The document summarizes a presentation about using analytics to measure user experience and return on investment for engineers. It discusses mapping user flows, defining key performance indicators, implementing tracking, and being creative with measurement. Specific examples are provided, such as measuring error rates and the effectiveness of page length and navigation designs. The presentation emphasizes combining technical skills with user experience, marketing and analytics to increase value.

1. Rakuten Technology Conference
UX Analytics
Measure your ROI!
発売中
2013-‐‑‒10-‐‑‒26
Adobe
Makoto Shimizu

2. I live in Utah.
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3. I fly a lot.
n International Program Management
n Evangelist / Customer Advocacy
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2012
2013
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4. 19 years of experience in Web *.
CRM
Marketing
Kaizen
CMS
Technology
Agile
Web
Analytics
SEO
UX
IA
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5. I share my experience by:
Speaking
Writing
Advisory
Ministry of Education
Sanktgallen Brewery (CMO)
Omniture
A2i
IID (CAO)
Dentsu Razorfish (Fellow)
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6. Todayʼ’s Agenda
1. Engineer’s Career
2. Analytics for Engineers
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7. Engineerʼ’s Career
How I increased my value and
became NOT replaceable.
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8. 1995: Developer
I started my career as a developer
(front-end) in 1995. I did HTML, Perl,
PHP and JavaScript.
Technology
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9. 1999: Developer
“Bad design ruins a product.”
“I want to spend my time for
something useful.”
Technology
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10. 2000: Information Architect
I became an IA. I enjoyed designing
usable and delightful UI.
Technology
UX
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11. 2007: Information Architect
“What good is in usable product
if it is not needed and not
contributing to business?”
Technology
UX
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12. 2008: Web Analyst
I managed Web Analytics team to
inform marketers so they can make
the right descisions.
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13. 2010: Web Analyst
“I want to be directly responsible
for the results.”
Marketing
Technology
UX
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14. 2011: Marketer / CRM
I enjoyed strategic executions and
contributing to business results.
Marketing
Technology
UX
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15. 2011: Marketer / CRM
“Marketers seriously need help.”
Marketing
Technology
UX
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16. Now: Program Manager/Evangelist
To help business become data-‐‑‒
driven.
Marketing
Technology
UX
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17. This journey increased my value
because:
n I can make the better decisions based
on broad knowledge and experience.
n I can quickly adopt myself to changes.
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18. This journey increased my value
Lessons Learned:
n Go beyond your comfort zone.
n Stay focused for 5+ years to deepen
expertise.
n Combine something different.
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19. Analytics for
Engineers
Show your ROI!
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20. Steps for Measuring UX
1. Diagram Userʼ’s Flows
l
Audience? Why visit your website?
2. Map business efforts
l
Content/Functions/Campaigns
3. Define your KPIʼ’s
l
Preferred online activities
4. Implement and Report
l
Be creative.
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21. Concept Diagram
n is a diagram to clarify how users
interact with business
Who are visitors and what they want?
What features does the business provide?
Users
Web
Business
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22. http://www.sanktgallenbrewery.com
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23. 1. Concept Diagram
Interesting.
I want more.
Attention
What is available?
How can I drink?
Buy online / Go out
at bar
Drink
Good.
Addicted.
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24. 2. Map your effort
• Ad
• Search
• Link
Informed
About
Blog
Connected
News
Product
Catalog
How to
Store
Locator
Order
Drink
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25. 3.Define KPIʼ’s
New
• Ad
• Search
• Link
Visiors
About
Email Opens
CTR
News
Blog
Unique
Product Views
Product
Catalog
How to
Map Views
Store
Locator
New Customers
Order
Repeat Customers
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26. Be Creative to Collect Data
n User experience can be measured
because users interact with sites
by clicking and moving mouse.
Users
Web
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27. Q1: Are Errors damaging Business?
n Define metrics to monitor.
1. Error rate
新規
訪問
再訪
問
2. Error rate for New Visitors
？
Link
404
CV
3. Conversion rate
after Error
5. Revisit after Error rate
4.Error Exit rate
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28. Q2: Are long pages evil?
n Options
a)
Design a looong page with lots of info
b)
Split into pages with a navigation
Slow to
load
VS.
