Date post: | 13-Apr-2017 |
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Internet |
Upload: | phil-haslehurst |
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60,000times faster
(source - http://www.billiondollargraphics.com/infographics.html)
The brain processes visual information
than text or numbers
There’s a field, with white buildings and trees around the perimeter. In the background you can see some children playing football. In the foreground there is a small yellow dog, sat on his haunches, wearing a yellow vest. He’s sat in the middle of a set of children’s football goalposts, made out of white plastic. He looks alert. From the left, a human hand emerges holding a miniature football. The hand throws the ball and the dog catches it enthusiastically.
So it’s hard to process blocks of text like this…
Short Normal Full Length Yorker
B W B W B W B W
OO 0 0 7 0 0 0 1 0
Off 19 0 10 3 4 1 3 0
Mid 15 0 15 1 4 0 3 0
Leg 2 0 5 0 0 0 1 0
OL 0 0 3 0 2 0 2 0
It’s the same for numbers. Take this cricket data…
Without expert knowledgeit’s hard to make sense of.
This is the same data presented in a visual way, using a heatmap. The story becomes more clear.
Frequently bowling here
Blue crosses mean wickets – this is good
Traditional analytics
Hard to action
Something is missing
It’s similar with analytics and CRO.Using just analytics to improve your website can be difficult.
We’re missing evidence of the user and their perspective – what website did they receive? How did they interact with it? What kind of experience did they have?
Traditional analytics
Easy toaction
Decibel Insight
Putting behavioural insights into the process makes it easier to make good decisions.
Digital Customer Experience
Whatthey saw
Whatthey did
Theresult
It’s about understanding the digital customer experience more fully…
Decibel Insight is a set of tools designed to show you the digital customer experience for yourself- Session replay- Heatmaps- Form analytics- Funnels- Audience segmentation
- Analytics & testing integrated- Works across devices- Hybrid-app compatible- Enterprise setup- ISO 27001 security
Watch back Troubleshoot
Understand users
Improve forms Optimize content
Enhance testing Examine mobileFix broken pages
Use Cases
What it Enhances
AnalyticsInvestigate anomalies
AB/MV TestingInform & evaluate testing
Voice of CustomerUnderstand feedback
PersonalizationAnalyze impact
Replay Example Use Cases
- Users were seeking information- Struggled to interact with the pages- Found circular navigation- Found broken interactivity
Utilities company – discovered issues with their contact us page causing users to get frustrated.
- User asked for email twice- Error messaging missing- Struggle to complete purchase- Simple fix to form
Clothing retailer spotted challenges with new account setup:
- Unresponsive buttons- Broken menu expansion- Visitor clicks multiple times- Clear frustration expressed!
Electronics retailer found broken mobile functionality that was spoiling user experience:
“An ounce of real life is wortha pound of theoretical debate”Emily FransonDirector of Web MarketingNovell
Forget about guesswork, speculation and gut instinct. They’re the enemy of good site optimisation.
Get a fresh perspective
Phil Haslehurst@decibelphil
This is me. Drop me a line and follow me on Twitter – and let me know if you’d like more information about this presentation.