using analytics to solve the right problems
TRANSCRIPT
Using Analytics to Solve the Right Problems Warm Gun - December 2014
Hiten Shah [email protected]
Download the slides: h!p://kiss.ly/warmgun2014
Who are you?
I help make things.
Design is a creative process
Don’t spread your creativity thin
You have to focus your creativity on the right problems
If you don't know where you are going, any road will get you there.
Lewis Carroll, Author of Alice in Wonderland
Data helps you identify the most painful problems people have. (not the ones that bother you the most)
Data doesn’t make decisions for you.
Data informs your decision making.
How do you measure the impact of your design work?
2005
Google Analytics and Stat Counter
Designers were the original audience for Crazy Egg
Analytics should be easy to understand
What We Believe
What We Believe
A picture is worth a 1,000 words
Anyone can use data
What We Believe
Crazy Egg Reports
OVERLAY HEATMAP SCROLLMAP
And now there are more tools than you can count!
Designers can experiment like scientists too!
Ideas Designs Solutions
Assumptions(A guess about the best way to solve a problem)}
Everything can begin with a testable hypothesis.
Start with quantitative data Find problems worth solving
When in doubt, look at your top pages. Usually the homepage.
A simple framework for choosing what to improve
Find pages with high traffic and high bounce rate
HTTP://GOOGLE.COM/ANALYTICS
Get qualitative data Find out why
A few qualitative tools
HTTP://USERTESTING.COM HTTP://SURVEYMONKEY.COM
A few more qualitative tools
HTTP://QUALAROO.COM HTTP://OLARK.COM
What frustrates people?
Find people who don’t do things and email them
EMAIL + SURVEYMONKEY
User Research gives you a headstart
Test your hypothesis Run an experiment
Testing helps you learn faster
Not bu#on colors…
Don’t copy “best practices” blindly
Test specific bu#on copy
Run sensitivity tests on your web pages
Sensi&vity tests help you learn what your visitors care about and what they don’t.
Remove graphical elements and see what happens
Does social proof and logos ma#er for your visitors?
Remove social proof and learn what happens
Work on things that ma#er. Make those things be!er. Be happier ☺
Hiten Shah [email protected]
@hnshah
How can I help you?
Download the slides: h!p://kiss.ly/warmgun2014