7. 7. Engineerʼ’s  Career How  I  increased  my  value  and   became  NOT  replaceable. 7
  8. 8. 1995:  Developer I started my career as a developer (front-end) in 1995. I did HTML, Perl, PHP and JavaScript. Technology 8
  9. 9. 1999:  Developer “Bad design ruins a product.” “I want to spend my time for something useful.” Technology 9
  10. 10. 2000:  Information  Architect I  became  an  IA.  I  enjoyed  designing   usable  and  delightful  UI. Technology UX 10
  11. 11. 2007:  Information  Architect “What  good  is  in  usable  product  if  it  is  not  needed  and  not   contributing  to  business?” Technology UX 11
  12. 12. 2008:  Web  Analyst I  managed  Web  Analytics  team  to   inform  marketers  so  they  can  make   the  right  descisions. 12
  13. 13. 2010:  Web  Analyst “I  want  to  be  directly  responsible   for  the  results.” Marketing Technology UX 13
  14. 14. 2011:  Marketer  /  CRM I  enjoyed  strategic  executions  and   contributing  to  business  results.   Marketing Technology UX 14
  15. 15. 2011:  Marketer  /  CRM “Marketers  seriously  need  help.” Marketing Technology UX 15
  16. 16. Now:  Program  Manager/Evangelist   To  help  business  become  data-‐‑‒ driven. Marketing Technology UX 16
  17. 17. This  journey  increased  my  value because: n  I can make the better decisions based on broad knowledge and experience. n  I can quickly adopt myself to changes. 17
  18. 18. This  journey  increased  my  value Lessons Learned: n  Go beyond your comfort zone. n  Stay focused for 5+ years to deepen expertise. n  Combine something different. 18
  19. 19. Analytics  for   Engineers Show  your  ROI! 19
  20. 20. Steps  for  Measuring  UX 1.  Diagram  Userʼ’s  Flows l  Audience?  Why  visit  your  website? 2.  Map  business  efforts l  Content/Functions/Campaigns 3.  Define  your  KPIʼ’s l  Preferred  online  activities 4.  Implement  and  Report l  Be  creative. 20
  21. 21. Concept Diagram n  is  a  diagram  to  clarify  how  users   interact  with  business Who are visitors and what they want? What features does the business provide? Users Web Business 21
  22. 22. http://www.sanktgallenbrewery.com 22
  23. 23. 1.  Concept  Diagram Interesting. I  want  more. Attention What  is  available? How  can  I  drink? Buy  online  /  Go  out at  bar Drink Good. Addicted. 23
  24. 24. 2.  Map  your  effort •  Ad •  Search •  Link Informed About Blog Connected News Product Catalog How  to Store   Locator Order Drink 24
  25. 25. 3.Define  KPIʼ’s New •  Ad •  Search •  Link Visiors About Email Opens CTR News Blog Unique
 Product Views Product   Catalog How  to Map Views Store   Locator New Customers Order Repeat Customers 25
  26. 26. Be  Creative  to  Collect  Data n  User  experience  can  be  measured because  users  interact  with  sites   by  clicking  and  moving  mouse. Users Web 26
  27. 27. Q1:  Are  Errors  damaging  Business? n  Define  metrics  to  monitor. 1. Error rate 新規 訪問 再訪 問 2. Error rate for New Visitors ? Link 404 CV 3. Conversion rate after Error 5. Revisit after Error rate 4.Error Exit rate 27
  28. 28. Q2:  Are  long  pages  evil? n  Options a)  Design  a  looong  page  with  lots  of  info b)  Split  into  pages  with  a  navigation Slow to load VS. Navigation is awkward Page search works Page views will increase Difficult to print out 28
