Web Analytics and Usability Testing

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Triangulate your way to better design recommendations

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Web Analytics and Usability Testing

  1. 1. Web Analytics and Usability Testing: Triangulate your way to better design recommendations by Eva Kaniasty
  2. 2. What’s your favorite method?
  3. 3. Web Analytics Explosion
  4. 4. Who wins the battle?
  5. 5. Usability Testing Sucks
  6. 6. Usability Testing Moderator Required Moderator Bias Recruiting Bias Unrepresentative Participants Artificial Situation Task Design Bias Small Sample Results not Generalizable
  7. 7. Usability Testing 3 users experienced X… Consider changing X to Y.
  8. 8. Usability Testing is Disconnected
  9. 9. Web Analytics are Awesome!
  10. 10. Web Analytics No Moderator Automatic Data Collection/Analysis Real Users “ In the Wild” Real Goals Real Tasks Representative/ Large Sample Size
  11. 11. Numbers and graphs: universally beloved
  12. 12. Analytics rundown
  13. 13. Visitor/Session Tracking
  14. 14. Visitor/Session Tracking <ul><li>Confirm Usability Test findings </li></ul><ul><li>Inform usability testing tasks </li></ul><ul><li>Some visitor characteristics: locations, browsers, OS </li></ul><ul><li>Visit & page view trends </li></ul><ul><li>Engagement measures: time on page </li></ul><ul><li>Search data: keyword referrals </li></ul><ul><li>Custom tracking: detailed information on paths/goal conversion </li></ul>Uses Data Gathered
  15. 15. Clickmaps/Heatmaps
  16. 16. Clickmaps/Heatmaps <ul><li>IA </li></ul><ul><li>Visual hierarchy </li></ul><ul><li>Interface refinement </li></ul><ul><li>Info not on just which pages are being accessed, but from where </li></ul><ul><li>Full picture of users’ interactions with the page </li></ul><ul><li>Measure of user interest/engagement </li></ul><ul><li>Some segmentation by browser/screen size/time to click </li></ul>Uses Data Gathered
  17. 17. Email Data Mining
  18. 18. Email Data Mining <ul><li>Utest Recruiting Profiles </li></ul><ul><li>Personas </li></ul><ul><li>Demographics </li></ul><ul><li>Geography </li></ul><ul><li>User Profiles </li></ul><ul><li>Site usage data: accounts on amazon, facebook, linkedin, etc. </li></ul>Uses Data Gathered
  19. 19. Session Recording
  20. 20. Session Recording <ul><li>Identify potential usability problems </li></ul><ul><li>QA/Browser Testing </li></ul><ul><li>View all interactions with page, including mouse movements </li></ul><ul><li>Scroll maps </li></ul><ul><li>Form analytics </li></ul>Uses Data Gathered
  21. 21. A/B or Multivariate Testing
  22. 22. A/B or Multivariate Testing <ul><li>IA </li></ul><ul><li>Visual hierarchy </li></ul><ul><li>Interface refinement </li></ul><ul><li>Relative success of design alternatives: impact on conversion and other engagement measures </li></ul>Uses Data Gathered
  23. 23. Unmoderated Usability Testing
  24. 24. Unmoderated Usability Testing <ul><li>Alternative to usability testing, when large samples are required </li></ul><ul><li>Compensate on weaknesses of survey methods </li></ul><ul><li>Immediate feedback from real users as they engage with the website </li></ul>Uses Data Gathered
  25. 25. Custom Metrics
  26. 26. Custom Metrics <ul><li>Sky is the limit </li></ul><ul><li>Functionality usage </li></ul><ul><li>Form errors </li></ul><ul><li>Patterns of use </li></ul><ul><li>Conversion measurement </li></ul>Uses Data Gathered
  27. 27. The what. But why?
  28. 28. Analytics Suck
  29. 29. Web Analytics Data on current state only Overwhelming amounts of data to analyze One-dimensional view (i.e. Page-level data only from Clickmaps) Limited information about context No info about user intent
  30. 30. Usability Testing is Awesome
  31. 31. Usability Testing Ability to test new interfaces/ prototypes Moderator can probe to clarify intent Info about goals Rich data/ holistic view
  32. 32. Triangulate!
  33. 33. Triangulate <ul><li>Focus </li></ul><ul><li>Deep Data </li></ul><ul><li>Goals and Intent </li></ul><ul><li>Confirm Problems </li></ul><ul><li>Extent </li></ul><ul><li>Severity </li></ul>Usability Testing Analytics
  34. 34. Case Study <ul><li>Form errors </li></ul><ul><li>No abandonment </li></ul><ul><li>Confusion about messaging </li></ul><ul><li>Detail on types/extent of errors </li></ul><ul><li>True abandonment rates </li></ul><ul><li>Visual hierarchy problems </li></ul>Usability Testing Analytics
  35. 35. Triangulate Surveys Analytics Usability Testing
  36. 36. Questions first
  37. 37. CSI or Law & Order?
  38. 38. Questions? Twitter: @kaniasty [email_address] kaniasty.com
  39. 39. Resources <ul><li>Google Analytics </li></ul><ul><li>Crazyegg </li></ul><ul><li>Clicktales </li></ul><ul><li>Keynote Systems </li></ul>

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