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Interprting analytics skillswap: How UX and analytics can work together

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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?

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Interprting analytics skillswap: How UX and analytics can work together

  1. 1. INTERPRETING ANALYTICS Webcredible skillswap 26th February 2015
  2. 2. webcredible > customer experience design 2 Who are we? Mark Cunnah Digital Consultant Stand-up comedian Nirish Shakya Senior Experience Consultant & Coach Not a stand-up comedian
  3. 3. webcredible > customer experience design 3 We Googled “analyst” and “designer”
  4. 4. webcredible > customer experience design 4 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
  5. 5. webcredible > customer experience design 5 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
  6. 6. webcredible > customer experience design 6 Data is left brain, design the right
  7. 7. webcredible > customer experience design 7 Analytics Quantitative Behavioural Top down What UX Qualitative Attitudinal Bottom up Why
  8. 8. webcredible > customer experience design 8 What makes your site tick http://upload.wikimedia.org/wikipedi a/commons/d/d6/Red_delicious,_h alf.jpg Why How, when, where What
  9. 9. webcredible > customer experience design 9 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
  10. 10. webcredible > customer experience design 10 Analytics to the rescue! http://upload.wikimedia.org/wikipedia/commons/d/d0/Paolo_Uccello_050.jpg UX Analytics
  11. 11. webcredible > customer experience design 11 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?
  12. 12. webcredible > customer experience design 12 UX to the rescue! http://upload.wikimedia.org/wikipedia/commons/d/d0/Paolo_Uccello_050.jpg Analytics UX
  13. 13. webcredible > customer experience design 13 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?
  14. 14. webcredible > customer experience design 14 Goals: What are our goals? http://www.newzealand.com/int/feature/stirling-point/
  15. 15. webcredible > customer experience design 15 Agree on the UX and analytics goals early http://eatprayrundc.com/wp-content/uploads/2013/11/keep-calm-and-set-your-goals-4.png
  16. 16. webcredible > customer experience design 16 Understand each other’s success metrics http://darkroom-cdn.s3.amazonaws.com/2014/07/REU-SOCCER-WORLDM64-GER-ARA.jpg
  17. 17. webcredible > customer experience design 17 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…
  18. 18. webcredible > customer experience design 18 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
  19. 19. webcredible > customer experience design 19 Terminology: What are users searching for? https://johnrchildress.files.wordpress.com/2014/03/executive-search.jpg
  20. 20. webcredible > customer experience design 20 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.
  21. 21. webcredible > customer experience design 21 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
  22. 22. webcredible > customer experience design 22 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
  23. 23. webcredible > customer experience design 23 Some people need a lot of time to make a decision
  24. 24. webcredible > customer experience design 24 Segments: Who is visiting our website? http://www.antoniocalero.com/wp-content/uploads/2013/03/different-demographics.jpg
  25. 25. webcredible > customer experience design 25 UX persona
  26. 26. webcredible > customer experience design 26 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)
  27. 27. webcredible > customer experience design 27 So this This is all the data we have on our users
  28. 28. webcredible > customer experience design 28 Becomes this The orange line is a segment of all this data, it shows us just users who visited our site directly
  29. 29. webcredible > customer experience design 29 Where do your users come from? Here are some of the ways users access a website, and which mediums were most popular
  30. 30. webcredible > customer experience design 30 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.
  31. 31. webcredible > customer experience design 31 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
  32. 32. webcredible > customer experience design 32 Navigation: How are people navigating your website? http://www.showcasegalleries.com/Gallery/Americana/Yellow-Brick-Road_full.jpg
  33. 33. webcredible > customer experience design 33 Navigation summary and user flow The user flow report shows you how your users journey through your website, and where they drop off
  34. 34. webcredible > customer experience design 34 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
  35. 35. webcredible > customer experience design 35 1. Look at where people are going and discuss why they may be going there. 2. Identify problem pages. Exercise: Analyse the user flow
  36. 36. webcredible > customer experience design 36 Engagement: Are we engaging our users? http://static.parade.com/wp-content/uploads/2013/05/summer-music-ftr.jpg
  37. 37. webcredible > customer experience design 37 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)
  38. 38. webcredible > customer experience design 38 Time to purchase
  39. 39. webcredible > customer experience design 39 Sessions to purchase
  40. 40. webcredible > customer experience design 40 Days to purchase
  41. 41. webcredible > customer experience design 41 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
  42. 42. webcredible > customer experience design 42 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
  43. 43. webcredible > customer experience design 43 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. 44. creating people-centred, efficient & delightful digital experiences since 2003

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