Combining Web Analytics and User Experience


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A presentation by Fred Beecher and Andrew Janis at MIMA Summit 2010 in Minneapolis. The presentation focuses on combining the quantitative power of web analytics with qualitative User Experience research to gain actionable insights about how people navigate websites.

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  • Quick intro to us. Quick intro to EVCPresenter: Fred
  • Well, two years ago we created a new service that we call User Experience and Analytics (super original, I know), to really focus on the power that can be derived from the power of combining web analytics and user experience research. And boy is it delicious
  • So, before we get much further, we wanted to do a level set to make sure when we say user experience or analytics, everyone’s on the same page about what we’re talking about. UX: user-based, largely qualitative research Analytics: capturing and analyzing the river of data produced by websites, CRM, mobile, etc. How many people consider themselves analytics professionals? How many people in the crowd consider themselves to be user experience professionals?How many are something else? How many people are just now realizing they meant to go to the Twitter Tools session?
  • Presenter: AndrewImproving Form InteractionFocusing User ResearchGetting Better Conversion Rates
  • Now, if we had stopped there, it would have been difficult to make as convincing an argument that change was necessary. After all, only a handful of user tests, difficult to validate that these are real problems faced by many people navigating the process and preventing people from purchasing
  • So, we turned to analytics to help validate and prioritize usability findings.From analytics we knew which pages people were abandoning on. This chart is showing each of the pages in the process, along with how many people completed each step. Left side, 100%, right side, 1.3%. Some places make sense for people to leave: start process (arrow), show my rate (arrow).Some don’t,
  • FRED
  • FRED
  • We saved a week of research
  • Working together saved a full week of research time
  • Evantage was engaged to perform an analytics review, diagnose the problem and increase sales
  • FRED
  • Initial user testing based on the assumption that moms and kids would navigate together. Site worked great for kids.Talk about how form interaction was WA led w/UX assistance and 3M was UX led w/WA assistance
  • The other thing analytics uncovered was that the order process was impossible to get through. In fact, only 3% of people who were viewing the shopping cart were completing an order, way below what we would expect.
  • FRED
  • Presenter: Fred
  • What we want you to remember is this. Be delicious. Make more money faster by combining Analytics and UX research. Have confidence in the decisions you make, and make the right decision faster.
  • Combining Web Analytics and User Experience

