An analytics first approach to UX and CRO
•Download as PPTX, PDF•
1 like•309 views
Talk given at Brighton CRO in March 2017
Recommended
More Related Content
Similar to An analytics first approach to UX and CRO
Similar to An analytics first approach to UX and CRO (20)
Recently uploaded
Recently uploaded (20)
An analytics first approach to UX and CRO
- 1. AN ANALYTICS FIRST APPROACH TO UX AND CRO
- 2. About Me • Senior Conversion Strategist at Fresh Egg • UX/Analytics consultant and trainer • Co-organiser of UX Camp Brighton • Organiser of UX Brighton workshops
- 3. Last year I wrote a book… tinyurl.com/UXAnalytics
- 5. Available in all good bookshops! tinyurl.com/UXAnalytics
- 6. Tonight I’m going to cover… • Why analytics first? • Five case studies • Data for user research • Picture of a cat
- 9. Case study #1 - User Flow
- 10. Case study #1 - User Flow
- 11. Case study #1 - User Flow
- 12. Case study #1 - User Flow
- 13. Case study #1 - User Flow
- 14. Case study #2 - Leakage
- 15. Case study #2 - Leakage Valuable pages with high numbers of exits tinyurl.com/FEleakage
- 16. Case study #3 - Demographics
- 17. Case study #3 - Demographics
- 18. Case study #3 - Demographics
- 19. Case study #3 - Demographics
- 20. Case study #3 - Demographics
- 21. Case study #4 - Benchmarking
- 22. Case study #4 - Benchmarking
- 23. Case study #4 - Benchmarking Client
- 24. Case study #4 - Benchmarking Client Benchmark
- 25. Case study #4 - Benchmarking
- 26. Case study #4 - Benchmarking tinyurl.com/btncro
- 27. Case study #5 - Split testing Low conversion rate on mobile User testing sessions A/B testing on mobile/tablet Monitoring of results in GA Analytics Testing
- 28. Using data for user research tinyurl.com/LHiconset
- 29. Using data for user research
- 30. How I see it…
- 31. Using data to aid user research • Country • Language • Age • Gender • Device ownership • Browser choice • Content of interest • Time of browsing
- 32. Using data to aid user research
- 35. Take an analytics first approach
Editor's Notes
- Tonight I want to talk about taking an analytics first approach to your UX and CRO
- Before I do that let me introduce myself. I’m Luke Hay, a senior conversion strategist at Fresh Egg Alongside that I also work on a freelance basis as a UX and Analytics consultant and trainer I help organise an event called UX Camp Brighton (more on that later) …and I also organise workshops for UX Brighton
- …but don’t worry, this talk isn’t about promoting my book…
- …although it IS available to buy in the usual places online…
- No, tonight I’m going to cover…
- To start with, let’s talk about the difference between quantitative and qualitative data…
- This diagram, which may contain slightly stereotypical roles, shows that good CRO-ers should be somewhere in the middle of these two extremes.
- The first case study I want to talk about relates to the ‘user flow’ report in Google Analytics When this came out I thought it would be great and it would show all the important user journeys on my websites… This wasn’t the case though, and I generally find these reports frustrating, however…
- I’ve simplified things here but would anyone like to tell me what the problem might be?
- We spotted some issues but also ran user testing to see how real users engaged with the homepage
- Before
- After
- Next up I want to talk about leakage. This is a measurement technique used by Fresh Egg and it’s a great way to uncover potential problem areas of a website
- …I won’t go into the full detail here but if you’d like to know more about leakage then please read the blog post which is linked to here, or talk to my colleagues Julian and Kayleigh how are here tonight. In short though, leakage will help you to identify where valuable pages of your websites are seeing a lot of exits – essentially where your site is ‘leaking’ value
- I was really excited when the demographics reports first appeared in GA, but it soon became apparent that they were more interesting than useful. Even if there is a difference in conversion rate between different age or gender groups it’s unlikely that this is due to an issue that can be easily fixed by tweaking your design. These reports can still come in useful at times though, and this case study is a good examples of this.
- As I mentioned at the start I’m one of the organisers of UX Camp Brighton. This annual event actually took place right here last Saturday - sorry if you missed it, tickets for our next event should be available in about ten month’s time, so put a note in your diary. The event is an unconference aimed at UX people.
- As with a lot of digital and tech events though we had concerns about the lack of female attendees. Our demographic profile in GA showed almost three quarters of visits were from men.
- To try to combat this, amongst other actions, we partnered up with two female focussed digital events; Spring Forward and She Says. They promoted our event and we promoted theirs.
- …and as a result we saw a positive increase in the percentage of female visitors to the website. This is still far from perfect but it was a good improvement, and one which would’ve been impossible to measure without our analytics
- Another report which promises a lot but perhaps fails to deliver is Benchmarking
- Who here uses the benchmarking reports?
- This case study starts with a conversation with a client. They said that they felt that they were getting fewer mobile visitors than their competitors. Here’s the breakdown of the device types used to view their website.
- Using the benchmarking report I was able to prove that their hunch was correct. This meant we knew that there was a good potential audience for them to engage with, if they could make their mobile website less terrible!
- I don’t want to focus entirely on Google Analytics. There is good quantitative data available elsewhere. Smart insight publishes quarterly benchmark conversion rates; a metric that’s missing from the GA benchmarks.
- I’ve used this to create a simple tool which you can use to calculate how your website’s conversion rate compares to the average. You can access the tool with the URL listed here. You can either put in your desktop conversion rate to find out how your tablet and mobile conversion rates compare to the average, or you can put in your overall conversion rate to see how that breaks down for the average website across all three devices
- For this client, an extreme sports clothing company, we noticed that their mobile conversion rate was low from their analytics (we could also use the benchmarking techniques that we covered to confirm this. We then ran user testing and then split tested the new, improved, design against the old one. …Then, it was back into the analytics to view details of the results of this test. If you’re not already integrating your split testing tool with your analytics then you really should be. There is a lot more than can be measured in your analytics than can be measured by your testing tool. Metrics like ‘time on site’ for example. You’ll also be able to segment your results better.
- We’ve covered some ways to use your analytics data to identify potential problem areas on your website. Now I’d like to touch on how you can use your analytics data to learn more about the people using your website.
- This diagram, created by design researcher Christian RohRer, shows a landscape of user research methods There’s a lot of detail here but, for me, it’s missing a key component, and that’s analytics
- This is how I see analytics working in the user research landscape. I see analytics as a starting point for most, if not all, forms of user research. If you want to know more about the users of your website, your analytics should be your starting point.
- …there’s a lot of information about your users contained within Google Analytics!
- You’ve all probably seen something like this before, it shows which times the majority of users use different devices. To find out how different user types are engaging with your website though you’ll want to segment your data
- In Google Analytics you can create segments based on personas that you, or your UX team, have created. These can help you to give you insight into how the behaviour of one cohort of your users differs from another. This means you can combine the quantitative data from your analytics, and the qualitative data from your user interviews and other forms of research to get a clear picture of who your users are.
- …all of which can be helpful for personalising a website. Steve’s going to cover that in more detail next but I think we can all agree that personalisation can be a powerful tool, and the more you know about your users the more effectively you’ll be able to personalise their experiences.
- To finish up, I strongly believe that all good UX and CRO work should start with an analytics first approach.