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Complete Web Monitoring at Web 2.0 Expo - Part 1 - Analytics
 

Complete Web Monitoring at Web 2.0 Expo - Part 1 - Analytics

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@acroll and @seanpower presented a workshop at Web 2.0 Expo on the topic of complete web monitoring for the book called, aptly enough, "Complete Web Monitoring". Here's Part 1 of the deck - it ...

@acroll and @seanpower presented a workshop at Web 2.0 Expo on the topic of complete web monitoring for the book called, aptly enough, "Complete Web Monitoring". Here's Part 1 of the deck - it concentrates specifically on user-centric analytics (Web Analytics, Web Interaction Analytics and Voice of the Customer)

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Complete Web Monitoring at Web 2.0 Expo - Part 1 - Analytics Complete Web Monitoring at Web 2.0 Expo - Part 1 - Analytics Presentation Transcript

  • Complete Web Monitoring A report from the frontlines of the web
  • #CWM
  • I betook myself to linking...
  • ...tis some visitor entreating entrance at my chamber door
  • What kind of site are you?
  • About your company
  • What’s your job? Webops (it’s up, and it’s fast) User experience (it’s easy to use) Community management and monitoring Market research (what people think and why) Support Other
  • What we’ll cover Analytics, interaction, UX, Voice of the Customer EUEM, synthetic tests, RUM Online communities, internal communities Competitive analysis Integrating data sources
  • Which pretty much means We’re going to waste some of your time.
  • What’s complete web monitoring?
  • Smart companies make mistakes faster
  • New idea Execution Feedback
  • New idea Execution Feedback Success?
  • New idea Execution Feedback Success? Money left?
  • New idea Execution Feedback Success? Money left? End
  • New idea Execution Feedback End Success? Money left? End
  • New idea Execution Feedback End Success? Money left? Risk End
  • New idea Execution Feedback End Success? Money left? End
  • New idea New idea Execution Execution Feedback Feedback End Success? Money left? End
  • New idea New idea Execution Execution Feedback Feedback End Success? End Success? Money left? End
  • New idea New idea Execution Execution Feedback Feedback End Success? End Success? End Success? Money left? End
  • New idea New idea Execution Execution Feedback Feedback End Success? End Success? End Success? End Success? Money left? End
  • New idea New idea Execution Execution Feedback Feedback End Success? End Success? End Success? End Success? Money left? Money left? End
  • New idea New idea Execution Execution Feedback Feedback End Success? End Success? End Success? End Success? Money left? Money left? End End
  • Mistakes are good Most startups don’t win at what they set out to do Amazon was just a bookstore eBay sold Pez F5 made hurricane modeling software Youtube was video hot-or-not Mistake speed is critical
  • Who you are drives what you watch
  • Media sites
  • Transactional sites
  • Collaborative sites
  • SaaS sites
  • Users do what we wanted Enrolment: They sign up Purchases: They buy stuff Invitations: They tell their friends Stickiness: They stay for longer Loyalty: They come back Contribution: They add content
  • What could we watch? What we’d like to know Tool set How much did visitors benefit my business? Internal analytics Where is my traffic coming from? External analytics What’s working best (and worst?) Usability testing How good’s my relationship with my market? Customer surveys, community How healthy is my infrastructure? Performance monitoring How am I doing against my competitors? Search, external testing Where are my risks? Search, alerting What are people saying about me? Search, community monitoring How is my content being used elsewhere? Search, external analytics
  • How much did visitors benefit my business? Internal analytics Conversion and Billing and account use abandonment Click-throughs Offline activity User-generated content Subscriptions
  • Where’s my traffic coming from? External analytics Referring websites Inbound links from social networks Visitor motivation
  • What’s working best (and worst)? Usability testing, A/B testing Site effectiveness Trouble ticketing and escalation Upselling effectiveness Content popularity Ad and campaign effectiveness Usability Findability and search User productivity effectiveness Community ranking and rewards
  • How good is my relationship with my market? Customer surveys, community monitoring Loyalty Enrollment Reach and rewards
  • How healthy is my infrastructure? Performance monitoring Availability and Impact of performance performance on outcomes SLA compliance Content delivery Capacity and flash traffic
  • How am I doing against my competitors? Performance monitoring Site popularity and ranking How are people finding my competitors? Relative site performance Competitor activity
  • Where are my risks? Search, alerting Trolling and spamming Copyright and legal liability Fraud, privacy, and account sharing
  • What are people saying about me? Search, community monitoring Site reputation Trends Social network activity
  • How is my content being used elsewhere? Search, external analytics API access and usage Mashups, stolen content, and illegal syndication Integration with legacy systems
  • The tools at our disposal...
  • Collection Server (logfiles)
  • Server collection Browser Data center Server Analytics receiver
  • Server collection Browser Data center Server Analytics receiver
  • Server collection Browser Data center Server Analytics receiver
