Not your father's analytics report Mahaffey & Straub, UPA 2011 Atlanta

NOT YOUR FATHERʼS WEB ANALYTICS REPORT#

David Mahaffey!!!Kath Straub!

SPECIAL THANKS TO …#

Evan Mills!Staff ScientistBerkeley Labs!

Diane Chojnowski!Social Media Strategist!Usability.org!

Practitioner takeaways!

•  Define measurable success metrics early!•  Build clear and meaningful KPIs!•  Team with/make use of analytic practitioners!•  Side step the data blizzard!##Next generation AX#Improve the user journey in real time!

Roadmap!

•  Practices UX and AX!•  AX tools are difficult!•  Visitor life cycle!•  An example from Home Energy Pros!•  Metrics definitions!•  Persuasion in a Newsletter!•  Persuasion API - Using AX in real time!•  Summary!

Practices have complementary processes!

Define Goals

Build KPIs Collect Data

Analyze Data

Test Alterna:ves Implement

Analy:cs Process

Practices have complementary processes!

Define Goals

Build KPIs Collect Data

Analyze Data

Test Alterna:ves Implement

Define Goals

Create Mock-‐ups Storyboards

Usability Tes:ng

Analyze Data

Revise and Retest Implement

Analy:cs Process

Usability Process

UX goals AX goals

Understand describe why people do what they do

Show what people actually do (sort of)

Practices have common goals!

UX goals AX goals

Understand describe why people do what they do

Show what people actually do (sort of)

Con:nuous improvement

Goal con:nuous improvement requires: •  Investment in the process •  A corporate champion

Persuade

Explain and influence behavior toward business goals

Measure effec:veness of site design

Practices have common goals!

1980

Internet

2010 1990 2000

WWW

What’s happening in prac:ce of UX

Events/technology related to AX

What’s happening in prac:ce of AX

Web 2.0

Timeline UX and AX!

Events/technology related to UX

1980

Internet

2010 1990 2000

WWW




Web 2.0

Timeline UX and AX!

UX in so[ware Cos. w/ developers

UX exist in desktop world / un-‐networked


1980

Internet

2010 1990 2000

WWW




Web 2.0

Timeline UX and AX!


HTML -‐ lots of sites no UX

Log files



1980

Internet

2010 1990 2000

WWW




Web 2.0

Timeline UX and AX!



Log files

e-‐Commerce need for UX heats up

Proto web tools

AX owned by IT



UX in various web development orgs

1980

Internet

2010 1990 2000

WWW




Web 2.0

Timeline UX and AX!



Log files

e-‐Commerce need for UX heats up

UX begins rela:onship w/ marke:ng

Proto web tools

Beginning of current web tools 1.0

AX owned by IT

Marke:ng has approach/avoidance rela:onship w/ AX



UX in various web development orgs

That is where the building and implementa:on •  UX historically wanted to influence •  AX needed people with these skills

IT Marke:ng

Both prac:ces are most associated with IT

Audience of interest for data is marke:ng •  Focus groups don’t work well for assessing web site design/effec:veness

•  UX wants to know why goals are not met •  AX focus on what are people doing on site (sort of)

Both prac:ces goals serve marke:ng

Where do these practices live, who do they serve?!

Marke:ng has approach/avoidance rela:onship with AX

Where do these practices live, who do they serve?!

Roadmap!

•  Practices UX and AX!•  AX tools are difficult!•  Visitor life cycle!•  An example from Home Energy Pros!•  Metrics definitions!•  Persuasion in a Newsletter!•  Persuasion API – Using AX in real time!•  Summary!

Analytic tools produce data and reports!

Many reports. Li_le ac:onable informa:on ...

Analytic tools produce data and reports!

Roadmap!


Visitor life-cycle – Behaviors of interest!

Entry Page

Capture

1.  Enter


Browse & Explore

Engaged

Entry Page

Unengaged

Capture

1.  Enter

2.  Explore


Browse & Explore

Persuasion opportunity

Engaged

Entry Page

Unengaged

Capture

1.  Enter

2.  Explore > Persuasion Opportunity


Browse & Explore


Engaged

Entry Page

Unengaged

Capture

Conversion Path

Unpersuaded

Begin Conversion

1.  Enter


3.  Enter Conversion Path

Overview of the visitor life-cycle

Browse & Explore


Engaged

Entry Page

Unengaged Unconverted

Capture

Conversion Path

Converted

Unpersuaded

Commit to Convert

Begin Conversion

1.  Enter


3.  Enter Conversion Path > Commit/Convert !

Key transition points in the visitor life-cycle!

