Making Sense of Web Analytics
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Transcript of Making Sense of Web Analytics
Making Sense of Web AnalyticsAmmneh Azeim
Tuesday, November 27, 2012
Tuesday, November 27, 2012
“We are getting more calls about __________”
Tuesday, November 27, 2012
“We need a new tab for ___________”
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“We’d like to post a PDF for ___________”
Tuesday, November 27, 2012
“We like to add more content to the page for___________”
Tuesday, November 27, 2012
• Activities are not equal to outcomes
• Disconnect between site’s updates and user’s experience
The problem is...
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A product/service:
• Application
• Website
• Business Process
• In-person service
• Multi-channel service
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Experience is the cumulative e!ect of all the decisions that go into making a
product or service
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Tuesday, November 27, 2012
“What gets measured gets done, what gets measured and fed back gets done well, what gets rewarded gets repeated.”
— John E. Jones
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How can you understand your customers’ pain points using analytics?
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How can you provide value to the business?
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How can you inform the changes you make to your site, so that your actions are outcome-focussed?
Tuesday, November 27, 2012
• Facts in the hat
• Everyone has the same set of fact notes (what do they mean to you). Draw your thoughts and share with the person on your right.
• Read the question card on the table and look at the facts again. Draw it and share it again with the person on your right.
• What di!erences do you see?
Exercise
Tuesday, November 27, 2012
Building a Measurement
Program
Understand the questions you want to answer and objectives you want to meet!
Step 1
Tuesday, November 27, 2012
Building a Measurement
Program
• “We need a tab for _______” • How would you reframe that assumption?• Why do we need a tab?• “We need to increase awareness for _______”
Step 1
Understand the questions you want to answer and objectives you want to meet
Tuesday, November 27, 2012
Building a Measurement
Program
• Should we be producing more content and if so, what type of content?
• What sales and marketing opportunities currently exist?• Where should we be focussing our marketing e!orts?• Are customers satis"ed?• What design lessons are we learning based on our customer’s
behaviour on our website?• What is the ROI for having a website?
Step 1
Understand the questions you want to answer and objectives you want to meet
What questions do we want to answer?
Tuesday, November 27, 2012
Building a Measurement
Program
Without objectives and questions you won’t know
what to look for
Step 1
Understand the questions you want to answer and objectives you want to meet
Building a Measurement
Program
Tuesday, November 27, 2012
Building a Measurement
Program
Now that you have an objective, what’s next?
Step 1
Understand the questions you want to answer and objectives you want to meet
Tuesday, November 27, 2012
Building a Measurement
Program
Become a Detective
Step 2
Tuesday, November 27, 2012
Building a Measurement
Program
Step 2
What would Sherlock Holmes do?Become a DetectiveBuilding a
Measurement Program
Tuesday, November 27, 2012
Tuesday, November 27, 2012
Building a Measurement
Program
Step 2
Become a Detective
Tuesday, November 27, 2012
Building a Measurement
Program
Step 2
“We need to increase awareness about content X”
Current state questions:
• How much awareness of this content currently exists?
• Who looks for this information?
• How do people get this information from our site?
• Do people use this information or do they leave?
Become a Detective
Tuesday, November 27, 2012
Building a Measurement
Program
How much awareness exists for content X?
Step 2
Become a Detective
Tuesday, November 27, 2012
Building a Measurement
Program
A common way for users to look up informationStep 2
Become a DetectiveBuilding a Measurement
Program
Tuesday, November 27, 2012
Building a Measurement
Program
Step 2
How much awareness of the content currently exist?
Become a Detective
Visits Page Depth Visit Duration % New Visits Bounce Rate
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Building a Measurement
Program
We are big shots and...
People know us
Step 2
Become a Detective
Tuesday, November 27, 2012
Building a Measurement
Program
Brand Engagement?People who look for the name of the
organization via search engine or come to the site directly
Step 2
Become a Detective
Tuesday, November 27, 2012
Building a Measurement
Program
Step 2
EPCOR’s Brand EngagementBrand engagement in di!erent geographical
locations
Become a Detective
Tuesday, November 27, 2012
Building a Measurement
Program
Now that people have arrived at the site...
