Interprting analytics skillswap: How UX and analytics can work together

INTERPRETING ANALYTICS

Webcredible skillswap

26th February 2015

webcredible > customer experience design 2

Who are we?

Mark Cunnah

Digital Consultant

Stand-up comedian

Nirish Shakya

Senior Experience

Consultant & Coach

Not a stand-up comedian


We Googled “analyst” and “designer”


These were the top image results

http://images.wisegeek.com/man-at-computer.jp

http://www.allianceabroad.com/wp-content/uploads/Graphic-Designer1.jpgg

DesignerAnalyst


We both love to sketch (so we have that in common)

http://www.careerprofiles.info/images/market-research-analyst-large.jpg

http://https://ga-core-production-herokuapp-com.global.ssl.fastly.net/assets/students-whiteboarding-3c95817e894242d01f432afc8f14fc6a.jpg


Data is left brain, design the right


Analytics

Quantitative

Behavioural

Top down

What

UX

Qualitative

Attitudinal

Bottom up

Why


What makes your site tick

http://upload.wikimedia.org/wikipedi

a/commons/d/d6/Red_delicious,_h

alf.jpg

Why

How,

when,

where

What


Problems faced by a UXer

I’ve collected so much

user feedback but my

boss / client only cares

about numbers!

My customer journey

map is based on

research and is accurate

but marketing doesn’t

agree.

During user testing, most

users said they would buy

that product but sales are

down. What is actually

happening?

I’ve done card sorting

and tree testing to find

out the user’s language.

People still can’t find the

right content!

UX guy


Analytics to the rescue!

http://upload.wikimedia.org/wikipedia/commons/d/d0/Paolo_Uccello_050.jpg

UX

Analytics


Problems faced by an analyst

Analytics guy

Why are people ignoring

the calls to action on the

page?

People are not finishing my

goals. Are they the right

ones, are the funnels right?

My bounce rate

just keeps getting

larger

Are my users’

needs being met?


UX to the rescue!

http://upload.wikimedia.org/wikipedia/commons/d/d0/Paolo_Uccello_050.jpg

Analytics

UX


Questions we want to answer

Motivation Browse Compare Decide Evaluate

What are

people

searching for?

What are our

goals?

Where do our

users come

from?

How are people

navigating our

website?

Are we

engaging our

users?

Are people

doing what we

want them to

do?

Who is visiting

our website?


Goals: What are our goals?

http://www.newzealand.com/int/feature/stirling-point/


Agree on the UX and analytics goals early

http://eatprayrundc.com/wp-content/uploads/2013/11/keep-calm-and-set-your-goals-4.png


Understand each other’s success metrics

http://darkroom-cdn.s3.amazonaws.com/2014/07/REU-SOCCER-WORLDM64-GER-ARA.jpg


Example goals

User goals

• Find the right course quickly.

• Find out information about the

course – price, venue,

refreshments.

Analytics goals

• Shorten the length of user flow.

• Reduce bounce rate.

• Book a course.

Common goal

For the Webcredible Training Academy, user and analytics goals might be…


1. In your group, pick a website of your choice.

2. Come up with a list of user goals and analytics goals for that website.

If you are having trouble thinking of analytics goals, think about:

• What you want the user to do on your website

• What would make the business money?

Exercise: Goals


Terminology: What are users searching for?

https://johnrchildress.files.wordpress.com/2014/03/executive-search.jpg


What are people searching for?

• This is the easiest thing to set up and analyse in Google Analytics.

• Use external and internal search term logs.


What words do people use to look for our training courses?

Looking in Google Analytics at how people find your website can help to

establish their state of minds when they entered


Some people need time to make decisions

• What users are searching for is always changing

• User needs always change

• The images below show how a user visited our site before buying a training

course


Some people need a lot of time to make a decision


Segments: Who is visiting our website?

http://www.antoniocalero.com/wp-content/uploads/2013/03/different-demographics.jpg


UX persona


Analytics segments

• Building a Google Analytics segment allows you to highlight a portion of

your traffic based on certain characteristics or user behaviours

• For example, you can segment user data in the following ways. Users

who:

• Make purchases

• Look at products/services

• Visit from emails

• Are returning visitors

• Visit from mobile devices

• Look at certain pages (blogs, for example)


So this

This is all the data we have on our users


Becomes this

The orange line is a segment of all this data, it shows us just users who visited our site directly


Where do your users come from?

Here are some of the ways users access a website, and which mediums were

most popular


Measuring marketing efforts

• Knowing how your users find you can help understand the state of mind

they’re in when they visit.

• For instance, how do people who know you (direct visitors) differ in their

behaviour from the ones that don’t (came in from an advertising campaign).

• This helps to build a story of how people find your site, what they expect

when they get there, and what they actually do.


1. In your groups…

1. Discuss what data might define the personas

2. I.E… If that persona is interested in something specific, they’ll

probably be visiting pages on a website that correlate with that interest

3. Busy lifestyle might suggest they’ll be a mobile visitor

4. Don’t be scared to get creative and think about signed in users, for

example

Exercise: Create analytics segments

from UX personas


Navigation: How are people navigating your website?

http://www.showcasegalleries.com/Gallery/Americana/Yellow-Brick-Road_full.jpg


Navigation summary and user flow

The user flow report shows you how your users journey through your website, and where

they drop off


Navigation summary

• That view can be great however a little bit conjested so

how do I see where people are going the Navigation

summary

This is the navigation summary for a particular webpage. It shows you the % of people who

entered on a particular page, the page they were on previously, and the next page in their

journey


1. Look at where people are going and discuss why they may be going

there.

2. Identify problem pages.

Exercise: Analyse the user flow


Engagement: Are we engaging our users?

http://static.parade.com/wp-content/uploads/2013/05/summer-music-ftr.jpg


Engagement

• Once we have segmented our data we can explore how

engaged our users are. One way of assessing engagement

is to look at time on site

• The next slides show the stats for users that converted

(completed a purchase on the Webcredible website)


Time to purchase


Sessions to purchase


Days to purchase


Bounce rates

• You need to be aware of Google Analytics session limits.

They last for 30 minutes and restart when a user clicks

onto the next page.

• This means that when a user bounces they could have

spent 30+ minutes on one page. It’s important to remember

this if your website is content heavy, as it might be a typical

behaviour of your users

• Never blame the content for a bounce until you shut every

door


1. Write down 3 things you can do straightaway to start using analytics in

your UX processes. My recommendations are:

• Make sure you segment your data in Google Analytics – try and

segment data using your personas

• Always remember, not every bounce is an exit, but every exit is a

bounce

• Analysing user flows/funnel reports is a good first step in

understanding where users are dropping out of a journey/purchase

process

Next steps


For more information…

Get in touch!

Give us a call, 020 7423 6320

Email, [email protected]

To learn more about Google Analytics and user experience,

take a look at our training academy

mailto:[email protected]

http://www.webcredible.com/training

creating

people-centred, efficient

& delightful digital

experiences

since 2003

Interprting analytics skillswap: How UX and analytics can work together

Data & Analytics

Transcript of Interprting analytics skillswap: How UX and analytics can work together