UX Analytics Cemal Büyükgökçesu


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12 Şubat 2013 tarihinde düzenlediğimiz UX Analytics etkinliğimizdeki Cemal Büyükgökçesu'nun yaptığı sunuma ulaşabilirsiniz.

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UX Analytics Cemal Büyükgökçesu

  1. 1. profiles.google.com/buyukgokcesu @buyukgokcesu buyukgokcesu.comKnow and delight your usersAN INTRODUCTION INTO USER EXPERIENCE Cemal Buyukgokcesu
  2. 2. Agenda1. What is UX?2. Ask yourself3. Listen to your users4. Understand your users5. Delight your users6. Engage your users7. Know the difference
  3. 3. What is UserExperience?
  4. 4. Definition of UX User experience (UX or UE) involves a persons emotions about using a particular product, system or service. User experience highlights the experiential, affective, meaningful and valuable aspects of human-computer interaction and product ownership. Additionally, it includes a person’s perceptions of the practical aspects such as utility, ease of use and efficiency of the system. User experience is subjective in nature because it is about individual perception and thought with respect to the system. User experience is dynamic as it is constantly modified over time due to changing circumstances and new innovations.
  5. 5. Visual Design Usability & Content AccessibilityInformation Function-Architecture User ality User Platform Context Customer Support
  6. 6. What is User Experience?
  7. 7. Questions to ask yourself §  Why do my users come to my site? §  What is the value we provide? WHY §  Do we give our users what they want? §  How do we differentiate ourselves from our competition? §  What are our goals as a business? WHAT §  What do we want users to do on our site? §  How do we prioritize these actions and goals? §  How do we get the desired response from our users? §  Who are our users? WHO §  How can we segment them? §  Do we have different goals for different users?
  8. 8. Listen to your usersContinuously gather feedback from your users through different channels: §  Online Surveys §  Focus Groups §  Interviews §  Social Media §  Customer Support Tools §  A/B-Testing §  Web Analytics
  9. 9. Understand your users with Web Analytics Dimensions Metrics Dimensions describe attributes A metric is a measurement Visitor city or region Number of visits Referring traffic source Number of visitors Browser type Page views Operating System Time on site
  10. 10. What is your sites traffic breakdown?To see where users came from click Traffic Sources > Overview on the left. To see more detail on the specific sources (ie. Google) sending traffic go to Traffic Sources > Sources > All Traffic
  11. 11. Where are your users coming from?Click on Audience > Overview then select Country / Territory. This will give you the breakdown of traffic by geography (click country to go to state, city, etc.).
  12. 12. Content is King -Usability is Queen 12
  13. 13. In-Page Analytics lets you make a visual assessment ofhow users interact with your web pages
  14. 14. Delight your users
  15. 15. Contrast§  Using color, saturation, opacity to juxtapose elements on the pageSize §  Use varying sizes to signify dominance and importanceRepetition & Alignment §  A sequence of similar or aligned elements that are close to each other show that they are part of the same set, the rhythm creates a sense of motion.White Space §  White Space draws attention to elements and lets your content breathe.Unity §  Objects that share similar features communicate that they are part of the same family (e.g. same colors, same shapes, same font) §  Unity becomes important when you repeat the same message on different pages or you communicate across different channels or platforms
  16. 16. Balance & Structure§  Imbalance creates tension for users§  A Grid helps you maintain balance and structure on your page and guides the users eyes§  Placing something outside of the grid is a sure way of getting attention§  Hierarchy defines what is important and what the user should see next
  17. 17. Guide Actions and Measure Them
  18. 18. Tailor your site experience to user’s situation
  19. 19. What percentage of your traffic is Mobile?Click on Audience > Mobile > Overview and click on the Pie Chart. This will give you the breakdown of mobile vs desktop traffic.
  20. 20. Do you have a mobile app?
  21. 21. Very useful for developers: Track why the app crashesand any other errors
  22. 22. What devices do your users own?
  23. 23. Compare speed of different browsers: Did you optimizefor mobile devices?
  24. 24. goo.gl/KpY6A
  25. 25. Create an m-site with Duda Tool: Gomo.com.tr
