analyticspresentation 090613183722-phpapp02
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Web Analytics and Usability Testing:
Triangulate your way to better design
recommendations by Eva Kaniasty
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What’s your favorite method?
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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!
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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
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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
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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
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Session Recording
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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
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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
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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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Resources
• Google Analytics• Crazyegg• Clicktales • Keynote Systems