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Usability & Web Analytics

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Talk from D4DBoston--Drupal Design Camp 2011- how measuring and optimizing usability of conversion paths leads to higher conversions. Best practices for creating easy to navigate conversion paths, testing conversion, and implementing Google Website Optimizer Drupal module.

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Usability & Web Analytics

  1. 1. Measuring Usability<br />Christina Inge <br />D4D Boston 2011<br />
  2. 2. Your Visitors Are Telling You Something<br />People don’t send emails complaining about usability<br />Absent formal usability studies, visitors’ online behavior is the main indicator that your site has usability issues<br />Poor usability means fewer conversions (actions you wish visitors to take, such as purchasing, signing up, downloading content)<br />People get “lost” on your site, don’t know what actions to take, get confused among too many choices, walk away<br />
  3. 3. Don’t Do This:<br />Order<br />Browse<br />Price<br />Get a Quote<br />Request Quote<br />Causes<br />Order<br />
  4. 4. Do Something Closer to This:<br />
  5. 5. Even Your GA Dashboard Has Valuable Data<br />
  6. 6. Context<br />Context = Meaning<br />Every metric only has meaning in the context of:<br />Norms of field/industry<br />Norms for your customers<br />Metrics can vary widely in what’s OK depending on industry:<br />Bounce rate<br />Visitor loyalty<br />Recency<br />
  7. 7. Content Overview: A Rich Source of Usability Data<br />
  8. 8. Are People Going Where They Should Go?<br />Navigation<br />
  9. 9. Are People Getting Stuck Somewhere?<br />
  10. 10. When You’re Doing eCommerce<br />Usability<br />
  11. 11. Is Usability the Issue?<br />Don’t jump to conclusions<br />A lot of factors influence conversions:<br />Source<br />Time of day<br />Seasonality<br />Price/offers<br />Etc<br />That said, if you think you have a usability problem, you probably do<br />
  12. 12. Getting Closer to the Usability Answers<br />On-site analytics<br />Visit recordings<br />Testing of Usability Elements<br />
  13. 13. Limit Options<br />
  14. 14. Clear Path<br />
  15. 15. Usability is (somewhat) Contextual<br />Acceptable level of nav options can be high when people expect high number of choices: <br />News<br />eCommerce<br />Services<br />Education<br />
  16. 16. News<br />
  17. 17. eCommerce/Shopping<br />
  18. 18. Services<br />
  19. 19. Website Optimizer<br />
  20. 20. Website Optimizer – Step2<br />
  21. 21. Website Optimizer-Step3<br />

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