Making Sense of Web Analytics

Making Sense of Web Analytics
Ammneh Azeim

Tuesday, November 27, 2012

“We are getting more calls about __________”


“We need a new tab for ___________”


“We’d like to post a PDF for ___________”


“We like to add more content to the page for___________”


The problem is...

• Activities are not equal to outcomes
• Disconnect between site’s updates and user’s experience


A product/service:

• Application
• Website
• Business Process
• In-person service
• Multi-channel service


Experience is the cumulative effect of all
the decisions that go into making a
product or service


“What gets measured gets done, what gets measured and fed
back gets done well, what gets rewarded gets repeated.”
— John E. Jones


How can you understand your customers’ pain points
using analytics?


How can you provide value to the business?


How can you inform the changes you make to your site, so that
your actions are outcome-focussed?


Exercise

• Facts in the hat
• Everyone has the same set of fact
notes (what do they mean to you).
Draw your thoughts and share with
the person on your right.
• Read the question card on the table
and look at the facts again. Draw it
and share it again with the person
on your right.
• What differences do you see?


Building a
Measurement
Program

Step 1

Understand the questions you want to
answer and objectives you want to meet!


Building a Understand the questions you want to answer and objectives you
Measurement want to meet
Program

Step 1

• “We need a tab for _______”
• How would you reframe that assumption?
• Why do we need a tab?
• “We need to increase awareness for _______”


Program
What questions do we want to
Step 1 answer?
• Should we be producing more content and if so, what type of
content?
• What sales and marketing opportunities currently exist?
• Where should we be focussing our marketing efforts?
• Are customers satisfied?
• What design lessons are we learning based on our customer’s
behaviour on our website?
• What is the ROI for having a website?


Program

Step 1

Without objectives and
questions you won’t know
what to look for


Program

Step 1

Now that you have an objective, what’s next?


Building a
Measurement
Program

Step 2

Become a Detective


Building a Become a Detective
Measurement
Program What would Sherlock Holmes do?
Step 2


Measurement
Program

Step 2


Measurement
Program
“We need to increase awareness about
Step 2 content X”

Current state questions:
• How much awareness of this content currently exists?
• Who looks for this information?
• How do people get this information from our site?
• Do people use this information or do they leave?


Measurement
Program

Step 2

How much awareness exists for content X?


Measurement
Program
A common way for users to look up information
Step 2


Measurement
Program
How much awareness of the
Step 2 content currently exist?
Visits Page Depth Visit Duration % New Visits Bounce Rate


Measurement
Program

Step 2

We are big shots and...
People know us


Measurement
Program

Step 2

Brand Engagement?
People who look for the name of the
organization via search engine or come to the
site directly


Measurement
Program

Step 2

EPCOR’s Brand Engagement
Brand engagement in different geographical
locations


Measurement
Program

Step 2

Now that people have arrived at the site...


Measurement
Program How engaged are users with Page X?
Step 2

• Page X as landing page? Visits?
• Total page-views for the page
• Pages visited before Page X
• Bounce Rate
• Time on Page


Measurement
Program Results of Investigation
Step 2

7 out of 10 people come to the site via Google but they all land on
home page instead of the specific ‘services’ page. After looking at
the home page they leave right away.


Measurement
Program Hypotheses
Step 2

• Content is not optimized for search, therefore, users are landing
on home page instead of the desired page
• The current navigation is not helping directing users to the
right content.


Measurement
Program Results of Investigation
Step 2

7 out of 10 people come to the site via Google searching for
Services. They land on the Services main page and without looking
at further information related to Services they leave the site.
Majority of the visitors do visit the ‘Contact Us’ page after visiting
the Services page.


Measurement
Program Hypotheses
Step 2

• The content on the Services page is not meeting users’ needs.
• Visits to Contact Us page means they might be calling the call
centre.


Building a
Measurement
Program

Step 3

Don’t limit yourself to just online metrics


Building a Don’t limit yourself to just online metrics
Measurement
Program Verify hypothesis #2
Step 3

• Get data from customer support regarding calls they may get
• Add an exit survey
• Usability test the site


Building a
Measurement
Program

Step 4

Document your measurement questions
and objectives


Building a Document Your Measurement Questions and Objectives
Measurement
Program Example for documenting your metrics
User’s Approach Awareness Like-ability
Step 4
Consideration Adoption
to the Website

Website Goals Get Attention Connect Inspire +Inform Retain

Lorem Ipsum Lorem Lorem Ipsum Lorem Lorem Ipsum Lorem Lorem Ipsum Lorem
Measurement Ipsum Lorem Ipsum Ipsum Lorem Ipsum Ipsum Lorem Ipsum Ipsum Lorem Ipsum
Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum
Questions

Lorem Ipsum Lorem Lorem Ipsum Lorem Lorem Ipsum Lorem Lorem Ipsum Lorem
Measurements Ipsum Ipsum Ipsum Ipsum
Actions

Number
of
visitors
who
Pageviews
for
each
of

Job search category Number
of

visits
who
click

land
on
Career
pages
via
pages.
Pageviews
for
job
usage. the
job
@tle
VS
total

Metrics Google
VS
number
of
pages
vs
people
who
click

registered
applicants
vs
#

visitors
from
campaign
urls
on
the
job
links of
visitors
clicking
on
email
for
twi;er
facebook
etc
The
path
people
took
to
4Q
sa@sfac@on
survey
on

Visitors
coming
from
other
get
to
the
careers
sec@on.
the
job
search
page.

job
sites
(referrals)
Career
page
naviga@on

summary.
Number
of
people
who

clicked
on
the
email
link

Job
search
page
naviga@on

summary.


Measurement
Program

Step 4

As you build a measurement program, you
might have some challenges...


Measurement
Program Challenges
Step 4

“We don’t have enough resources to spend time on
analytics”


Measurement
Program Challenges
Step 4

“There are too many objectives and questions to address”


Measurement
Program Challenges
Step 4

“We can’t prioritize objectives as too many stakeholders
are in the mix”


Measurement
Program Challenges
Step 4

“We don’t know the tool very well”


Building a
Measurement
Program

Step 5

Start small. One Business Question at a Time.


Building a Start Small. One Business Question at a Time.
Measurement
Program

Step 5

One business question and one action at a time


Building a Start Small. One Business Question at a Time.
Measurement
Program

Step 5

What’s your first business question?
One that you can start on tomorrow!


“Action is the foundational key to all success.”
— Pablo Picasso


Go make sense of analytics


Thank You!


Ammneh Azeim
ammneh.azeim@nform.com
twitter: @ammneh


Making Sense of Web Analytics

Making Sense of Web Analytics

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