Step 2
Become a Detective
Tuesday, November 27, 2012
Building a Measurement
Program
Step 2
How engaged are users with Page X?Become a Detective
• Page X as landing page? Visits?
• Total page-views for the page
• Pages visited before Page X
• Bounce Rate
• Time on Page
Tuesday, November 27, 2012
Building a Measurement
Program
Step 2
Results of Investigation
7 out of 10 people come to the site via Google but they all land on home page instead of the speci"c ‘services’ page. A#er looking at the home page they leave right away.
Become a Detective
Tuesday, November 27, 2012
Building a Measurement
Program
Step 2
HypothesesBecome a Detective
• Content is not optimized for search, therefore, users are landing on home page instead of the desired page
• The current navigation is not helping directing users to the right content.
Tuesday, November 27, 2012
Building a Measurement
Program
Step 2
Results of Investigation
7 out of 10 people come to the site via Google searching for Services. They land on the Services main page and without looking at further information related to Services they leave the site. Majority of the visitors do visit the ‘Contact Us’ page a#er visiting the Services page.
Become a Detective
Tuesday, November 27, 2012
Building a Measurement
Program
Step 2
HypothesesBecome a Detective
• The content on the Services page is not meeting users’ needs.
• Visits to Contact Us page means they might be calling the call centre.
Tuesday, November 27, 2012
Building a Measurement
Program
Step 3
Don’t limit yourself to just online metrics
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Building a Measurement
Program
Step 3
Verify hypothesis #2
• Get data from customer support regarding calls they may get
• Add an exit survey
• Usability test the site
Don’t limit yourself to just online metricsBuilding a Measurement
Program
Tuesday, November 27, 2012
Tuesday, November 27, 2012
Building a Measurement
Program
Step 4
Document your measurement questions and objectives
Tuesday, November 27, 2012
Building a Measurement
Program
AdoptionConsiderationLike-abilityAwareness
Get Attention Connect Inspire +Inform Retain
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Number of visitors who land on Career pages via Google VS number of visitors from campaign urls for twi;er facebook etc
Pageviews for each of pages. Pageviews for job pages vs people who click on the job links
Job search category usage.
Number of visits who click the job @tle VS total registered applicants vs # of visitors clicking on email
The path people took to get to the careers sec@on. Career page naviga@on summary.
Number of people who clicked on the email link
Job search page naviga@on summary.
Visitors coming from other job sites (referrals)
4Q sa@sfac@on survey on the job search page.
User’s Approach to the Website
Website Goals
MeasurementQuestions
Measurements Actions
Metrics
Example for documenting your metrics
Step 4
Document Your Measurement Questions and Objectives
Tuesday, November 27, 2012
Building a Measurement
Program
Step 4
As you build a measurement program, you might have some challenges...
Document Your Measurement Questions and Objectives
Tuesday, November 27, 2012
Building a Measurement
Program
Step 4
“We don’t have enough resources to spend time on analytics”
ChallengesDocument Your Measurement Questions and Objectives
Tuesday, November 27, 2012
Building a Measurement
Program
Step 4
“There are too many objectives and questions to address”
ChallengesDocument Your Measurement Questions and Objectives
Tuesday, November 27, 2012
Building a Measurement
Program
Step 4
“We can’t prioritize objectives as too many stakeholders are in the mix”
ChallengesDocument Your Measurement Questions and Objectives
Tuesday, November 27, 2012
Building a Measurement
Program
Step 4
“We don’t know the tool very well”
ChallengesDocument Your Measurement Questions and Objectives
Tuesday, November 27, 2012
Building a Measurement
Program
Step 5
Start small. One Business Question at a Time.
Tuesday, November 27, 2012
Building a Measurement
Program
One business question and one action at a time
Step 5
Start Small. One Business Question at a Time.
Tuesday, November 27, 2012
Building a Measurement
Program
What’s your "rst business question?One that you can start on tomorrow!
Step 5
Start Small. One Business Question at a Time.
Tuesday, November 27, 2012
Tuesday, November 27, 2012
Tuesday, November 27, 2012
“Action is the foundational key to all success.”— Pablo Picasso
Tuesday, November 27, 2012
Go make sense of analytics
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Thank You!
Tuesday, November 27, 2012