Web analytics and how we can use it in UX - Mikkel Schultz - 2010 02 15
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Transcript of Web analytics and how we can use it in UX - Mikkel Schultz - 2010 02 15
Web analytics and how we can use it in UXBy Mikkel Schultz
Web Analytics - definition
• Measurement• Collection• Analysis• Reporting - of Internet data ?
? ?
Web Analytics tools
Flickr: j.coppolo
Web Analytics helps improving usability…
Usability…
Web Analytics…
Flickr:xtinalamb
User research…
Field observations
Personas
Interviews
Card sorting
Focus groups
Diary study
Usability test
Expert review
Flickr: Robyn Gallagher
Flickr: Kapungo
User research data
Relative small amount of data
Subjective opinions
Flickr: Nevada Tumbleweed
Flickr: maq3737
Artificial settings
User research data issues
Difficult to see patterns
Snapshot in time
Flickr: mtsofan
Small base of data
Flickr: Nick Dobbing
You could miss the big numbers in user research…
Web analytics:Get the big numbers…
User research: Get the “why”…
Flickr: maq3737
Flickr: Joe Shlabotnik
And some examples…
Webshop.com
Call to action >>
• Understand user behaviour from web analytics• Justify user research with web analytics• Plan user research on basis of web analytics• Understand the user through web analytics
Users are not always using the front door…
Webshop.com
Website.comLorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce Britney Spears quis lectus quis sem lacinia nonummy. Proin mollis lorem non dolor. In hac habitasse platea dictumst. Nulla ultrices odio. Britney Spears donec augue. Phasellus dui. Maecenas facilisis nisl vitae nibh. Proin vel est vitae eros pretium dignissim. Aliquam aliquam sodales orci. Suspendisse potenti. Nunc adipiscing euismod arcu. Quisque facilisis mattis lacus. Fusce bibendum, velit in venenatis viverra, tellus ligula dignissim felis, quis euismod mauris tellus ut urna.
Proin scelerisque. Nulla in mi. Integer ac leo. Nunc urna ligula, gravida a, pretium vitae, bibendum nec, ante. Aliquam ullamcorper iaculis lectus. Sed vel dui. Etiam lacinia risus vitae lacus. Aliquam elementum imperdiet turpis. In id metus. Mauris eu nisl. Nam Britney Spears pharetra nisi nec enim. Nulla aliquam, tellus sed laoreet blandit, eros urna vehicula lectus, et vulputate mauris arcu ut arcu. Praesent Britney Spears eros metus, accumsan a, malesuada et, commodo vel, nulla. Aliquam sagittis auctor sapien. Morbi a nibh. Nullam non Britney Spears metus. Quisque tellus lorem, pellentesque sit amet, blandit ac, nonummy eget, augue.
Popular product
Popular search term
Users are not always using the front door…
We are…
You are here…
What you came for…
What to do next…
Website.com
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Proin scelerisque. Nulla in mi. Integer ac leo. Nunc urna ligula, gravida a, pretium vitae, bibendum nec, ante. Aliquam ullamcorper iaculis lectus. Sed vel dui. Etiam lacinia risus vitae lacus. Aliquam elementum imperdiet turpis. In id metus. Mauris eu nisl. Nam pharetra nisi nec enim. Nulla aliquam, tellus sed laoreet blandit, eros urna vehicula lectus, et vulputate mauris arcu ut arcu. Praesent eros metus, accumsan a, malesuada et, commodo vel, nulla. Aliquam sagittis auctor sapien. Morbi a nibh. Nullam non metus. Quisque tellus lorem, Aliquam sagittis sit amet, blandit ac, nonummy eget, augue.
Frontpage > Category > Sub Category > Product title
Call to action >>
Call to action >>
LOGO
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Use analytics as input to user tests
Why do people visit you site…
Unintened user flows - bounce rates
Validate findings…
Where is the”Help” link?
Validate findings…
Would you use this function?
The classic sales funnel…
Where do people drop out?
Know your audience…
• Where do they come from?• What is their language?• Browsers?
Flickr: kcp4911
Web analytics in Saxo Bank
Web analytics in Airshoppen
Web analytics can be done by (almost) everyone…
WEBSITE
Install web analytics
Tune your website
Get happy clients
Flickr: sean b