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Analyticspresentation 090613183722-phpapp02

Date post: 27-Jan-2015
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Web Analytics and Usability Testing: Triangulate your way to better design recommendations by Eva Kaniasty
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Page 1: Analyticspresentation 090613183722-phpapp02

Web Analytics and Usability Testing:

Triangulate your way to better design

recommendations by Eva Kaniasty

Page 2: Analyticspresentation 090613183722-phpapp02

What’s your favorite method?

Page 3: Analyticspresentation 090613183722-phpapp02

Web Analytics Explosion

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Who wins the battle?

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Usability Testing Sucks

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Usability Testing

Small SampleResults not Generalizable

Artificial SituationTask Design Bias

Recruiting BiasUnrepresentative Participants

Moderator Required

Moderator Bias

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Usability Testing

3 users experienced X…Consider changing X to Y.

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Usability Testing is Disconnected

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Web Analytics are Awesome!

Page 10: Analyticspresentation 090613183722-phpapp02

Web Analytics

Representative/ Large Sample Size

Real GoalsReal Tasks

Real Users“In the Wild”

No ModeratorAutomatic Data Collection/Analysis

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Numbers and graphs: universally beloved

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Analytics rundown

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Visitor/Session Tracking

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Visitor/Session Tracking

Data Gathered Uses•Some visitor characteristics: locations, browsers, OS•Visit & page view trends•Engagement measures: time on page•Search data: keyword referrals•Custom tracking: detailed information on paths/goal conversion

•Confirm Usability Test findings•Inform usability testing tasks

Page 15: Analyticspresentation 090613183722-phpapp02

Clickmaps/Heatmaps

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Clickmaps/Heatmaps

Data Gathered Uses

•Info not on just which pages are being accessed, but from where•Full picture of users’ interactions with the page•Measure of user interest/engagement •Some segmentation by browser/screen size/time to click

•IA•Visual hierarchy•Interface refinement

Page 17: Analyticspresentation 090613183722-phpapp02

Email Data Mining

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Email Data Mining

Data Gathered Uses

•Demographics•Geography•User Profiles•Site usage data: accounts on amazon, facebook, linkedin, etc.

•Utest Recruiting Profiles•Personas

Page 20: Analyticspresentation 090613183722-phpapp02

Session Recording

Data Gathered Uses•View all interactions with page, including mouse movements •Scroll maps•Form analytics

•Identify potential usability problems•QA/Browser Testing

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A/B or Multivariate Testing

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A/B or Multivariate Testing

Data Gathered Uses

•Relative success of design alternatives: impact on conversion and other engagement measures

•IA•Visual hierarchy•Interface refinement

Page 23: Analyticspresentation 090613183722-phpapp02

Unmoderated Usability Testing

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Unmoderated Usability Testing

Data Gathered Uses

•Immediate feedback from real users as they engage with the website

•Alternative to usability testing, when large samples are required•Compensate on weaknesses of survey methods

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Custom Metrics

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Custom Metrics

Data Gathered Uses

•Functionality usage•Form errors•Patterns of use•Conversion measurement

•Sky is the limit

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The what.

But why?

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Analytics Suck

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Web Analytics

Limited information about context No info about user intent

One-dimensional view (i.e. Page-level data only from Clickmaps)

Overwhelming amounts of data to analyze

Data on current state only

Page 30: Analyticspresentation 090613183722-phpapp02

Usability Testing is Awesome

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Usability Testing

Rich data/ holistic view

Info about goals

Moderator can probe to clarify intent

Ability to test new interfaces/ prototypes

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Triangulate!

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Triangulate

• Focus• Deep Data• Goals and Intent

• Confirm Problems• Extent• Severity

Usability Testing

Analytics

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Case Study

• Form errors• No abandonment• Confusion about

messaging

• Detail on types/extent of errors

• True abandonment rates

• Visual hierarchy problems

Usability Testing

Analytics

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Triangulate

Surveys

AnalyticsUsability Testing

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Questions first

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CSI or Law & Order?

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Questions?

Twitter: @[email protected]

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Resources

• Google Analytics• Crazyegg• Clicktales • Keynote Systems


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