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The Convergence of Usabilityand Web AnalyticsDan BerlinMike RyanBob ThomasMay 28, 2008 Source: http://crazyegg.com/. Reprinted with permission of Crazy Egg. Inc.

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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

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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

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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)

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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

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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

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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

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The Convergence of Usability and Web Analytics How Organizations Use the Data• Website optimization• Actionable items and decision support• Alignment with business goals

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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)

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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

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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

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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

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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

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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

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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”

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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

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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

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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

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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”

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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

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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