Combining Methods: Web Analytics and User Research
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Combining Methods User Research and Web Analytics Martijn Klompenhouwer & Adam Cox EuroIA - September 25 th , 2009
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This presentation was given during the EuroIA 2009, by Adam Cox and Martijn Klompenhouwer. It is and edited version. The images used during the actual presentation have since been removed to make sure no copyrights are being violated. As a result, the examples of combining Web Analytics and User Research are just listed and are without explanations.
Transcript of Combining Methods: Web Analytics and User Research
Combining MethodsUser Research and Web AnalyticsMartijn Klompenhouwer & Adam CoxEuroIA - September 25th, 2009
Agenda
� About Web Analytics
� About User Research
� Why you should combine methods
� User Intelligence (about us)
� Practical examples
� Why you should try it too
About Web Analytics
"Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.“
- The Official WAA Definition of Web Analytics
Web Analytics Definition
What does the definition mean?
� Where are your users coming from?
� What are they doing?
� When and where do they leave?
Some examples of Web Analytic measurements
� Referrals
� Visitors, visits and page views
� Popular pages
� Bounce rates
� Funnel analysis
� Path Analysis
Issues with Web Analytics
� Data often perceived as boring statistics
� Implementation of WA tool not always correct
� Reports: just the facts, no insights, no actions
Web Analytics is quantitative in natureWeb Analytics is quantitative in natureTo get insights, interpretation of the numbers is needed
About User Research
Some examples of User Research methods
� Field observation
� Personas
� Interviews
� Focus groups
� Diary study
� Usability test
� Card sorting � Expert review
Issues with User Research methods
� Data usually from small numbers
� Most methods take a snapshot in time
� Difficult to capture some behavior� Difficult to capture some behavior
� Setting sometimes artificial (e.g. lab test)
User Research is qualitative in natureUser Research is qualitative in natureYou get the ‘why’, but not the ‘big numbers’…
So, why should you combine these two methods?
� User Research findings can help interpret web data
� Web data can help focus the User Research
� More certainty of findings (based on two sources)
The methods complement each other
��������
The methods complement each otherQuantitative vs. Qualitative
The following 10 practical examples show
� How we combine these two methods in real projects
Practical examples
� A Web Analyst and User Researcher working together as a team
� User Research helping Web Analytics andandandand the other way around
� What the added value is of combining methods
Practical examples (1/2)
� Creating realistic usability test scenarios
� Measuring the use of advanced features
� Understanding effectiveness of concept
����
� Validating usability test findings
� Identifying target audience
� Verifying user feedback
Practical examples (2/2)
� Explaining unintended landing pages
� Implications of unintended user-flows
� Interpreting bounce rate data
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� Explaining abandonment rates
Why you should try it too
� Combining methods works! You can tell a story backed up with data
� Useful in different stages of a projectResearch, Design, Optimize
� One report with clear actionsPresenting findings from two methods in one deliverable
� The combination works both ways!Web Analyst and User Researcher benefit from each other
Just remember…
� Fruitful results can already be gained from basic analysis
You don’t need to be a Web Analytics expert, but it helps ;-)
� Web Analytics tools do not magically provide the insights...
� Measure the impact of your changes (optimize)� Measure the impact of your changes (optimize)
� The UX team should make more use of Web Analytics!
It shouldn’t just belong to the IT or Marketing departments
What we want you to take away…
� Find out what web data is available
� Use it!..... Just try it! No more excuses ;-)
� Web data will help you in different stages of a project
� If important data is missing, try to get it measured it in the future
� Integrate Web Analytics into your process and methods
User Intelligence
The presenters
Martijn Klompenhouwer
UX Researcher
10 years UX experience
7 years at User Intelligence7 years at User Intelligence
Adam Cox
Web Analyst
6 years UX / Analyst experience
2 years at User Intelligence
User Intelligence
It’s our goal to design interactive products that provide great User Experiences, based on knowledge of both the users and the business.
Services we offer:
• Research
• Design
• Optimize
www.userintelligence.com
How to conduct Global User Research written by the partners of the UXallianceand other experts
Available in November 2009
Handbook of Global User Research
Available in November 2009 published by Morgan Kaufman (pre-order it now on Amazon!)
user intelligence
Amsterdam office
www.userintelligence.comwww.userintelligence.comwww.userintelligence.comwww.userintelligence.com
Thank you!
Martijn [email protected]
Adam [email protected]
