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Fact or Question: Analytics for UX

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Presentation from Mini UPA Boston 2011.
Analysis of online activity (analytics) has growing attention in the work of user experience design. How do we know when our findings are actionable answers and when they serve as refined questions begging for further exploration through qualitative user research? Can you really learn about your users through analytics?

This presentation will demystify web analytics, addressing common misconceptions. Through tips and examples of tactical applications of free tools and web analytics data in a ‘UX friendly’ context, this session will show that analytics can be an efficient tool for gaining rapid insight into user behavior and improving the value of our designs. We will explore ways to recognize findings that demand further investigation.

Published in: Technology, Design

Fact or Question: Analytics for UX

  1. 1. Fact or Question? Analytics for User Experience Julie Strothman strottrot.com @strottrot
  2. 2. Search Term Usage on a scale of 1-100 ‘ADD College’: 62 ‘ADHD College’: 21‘AD/HD College’: 0
  3. 3. Slides, Links & References http://strottrot.com/u/7 @strottrot
  4. 4. “I worry that people will think they’ve found an answer when they really have another question.” - Dana Chisn
  5. 5. Demystifying Analytics
  6. 6. Analytics Analysis of cross-channel data for trends, patterns & anomalies toward continuous improvement of user experience & business success. @erinjo + @avinash
  7. 7. Clickstream Data Site Search Data Your search logs Competitive DataCustomer Questions Surveys Call center logs Form submissions
  8. 8. Where do I start?
  9. 9. Identify Business
  10. 10. Every business has unique metrics
  11. 11. Segment Data for More Actionable InformationBusiness Goal Metrics SegmentsCustomer loyalty Repeat visits Number of visits (e.g. 2, 3+) Time on feature People using the given featureBrand awareness Likes, mentions Visits from Facebook, Twitter Branded search Traffic Source: Search terms with brand name
  12. 12. Segment Data for More Actionable InformationBusinessGoal Metrics Segments Target # $ ValueCustomer Repeat Number of visits (e.g. 2,loyalty visits 3+) Time on People using the given feature featureBrand Likes, Visits from Facebook,awareness mentions Twitter Branded Traffic Source: Search search terms with brand name
  13. 13. Segment Data for More Actionable Information
  14. 14. Audience Segment: Visits with Conversions Search terms that brought people who ‘converted’
  15. 15. Use successful search terms to drive ‘best bets’ Best Bets — misspelled words
  16. 16. Goal: Brand Engagement
  17. 17. Goal: Brand Engagement
  18. 18. Goal: Brand Engagement
  19. 19. Business Goal: Sign more people up for glassblowing lessons
  20. 20. Overview: People who came looking for lessons
  21. 21. What do people who came looking for lessons orclasses do on the site?
  22. 22. Where did people who searched forglassblowing lessons click?
  23. 23. Tracking ‘Events’ (PDF downloads, movie plays) Category Action Label<a onclick="_gaq.push([_trackEvent, Apps, pdf, Freshmen App]);"href="../applications/landmark-application.pdf">Application & Checklist [PDF]</a> Useless categories! Better, but caps issue.
  24. 24. Identify Possible
  25. 25. Using Data
  26. 26. Competitive Analysis
  27. 27. Compete.com termsGoogle Insightsterms
  28. 28. Keyword Searches for Personas
  29. 29. Are you putting resources into the right content? % Content % Visits 35% 28% 20% 13% 5% About Academics Student Life Library Institute Alumni Credit: Tim Hart via Avinash Kaushik: http://strottrot.com/u/6
  30. 30. Are you putting resources into the right content? % Content % Visits 35% 28% 20% 13% 5% About Academics Student Life Library Institute Alumni Credit: Tim Hart via Avinash Kaushik: http://strottrot.com/u/6
  31. 31. Thank You!Slides, Links & References http://strottrot.com/u/7 Julie Strothman strottrot.com @strottrot

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