13. Your users have different problems and different intentions.
14. user segments previous customer not a customer site member not a member from america from mexico read your email clicked on your tweet uses chrome on a pc running windows xp visited your site from an iphone saw your ad on that other guy’s site
15. Mac user referred via an ad searched on Google is a past customer iPhone from the United States
23. language & terminology From on-site search, we can gain insights from user-generated terminology. table table sets tables tables and desks tables / desks wood table chair chairs chairs for all purposes computer chair office chair swivel chair board dry erase dry erase board presentation board white board white boards
24. language & terminology We can see the words people use, the mistakes they type, and what they’re searching for. table table sets tables tables and desks tables / desks wood table chair chairs chairs for all purposes computer chair office chair swivel chair board dry erase dry erase board presentation board white board white boards
25. Search Term Search Term login love quotes lurex micro denim shorts return label returns shipping to canada stone rose tibi bianca shift dress tibi juma shorts torres shirt the lizette wedding boutique 72% cotton 95% rayon belle fleur chemise bridesmaid dress chunky sweater dress cocktail dress community denim customer service denim dress double zero clothing fuscha brides maid dresses kimono satin
26. Search Term Total Searches Search Exit Rate 72% cotton 95% rayon belle fleur chemise bridesmaid dress chunky sweater dress cocktail dress community denim customer service denim dress double zero clothing fuscha brides maid dresses kimono satin 5 7 3 484 2 300 12 21 75 8 2 1 0% 3% 0% 7% 0% 27% 2% 82% 73% 20% 50% 100%
34. web analytics data great for monitoring and measuring how well an organization is meeting its goals
35. user research data great for finding outliers and identifying causes, reasons, and intentions
36. wa + ux data use data from multiple sources to more efficiently discover problems, optimize designs, and test solutions
37. {a plug for nonprofits} Analysis Exchange Partner with a web analytics mentor and an analytics student. Get analytics projects done for your organization…for free! http://www.analysis-exchange.com
38. {the end} Erin Jo Richey @erinjo erin@flatfrogdesign.com