  • Server collection Browser Data center Server IT Analytics receiver
  • Collection Server (logfiles) Inline (sniffing)
  • Sniffer collection Browser Data center Server Passive capture
  • Sniffer collection Browser Data center Server Passive capture
  • Sniffer collection Browser Data center Server Passive capture
  • Collection Server (logfiles) Inline (sniffing) Browser (JS)
  • Analytics receiver Marketing Browser Data center Server Browser collection
  • Analytics receiver Marketing Browser Data center Server Browser collection
  • Analytics receiver Marketing Browser Data center Client-side Server interpreter Browser collection
  • Analytics receiver Marketing Browser Data center Client-side Server interpreter Browser collection
  • Analytics receiver Marketing Browser Data center Client-side Server interpreter Browser collection
  • Collection Server (logfiles) Inline (sniffing) Browser (JS) Interception
  • Interception (survey) collection Browser Data center Server Survey site
  • Interception (survey) collection Browser Data center Server Survey site
  • Interception (survey) collection Browser Data center Client-side Server interpreter Survey site
  • Interception (survey) collection Browser Data center Client-side Server interpreter Random selection Survey site
  • Interception (survey) collection Browser Data center Client-side Server interpreter Random selection Survey site
  • Interception (survey) collection Browser Data center Client-side Server interpreter Random selection Survey site
  • Collection Server (logfiles) Inline (sniffing) Browser (JS) Interception
  • Collection Search & crawlers Server (logfiles) Search engines Inline (sniffing) Platform search Browser (JS) Interception
  • Collection Search & crawlers Testing Server (logfiles) Search engines Test scripts Inline (sniffing) Platform search Browser (JS) Interception
  • Synthetic tester Browser Data center Server Synthetic testing
  • Synthetic tester Browser Data center Server Synthetic testing
  • Synthetic tester Browser Data center Server Synthetic testing
  • Synthetic … Synthetic Synthetic tester tester tester Browser Data center Server Synthetic testing
  • Analyzing data properly Always compare Segment everything Don’t settle for averages
  • A complete web monitoring maturity model Level 1: Technical details Level 2: Minding your own house Level 3: Engaging the Internet Level 4: Building relationships Level 5: Web business strategy
  • Web analytics What did they do?
  • Arts & crafts time!
  • ≥≥≥
  • ≥≥≥
  • Web Analytics is the Mother Ship
  • A brief history of analytics
  • Major Issues: WWW needed to become mainstream Analytics needed to stop relying on HITS We needed the ability to segment
  • blah blah blah ... A visitor arrives at your website, possibly after following a link that referred them. They land on a web page, and either bounce (leave immediately) or request additional pages. In time, they may complete an transaction that’s good for your business, converting them from a mere buyer into something more—a customer, a user, a member, or a contributor—depending on the kind of site you’re running. On the other hand, they may abandon that transaction and ultimately exit the website. That visitor has many external attributes—such as the browser they’re using, or where they’re surfing from—that let you group them into segments. They may also see different offers or pages during their visit, which are the basis for further segmentation. The goal of analytics, then, is to maximize conversions by optimizing your website, often by experimenting with different content, layout, and campaigns, and analyzing the results of those experiments on various internal and external segments.
  • Questions?
  • let’s get practical
  • The Three Stages of Analytics Finding the website Using the website Leaving the website
  • How did they get there
  • Direct Traffic
  • Type-in Traffic
  • Bookmarking
  • Desktop client
  • Javascript redirection
  • Browser inconsistency
  • Bots, spiders and probes
  • Organic search
  • Paid search
  • Referrals
  • Linkbacks
  • Places & Tasks
  • Landing page: View one story
  • Landing page: View one story Task: Log in Enter credentials Verify Recovery
  • Landing page: View one story Task: Log in Enter credentials Verify Recovery Task: Forward a story Enter recipients Enter message Send
  • Landing page: Task: View one story Create account Task: Log in Pick name Enter credentials Check if free Verify Set Password Recovery CAPTCHA Send mail Get confirm Task: Forward a story Enter recipients Enter message Send
  • Landing page: Task: View one story Create account Task: Log in Pick name Enter credentials Check if free Verify Set Password Recovery CAPTCHA Send mail Get confirm Task: Forward a story Task: Submit Enter recipients a new story Enter message Send Enter URL Describe Deduplicate Post it
  • Landing page: Task: View one story Create account Task: Log in Place: View stories Pick name Enter credentials Check if free Vote up Next 25 Verify Set Password Vote down Last 25 Recovery CAPTCHA Send mail Get confirm Task: Forward a story Task: Submit Enter recipients a new story Enter message Send Enter URL Describe Deduplicate Post it
  • Landing page: Task: View one story Create account Task: Log in Place: View stories Pick name Enter credentials Check if free Vote up Next 25 Verify Set Password Vote down Last 25 Recovery CAPTCHA Send mail Place: Read Get confirm poster comments Vote up Next 25 Task: Vote down Last 25 Forward a story Task: Submit Enter recipients a new story Enter message Send Enter URL Describe Deduplicate Post it
