Userspots UX Analytics Event 12 February 2013 Istanbul / Turkey

1. Cemal Buyukgokcesu
Know and delight your
users
AN INTRODUCTION INTO USER EXPERIENCE
profiles.google.com/buyukgokcesu
@buyukgokcesu
buyukgokcesu.com

2. Agenda
1. What is UX?
2. Ask yourself
3. Listen to your users
4. Understand your users
5. Delight your users
6. Engage your users
7. Know the difference

3. What is User
Experience?

4. Definition of UX
User experience (UX or UE) involves a person's emotions about
using a particular product, system or service. User experience highlights
the experiential, affective, meaningful and valuable
aspects of human-computer interaction and product ownership.
Additionally, it includes a person’s perceptions of the practical aspects
such as utility, ease of use and efficiency of the system.
User experience is subjective in nature because it is about individual
perception and thought with respect to the system. User
experience is dynamic as it is constantly modified over time due to
changing circumstances and new innovations.

5. Information
Architecture
Visual
Design
Function-
ality
Usability &
Accessibility
Content
Platform
Customer
Support
User
Context
User

6. What is User Experience?

7. Questions to ask yourself
§ Why do my users come to my site?
§ What is the value we provide?
§ Do we give our users what they want?
§ How do we differentiate ourselves from our competition?
WHY
§ What are our goals as a business?
§ What do we want users to do on our site?
§ How do we prioritize these actions and goals?
§ How do we get the desired response from our users?
WHAT
§ Who are our users?
§ How can we segment them?
§ Do we have different goals for different users?
WHO

8. Listen to your users
Continuously gather feedback from your users through different channels:
§ Online Surveys
§ Focus Groups
§ Interviews
§ Social Media
§ Customer Support Tools
§ A/B-Testing
§ Web Analytics

9. A metric is a measurement
MetricsDimensions
Dimensions describe attributes
Number of visits
Number of visitors
Page views
Time on site
Visitor city or region
Referring traffic source
Browser type
Operating System
Understand your users with Web Analytics

10. What is your site's traffic breakdown?
To see where users came from click Traffic Sources > Overview on the left.
To see more detail on the specific sources (ie. Google) sending traffic go to Traffic Sources > Sources > All Traffic

11. Where are your users coming from?
Click on Audience > Overview then select Country / Territory. This will give you the breakdown of
traffic by geography (click country to go to state, city, etc.).

12. 12
Content is King -
Usability is Queen

13. In-Page Analytics lets you make a visual assessment of
how users interact with your web pages

14. Delight your users

15. Contrast
§ Using color, saturation, opacity to juxtapose elements on the page
Size
§ Use varying sizes to signify dominance and importance
Repetition & Alignment
§ A sequence of similar or aligned elements that are close to each other show that they are
part of the same set, the rhythm creates a sense of motion.
White Space
§ White Space draws attention to elements and let's your content breathe.
§ Objects that share similar features communicate that they are part of the same family (e.g.
same colors, same shapes, same font)
§ Unity becomes important when you repeat the same message on different pages or you
communicate across different channels or platforms
Unity

16. Balance & Structure
§ Imbalance creates tension for users
§ A Grid helps you maintain balance and structure on your page and guides the
user's eyes
§ Placing something outside of the grid is a sure way of getting attention
§ Hierarchy defines what is important and what the user should see next

17. Guide Actions and Measure Them

18. Tailor your site experience to user’s situation

19. What percentage of your traffic is Mobile?
Click on Audience > Mobile > Overview and click on the Pie Chart. This will give you the
breakdown of mobile vs desktop traffic.

