Data: Digging Deeper and Displaying

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Data you gather is just data until it is analyzed, interpreted, and conveyed in a meaningful way. With Google Analytics incorrect conclusions can be drawn without doing an in-depth analysis. Wisniewski provides a framework for accurately assessing the data to make informed design decisions in combination with other user tests, surveys and focus groups.

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Data: Digging Deeper and Displaying

  1. 1. DATA: DIGGING DEEPER & DISPLAYINGJEFF WISNIEWSKIWEB SERVICES LIBRARIANUNIVERSITY OF PITTSBURGH
  2. 2. WHAT YOU INTERPRET ISWHAT U GET
  3. 3. THE BIG PICTURE ISTOO BIG
  4. 4. THE BIG PICTURE ISTOO BIGSegment your site by:Type of content aka your goals (more on this later)Users’ goals
  5. 5. WAYS THAT YOURQUALITATIVE DATA ISWRONG(ISH)
  6. 6. ARE YOU FILTERINGIRRELEVANT TRAFFIC?Staff IPs
  7. 7. BEWARE THEOUTLIERAverage Time on Page:This is the average amount of time that all users spent on thespecific page within the date range.Simple, but remember this information can be easily skewedby the extreme boundaries of the results.For example, say you had 10 people come to a Web page andthis is how long they stayed on the page:
  8. 8. BEWARE THEOUTLIER Person Time on page 1 2:23 2 2:12 3 1:39 4 40:44 5 1:49 6 2:01 7 1:33 8 2:09 9 1:17 10 1:56
  9. 9. If you add up the total amount of time you get 57:43 and thendivide that 10 and you get an average time on page of about 6 minutes and 3 seconds.
  10. 10. THE BOUNCE RATEMYTHWe link to a LOT of third party sites from our websites:CatalogsDiscovery toolsOverdriveDatabasesLibGuidesBook review sites
  11. 11. THE BOUNCE RATEMYTHA user who visits your homepage and then visits one ofthese places has
  12. 12. WHEN THE COOKIECRUMBLES*New vs Returning users relies on cookies.• Up to 66% of users user multiple devices• App. 30% of users deleted cookies deleted in a one month period*I stole this title from the comscore article of the same namebecause I liked ithttp://www.comscore.com/Insights/Blog/When_the_Cookie_Crumbles
  13. 13. TIPSDig deeperProvide contextWhenever possible visually display results
  14. 14. IT’S THE DIFFERENCEBETWEEN A PAGE-centric view And a USER-centric view
  15. 15. http://boxesandarrows.com/ux-design-planning-not-one-man-show/
  16. 16. FORBES MAGAZINESAYS:“If You Think A Web Analytics Tool Is Enough, Think Again”(and if Forbes says it it MUST be true)http://www.forbes.com/sites/davidwilliams/2012/04/16/if-you-think-a-web-analytics-tool-is-enough-think-again/
  17. 17. SIGHQuantative is (relatively) easyQualitative is hard (er)
  18. 18. YOUR SITENeeds to have SMART goalsSpecificMeasurableAttainableRelevantTimely
  19. 19. THESE GOALS SHOULDCOME FROM TWOPLACESBusiness objectives • Yours or your parent organization’s mission and goalsUser goals and objectives • But how do I know what users want?
  20. 20. SOURCES OF INSIGHTGlobal: Pew, Forrester, OCLC, etc.Local: Your users
  21. 21. ASK THEM
  22. 22. USER INTERVIEWSAND PERSONASA persona is a fictional person who represents a major usergroup for your site.Personas help you identify major user groups of your Website.You select the characteristics that are most representative ofthose groups and turn them into a persona.
  23. 23. USER INTERVIEWSAND PERSONASInterview representatives of you key demographicsA. Can you take me through your typical online routine? You open up your web browser and where do you go first?B. E. You’ve been given an assignment to write a term paper on climate change with at least 4 sources cited throughout the paper.C. i. What is the first thing you do?
  24. 24. USER INTERVIEWSAND PERSONAS • How often do you go to the library website? • When do you go to the library website? What do you do when you’re there? (Take participant to site) • What immediately draws your attention? • What features do you like/dislike? • Did you find the Website easy to use? • Why or why not? • If not, what would make the site easier to use? • What information did you expect to find but did not?What links are the most important and should appear on themain page?
  25. 25. USER INTERVIEWSAND PERSONASUse the answers to develop personas that represent your usersUse the personas to develop a list of critical tasks for eachdemographic
  26. 26. STACEYfreshmanthe source of the information can come fromanywhere and is really irrelevant; she just needsto know where to lookuses often commercial search engines like Yahooand Google to locate informationshe doesn’t distinguish between the onlinecatalog and the library web site; for her, the website is just the way to get to the catalog with someadditional information mixed inUnaware of library tools and resourcesneeds help with the research process and isoverly-confident about her own research skills,which may not be as strong as she thinks
  27. 27. spends a lot of time at the library to study formidterms and finals; wants to be able to check easilywhat the library hours areshe wants to easily connect to wi-fi and uses self-print for all her assigned readingsdoes not rely heavily on the library’s print journalcollections; commonly uses e-journal collectionsuses primarily books on reserve and rarely checksout a book or two from Hillman collection; expectsHillman library to have all the textbooks required byinstructors and is surprised if they are not in thecollection or are not placed on reserve for studentsuses chat or calls the front desk to get help fromlibrary staff with locating a referenceuses her smart phone to find the call number of abook on reserve, see if a book is checked out andwhen is due back, or look up the syllabus, the coursenumber, or the name of the instructor
  28. 28. USE PERSONAS TOIDENTIFY TOP TASKS BYAUDIENCE What specific things does Stacey want to do on our site? Set up GOALS and FUNNELS around these tasks
  29. 29. GOALSGoal : the page a visitor reaches once they have completed a desired actionFunnel : The (optimized) steps along the way to the goal
  30. 30. THE GOAL
  31. 31. THE FUNNEL Sstep 3 Sstep 2 Sstep 1
  32. 32. GOALS Name the goal something intuitive. In this example it might be “Class Registration”Choose whether or you want the goal to be active (on) now Most library scenario goals will probably fall under the “URL Destination” type
  33. 33. GOALS Here add the URL of the thank you page
  34. 34. *TIPExact match has to be EXACTLY the same as the URL….evenleading or trailing spaces will cause it to fail
  35. 35. add the URL(s) of the page(s) along the path a user wouldGOALS take to get from the homepage all the way through to the thank you page
  36. 36. MAYBE DIFFERENTMETRICS FORDIFFERENT CONTENTSet up different profiles for:Engagement content (blogs, guides, reviews)Funnel content (get me to…databases, ejournals, catalog,etc)Informational content (hours, policies)
  37. 37. MAYBE DIFFERENTMETRICS FORDIFFERENT CONTENTTime on page:Engagement content (blogs, guides, reviews): hopefully highFunnel content (get me to…databases, ejournals, catalog,etc): hopefully very lowInformational content (hours, policies): hopefully low
  38. 38. COMMUNICATING THERESULTS
  39. 39. KEY VISUALIZATIONS
  40. 40. TRAFFIC>SEARCH> ORGANIC
  41. 41. TRAFFIC>SEARCH> ORGANIC
  42. 42. CONTENT>LANDINGPAGES &EXIT PAGES
  43. 43. CONTENT>LANDINGPAGES &EXIT PAGES VIAVISITOR FLOW
  44. 44. CONTENT>TOP PAGES
  45. 45. CONTENT>TOP PAGES(IN-PAGE ANALYTICS)
  46. 46. QUESTIONS?
  47. 47. THANK YOU!

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