The need for businesses to take notice and make the most of big data has been a popular topic of discussion for some time. But how do you move beyond the 'what' of analytics and big data and interpret the 'why' of users' behaviour?

1. INTERPRETING ANALYTICS
Webcredible skillswap
26th February 2015

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Who are we?
Mark Cunnah
Digital Consultant
Stand-up comedian
Nirish Shakya
Senior Experience
Consultant & Coach
Not a stand-up comedian

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We Googled “analyst” and
“designer”

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These were the top image
results
http://images.wisegeek.com/man-at-computer.jp
http://www.allianceabroad.com/wp-content/uploads/Graphic-Designer1.jpgg
DesignerAnalyst

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We both love to sketch (so we
have that in common)
http://www.careerprofiles.info/images/market-research-analyst-large.jpg
http://https://ga-core-production-herokuapp-com.global.ssl.fastly.net/assets/students-whiteboarding-3c95817e894242d01f432afc8f14fc6a.jpg

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Data is left brain, design the
right

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Analytics
Quantitative
Behavioural
Top down
What
UX
Qualitative
Attitudinal
Bottom up
Why

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What makes your site tick
http://upload.wikimedia.org/wikipedi
a/commons/d/d6/Red_delicious,_h
alf.jpg
Why
How,
when,
where
What

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Problems faced by a UXer
I’ve collected so much
user feedback but my
boss / client only cares
about numbers!
My customer journey
map is based on
research and is accurate
but marketing doesn’t
agree.
During user testing, most
users said they would buy
that product but sales are
down. What is actually
happening?
I’ve done card sorting
and tree testing to find
out the user’s language.
People still can’t find the
right content!
UX guy

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Analytics to the rescue!
http://upload.wikimedia.org/wikipedia/commons/d/d0/Paolo_Uccello_050.jpg
UX
Analytics

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Problems faced by an analyst
Analytics guy
Why are people ignoring
the calls to action on the
page?
People are not finishing my
goals. Are they the right
ones, are the funnels right?
My bounce rate
just keeps getting
larger
Are my users’
needs being met?

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UX to the rescue!
http://upload.wikimedia.org/wikipedia/commons/d/d0/Paolo_Uccello_050.jpg
Analytics
UX

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Questions we want to answer
Motivation Browse Compare Decide Evaluate
What are
people
searching for?
What are our
goals?
Where do our
users come
from?
How are people
navigating our
website?
Are we
engaging our
users?
Are people
doing what we
want them to
do?
Who is visiting
our website?

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Goals: What are our goals?
http://www.newzealand.com/int/feature/stirling-point/

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Agree on the UX and analytics goals early
http://eatprayrundc.com/wp-content/uploads/2013/11/keep-calm-and-set-your-goals-4.png

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Understand each other’s success metrics
http://darkroom-cdn.s3.amazonaws.com/2014/07/REU-SOCCER-WORLDM64-GER-ARA.jpg

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Example goals
User goals
• Find the right course quickly.
• Find out information about the
course – price, venue,
refreshments.
Analytics goals
• Shorten the length of user flow.
• Reduce bounce rate.
• Book a course.
Common goal
For the Webcredible Training Academy, user and analytics goals might be…

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1. In your group, pick a website of your choice.
2. Come up with a list of user goals and analytics goals for that website.
If you are having trouble thinking of analytics goals, think about:
• What you want the user to do on your website
• What would make the business money?
Exercise: Goals

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Terminology: What are users searching for?
https://johnrchildress.files.wordpress.com/2014/03/executive-search.jpg

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What are people searching for?
• This is the easiest thing to set up and analyse in Google Analytics.
• Use external and internal search term logs.

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What words do people use to
look for our training courses?
Looking in Google Analytics at how people find your website can help to
establish their state of minds when they entered

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Some people need time to
make decisions
• What users are searching for is always changing
• User needs always change
• The images below show how a user visited our site before buying a training
course

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Some people need a lot of time
to make a decision

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Segments: Who is visiting our website?
http://www.antoniocalero.com/wp-content/uploads/2013/03/different-demographics.jpg

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UX persona

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Analytics segments
• Building a Google Analytics segment allows you to highlight a portion of
your traffic based on certain characteristics or user behaviours
• For example, you can segment user data in the following ways. Users
who:
• Make purchases
• Look at products/services
• Visit from emails
• Are returning visitors
• Visit from mobile devices
• Look at certain pages (blogs, for example)

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So this
This is all the data we have on our users

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Becomes this
The orange line is a segment of all this data, it shows us just users who visited our site directly

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Where do your users come
from?
Here are some of the ways users access a website, and which mediums were
most popular

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Measuring marketing efforts
• Knowing how your users find you can help understand the state of mind
they’re in when they visit.
• For instance, how do people who know you (direct visitors) differ in their
behaviour from the ones that don’t (came in from an advertising campaign).
• This helps to build a story of how people find your site, what they expect
when they get there, and what they actually do.

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1. In your groups…
1. Discuss what data might define the personas
2. I.E… If that persona is interested in something specific, they’ll
probably be visiting pages on a website that correlate with that interest
3. Busy lifestyle might suggest they’ll be a mobile visitor
4. Don’t be scared to get creative and think about signed in users, for
example
Exercise: Create analytics segments
from UX personas

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Navigation: How are people navigating your website?
http://www.showcasegalleries.com/Gallery/Americana/Yellow-Brick-Road_full.jpg

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Navigation summary and user
flow
The user flow report shows you how your users journey through your website, and where
they drop off

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Navigation summary
• That view can be great however a little bit conjested so
how do I see where people are going the Navigation
summary
This is the navigation summary for a particular webpage. It shows you the % of people who
entered on a particular page, the page they were on previously, and the next page in their
journey

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1. Look at where people are going and discuss why they may be going
there.
2. Identify problem pages.
Exercise: Analyse the user flow

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Engagement: Are we engaging our users?
http://static.parade.com/wp-content/uploads/2013/05/summer-music-ftr.jpg

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Engagement
• Once we have segmented our data we can explore how
engaged our users are. One way of assessing engagement
is to look at time on site
• The next slides show the stats for users that converted
(completed a purchase on the Webcredible website)

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Time to purchase

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Sessions to purchase

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Days to purchase

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Bounce rates
• You need to be aware of Google Analytics session limits.
They last for 30 minutes and restart when a user clicks
onto the next page.
• This means that when a user bounces they could have
spent 30+ minutes on one page. It’s important to remember
this if your website is content heavy, as it might be a typical
behaviour of your users
• Never blame the content for a bounce until you shut every
door

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1. Write down 3 things you can do straightaway to start using analytics in
your UX processes. My recommendations are:
• Make sure you segment your data in Google Analytics – try and
segment data using your personas
• Always remember, not every bounce is an exit, but every exit is a
bounce
• Analysing user flows/funnel reports is a good first step in
understanding where users are dropping out of a journey/purchase
process
Next steps

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For more information…
Get in touch!
Give us a call, 020 7423 6320
Email, hello@webcredible.com
To learn more about Google Analytics and user experience,
take a look at our training academy

44. creating
people-centred, efficient
& delightful digital
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