  29. 29. Q2:  Are  long  pages  evil? n  Did  users  consume  the  content? Entry Long pages Exit Scroll    up  and  down Complete 29
  30. 30. Q2:  Are  long  pages  evil? n  Did  users  consume  the  content? Entry Short Pages Exit Entry ←1 2 3→ Exit Entry ←1 2 3→ paging Exit ←1 2 3→ paging Complete 30
  31. 31. Q2:  Are  long  pages  evil? n  Measure  and  Report. Completes Title Visits Published date Page # Volume 31
  32. 32. Q3:  Optimise  for  Smartphones? n  Options a)  Detect  devices  and  change  templates b)  Responsive  Web  Design c)  Do  nothing Optimised Full Site 32
  33. 33. Q3:  Optimise  for  Smartphones? n  Did  users  switch  back  to  Full  sites? Optimised Optimised Full Site Full   Site 33
  34. 34. Q4:  Is  Amazon  menu  effective? 2 1 34
  35. 35. Q4:  Is  Amazon  menu  effective? n  Measure  and  Report. Visitors Returning Revenue Menu  Experts Menu  Failers 35
  36. 36. Q5:  Are  images  for  Retina  needed? promo_ipad.png promo_ipad_2x.png 36
  37. 37. Q5:  Are  images  for  Retina  needed? n  Resolution != Device Ratio _gaq.push([‘_setCustomVar’, 1, 'Resolution', (window.devicePixelRatio > 1 ? ‘Hi’ : ‘Lo’), 2]); Retina 2.0% 1.0% 0.0% w1 w2 w3 w4 w5 w6 w7 w8 w9 w10 37
  38. 38. Further  Readings n  清⽔水  誠の「その指標がデザインを決める」 http://ascii.jp/elem/000/000/617/617806/ 1.  そのエラーページ、⾃自⼰己満⾜足になっていませんか 2.  エラーページのUXをGoogle Analytics+jQueryで解析 3.  Facebookの「いいね!」で売上は増えるのか? 4.  ゴールのないサイトでもコンバージョンを測る⽅方法 5.  離離脱率率率を使わずに迷⼦子ページを⾒見見つける⽅方法 6.  サイト内検索索で⾒見見つからないコンテンツを発⾒見見する⽅方法 7.  楽天メソッドの⻑⾧長いページは分割したほうがいいのか? 8.  「良良質なコンテンツ」を測定する7つの指標 9.  「⻑⾧長⽣生きコンテンツ」の発掘で集客⼒力力を維持する⽅方法 10.  アップル⾵風カルーセルUIは意味があるのか? 11.  ログインボタンって本当に必要?  UIの常識識を検証する 12.  WebサイトのRetina対応は必要か? 13.  Amazonメニューの「使いやすさ」を検証する⽅方法 38
  39. 39. Donʼ’t  reinvent  the  wheel. n  Tag  Manager  will  make  your  life   easier. n  Just  add  two  lines  to  HTML  source. <head> <script src="//s3.amazonaws.com/searchdiscovery-satellite-production/ xx/satelliteLib-xxx-staging.js"></script> <script type="text/javascript">_satellite.pageBottom();</script> </doby> This is an example for “Adobe Dynamic Tag Management” 39
  40. 40. Tag  Manager n  Rules  can  be  defined. 40
  41. 41. Tag  Manager n  Dead  Image How many people are clicking unclickable images? 41
  42. 42. Tag  Manager n  Events l  Mouse l  Keyboard l  Forms l  HTML5  Video l  Mobile n  CSS  Selector l  Elements l  Attributes 42
  43. 43. Steps  for  UX  Analytics 1.  Draw  Concept  Diagram l  How users behave? 2.  Map  your  effort l  What needs to be measured? 3.  Define  your  KPIʼ’s l  How to measure? 4.  Implement  and  Report l  Be creative. Engineers know better. 43
  44. 44. What  do  you  want  to  do? n  Go beyond your comfort zone. l  An engineer can be a marketer. n  Combine something different. l  Technology / UX / Marketing 44
  45. 45. Thank  you 解析 清水 公式サイト http://www.cms-‐‑‒ia.info 45
  46. 46. See  Also: n  商談に結びつける 売上をあげるための BtoBデジタルマーケティング⼊入⾨門 http://www.cms-‐‑‒ia.info/news/ebooks-‐‑‒published-‐‑‒2012/ n  サイトサーチアナリティクス アクセス解析とUXによる ウェブサイトの分析・改善⼿手法 http://ss-‐‑‒analytics.webnode.com 46
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