Combining Web Analytics and User Experience
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The document discusses how combining web analytics and user experience (UX) research can provide valuable insights and improve business outcomes. It provides three case studies as examples: 1) An insurance quoting form where analytics identified drop-off points that UX testing validated, leading to improved conversions. 2) A manufacturing website where analytics focused limited UX research, diagnosing key issues within budget. 3) An ecommerce site where analytics found incorrect audience assumptions, informing improved UX and a 300% increase in conversions. The document advocates an approach combining both analytics and UX to gain a full understanding of user behaviors and needs.
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Combining Web Analytics and User Experience
- 1. Make More Money Faster Combining Web Analytics and User Experience Presented by Andrew Janis & Fred Beecher SEPTEMBER 28, 2010 ©2010 EVANTAGE CONSULTING
- 2. Once upon a time, we thought we were good. Then we had an a-ha! moment.
- 4. Two Great Tastes… Two years ago, we created our UX & Analytics service… And boy, is it delicious!
- 5. What We Mean by “UX” and “Analytics” Because it always helps to be talking about what you think we’re actually talking about… User Experience Research Research focused on uncovering the behaviors, goals, motivations, and contexts of use of the users of a given interactive system Usually qualitative in nature Focused on the individual Web Analytics Website user data that shows how people get to your site and what they do there Usually quantitative in nature Focused on the aggregate, or groups of users (segments)
- 6. Soo…why are you here?
- 7. Combining Analytics and UX is Awesome
- 9. Form Interaction – A Case Study An insurance quoting website… 14 page quote and purchase process Client was moving to a new technology platform They thought the site was fine (but wanted to double check) Evantage was engaged to: Perform user testing Identify any areas for improvement
- 11. Competitive user testing to identify strengths of competitor process
- 13. Form Interaction: Marketing Funnel REACH ENGAGE CONVERT RETAIN = Bad = Good Easily found website Asked for college Our Site
- 14. REACH ENGAGE CONVERT RETAIN Our Site Competitor Site
- 17. Form Interaction: Outcomes REACH ENGAGE CONVERT RETAIN 40% 238% 6% = Potential increase in conversion rate
- 18. Form Interaction – Bonus Forms
- 19. Form Interaction – Bonus Forms
- 20. Doing More With Less – A Case Study Evantage was engaged to improve a website for a large company that manufactures specialized construction materials The company knew they had a problem The website was trying to serve five audiences and succeeding at none Sales were declining Customers & distributors are complaining Competition was heating up But they didn’t know what that problem was Oh, and they were short on time and money
- 22. User research
- 23. Iterative design & testingThis required 1/3 more time & money than their budget & schedule allowed
- 26. User research
- 28. People were looking all over the site to find very specific information
- 29. People couldn’t find what they needed so they searched instead
- 31. We focused on this use during interviews
- 32. This helped us diagnose the problem accurately and fix it quickly, despite the constraints
- 33. We designed and prototyped a solution to the pain points we identified
- 34. The prototype was very well received
- 35. Participants were very happy to participate in our research
- 40. Conversion Rate Improvement – Analytics Discoveries And the shopping cart was impossible to get through Shopping Cart Progression Visits Login/Register 20,538 Shopping Cart 6,427 Ship To Address 1,875 Billing Address 1,062 Credit Card Info 1,071 Review Order 715 Order Complete 635 Shopping Cart Completion Rate 3%
- 42. 5 second tests
- 44. Confirmed that the new site worked for moms
- 47. Places to Start the Collaboration Bounce Rate, Conversion Rate Why people convert How They Get There Top Content Abandonment, Page Reloads Specific Objections Time Spent Is It Engaging? A/B Testing What to Test How People Use Language Search Logs
- 48. Be Delicious.
- 49. Thanks! Questions? Andrew Janis ajanis@evantageconsulting.com @andrewjanis Fred Beecher fbeecher@evantageconsulting.com @fred_beecher
Editor's Notes
- Quick intro to us. Quick intro to EVCPresenter: Fred
- Well, two years ago we created a new service that we call User Experience and Analytics (super original, I know), to really focus on the power that can be derived from the power of combining web analytics and user experience research. And boy is it delicious
- So, before we get much further, we wanted to do a level set to make sure when we say user experience or analytics, everyone’s on the same page about what we’re talking about. UX: user-based, largely qualitative research Analytics: capturing and analyzing the river of data produced by websites, CRM, mobile, etc. How many people consider themselves analytics professionals? How many people in the crowd consider themselves to be user experience professionals?How many are something else? How many people are just now realizing they meant to go to the Twitter Tools session?
- Presenter: AndrewImproving Form InteractionFocusing User ResearchGetting Better Conversion Rates
- Now, if we had stopped there, it would have been difficult to make as convincing an argument that change was necessary. After all, only a handful of user tests, difficult to validate that these are real problems faced by many people navigating the process and preventing people from purchasing
- So, we turned to analytics to help validate and prioritize usability findings.From analytics we knew which pages people were abandoning on. This chart is showing each of the pages in the process, along with how many people completed each step. Left side, 100%, right side, 1.3%. Some places make sense for people to leave: start process (arrow), show my rate (arrow).Some don’t,
- FRED
- FRED
- We saved a week of research
- Working together saved a full week of research time
- Evantage was engaged to perform an analytics review, diagnose the problem and increase sales
- FRED
- Initial user testing based on the assumption that moms and kids would navigate together. Site worked great for kids.Talk about how form interaction was WA led w/UX assistance and 3M was UX led w/WA assistance
- The other thing analytics uncovered was that the order process was impossible to get through. In fact, only 3% of people who were viewing the shopping cart were completing an order, way below what we would expect.
- FRED
- ANDREW
- Presenter: Fred
- What we want you to remember is this. Be delicious. Make more money faster by combining Analytics and UX research. Have confidence in the decisions you make, and make the right decision faster.