Navigation is
awkward
Page search
works
Page views
will increase
Difficult to
print out
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29. Q2: Are long pages evil?
n Did users consume the content?
Entry
Long
pages
Exit
Scroll
up and down
Complete
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30. Q2: Are long pages evil?
n Did users consume the content?
Entry
Short
Pages
Exit
Entry
←1 2 3→
Exit
Entry
←1 2 3→
paging
Exit
←1 2 3→
paging
Complete
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31. Q2: Are long pages evil?
n Measure and Report.
Completes
Title
Visits
Published date
Page #
Volume
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32. Q3: Optimise for Smartphones?
n Options
a)
Detect devices and change templates
b)
Responsive Web Design
c)
Do nothing
Optimised
Full
Site
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33. Q3: Optimise for Smartphones?
n Did users switch back to Full sites?
Optimised
Optimised
Full
Site
Full
Site
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34. Q4: Is Amazon menu effective?
2
1
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35. Q4: Is Amazon menu effective?
n Measure and Report.
Visitors
Returning
Revenue
Menu Experts
Menu Failers
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36. Q5: Are images for Retina needed?
promo_ipad.png
promo_ipad_2x.png
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37. Q5: Are images for Retina needed?
n Resolution != Device Ratio
_gaq.push([‘_setCustomVar’, 1, 'Resolution',
(window.devicePixelRatio > 1 ? ‘Hi’ : ‘Lo’), 2]);
Retina
2.0%
1.0%
0.0%
w1
w2
w3
w4
w5
w6
w7
w8
w9
w10
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38. Further Readings
n 清⽔水 誠の「その指標がデザインを決める」
http://ascii.jp/elem/000/000/617/617806/
1. そのエラーページ、⾃自⼰己満⾜足になっていませんか
2. エラーページのUXをGoogle Analytics+jQueryで解析
3. Facebookの「いいね！」で売上は増えるのか？
4. ゴールのないサイトでもコンバージョンを測る⽅方法
5. 離離脱率率率を使わずに迷⼦子ページを⾒見見つける⽅方法
6. サイト内検索索で⾒見見つからないコンテンツを発⾒見見する⽅方法
7. 楽天メソッドの⻑⾧長いページは分割したほうがいいのか？
8. 「良良質なコンテンツ」を測定する7つの指標
9. 「⻑⾧長⽣生きコンテンツ」の発掘で集客⼒力力を維持する⽅方法
10. アップル⾵風カルーセルUIは意味があるのか？
11. ログインボタンって本当に必要？ UIの常識識を検証する
12. WebサイトのRetina対応は必要か？
13. Amazonメニューの「使いやすさ」を検証する⽅方法
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39. Donʼ’t reinvent the wheel.
n Tag Manager will make your life
easier.
n Just add two lines to HTML source.
<head>
<script src="//s3.amazonaws.com/searchdiscovery-satellite-production/
xx/satelliteLib-xxx-staging.js"></script>
<script type="text/javascript">_satellite.pageBottom();</script>
</doby>
This is an example for “Adobe Dynamic Tag Management”
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40. Tag Manager
n Rules can be defined.
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41. Tag Manager
n Dead Image
How many
people are
clicking
unclickable
images?
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42. Tag Manager
n Events
l Mouse
l Keyboard
l Forms
l HTML5 Video
l Mobile
n CSS Selector
l Elements
l Attributes
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43. Steps for UX Analytics
1. Draw Concept Diagram
l
How users behave?
2. Map your effort
l
What needs to be measured?
3. Define your KPIʼ’s
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How to measure?
4. Implement and Report
l
Be creative. Engineers know better.
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44. What do you want to do?
n Go beyond your comfort zone.
l An
engineer can be a marketer.
n Combine something different.
l Technology
/ UX / Marketing
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45. Thank you
解析 清水
公式サイト
http://www.cms-‐‑‒ia.info
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46. See Also:
n 商談に結びつける
売上をあげるための
BtoBデジタルマーケティング⼊入⾨門
http://www.cms-‐‑‒ia.info/news/ebooks-‐‑‒published-‐‑‒2012/
n サイトサーチアナリティクス
アクセス解析とUXによる
ウェブサイトの分析・改善⼿手法
http://ss-‐‑‒analytics.webnode.com
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