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How to get the most value from your site redesign 11 29 17
- 1. How to get the most out of a site redesign Phil Kemelor 11/29/2017
- 2. What we’ll be talking about ● Knowing the right questions to ask of your analytics platforms ● Knowing how to integrate and complement multiple analytics approaches for improving your site redesign ● How to plan your analytics roadmap
- 3. Your goal – increase water sports product sales 3
- 4. 4 Start by asking the right questions • What are customers doing? • Why are they doing it? • How are they doing it? • What are the brand risks for not improving the user experience?
- 5. Customer Journey Voice of Customer Social Media User Experience Continuous Improvement Data Operations | Metrics |Visualization | Analysis | Insights | Data Integration Integrated analytics approach to web and mobile properties 5
- 6. 6 • Clickstream analysis tells you “what” is happening • Negative behavior • Exits from pages, fields, and click events • Bounces • Multiple pages viewed but no conversion • Exits from search • Positive behavior • Shares • Multiple pages viewed prior to continuation • Form submissions • Search result click throughs • Contextual • Time on page • Visit frequency • Content performing the intended function (i.e., choosing, educating, convincing) Customer Journey Google Analytics, Adobe Analytics What are customers doing?
- 8. 8 • Get direct feedback to understand the “why” behind the “what” • Ask specific questions about issues that cause them to drop or not continue - content, search, navigation – not questions about general satisfaction • Use targeted and short surveys on page, at exit or post visit – ask for “opt in” for follow up surveys – don’t do long surveys Voice of Customer Qualaroo Informizely Qualtrics KnowClick Why are they doing it?
- 9. 9 Targeted intercept and follow up surveys
- 10. 10 • Use heat map and virtual user experience to understand how customers are engaging at the page level to troubleshoot content quality and navigation efficiency • Use scripted use cases to determine path effectiveness • Observe content interest through link click intent, scrolling User Experience Crazy Egg, Clicktale, TryMyUI https://dynomapper.com/blog/19-ux/271- usability-testing-tools More tools at: How are they doing it?
- 12. 12 • Sentiment analysis reveals brand and reputation risk • Find out if there is any brand or reputation impact from a poor user experience • Social listening on earned channels • Comments on owned channels • Identify influencers and assessing content and breadth Risk Sysomos Crimson Hexagon Salesforce Social Studio Sprinklr What are the brand risks for no improvement?
- 13. 13 Sentiment analysis A tag cloud for an unnamed airline – Photo credit: Brian Solis
- 14. 14 What does the data tell you? • What are customers doing? • Exiting after comparison chart • Why are they doing it? • No review comments presented • How are they doing it? • Scrolling down to bottom of page and then clicking on boat type • What are the brand risks for not improving the user experience? • Comments on company Facebook and by kayak enthusiasts say its hard to easily get the feedback they need to buy online
- 15. 15 ● Use your findings to create an analytics plan that provides ongoing feedback loop. Analysis findings Determine customer journey metrics Set metrics targets Compare performance against targets Employ integrated analytics approach Continuous improvement Set yourself up for success
- 16. 20+Over the course of my 20+ year career in digital analytics, I have been a digital analytics practitioner, manager and consultant. I’ve held leadership roles at NetGenesis, Verizon, Semphonic, Ernst & Young and MaassMedia. I have led engagements and teams at leading brands such as GSK, Mayo Clinic, Farmers Insurance, The Nature Conservancy, the National Institutes of Health and Voice of America. I am the author of The Executive’s Guide to Web Site Measurement and Testing and primary analyst and author for The CMSWatch Web Analytics Report. 16 Phil Kemelor philkemelor@gmail.com @philkemelor https://www.linkedin.com/in/phillipkemelor/
Editor's Notes
- A COMMON USE CASE IS HOW TO INTEGRATE ANALYTICS INTO BOTH MAJOR AND MINOR SITE REDESIGN INITIATIVES IN THIS SESSION I’M GOING TO SHARE MY RECOMMENDATIONS FOR HOW YOU CAN USE DATA TO HELP YOU IMPROVE THE DIGITAL CUSTOMER EXPERIENCE FOR TODAY, FOR AN EXAMPLE, LET’S DO A QUICK STUDY FOR HOW WE’D USE ANALYTICS TO ASSESS IMPROVEMENT OF A SHOPPING SITE THAT RELIES BOTH ON CONTENT AND TASK COMPLETION TO BE SUCCESSFUL – WHILE YOU MAY NOT HAVE AN ECOM SITE, YOUR CONTENT IS ALWAYS LEADING CUSTOMERS TO DO SOMETHING NEXT AND EVENTUALLY COMPLETE A TASK– WHETHER ITS PROVIDING YOU WITH INFORMATION FOR LEAD GENERATION, SIGNING UP FOR AN OFFER, SIGNING INTO AN ACCOUNT, FILLING OUT A FORM, INTERACTING WITH A CUSTOMER SERVICE REP OR A CHATBOT
- FOR TODAY, YOU’RE ALL PRODUCT MANAGERS FOR A COMPANY THAT SELLS OUTDOOR RECREATION PRODUCTS – IN PARTICULAR YOU’RE IN CHARGE OF THE PRODUCTS THAT ARE HUMAN POWERED – KAYAKS, CANOES, PADDLE BOARDS. THE SITE HAS UNDERGONE LITTLE CHANGE OVER THE LAST 12 MONTHS AND WHILE SALES ARE OK THEY ARE BELOW TARGET. HOW DO YOU USE ANALYTICS TO INFORM YOUR PLANS FOR A REDESIGN?
- ALL OF THESE QUESTIONS THAT WE’VE ASKED CAN BE ANSWERED THROUGH FOUR DATA SETS THAT ARE SOURCED THROUGH CUSTOMER JOURNEY CLICKSTREAM TRACKING, VOICE OF CUSTOMER SURVEYS, USER EXPERIENCE TESTING AND SOCIAL MEDIA MONITORING MANY ORGANIZATIONS FIXATE ON ONLY ONE DATA SET AND DON’T HAVE A GOOD PLAN IN PLACE FOR INTEGRATING AND COMPLEMENTING ALL OF THE TECHNIQUES AND TECHNOLOGIES. IDEALLY, YOU SHOULD CREATE AN ANALYTICS PLAN THAT DESCRIBES HOW DATA CAN BE USED, WHO OWNS THE DATA, HOW THEY CAN BE SHARED AND USED FOR ANSWERING SPECIFIC QUESTIONS AND SOLVING SPECIFIC ISSUES. THIS IS MORE OF A GOVERNANCE ISSUE THAN A TECHNOLOGY ISSUE. AND WHAT WE SEE IS THAT ANALYTICS SILOS ARE COMMON AND FOLLOW THE SILOS THAT EXIST BETWEEN DEPARTMENTS AND DIGITAL COMPETENCIES. LET’S TAKE A FEW MINUTES TO SEE HOW YOU CAN USE EACH OF THESE ANALTYICS METHODS TO ANSWER OUR QUESTIONS. LET’S SPEND A FEW MINUTES, DESCRIBING HOW TO USE EACH OF THE METHODS YOU SEE HERE.