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Using Analytics To Solve The Right Problems

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The challenge for designers is how to measure their design work to ensure that it’s solving the right problems—before the designs are implemented. Analytics are a powerful tool. But if you don’t understand the “why” behind the data, it’s not going to do you any good. This presentation is a crash course in how to measure the success of your work. You’ll learn how to think like a scientist, using a hypothesis-driven approach to design, and creating successful tests to help you improve your work through focused iteration.

Published in: Data & Analytics

Using Analytics To Solve The Right Problems

  1. Using Analytics to Solve the Right Problems Warm Gun - December 2014 Hiten Shah hnshah@gmail.com Download the slides: h p://kiss.ly/warmgun2014
  2. Who are you?
  3. I help make things.
  4. Design is a creative process
  5. Don’t spread your creativity thin
  6. You have to focus your creativity on the right problems
  7. If you don't know where you are going, any road will get you there. Lewis Carroll, Author of Alice in Wonderland
  8. Data helps you identify the most painful problems people have. (not the ones that bother you the most)
  9. Data doesn’t make decisions for you.
  10. Data informs your decision making.
  11. How do you measure the impact of your design work?
  12. 2005
  13. Google Analytics and Stat Counter
  14. Designers were the original audience for Crazy Egg
  15. Analytics should be easy to understand What We Believe
  16. What We Believe A picture is worth a 1,000 words
  17. Anyone can use data What We Believe
  18. Crazy Egg Reports OVERLAY HEATMAP SCROLLMAP
  19. And now there are more tools than you can count!
  20. Designers can experiment like scientists too!
  21. Ideas Designs Solutions Assumptions (A guess about the best way to solve a problem)}
  22. Everything can begin with a testable hypothesis.
  23. A hypothesis framework DATA DNA EBOOK HTTP://KISS.LY/OPTDATADNA
  24. Start with quantitative data Find problems worth solving
  25. When in doubt, look at your top pages. Usually the homepage.
  26. A simple framework for choosing what to improve
  27. Find pages with high traffic and high bounce rate HTTP://GOOGLE.COM/ANALYTICS
  28. Find pages with high traffic and low conversion rate HTTP://UNBOUNCE.COM
  29. Find sources with high traffic and low conversion rate HTTP://HUBSPOT.COM
  30. Find opportunities based on user paths HTTP://KISS.LY/KMPATH
  31. Get qualitative data Find out why
  32. A few qualitative tools HTTP://USERTESTING.COM HTTP://SURVEYMONKEY.COM
  33. A few more qualitative tools HTTP://QUALAROO.COM HTTP://OLARK.COM
  34. Use exit surveys to learn why people bounce HTTP://QUALAROO.COM
  35. Use post-conversion surveys to understand why HTTP://QUALAROO.COM
  36. Discover if your web pages are effective at their goal HTTP://QUALAROO.COM
  37. What frustrates people? EMAIL
  38. Find people who don’t do things and email them EMAIL + SURVEYMONKEY
  39. User Research gives you a headstart
  40. Test your hypothesis Run an experiment
  41. Testing helps you learn faster
  42. Not bu on colors…
  43. Don’t copy “best practices” blindly
  44. Test specific bu on copy
  45. Run sensitivity tests on your web pages Sensi&vity  tests  help  you   learn  what  your  visitors   care  about  and  what   they  don’t.
  46. Remove graphical elements and see what happens
  47. Does social proof and logos ma er for your visitors?
  48. Remove social proof and learn what happens
  49. A hypothesis framework DATA DNA EBOOK HTTP://KISS.LY/OPTDATADNA
  50. Work on things that ma er. Make those things be er. Be happier ☺
  51. Hiten Shah hnshah@gmail.com @hnshah How can I help you? Download the slides: h p://kiss.ly/warmgun2014

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