The document discusses how combining web analytics and user experience (UX) research can provide valuable insights and improve business outcomes. It provides three case studies as examples: 1) An insurance quoting form where analytics identified drop-off points that UX testing validated, leading to improved conversions. 2) A manufacturing website where analytics focused limited UX research, diagnosing key issues within budget. 3) An ecommerce site where analytics found incorrect audience assumptions, informing improved UX and a 300% increase in conversions. The document advocates an approach combining both analytics and UX to gain a full understanding of user behaviors and needs.
2. Once upon a time, we thought we were good. Then we had an a-ha! moment.
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4. Two Great Tastes… Two years ago, we created our UX & Analytics service… And boy, is it delicious!
5. What We Mean by “UX” and “Analytics” Because it always helps to be talking about what you think we’re actually talking about… User Experience Research Research focused on uncovering the behaviors, goals, motivations, and contexts of use of the users of a given interactive system Usually qualitative in nature Focused on the individual Web Analytics Website user data that shows how people get to your site and what they do there Usually quantitative in nature Focused on the aggregate, or groups of users (segments)
9. Form Interaction – A Case Study An insurance quoting website… 14 page quote and purchase process Client was moving to a new technology platform They thought the site was fine (but wanted to double check) Evantage was engaged to: Perform user testing Identify any areas for improvement
20. Doing More With Less – A Case Study Evantage was engaged to improve a website for a large company that manufactures specialized construction materials The company knew they had a problem The website was trying to serve five audiences and succeeding at none Sales were declining Customers & distributors are complaining Competition was heating up But they didn’t know what that problem was Oh, and they were short on time and money
40. Conversion Rate Improvement – Analytics Discoveries And the shopping cart was impossible to get through Shopping Cart Progression Visits Login/Register 20,538 Shopping Cart 6,427 Ship To Address 1,875 Billing Address 1,062 Credit Card Info 1,071 Review Order 715 Order Complete 635 Shopping Cart Completion Rate 3%
47. Places to Start the Collaboration Bounce Rate, Conversion Rate Why people convert How They Get There Top Content Abandonment, Page Reloads Specific Objections Time Spent Is It Engaging? A/B Testing What to Test How People Use Language Search Logs
49. Thanks! Questions? Andrew Janis ajanis@evantageconsulting.com @andrewjanis Fred Beecher fbeecher@evantageconsulting.com @fred_beecher
Hinweis der Redaktion
Quick intro to us. Quick intro to EVCPresenter: Fred
Well, two years ago we created a new service that we call User Experience and Analytics (super original, I know), to really focus on the power that can be derived from the power of combining web analytics and user experience research. And boy is it delicious
So, before we get much further, we wanted to do a level set to make sure when we say user experience or analytics, everyone’s on the same page about what we’re talking about. UX: user-based, largely qualitative research Analytics: capturing and analyzing the river of data produced by websites, CRM, mobile, etc. How many people consider themselves analytics professionals? How many people in the crowd consider themselves to be user experience professionals?How many are something else? How many people are just now realizing they meant to go to the Twitter Tools session?
Presenter: AndrewImproving Form InteractionFocusing User ResearchGetting Better Conversion Rates
Now, if we had stopped there, it would have been difficult to make as convincing an argument that change was necessary. After all, only a handful of user tests, difficult to validate that these are real problems faced by many people navigating the process and preventing people from purchasing
So, we turned to analytics to help validate and prioritize usability findings.From analytics we knew which pages people were abandoning on. This chart is showing each of the pages in the process, along with how many people completed each step. Left side, 100%, right side, 1.3%. Some places make sense for people to leave: start process (arrow), show my rate (arrow).Some don’t,
FRED
FRED
We saved a week of research
Working together saved a full week of research time
Evantage was engaged to perform an analytics review, diagnose the problem and increase sales
FRED
Initial user testing based on the assumption that moms and kids would navigate together. Site worked great for kids.Talk about how form interaction was WA led w/UX assistance and 3M was UX led w/WA assistance
The other thing analytics uncovered was that the order process was impossible to get through. In fact, only 3% of people who were viewing the shopping cart were completing an order, way below what we would expect.
FRED
ANDREW
Presenter: Fred
What we want you to remember is this. Be delicious. Make more money faster by combining Analytics and UX research. Have confidence in the decisions you make, and make the right decision faster.