A session on how users browse your site and what you can to to understand and change your site to better the users experience on it.

1. Online Browsing Behaviour
Across Categories

2. The Relevance to what we do
1. UX decisions in our projects
2. Media placements for our campaigns
3. Approach to campaign design & execution

3. Search result browsing patterns differ between devices

4. AdWords results in Mobile devices have a higher % of eye
contact

5. However, People spend more time looking at the results on
the Desktop device

6. In Mobile websites the pattern reveals that the term “below the
fold” isn't applicable to them

7. There are problems with just tracking eye movements
People don’t really read – They Scan through
Intent cannot be quantified through just tracking eye movements
This is solved by correlating
1. Cursor movement & hover time
2. Clicks made on content

8. Web Content reading tends to form a pattern
On the content the heat indicator generally tends to resemble an F shaped
Pattern
People don’t really read – They Scan through the page just picking out key
terms

9. Inferences for content
1. Try to highlight keywords
2. Write meaningful sub-headings not witty ones
3. Don’t write paragraphs of content unless you have to
4. Keep one idea per paragraph
5. Write the conclusion first
6. Keep the most important info in the first 2 paragraphs
7. Be crisp

10. The UX Perspective

11. How do we analyse & improve UX using the tools we have ?
Issue Indication
Triangulation
Investigation

12. Issue Indication
Through the creation of a “measurement plan”
Consists of :
Goals/ Macro Conversions – The big picture actions that users take
Desirable Actions – The ‘micro’ actions users take
Web metrics – Metrics we use to track the above

13. Desirable
Action 1
Desirable
Action 2
Analytics data to track goal
conversions
Goal

14. Investigation
There are multiple uses in this aspect :
1. Analysing Traffic
2. Technical Issues
3. Content & Visual design analysis
4. Navigation Issues

15. Analysing traffic
Usually in order to see which publisher platform is driving traffic
via our ads to the Landing page we use analytics to compare
whether the reported number matchup.
Sometimes there’s a substantial
difference between reported
deliveries & analytics data.
This is usually indicative of an issue.

16. Technical issues
In order to determine if a page element is not loading properly. We can select a
specific page & investigate the metrics on that page’s events

17. Content & visual Analysis
The implication here would be to determine if new wording may not
effectively communicate the benefits of or the process for taking a specific
action.
OR
If imagery, typography, colors, and/or layout are distracting from calls to
action (CTAs).
A very useful tool called “In-Page analytics” helps us to understand where on
our web pages are users clicking through.

18. 3) Content and 4) Visual-Design Issues
Example investigations:
Determine if new wording may not effectively communicate the
benefits of or the process for taking a specific action.
Determine if imagery, typography, colors, and/or layout are
distracting from calls to action (CTAs).
Useful analytics report: In-page Analytics In-Page Analytics
indicates what links users select. Note: There is an issue with
Google Analytics In-page Analytics: If there are multiple links to
the same destination on one page, In-Page Analytics cannot tell
you which of those links was actually clicked. It will provide the
same percentage/number of clicks for each of those links. That is
why people prefer to supplement Google Analytics numbers with
clicktracking services like Clicktale and/or CrazyEgg.

19. Navigation Issues

20. Triangulation
Triangulation is the practice of perceiving a problem in analytics &
zeroing in one the reasons why.

21. Multi Screen Browsing

25. Simultaneous device usage

28. The Implications
The vast majority of media interactions are screen-based. Hence, the lines between
Digital/ Online & TV advertising have begun to blur
Consumers turn to their devices in various contexts.
The prevalence of sequential usage makes it imperative that businesses enable
customers to save their progress between devices.
Consumers rely on search to connect their experiences across screens
Smartphones are the backbone of our daily media use.
During simultaneous usage, content viewed on one device can trigger specific
behavior on the other
Tailor the experience to each channel.
Most of the time when TV is watched, another screen is being used.

29. Future considerations
•
•
The Multi-screen experience will play a growing role in our campaigns
We need to create campaigns based on which generation we are speaking to