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Using Analytics to Solve the Right Problems
Warm Gun - December 2014
Hiten Shah
hnshah@gmail.com
Download the slides: h p://kiss.ly/warmgun2014
Who are you?
I help make things.
Design is a creative process
Don’t spread your creativity thin
You have to focus your creativity
on the right problems
If you don't know where you are going,
any road will get you there.
Lewis Carroll, Author of Alice in Wonderland
Data helps you identify the most
painful problems people have.
(not the ones that bother you the most)
Data doesn’t make decisions for you.
Data informs your decision making.
How do you measure
the impact of your
design work?
2005
Google Analytics and Stat Counter
Designers were the original audience for Crazy Egg
Analytics should be easy to understand
What We Believe
What We Believe
A picture is worth a 1,000 words
Anyone can use data
What We Believe
Crazy Egg Reports
OVERLAY HEATMAP SCROLLMAP
And now there are more tools than you can count!
Designers can experiment like scientists too!
Ideas
Designs
Solutions
Assumptions
(A guess about the best way to solve a problem)}
Everything can begin with a
testable hypothesis.
A hypothesis framework
DATA DNA EBOOK HTTP://KISS.LY/OPTDATADNA
Start with quantitative data
Find problems worth solving
When in doubt, look at your top pages. Usually the homepage.
A simple framework for choosing what to improve
Find pages with high traffic and high bounce rate
HTTP://GOOGLE.COM/ANALYTICS
Find pages with high traffic and low conversion rate
HTTP://UNBOUNCE.COM
Find sources with high traffic and low conversion rate
HTTP://HUBSPOT.COM
Find opportunities based on user paths
HTTP://KISS.LY/KMPATH
Get qualitative data
Find out why
A few qualitative tools
HTTP://USERTESTING.COM HTTP://SURVEYMONKEY.COM
A few more qualitative tools
HTTP://QUALAROO.COM HTTP://OLARK.COM
Use exit surveys to learn why people bounce
HTTP://QUALAROO.COM
Use post-conversion surveys to understand why
HTTP://QUALAROO.COM
Discover if your web pages are effective at their goal
HTTP://QUALAROO.COM
What frustrates people?
EMAIL
Find people who don’t do things and email them
EMAIL + SURVEYMONKEY
User Research gives you a headstart
Test your hypothesis
Run an experiment
Testing helps you learn faster
Not bu on colors…
Don’t copy “best practices” blindly
Test specific bu on copy
Run sensitivity tests on your web pages
Sensi&vity	
  tests	
  help	
  you	
  
learn	
  what	
  your	
  visitors	
  
care	
  about	
  and	
  what	
  
they	
  don’t.
Remove graphical elements and see what happens
Does social proof and logos ma er for your visitors?
Remove social proof and learn what happens
A hypothesis framework
DATA DNA EBOOK HTTP://KISS.LY/OPTDATADNA
Work on things that ma er.
Make those things be er.
Be happier ☺
Hiten Shah
hnshah@gmail.com
@hnshah
How can I help you?
Download the slides: h p://kiss.ly/warmgun2014

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