  • Landing page: Task: View one story Create account Task: Log in Place: View stories Pick name Enter credentials Check if free Vote up Next 25 Verify Set Password Vote down Last 25 Recovery CAPTCHA Send mail Place: Read Get confirm poster comments Vote up Next 25 Task: Vote down Last 25 Forward a story Task: Submit Enter recipients a new story Place: My Enter message account Send Enter URL Change My Describe address comments Deduplicate Change PW See karma Post it
  • Landing page: Create acct. View one story Task: Log in Place: View stories Place: Read poster comments Task: Forward a story Task: Submit a new story Place: My account
  • Landing page: Create acct. Create acct. View one story Form uptime Task: Log in Place: View stories # started Bad form Place: Read # CAPTCHA poster comments Mail uptime Task: Forward a story Mail bounced Task: Submit a new story Place: My Confirm & return account Return 3x
  • Landing page: Create acct. View one story Task: Log in Place: View stories Place: View stories Stories/visit # up/down Place: Read poster comments Time/story Top stories Task: Forward a story Refresh time Views/page Task: Submit a new story Place: My account
  • Landing page: Create acct. View one story Task: Log in Place: View stories Place: Read poster comments Task: Forward a story Task: Submit a new story Place: My account
  • Places Efficiency matters How quickly, how many, productivity Learning curve OK Leave when they’re bored Collect “aha” feedback A/B test content for pages/session, exits
  • Tasks Effectiveness matters Completion, abandonment Intuitiveness rules Leave when they change their mind or it breaks Collect “motivation” feedback A/B test layouts for conversion
  • What did they do?
  • Parting is such sweet sorrow
  • Undesirable outcomes
  • Abandonment & bounce rate
  • Attrition
  • Desirable outcomes
  • Implementing analytics
  • Defining your site’s goals Setting up data capture Setting up filtering Identifying segments Tagging page content Verifying taht everything is working
  • Identifying segments you want to analyze
  • Determine your goals, challenge your assumptions
  • Know what normal is
  • Make a prediction
  • Test against the original
  • Run the tests for long enough
  • Make sure both A and B had a fair shake
  • Web Interaction Analytics Why did they do it?
  • http://www.flickr.com/photos/americanlady/3118301118 consume http:// give data navigate
  • Four kinds of issues
  • Visitors don’t see what you wanted them to
  • Visitors don’t interact as you intended
  • Visitors don’t input edata correctly or completely
  • We have no idea what’s happening on the site
  • But your mileage will vary
  • Usability and affordance
  • Why you should care about mouse interactions
  • segmenting clicks is also important
  • All of these aggregate views help you to understand what’s most popular, which links don’t lead to desired outcomes, and places where visitors are clicking mistakenly. In other words, they confirm—or contest—the de made when you first built the website.
  • when people abandon forms (oh noes!)
  • How many visitors arrived at the form and were shown it correctly? How many visitors started to fill out the form? How far down the form did they get? How long did they linger at each field? What was the abandonment for each field? How many of them submitted the form? How many of them submitted the form but missed required fields?
  • Stalking efficiently: replay
  • Are my designs working for real visitors? Why aren’t conversions as good as they should be? Why is this visitor having issues? Why is this problem happening? What are the steps needed to test this part of the application? How do I show them it’s not my fault?
  • ... so .. is my design working?
  • A
  • how can get some of that?
  • first .. ask yourself a few questions
  • paths that drive my business
  • places that drive users to ask questions (support)
  • Places that drive productivity
  • Issues and concerns
  • What you wont see with WIA
  • Voice of the Customer Why did they do it?
  • they aren’t doin’ what you think...
  • the travel industry’s dilemma
  • they really aren’t doin’ what you think...
  • so what’s this “VOC” thing?
  • get new ideas
  • evaluate things you can’t find out elsewhere
  • see if the cool shiny improvements you just
  • collect demographics data
  • “customer insights do not come from quantitative market research. You cannot generate insight out of numbers. Numbers help you to validate insights. A
  • What’s in it for you?: insight and clues
  • What’s in it for you?: subjective scoring
  • What’s in it for you?: demographics
  • What’s in it for you?: surfographics
  • What’s in it for you?: collection of visitor data
  • What VOC isn’t (or shouldn’t be)
  • not a substitute for other forms of collection
  • not representative of your user base
  • not an alternative to a community
  • not a substitute for enrollment
  • Kickin’ it off
  • Planning the study
  • Before/after comparison
  • Demographics comparison
  • A/B comparison of two choices
  • Comparing the impact of website latency on
  • Comparing experience based on actions
  • What kind of questions to ask
  • Evaluation
  • Recall
  • General feedback and exploration
  • Mindset
  • Designing the study’s navigation
  • Why surveys fail
  • never ever ever ever ever ever ever ever ever ever ever
  • VOC in action
  • but the downsides are ...
  • How many people should I ask?
  • Encouraging participation
  • overlays
  • P
  • If things aren’t going right ...
  • high recruitment and bounce rates
  • low recruitment response rates
  • poor interception response rates
  • poor start rates
  • poor completion rates