My presentation for STLUX 2011

1. qualitative / quantitative Learn more about your users with web analytics. Erin Jo Richey

2. WHAT IS DATA GOOD FOR ANYWAY?

3. Data helps us understand how people use a product.

4. Data gives us the opportunity to discover trends, patterns, and anomalies.

5. With data, we can optimize a product to be better, easier, and more awesome.

6. PEOPLE DOWEIRD STUFF

7. “what” data

8. “why” data

9. qualitative & quantitative + you need both to live

10. WHO ARE THESE PEOPLE ANYWAY?

11. user segments Focus on specific groups of users with shared traits, don’t analyze the aggregate.

12. These are not your users.

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

16. WHAT ARE THEY DOING?

17. behaviors and actions Analytics measures how many times a page was viewed, how many times a movie was watched, and which items were clicked on.

18. behaviors and actions Focus on the behaviors or actions that your work can have an impact on.

22. WHAT ARE THEY SAYING?

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%

27. THE DANGERS OF WEB ANALYTICS

28. Statistical significance is not baked in.

30. -23.32%

31. It is very hard for even your most important set of numbers to really represent what you value as a company.

32. WA & UX <3

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