    1. 1. Make More Money Faster<br />Combining Web Analytics and User Experience<br />Presented by Andrew Janis & Fred Beecher <br />SEPTEMBER 28, 2010<br />©2010 EVANTAGE CONSULTING<br />
    2. 2. Once upon a time, we thought we were good.<br />Then we had an a-ha! moment.<br />
    3. 3.
    4. 4. Two Great Tastes…<br />Two years ago, we created our UX & Analytics service…<br />And boy, is it delicious!<br />
    5. 5. What We Mean by “UX” and “Analytics”<br />Because it always helps to be talking about what you think we’re actually talking about…<br />User Experience Research<br />Research focused on uncovering the behaviors, goals, motivations, and contexts of use of the users of a given interactive system<br />Usually qualitative in nature<br />Focused on the individual<br />Web Analytics<br />Website user data that shows how people get to your site and what they do there<br />Usually quantitative in nature<br />Focused on the aggregate, or groups of users (segments)<br />
    6. 6. Soo…why are you here?<br />
    7. 7. Combining Analytics and UX is Awesome<br />
    8. 8. Three Case Studies<br />
    9. 9. Form Interaction – A Case Study<br />An insurance quoting website…<br />14 page quote and purchase process<br />Client was moving to a new technology platform<br />They thought the site was fine (but wanted to double check)<br />Evantage was engaged to: <br />Perform user testing<br />Identify any areas for improvement<br />
    10. 10. Form Interaction: UX+Analytics Approach<br />We designed a combined approach to get the full picture.<br />Approach <br /><ul><li>User testing to identify usability issues in the current process
    11. 11. Competitive user testing to identify strengths of competitor process
    12. 12. Analytics data to validate, prioritize, and make the case to the business</li></li></ul><li>Form Interaction: Marketing Funnel<br />REACH<br />ENGAGE<br />CONVERT<br />RETAIN<br />
    13. 13. Form Interaction: Marketing Funnel<br />REACH<br />ENGAGE<br />CONVERT<br />RETAIN<br />= Bad<br />= Good<br />Easily found website<br />Asked for college<br />Our Site<br />
    14. 14. REACH<br />ENGAGE<br />CONVERT<br />RETAIN<br />Our Site<br />Competitor Site<br />
    15. 15. Form Interaction – UX Only?<br />If only UX were involved…<br /><ul><li>Difficult to make the case for change
    16. 16. Difficult to validate findings of testing with a small group of users</li></li></ul><li>Form Interaction – With Analytics Involved<br />We know where people abandon the process.<br />
    17. 17. Form Interaction: Outcomes<br />REACH<br />ENGAGE<br />CONVERT<br />RETAIN<br />40%<br />238%<br />6%<br />= Potential increase in conversion rate<br />
    18. 18. Form Interaction – Bonus Forms<br />
    19. 19. Form Interaction – Bonus Forms<br />
    20. 20. Doing More With Less – A Case Study<br />Evantage was engaged to improve a website for a large company that manufactures specialized construction materials<br />The company knew they had a problem<br />The website was trying to serve five audiences and succeeding at none<br />Sales were declining<br />Customers & distributors are complaining<br />Competition was heating up<br />But they didn’t know what that problem was<br />Oh, and they were short on time and money<br />
    21. 21. Doing More With Less – Initial Approach<br />The tight budget and short timeline forced us to take a different approach than we usually would<br />What we wanted to do<br /><ul><li>Diagnostic usability testing
    22. 22. User research
    23. 23. Iterative design & testing</li></ul>This required 1/3 more time & money than their budget & schedule allowed<br />
    24. 24. Doing More With Less – Initial Approach<br />The tight budget and short timeline forced us to take a different approach than we usually would<br />What we did instead<br /><ul><li>Website traffic analysis
    25. 25. Guerilla interviewing
    26. 26. User research
    27. 27. Iterative design & testing</li></li></ul><li>Doing More With Less – After Analytics<br />Analytics told us that…<br /><ul><li>People weren’t using the site as much as we would have expected
    28. 28. People were looking all over the site to find very specific information
    29. 29. People couldn’t find what they needed so they searched instead
    30. 30. Their searches showed that their terminology differed from what was on the site</li></li></ul><li>Doing More With Less – Outcomes<br />The data we got from analytics helped us focus our user research and diagnose the problem while remaining within a tight budget & schedule<br />Results<br /><ul><li>Analytics data revealed that the key use for the site was to find very specific information
    31. 31. We focused on this use during interviews
    32. 32. This helped us diagnose the problem accurately and fix it quickly, despite the constraints
    33. 33. We designed and prototyped a solution to the pain points we identified
    34. 34. The prototype was very well received
    35. 35. Participants were very happy to participate in our research
    36. 36. This worked because we were rebuilding the site from scratch</li></li></ul><li>Conversion Rate Improvement – A Case Study<br />Company’s first attempt at ecommerce<br />New product launched with a highly specialized website and unique value proposition<br />Client had done everything right: business plan in place, no skimping on design, usability testing on initial website<br />Website was missing sales projections—badly—and they didn’t know why<br />Evantage was engaged to…<br />Perform an analytics review to diagnose the problem<br />Increase sales<br />
    37. 37. Conversion Rate Improvement – UX Only<br />When only UX was involved..<br /><ul><li>The initial design was based on assumptions about who the site’s audience would be
    38. 38. Usability testing with that audience indicated that the site should work just fine…</li></li></ul><li>Conversion Rate Improvement – Analytics Discoveries<br />When analytics got involved…<br /><ul><li>We found that the initial assumptions about the site’s audience were incorrect
    39. 39. The design was successful for only part of the audience</li></li></ul><li>Conversion Rate Improvement – Analytics Discoveries<br />Most moms and kids weren’t visiting the site together<br />
    40. 40. Conversion Rate Improvement – Analytics Discoveries<br />And the shopping cart was impossible to get through<br />Shopping Cart Progression Visits<br />Login/Register 20,538<br />Shopping Cart 6,427<br />Ship To Address 1,875<br />Billing Address 1,062<br />Credit Card Info 1,071<br />Review Order 715<br />Order Complete 635<br />Shopping Cart Completion Rate 3%<br />
    41. 41. Conversion Rate Improvement – UX<br />UX re-enters the picture<br /><ul><li>Performed usability testing on the new site, with the correct audience
    42. 42. 5 second tests
    43. 43. Task-based usability tests
    44. 44. Confirmed that the new site worked for moms
    45. 45. Highlighted specific issues in shopping cart progression</li></li></ul><li>Form Interaction – Outcomes <br />Together, Analytics and UX had a HUGE impact<br />Analytics identified two key problems that UX alone had missed<br />Usability testing on new site validated analytics findings, provided context to shopping cart issues<br />Results<br />Overall site conversion rate increased 300%<br />Shopping Cart completion Rate increased from 3% to 19% <br />
    46. 46. Doing it Yourself<br />
    47. 47. Places to Start the Collaboration<br />Bounce Rate, Conversion Rate<br />Why people convert<br />How They Get There<br />Top Content<br />Abandonment, Page Reloads<br />Specific Objections<br />Time Spent<br />Is It Engaging?<br />A/B Testing<br />What to Test<br />How People Use Language<br />Search Logs<br />
    48. 48. Be Delicious.<br />
    49. 49. Thanks! Questions?<br />Andrew Janis<br /><br />@andrewjanis<br />Fred Beecher<br /><br />@fred_beecher<br />