1. Capture

2. Engagement

3. Persuasion

4. Conversion

Browse & Explore


Engaged

Entry Page


Capture

Conversion Path

Converted

Unpersuaded

Commit to Convert

Begin Conversion

Key transition points in the visitor life-cycle!

1. Capture

2. Engagement

3. Persuasion

4. Conversion

Roadmap!


Home Energy Efficiency Calculator

For Consumers For Home Energy Professionals

Home Energy Efficiency Calculator

Home Energy Scoring Tool (DOE-‐ARRA)

Social Community Site for Home Energy Professionals (NING)

Home Energy Saver Suite!

Home Energy Pros: Capture opportunity

Home Energy Pros: Capture opportunity

Callouts

Entry Page

Capture

Browse & Explore

Engaged

Entry Page

Unengaged

Capture

Home Energy Pros: Engaged visit

Callouts for more engagement opportuni:es

Home Energy Pros: Engaged visit

Browse & Explore


Engaged

Entry Page

Unengaged

Capture

Unpersuaded

Engagement / persuasion opportuni:es

Home Energy Pros: Committed visit

Begin conversion path


Begin conversion path

Browse & Explore


Engaged

Entry Page

Unengaged

Capture Conversion Path

Unpersuaded

Begin Conversion


Browse & Explore


Engaged

Entry Page


Capture

Conversion Path

Unpersuaded

Commit to Convert

Begin Conversion

Con:nue the conversion path

Home Energy Pros: Converted visit

Browse & Explore


Engaged

Entry Page


Capture

Conversion Path

Converted

Unpersuaded

Commit to Convert

Begin Conversion

Complete conversion path

Roadmap!


Metrics definitions

Metrics are divided into two parts!1. Conversion!

–  Traditional conversion!–  Engaged conversion!–  Committed conversion!

2.  Indices of engagement!–  Persuasion index!

•  Pages are associated with conversion opportunities !

–  Contribution index !•  The contribution of each page to a conversion!

Metric definitions: Conversion types

• Tradi:onal conversion • Engaged conversion • Commi_ed conversion Sales

Learn visitor’s interests Networking Loyalty

Browse &

Explore

Engaged Conversion =Convα/Vα-‐VU

Commi_ed Conversion =Convw/inpath /Vw/inpath

Enter Site


Site Visits

Tradi&onal Conversion

Converted Visitor

Unpersuaded

Commit to Convert

Choose a conversion

option

Engaged Conversion Commi2ed Conversion

Tradi:onal Conversion =Convα/Vα

Start Conversion

Metric definitions: Traditional conversion

• Tradi&onal conversion = Total conversions Total site visits

Browse &

Explore

Enter Site

Unengaged

Site Visits


Converted Visitor

Unpersuaded

Commit to Convert

Choose a conversion

option


Start Conversion

Metric definitions: Engaged conversion

• Engaged conversion = Total conversions Total site visits -‐ bounce

Browse &

Explore


Enter Site

Unengaged

Site Visits


Converted Visitor

Unpersuaded

Commit to Convert

Choose a conversion

option

Engaged Conversion


Start Conversion

Metric definitions: Committed conversion

• Commi3ed conversion = Total sub-‐type conversions Total visits to that sub-‐type’s conversion page(s)

Browse &

Explore


Commi_ed Conversion =Convw/inpath /Vw/inpath

Enter Site


Site Visits


Converted Visitor

Unpersuaded

Commit to Convert

Start Conversion

Choose a conversion

option



•  Registra:on •  Invite a friend •  Upload picture, video •  Post comment or blog •  Print or download from site

Metric definitions: Committed conversion

• Commi3ed conversion = Total sub-‐type conversions Total visits to that sub-‐type’s conversion page(s) •  Registra:on •  Invite a friend •  Upload picture, video •  Post comment or blog •  Print or download from site

Conversion metrics for Home Energy Pros

3.4 %

0

20

40

60

80

100

Tradi:onal conver:ons Engaged conversions Commi_ed conversions blogs

Conversion

Rate (%

)

Browse &

Explore

Enter Site

Site Visits


Converted Commit to

Convert

Choose a conversion

option

Start Conversion


3.4 % 9.4 %

0

20

40

60

80

100


Conversion

Rate (%

)

Browse &

Explore

Enter Site

Site Visits


Converted Commit to

Convert

Choose a conversion

option

Engaged Conversion

Start Conversion


3.4 % 9.4 %

74.3 %

0

20

40

60

80

100


Conversion

Rate (%

)

Browse &

Explore

Enter Site

Site Visits


Converted Commit to

Convert

Choose a conversion

option


Start Conversion

Metrics definitions



2.  Indices of engagement!–  Persuasion index!


–  Contribution index!•  The contribution of each page to a conversion!

