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SearchLeeds 2019 - Andy Duke - Rise of the robots

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As UX becomes an increasingly important online metric, Andy's SearchLeeds talk looked at how well machines (including Google) can actually measure the experience of a user. He discussed the advantages, but also the dangers of relying on (easy to measure) factors like bounce rate or time on site. And he also shared his tips on getting the best of both worlds – machine measured UX with harder to measure human UX insights.

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SearchLeeds 2019 - Andy Duke - Rise of the robots

  1. 1. Rise of the Robots: How well can machines measure UX? AndyDuke @andyduke @stickyeyes
  2. 2. One big happy family… SEOs and UX teams should realize that they both focus on delivering a great experience... In fact, SEO and UX are two sides of the same coin. Because search engine algorithms have evolved based on user experience, marketers have learned to use SEO and UX together ChrisGiarratana SearchEngineJournal
  3. 3. GREAT UX = GREAT SEO
  4. 4. How do you measure it?
  5. 5. Clones + Arctic Lair Machines
  6. 6. How to really measure UX? behavioural OR attitudinal OR qualitative OR quantitative OR HEART framework (happiness - engagement - adoption - retention - task success)?!
  7. 7. UX Hygiene Factors Basic UX Measures Super-doopertrickycomplexmeasures 1 2 3 UX measures
  8. 8. UX Hygiene Factors
  9. 9. Mobile Friendliness
  10. 10. UX Best Practise Playbook Travel Playbook
  11. 11. Clear CTA above the fold UXHygieneFactors
  12. 12. UX Best Practise Playbook Travel Playbook
  13. 13. Use Professional Imagery UX Hygiene factor
  14. 14. UX Hygiene Factors • Link elements not too close together • Defined Viewport Area on mobile • Legible font sizes • Clear CTA above the fold • Contextual Breadcrumb • Have descriptive CTAs • Professional imagery • Clear benefit-oriented value prop above the fold • Don’t use full page interstitials • Have a value prop at every point in the journey • No drop-downs for inputs with < 4 options • Include CC for Video
  15. 15. Basic UX Measures
  16. 16. Average Page Depth Basic UX Measures
  17. 17. Conversion Rate Basic UX Measures • Sales Conversion • Newsletter Sign-up • Submit Enquiry • Download Trial • Watch Full Launch Video
  18. 18. ?
  19. 19. UX basic measures • Pagespeed • First contentful paint speed • Bounce rate • Site search usage levels • Exit rate • Page views • Average session duration • Pages per session • Returning Visitors • Back button usage • Form completion rate • Page / scroll depth • Reading age • Form field context / help
  20. 20. Super Dooper Tricky Complex Measures
  21. 21. Effective Visual Hierarchy Super-Dooper Tricky Complex Measure…
  22. 22. Page Flow Super-Dooper Tricky Complex Measures…
  23. 23. But it’s not just about collecting data…
  24. 24. Super Dooper Tricky Complex Measures • Sentiment (NPS score) • Social engagement • Navigability • Effective visual hierarchy • Design consistency • Social sentiment • User Flow • Form error rates • Task level satisfaction • Focal points (eye tracking) • First click • Perceived complexity • Design consistency level • Scanability
  25. 25. UX measures UX Hygiene Factors Basic UX Measures Super-doopertrickycomplexmeasures 1 2 3
  26. 26. Numbers, numbers, numbers
  27. 27. Thanks! stickyeyes.com/searchleeds19 @andyduke @stickyeyes

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