The Convergence of Usabilityand Web AnalyticsDan BerlinMike RyanBob ThomasMay 28, 2008               Source: http://crazye...
The Convergence of Usability and Web Analytics  Agenda• What is Web Analytics• How Organizations Use the Data• Pros & Cons...
The Convergence of Usability and Web AnalyticsWhat Is Web Analytics“Web analytics is the study of thebehavior of website v...
The Convergence of Usability and Web Analytics              What Is Web Analytics          • “Web analytics brings in the ...
The Convergence of Usability and Web AnalyticsDemographics“I know who you are within 2 seconds, but those are the cheap se...
The Convergence of Usability and Web AnalyticsBehaviors“Web analytics refers to the collection, measurement, reporting, an...
The Convergence of Usability and Web AnalyticsStatistical Analysis“The best web analytics… [provide] actionable insights i...
The Convergence of Usability and Web Analytics How Organizations Use the Data• Website optimization• Actionable items and ...
The Convergence of Usability and Web Analytics How Organizations Use the Data• Website optimization  •   Compare data to d...
The Convergence of Usability and Web AnalyticsHow Organizations Use the Data“Optimization concerns not only… how the page ...
The Convergence of Usability and Web Analytics How Organizations Use the Data• Actionable items and decision support  •   ...
The Convergence of Usability and Web AnalyticsHow Organizations Use the Data“Give them action and reasons for the action, ...
The Convergence of Usability and Web Analytics How Organizations Use the Data• Alignment with business goals  •   Can’t co...
The Convergence of Usability and Web AnalyticsHow Organizations Use the Data“What’s the reason the website exists? Without...
The Convergence of Usability and Web Analytics Using Web Analytics Data to Understand Usability Issues• Pros  •   Tracks J...
The Convergence of Usability and Web AnalyticsUsing Web Analytics Data toUnderstand Usability Issues• Cons  •   There’s no...
The Convergence of Usability and Web AnalyticsCons“…usability studies that companies do tend to be divorced… fromweb analy...
The Convergence of Usability and Web Analytics                   Key PlayersFree           Google               AnalyticsW...
The Convergence of Usability and Web Analytics Conclusions• Overlap of web analytics and usability  •   Align with busines...
The Convergence of Usability and Web Analytics References• Web Analytics Companies  •   www.clicktracks.com  •   www.compe...
The Convergence of Usability and Web Analytics References• Participants’ Websites  •   www.nextstagevolution.com  •   www....
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Convergence of Usability and Web Analytics

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Organizations today use web analytics tools to track hits and page views – but a hit is only a line in a web log. What do you do with that data?

Web analytics is no longer just about hits and page view traffic. Mechanisms are available that allow a practitioner to get a fully-rounded view of the user via their navigation behavior. In the realm of usability, we tend to concentrate on qualitative information, which serves us well. However, quantitative data can be more salient to clients. Web analytics provides this quantitative data and offers a perfect complement to usability studies. Demographics are only part of the equation. As Joseph Carrabis, Principal of Next Stage Evolution, states, “I know who you are within two seconds, but those are the cheap seats. That doesn’'t interest me anymore.” Companies want to determine how the online behavior of their website visitors aligns with their business goals and strategic direction. Or as Judah Phillips, Director of Web Analytics at Reed Business, says, “Web analytics refers to the collection, measurement, reporting, and analysis around qualitative and quantitative information related to the behavior of an online audience.”

This presentation will inform usability practitioners about the pros and cons of incorporating web analytics into their work. It will discuss different approaches to web analytics, including:
“Homepage hits”
“Integration of website activity… with the offline business”
“Navigation behavior of the visitor”
“Psychological engagement of the visitor”
“Physiological measurements of the visitor”
“Return on investment (ROI), as measured by key performance indicators (KPI)”
- Paul Legutko, Vice President of Analytics, Semphonics

Published in: Technology, Design
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Convergence of Usability and Web Analytics