  26. 26. What are the advantages of responsive design? ü  Saving time & money: No need to maintain separate websites for desktop & mobile ü  Good for your SEO, Google Analytics, Social sharing buttons: You preserve one URL ü  Easier to maintain: No need for server-side components, only the CSS modification is necessary to change the layout on on a particular deviceSource: Tech a la carte: http://www.labnol.org/internet/responsive-web-design-faq/21361/
  27. 27. What are the disadvantages of responsive design? -  May add extra kilobytes to your web page: CSS styles & Java script files would need to be downloaded in order to adapt the content to the screen resolution. -  Making your existing fixed-width website fluid might be difficult: Starting with an m-site from scratch might be easier in some instances.Source: Tech a la carte: http://www.labnol.org/internet/responsive-web-design-faq/21361/
  28. 28. Engage your usersTurn casual visitors into loyal users
  29. 29. Related information and new content§  Show related articles or products to keep users on your site after completing the main action (reading an article, purchasing a product)
  30. 30. Comments, reviews and ratings§  Let users engage with your content or products by allowing them to comment or offering a separate forum§  Let users rate products or services and consult ratings of other users§  If you have active users and user content on your site, show it off! (e.g. 500 users online, 200 reviews, 10 new comments, etc.)
  31. 31. Social world consists of interactions: Off-site or On-site Site  dışı  etkileşimler   Site  içi  etkileşimler  
  32. 32. Measure on-site social interactions is easyHowfrequentlypeople usethese?
  33. 33. How to measure off-site social interactions? Social Data Hub
  34. 34. Who is in the social data hub? Docial Data Hub Partners share off-site social interactions with Google Analytics
  35. 35. Social reports: activity stream conversation
  36. 36. How engaged are your users? Audience > Behavior > Engagement
  37. 37. How engaged are your users? Audience > Behavior > Engagement
  38. 38. How loyal are your users?Click on Audience > Overview and look at New vs. Returning Visitors. This graph shows you how much of your audience comes back. You can see how these types of users behave in Audience > Behavior > New vs. Returning. You can also see how often users come back and how long its been since their last visit in the Audience > Behavior > Frequency and Recency report.
  39. 39. Dont neglect Search §  Make search a prominent aspect of your site and have it consistently in the same place §  It retains users who may otherwise exit the page because they didnt find what they came for
  40. 40. Why is testing important?§  To ensure you are doing the right thing o  Ensure positive results o  Make data driven decisions§  Reliable Results o  Reduces sample bias o  Tangible uplift o  Attributable changes§  Further Optimizations o  Spot new Opportunities o  By isolating results, you can learn patterns and best practices
  41. 41. A/B-Testing vs. Multivariate Testing A/B-Testing Multivariate-Testing§  A/B testing is the most §  Multivariate testing is more common way of testing comprehensive o  Easier than multivariate o  More granular results o  Quicker to implement o  Can demonstrate the interaction o  Generally less work of different variables o  Need to create and test every combination of elements that is going to be a variable§  Limitations: o  Can only measure one thing at a time §  Limitations: o  Requires more tech savviness o  Need to analyze more data o  Requires creation of every combination
  42. 42. Best Practices in Testing§  Define and prioritize goals o  Specific o  Measurable Example: Increase CTR, increase PVs per visit, increase conversions, etc.§  Define how goals will be measured o  Define success, failure, and inconclusiveness Example: Increasing CTR by 10% is success, increase PVs per visit by an average of 2 pages, increase net conversions by 20%, etc.
  43. 43. Testing Tools§  Google Analytics (Content Experiments)§  Optimizely§  Plugins e.g. for Wordpress, Drupal or Joomla!
  44. 44. Content Experiments replaces the old WebsiteOptimizer
  45. 45. Some advantages of Content Experiments•  Fully integrated in Analytics: measure, test, optimize in one place.•  Comes with a wizard in 4 steps: really easy to set up.•  Reuses Google Analytics tags: just add one tag to the original page.•  Statistical model reveals a winner in approx. 14 days.
  46. 46. To get faster and more reliable results:•  Test only a few elements•  Use high-volume pages•  Make bold changes•  Keep testing
  47. 47. Focus on the user and all else will follow...
  48. 48. profiles.google.com/buyukgokcesu @buyukgokcesu buyukgokcesu.comThank you! Questions? Cemal Buyukgokcesu