20. Do you have a mobile app?

21. Very useful for developers: Track why the app crashes
and any other errors

22. What devices do your users own?

23. Compare speed of different browsers: Did you optimize
for mobile devices?

24. goo.gl/KpY6A

25. Create an m-site with Duda Tool: Gomo.com.tr

26. What are the advantages of responsive design?
ü Saving time & money: No need to maintain separate websites for desktop &
mobile
ü Good for your SEO, Google Analytics, Social sharing buttons: You
preserve one URL
ü Easier to maintain: No need for server-side components, only the CSS
modification is necessary to change the layout on on a particular device
Source: Tech a la carte: http://www.labnol.org/internet/responsive-web-design-faq/21361/

27. What are the disadvantages of responsive design?
- May add extra kilobytes to your web page: CSS styles & Java script files would
need to be downloaded in order to adapt the content to the screen resolution.
- Making your existing fixed-width website fluid might be difficult: Starting with an
m-site from scratch might be easier in some instances.
Source: Tech a la carte: http://www.labnol.org/internet/responsive-web-design-faq/21361/

28. Engage your users
Turn casual visitors into loyal users

29. Related information and new content
§ Show related articles or products to keep users on your site after completing the main
action (reading an article, purchasing a product)

30. Comments, reviews and ratings
§ Let users engage with your content or products by allowing them to comment or offering a
separate forum
§ Let users rate products or services and consult ratings of other users
§ If you have active users and user content on your site, show it off! (e.g. 500 users online,
200 reviews, 10 new comments, etc.)

31. Social world consists of interactions: Off-site or On-site
Site
içi
etkileşimler
Site
dışı
etkileşimler

32. Measure on-site social interactions is easy
How
frequently
people use
these?

33. How to measure off-site social interactions?
Social Data Hub

34. Who is in the social data hub?
Docial Data Hub Partners share off-site social interactions with Google Analytics

35. Social reports: activity stream conversation

36. How engaged are your users?
Audience > Behavior > Engagement

37. How engaged are your users?
Audience > Behavior > Engagement

38. How loyal are your users?
Click on Audience > Overview and look at New vs. Returning Visitors. This graph shows you
how much of your audience comes back.
You can see how these types of users behave in Audience > Behavior > New vs. Returning. You can also see how often users
come back and how long its been since their last visit in the Audience > Behavior > Frequency and Recency report.

39. Don't neglect Search
§ Make search a prominent aspect of your site and have it consistently in the same place
§ It retains users who may otherwise exit the page because they didn't find what they came for

40. § To ensure you are doing the right thing
o Ensure positive results
o Make data driven decisions
§ Reliable Results
o Reduces sample bias
o Tangible uplift
o Attributable changes
§ Further Optimizations
o Spot new Opportunities
o By isolating results, you can learn patterns and best practices
Why is testing important?

41. A/B-Testing vs. Multivariate Testing
§ A/B testing is the most
common way of testing
o Easier than multivariate
o Quicker to implement
o Generally less work
§ Limitations:
o Can only measure one thing
at a time
§ Multivariate testing is more
comprehensive
o More granular results
o Can demonstrate the interaction
of different variables
o Need to create and test every
combination of elements that is
going to be a variable
§ Limitations:
o Requires more tech savviness
o Need to analyze more data
o Requires creation of every
combination
A/B-Testing Multivariate-Testing

42. § Define and prioritize goals
o Specific
o Measurable
§ Define how goals will be measured
o Define success, failure, and inconclusiveness
Best Practices in Testing
Example: Increase CTR, increase PVs per visit, increase conversions, etc.
Example: Increasing CTR by 10% is success, increase PVs per visit by an
average of 2 pages, increase net conversions by 20%, etc.

43. § Google Analytics (Content Experiments)
§ Optimizely
§ Plugins e.g. for Wordpress, Drupal or Joomla!
Testing Tools

44. Content Experiments replaces the old Website
Optimizer

45. Some advantages of Content Experiments
• Fully integrated in Analytics: measure, test, optimize in one place.
• Comes with a wizard in 4 steps: really easy to set up.
• Reuses Google Analytics tags: just add one tag to the original
page.
• Statistical model reveals a winner in approx. 14 days.

46. To get faster and more reliable results:
• Test only a few elements
• Use high-volume pages
• Make bold changes
• Keep testing

47. Focus on the user and all else will follow...

48. Cemal Buyukgokcesu
Thank you!
Questions?
profiles.google.com/buyukgokcesu
@buyukgokcesu
buyukgokcesu.com