  1. 1. The Convergence of Usabilityand Web AnalyticsDan BerlinMike RyanBob ThomasMay 28, 2008 Source: http://crazyegg.com/. Reprinted with permission of Crazy Egg. Inc.
  2. 2. The Convergence of Usability and Web Analytics Agenda• What is Web Analytics• How Organizations Use the Data• Pros & Cons of Using Web Analytics for Usability• Key Players• Conclusions• References
  3. 3. The Convergence of Usability and Web AnalyticsWhat Is Web Analytics“Web analytics is the study of thebehavior of website visitors [and]refers to the use of data collected…to determine which aspects… worktowards the business objectives.”- Wikipedia
  4. 4. The Convergence of Usability and Web Analytics What Is Web Analytics • “Web analytics brings in the data to provide a 360 degree view of the customer.” • Track demographics and behaviors through data modeling • Inspect web log data and compare it to baseline historical data to draw out behaviors and demographicsBefore AfterAn Exit point report may show you what visitors were looking for.(Source: http://www.summary.net/manual/tutorial/lesson7-1.html)
  5. 5. The Convergence of Usability and Web AnalyticsDemographics“I know who you are within 2 seconds, but those are the cheap seats.That doesn’t interest me anymore.”-Joseph Carrabis, Principal, Next Stage Evolution
  6. 6. The Convergence of Usability and Web AnalyticsBehaviors“Web analytics refers to the collection, measurement, reporting, andanalysis around qualitative and quantitative information related tothe behavior of an online audience.”-Judah Phillips, Director of Web Analytics, Reed Business
  7. 7. The Convergence of Usability and Web AnalyticsStatistical Analysis“The best web analytics… [provide] actionable insights into theonline channel from all different perspectives.”-Paul Legutko, VP of Senior Research, Semphonic
  8. 8. The Convergence of Usability and Web Analytics How Organizations Use the Data• Website optimization• Actionable items and decision support• Alignment with business goals
  9. 9. The Convergence of Usability and Web Analytics How Organizations Use the Data• Website optimization • Compare data to databases • Where are users going? • What is their behavior? • Target data to those who can use it • Statistical analysis • Sourcing, channel return on investment (ROI)
  10. 10. The Convergence of Usability and Web AnalyticsHow Organizations Use the Data“Optimization concerns not only… how the page might be designed.It also has to do with things like… ROI.”-Paul Legutko, VP of Senior Research, Semphonic
  11. 11. The Convergence of Usability and Web Analytics How Organizations Use the Data• Actionable items and decision support • Modeling is the key tool • Can give logic/decision trees • Can supply quantitative reasons for changes • Always the client’s decision • Websites can customize sites to users
  12. 12. The Convergence of Usability and Web AnalyticsHow Organizations Use the Data“Give them action and reasons for the action, and best possibleoutcomes of the actions, so that they can make their own decisions.”-Joseph Carrabis, Principal, Next Stage Evolution
  13. 13. The Convergence of Usability and Web Analytics How Organizations Use the Data• Alignment with business goals • Can’t collect the correct data without knowing goals • Business goals and rules are paramount • Is the site achieving its business goal? • How much are certain types of customers spending? • What is the conversion rate? • Give a fully rounded view of the customer
  14. 14. The Convergence of Usability and Web AnalyticsHow Organizations Use the Data“What’s the reason the website exists? Without knowing thegoals, it’s really hard to apply data to solve the problem.”-Judah Phillips, Director of Web Analytics, Reed Business
  15. 15. The Convergence of Usability and Web Analytics Using Web Analytics Data to Understand Usability Issues• Pros • Tracks JavaScript events • Behavior analytics • Lots of data • Confirm or deny data found in a usability test • Form hypothesis to do usability testing • Information architecture • “Web analytics can tell you what’s working and not working”
  16. 16. The Convergence of Usability and Web AnalyticsUsing Web Analytics Data toUnderstand Usability Issues• Cons • There’s no human element • Intimidating amount of data • Isolated from users • Looking at data, not real behavior • Just current users
  17. 17. The Convergence of Usability and Web AnalyticsCons“…usability studies that companies do tend to be divorced… fromweb analytics.”-Paul Legutko, VP of Senior Research, Semphonic
  18. 18. The Convergence of Usability and Web Analytics Key PlayersFree Google AnalyticsWeb-Based compete.com crazyegg.com hitwise.com indexTools quantcast.comApplicationsSoftware ClickTracks Coremetrics HBX Analytics Omniture SAS Unica WebTrendsApplications Visual Sciences Discover WebHound Insight WebSideStory Genesis NetTracker NetTracker SiteCatalyst TouchClarity
  19. 19. The Convergence of Usability and Web Analytics Conclusions• Overlap of web analytics and usability • Align with business objectives • Incorporate both into iterative design best practices • Use both: one informs the other• “Web analytics is not only a technology but also a way of mind”
  20. 20. The Convergence of Usability and Web Analytics References• Web Analytics Companies • www.clicktracks.com • www.compete.com • www.coremetrics.com • www.crazyegg.com • www.google.com/analytics • www.hitwise.com • www.omniture.com • www.quantcast.com • www.sas.com • www.unica.com • www.websidestory.com • www.webtrends.com• Web Standards Committee • www.webanalyticsassociation.org
  21. 21. The Convergence of Usability and Web Analytics References• Participants’ Websites • www.nextstagevolution.com • www.reed-elsevier.com • www.semphonic.com• Blogs on Roundtable Discussion • Joseph Carrabis www.bizmediascience.com/2007/10/visitors_truth_false_informati_1.html • Paul Legutko legutko.typepad.com/waa/2007/10/web-analytics-t.html

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