Web analytics and how we can use it in UX - Mikkel Schultz - 2010 02 15

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A presentation on how to use web abnlytics when doing user research, user tests, UX.

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  • This presentation is inspired by a presentation I saw by two guys from the Dutch company User Intelligence. (They held a presentation on web analytics and ux on the EuroIASummit 2009 here in Copenhagen.
  • First a short definition of web analytics. Web analytics is:Measurement, collection, analysis and reporting of internet data. It can be used to tell:How the users get into the website, what they do at the website and where they leave the website?
  • There is a lot of web analytics tools out there… the biggest free one is Google Analytics. It can be configured and installed in minutes.Omniture is another big player – it is licensed but has a wide range of advanced features in both analytics and optimization.
  • Web analytics is often seen as boring numbers.But there is more to it then that – web analytics can be used to optimize websites and improve their usability.Which leads us to user research and how web analytics can help there…?
  • User research can be a lot of different research methods. It is methods like:Field observations, Personas, Interviews, Card sortingFocus groups, Diary study, Usability test, Expert review etc.
  • User research is often subjective and builds on a relatively small amount of data. Typically you test on 4-8 persons. In a user test you get into what the users like and dislike and get their reactions to design and functionality.BUT there are issues to this…
  • The issues with user research methods are among others:- Data is usually from small number of persons- Most methods take a snapshot in time- It is difficult to capture some patterns of behavior- The test situation can be too artificial So…
  • And the last example: Use web analytics to find out who your audience are- Which countries do they come from- their language settings - which browsers they use… and so on… It can be very useful for preparing user tests, user stories etc.
  • Web analytics and how we can use it in UX - Mikkel Schultz - 2010 02 15

    1. 1. Web analytics and howwecanuse it in UX<br />By Mikkel Schultz<br />
    2. 2. Web Analytics - definition<br />?<br />?<br /><ul><li> Measurement
    3. 3. Collection
    4. 4. Analysis
    5. 5. Reporting </li></ul>- of Internet data<br />?<br />
    6. 6. Web Analytics tools<br />Flickr: j.coppolo<br />
    7. 7. Web Analytics helps improving usability…<br />Usability…<br />Web Analytics…<br />Flickr:xtinalamb<br />
    8. 8. User research…<br />Flickr: Robyn Gallagher<br />Card sorting<br />Diary study<br />Field observations<br />Interviews<br />Expert review<br />Personas<br />Usability test<br />Focus groups<br />Flickr: Kapungo<br />
    9. 9. User research data<br />Subjective opinions<br />Flickr: maq3737<br />Flickr: Nevada Tumbleweed<br />Relative small amount of data<br />
    10. 10. User research data issues<br />Flickr: mtsofan<br />Difficult to see patterns<br />Artificial settings<br />Snapshot in time<br />Small base of data<br />Flickr: Nick Dobbing<br />
    11. 11. You could miss the big numbers in user research…<br />User research: Get the “why”…<br />Flickr: Joe Shlabotnik<br />Flickr: maq3737<br />Web analytics:<br />Get the big numbers…<br />
    12. 12. And some examples…<br />Webshop.com<br /><ul><li> Understand userbehaviour from web analytics
    13. 13. Justifyuser research with web analytics
    14. 14. Plan user research on basis of web analytics
    15. 15. Understand the userthrough web analytics</li></ul>Call to action &gt;&gt;<br />
    16. 16. Users are not always using the front door…<br />Webshop.com<br />Website.com<br />Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce Britney Spears quis lectus quis sem lacinia nonummy. Proin mollis lorem non dolor. In hac habitasse platea dictumst. Nulla ultrices odio. Britney Spears donec augue. Phasellus dui. Maecenas facilisis nisl vitae nibh. Proin vel est vitae eros pretium dignissim. Aliquam aliquam sodales orci. Suspendisse potenti. Nunc adipiscing euismod arcu. Quisque facilisis mattis lacus. Fusce bibendum, velit in venenatis viverra, tellus ligula dignissim felis, quis euismod mauris tellus ut urna. <br />Proin scelerisque. Nulla in mi. Integer ac leo. Nunc urna ligula, gravida a, pretium vitae, bibendum nec, ante. Aliquam ullamcorper iaculis lectus. Sed vel dui. Etiam lacinia risus vitae lacus. Aliquam elementum imperdiet turpis. In id metus. Mauris eu nisl. Nam Britney Spears pharetra nisi nec enim. Nulla aliquam, tellus sed laoreet blandit, eros urna vehicula lectus, et vulputate mauris arcu ut arcu. Praesent Britney Spears eros metus, accumsan a, malesuada et, commodo vel, nulla. Aliquam sagittis auctor sapien. Morbi a nibh. Nullam non Britney Spears metus. Quisque tellus lorem, pellentesque sit amet, blandit ac, nonummy eget, augue. <br />Popular product<br />Popular search term<br />
    17. 17. Users are not always using the front door…<br />LOGO<br />Website.com<br />Frontpage &gt; Category &gt; Sub Category &gt; Product title<br />Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce quis lectus quis sem lacinia nonummy. Proin mollis lorem non dolor. In hac habitasse platea dictumst. Nulla ultrices odio. Donec augue. Phasellus dui. Maecenas facilisis nisl vitae nibh. Proin vel est vitae eros pretium dignissim. Aliquam aliquam sodales orci. Suspendisse potenti. Nunc adipiscing euismod arcu. Quisque facilisis mattis lacus. Fusce bibendum, velit in venenatis viverra, tellus ligula dignissim felis, quis euismod mauris tellus ut urna. <br />Proin scelerisque. Nulla in mi. Integer ac leo. Nunc urna ligula, gravida a, pretium vitae, bibendum nec, ante. Aliquam ullamcorper iaculis lectus. Sed vel dui. Etiam lacinia risus vitae lacus. Aliquam elementum imperdiet turpis. In id metus. Mauris eu nisl. Nam pharetra nisi nec enim. Nulla aliquam, tellus sed laoreet blandit, eros urna vehicula lectus, et vulputate mauris arcu ut arcu. Praesent eros metus, accumsan a, malesuada et, commodo vel, nulla. Aliquam sagittis auctor sapien. Morbi a nibh. Nullam non metus. Quisque tellus lorem, Aliquam sagittis sit amet, blandit ac, nonummy eget, augue. <br />Call to action &gt;&gt;<br />We are…<br />You are here…<br />What you came for…<br />What to do next…<br />Related:<br />Call to action &gt;&gt;<br />Aliquamsagittis &gt;&gt;<br />Blandit ac nonummy &gt;&gt;<br />
    18. 18. Use analytics as input to user tests<br />
    19. 19. Why do people visit you site…<br />
    20. 20. Unintened user flows - bounce rates<br />
    21. 21. Validate findings…<br />Where is the<br />”Help” link?<br />
    22. 22. Validate findings…<br />Would you use this function?<br />
    23. 23. The classic sales funnel…<br />Where do people drop out?<br />
    24. 24. Know your audience…<br /><ul><li>Where do theycome from?
    25. 25. What is theirlanguage?
    26. 26. Browsers?</li></ul>Flickr: kcp4911<br />
    27. 27. Web analytics in Saxo Bank<br />
    28. 28. Web analytics in Airshoppen<br />
    29. 29. Web analytics can be done by (almost) everyone…<br />Install web analytics<br />Tune your website<br />WEBSITE<br />Gethappyclients<br />Flickr: sean b<br />

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