Metric definitions: Persuasion index

• Persuasion index = Commi_ed visits / Visits to a defined persuasion page

Browse &

Explore

Enter Site


Site Visits

Converted Visitor

Unpersuaded

Commit to Convert

Start Conversion

Choose a conversion

option

Persuasion Index

A Persuasion Index is a measure of the sites persuasive content •  This index is a gauge of how effec:vely a page persuades site

visitors to enter a conversion path •  The Persuasion Index is a measure of a site or page’s

persuasive content

59

What is a persuasion index?

Persuasion Index

Browse &

Explore

Commit to Convert

Start Conversion

Unconverted Unpersuaded

60


Persuasion Index

Browse &

Explore

Commit to Convert

Start Conversion



Persuasion Index

Browse &

Explore

Commit to Convert

Start Conversion


Metrics definitions



2.  Indices of moving from engagement to conversion!–  Persuasion index!


–  Contribution index!•  The contribution of each page to a conversion!

What is a contribution index?

• Contribu&on index = A tally of the pages that contribute to conversion


1 + 1 + 1 + 1 + 1



1 + 1



x2

+ 1

Same page

1 + 1 + 1 + 1+ 1

+ 1 + 1 + 1 + 1



x2

1 + 1

Same page

+ 1 + 1 = 4

= 1

Roadmap!


Persuasion example: Using newsletter

Browse & Explore


Engaged

Entry Page


Capture

Conversion Path

Converted

Unpersuaded

Commit to Convert

Begin Conversion

0

50

100

150

200

250

2-‐Ap

r 3-‐Ap

r 4-‐Ap

r 5-‐Ap

r 6-‐Ap

r 7-‐Ap

r 8-‐Ap

r 9-‐Ap

r 10-‐Apr

11-‐Apr

12-‐Apr

13-‐Apr

14-‐Apr

15-‐Apr

16-‐Apr

17-‐Apr

18-‐Apr

19-‐Apr

20-‐Apr

21-‐Apr

22-‐Apr

23-‐Apr

24-‐Apr

25-‐Apr

26-‐Apr

27-‐Apr

28-‐Apr

29-‐Apr

30-‐Apr

1-‐May

Page Views

Engaged Visits From Newsle3er

5 Blog /25 Links

2 Blogs/30 Links

3 Blogs/19 Links

4 Blogs/22 Links

1 Blog link/2 Links

Engagement: Linking from newsletter

Engagement: Twitter Tweets associated with the newsle_er

Engagement: Facebook Facebook posts associated with the newsle_er

Roadmap!


Beyond A/B testing-Using click behaviors to tailor content!

Based on work by Cialdini!•  Social proof!•  Scarcity!•  Authority!

A number of e-‐commerce sites already use Sales Strategies to influence consumers buying decision. For example, they list the “most popular” products. We pick it up where they le[ it.

www.persuasionapi.com

Beyond A/B testing - Using click behaviors to tailor content!

Based on work by Cialdini!•  Social proof!•  Scarcity!•  Authority!

Products can be promoted using different Sales Strategies: e.g. Bestsellers (Social Proof), Almost out of stock (Scarcity), Recommended by (Authority), etc. etc.

Based on Cialdini!•  Social proof !•  Scarcity!•  Authority!


Beyond A/B testing - Using click behaviors to tailor content!

Persuasion API captures which strategy works best by INDIVIDUAL, and presents future content using that informa:on.


most popular des:na:on

bestsellers

Customer A sees most popular des:na:on Customer B sees best seller list

Roadmap!

•  Practices UX and AX!•  AX tools are difficult!•  Visitor life cycle!•  An example from Home Energy Pros!•  Metrics definitions!•  Persuasion in a Newsletter!•  Persuasion API!•  Summary!

Practitioner takeaways!

•  Define measurable success metrics early!•  Build clear and meaningful KPIs!

–  Engagement!–  Persuasion !–  Committed conversion!

•  Team with/make use of analytic practitioners!•  Side step the data blizzard!•  Use metrics data to !

–  Refine pages within task flows!–  Identify what persuades!

#Next generation analytics#Improve the user journey in real time: Tailor content to individualsʼ (click) previous preferences and behaviors!

!!! !Questions?!!

!

Not your father's analytics report Mahaffey & Straub, UPA 2011 Atlanta

Technology

Transcript of Not your father's analytics report Mahaffey & Straub, UPA 2011 Atlanta