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Using Analytics for User Research

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Talk given at Measurefest 2017 at The British Library

Published in: Data & Analytics
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Using Analytics for User Research

  1. 1. Analytics for User Research
  2. 2. • Conversion Services Director at Fresh Egg • 18 years working agency side and in-house • UX Camp Brighton organiser • Runs UX Brighton workshops • Author of Researching UX: Analytics About me
  3. 3. “This is the perfect book for getting you up to speed with analytics. Too often I spend hours lost in the various software suites chasing myself down rabbit-holes and never quite sure if I'm finding the right numbers — this book has helped me avoid this. If you're looking to make actionable UX decisions based on an accurate understanding of your website visitors, you can't go wrong.” - Amazon Review Researching UX: Analytics
  4. 4. “This is the perfect book for getting you up to speed with analytics. Too often I spend hours lost in the various software suites chasing myself down rabbit-holes and never quite sure if I'm finding the right numbers — this book has helped me avoid this. If you're looking to make actionable UX decisions based on an accurate understanding of your website visitors, you can't go wrong.” - Amazon Review Researching UX: Analytics
  5. 5. UX and Analytics… Analytics for user research
  6. 6. What is UX? UX, sometimes referred to as User Design, is simply the process of something based on a strong the people who use it. UX and Analytics
  7. 7. An Analytics First approach When it comes to UX you need both quant… UX and Analytics
  8. 8. UX and Analytics
  9. 9. UX and Analytics
  10. 10. UX and Analytics Analytics first Your analytics can be used to inform your design in two main ways: 1. Finding potential problem areas by analysing page performance and user journeys 2. Giving insight for the user research process…
  11. 11. Analytics for user research… Analytics for user research
  12. 12. User research • Finding out who your users are and want • Finding out their goals and needs • Finding out what people do, not just Analytics for user research
  13. 13. What data? There are various types of data that you can use to help with your research • Location & Language • Demographics • Browsers & Devices • Frequency & Recency • Time of day • Traffic Source • Benchmarking Analytics for user research
  14. 14. Countries Visitors from different countries may have different cultures and contexts • less than 2 percent of people living credit cards • 58% of German shoppers pay by online purchases • 95 percent of emerging markets 250MB of data per month • White space and minimalism is west, but less so in other cultures Analytics for user research
  15. 15. Demographics Google Analytics will tell you, with an 80% - 90% degree of accuracy, the genders and ages of your users • Look at differences in user behaviour number of visits • Useful for user recruitment for etc • Can be used to report back on other on this later… Analytics for user research
  16. 16. Browsers and Devices Useful for more than just technical implementation • Don’t rely on stereotypes • Higher income households are more times as likely to have a tablet than households • Android users are more likely to use on the toilet than their iPhone 77%) • Mobile does not mean ‘on the move’ assumptions Analytics for user research
  17. 17. Frequency and Recency How often people engage with your website can give you great insight • Look at the difference in behaviour and returning visitors • Break users into groups of single visits and regular visits • Are users buying on their first visit? buying on the same day as the first second or third visit? Analytics for user research
  18. 18. Time of visits Find out when people are looking at your website to get more context • Time reports are notoriously hard to Google Analytics • Time of day can indicate likely office, commuting to work, at home • This can give some more context and different behaviours Analytics for user research
  19. 19. Traffic source Find out when people are looking at your website to get more context • Which channel people come from can something about their intent • Visits that come via Paid Search will keyword information • Users arriving via campaigns, such as marketing, will already be familiar Analytics for user research
  20. 20. Benchmarking See how your site squares up to your competitors • Benchmarking reports are available Analytics; they aim to compare your similar sites • Not as useful as they could be, but uses • Good for comparing device type more on this later… Analytics for user research
  21. 21. Internal search A search box on your website could be a goldmine of useful data… • Most analytics packages allow you to usage and search terms • There are two types of search; content on your site, and searches content • Searches will tell something about intent Analytics for user research
  22. 22. How to use your data… Analytics for user research
  23. 23. Usability testing recruitment Usability testing is key to a successful website, app or product • Demographic information will give a good indication of who your • Device information will show you what devices you should run your • Country information should also feed into your recruitment Using your data
  24. 24. Persona creation Data from your analytics can help you to create personas • Use a mixture of research methods to create your personas, analytics • Data alone will not give you all the answers, and following data blindly • Personas can be used for segments to use to analyse the behaviour of Using your data
  25. 25. Stakeholder justification Sometimes convincing clients or other stakeholders is the hardest part of UX • Use data from your analytics to back up your argument • Some stakeholders are more interested in the quant than the qual • Sometimes clients just love to see graphs! Analytics Using your data
  26. 26. Case studies… Analytics for user research
  27. 27. Gender balance Case studies 0 10 20 30 40 50 60 70 80 90 100 Week 1 Week 2 Week 3 Week 4 Week 5 Male Female
  28. 28. Gender balance Case studies 0 10 20 30 40 50 60 70 80 90 100 Week 1 Week 2 Week 3 Week 4 Week 5 Male Female
  29. 29. Different user groups Case studies
  30. 30. Device breakdown Case studies Jobs board client
  31. 31. OUTLINE OF WORK PROPOSED
  32. 32. Device breakdown Case studies Your website
  33. 33. International differences Case studies Centre Center Recognise Recognize Colour Color
  34. 34. Personalisation Case studies Tinyurl.com/FEpersonal
  35. 35. Summary and tips… Analytics for user research
  36. 36. Summary and tips Broaden your skillset Spend some time learning about UX… There are lots of resources to help you get to grips with user research and UX. Plenty of excellent websites and books (including my one!). Training is also a good option.
  37. 37. Summary and tips Don’t just ask people questions Fact beats opinion… Asking users, or clients, what they want is not often the best way to go about your user research. Use cold hard (and accurate!) data to gain more insight into what’s really happening.
  38. 38. Summary and tips Use your data for user research You have the data, now put it to good use… User research is crucial to creating great user experiences. Feed in to qualitative methods, and use your quantitative data skills to help inform how to go about running that research.
  39. 39. Stay in touch… Thanks for listening Stay in touch… luke.hay@freshegg.com www.freshegg.com 01903 285900 @freshegg @hayluke

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