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User Centered Analytics: Superweek 2015

User Centered Analytics: Superweek 2015

  1. 1. @timlb #spwk User Centred Analytics Optimising the Experience
  2. 2. @timlb #spwk People Centred Analytics Optimising the Experience
  3. 3. @timlb #spwk Started working on web in 1993 ! Primary interest: ! What people do on line ! What people want to do What companies would like them to do http://www.bryaneisenberg.com/hidden-secrets-of-amazon/
  4. 4. @timlb #spwk The world as seen by the record industry (1993 style)
  5. 5. @timlb #spwk The hope “Half the money I spent on advertising is wasted…” ! The web held out such promise Built by people who were used to data And we could track ‘everything’ So much better than off-line We seized on this valuable idea and used it to build an industry...
  6. 6. @timlb #spwk The Analytics Arms Race… “If we just had more data” Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers ● Multi-session reporting ● ‘User’ segments ● Sequence segments ● (User id tracking)
  7. 7. @timlb #spwk The Analytics Arms Race… “If we just had more data” Huge efforts on multiple session attribution Huge efforts on cross-device tracking Huge efforts on visualisation GA joins the arms race and offers ● Multi-session reporting ● ‘User’ segments ● Sequence segments ● (User id tracking) …chasing rainbows?
  8. 8. @timlb #spwk But… The tools forget about the people Classic example: ! Tools optimise emails for what tools measure: ‘Opens’ and ‘clicks’ We CAN optimise for people/value with hold-out tests (But the easy metrics are in the reports and testing is extra work. So…)
  9. 9. @timlb #spwk Our problem Huge investment before business value pay-off ! slide by @irecevic
  10. 10. @timlb #spwk Meanwhile... “$40 billion is spent on digital advertising in the US on an annual basis, while between $2 and 5 billion is spent on designing services. So, we set a big expectation and then don’t deliver.” - Chris Risdon of Adaptive Path cited by Gerry McGovern January 2015 http://www.gerrymcgovern.com/new-thinking/advertising-and-marketing-are-broken-how-do-we-fix-them
  11. 11. @timlb #spwk Suggestion: re-balance effort Spend more time trying to understand our users as people Look for the “why” as well as the “what” Find out what people are trying to do Learn what’s stopping them doing it ! Re-balance some of the $40 billion from advertising to the $5 billion for ‘service design’
  12. 12. @timlb #spwk Key Point: The Strategy ! Think about people: Think about what people want to do on sites not just how to can get them there
 #spwk
  13. 13. @timlb #spwk Key Point: The Strategy ! Think about people: Think about what people want to do on sites not just how to can get them there
 #spwk Recruit analysts for empathy as well as curiosity
  14. 14. @timlb #spwk The formula Use quick techniques to seek out clues not definitive data + Use whatever tools you have now + Match back to central analytics data everywhere = Get quick pay-off
  15. 15. @timlb #spwk Don’t just go fishing Photo: Karwik https://www.flickr.com/ photos/karwik/
  16. 16. @timlb #spwk What have we got? Personas... ! If you don’t use personas, time to start ! If you do use personas, do you find them in GA? ! ! ! https://www.interaction-design.org/ encyclopedia/personas.html ! http://www.bryaneisenberg.com/personas- magic-behind-mirror/
  17. 17. @timlb #spwk What have we got? GA Where people came from: Campaigns Non-campaign channels What they did: Path (pv, landing, funnels, flows) Goals Content Grouping Errors! Custom data Maybe clues about who Demographics Non-GA Feedback surveys Usability tests Scroll & Click maps Session recordings Customer file demographics
  18. 18. @timlb #spwk GA: Intent - Carmen’s Done it Better Study Carmen Mardiros’ Superweek 2014: ! Visitor Intent: Smart clues for understanding customer journeys http://bit.ly/ SuperweekCarmenMardiros
  19. 19. @timlb #spwk Top Priority: Voice of Visitor Let your visitors tell you: What they want What to fix http://bit.ly/ SuperweekSurveys
  20. 20. @timlb #spwk Why feedback surveys are so good Very fast No need to wait for data to reach scale ! Very direct insights People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked) ! Words are from real visitors Valuable understanding of visitor language and terminology
  21. 21. @timlb #spwk Everywhere (before conversion) ! For ● Widest range of insight ● Open to non-converters ! Against Low response
 Active invitation 2% - 5% Visitor-initiated 0.1%
 [source iPerceptions] ● Pop-up invitations can harm conversion ● Visitor-initiated systems have lower response rate ● Probably skew towards complaints How to work with feedback surveys Where and how to ask Horror show invitation HT @JamesGurd
  22. 22. @timlb #spwk Everywhere (before conversion) ! For ● Widest range of insight ● Open to non-converters ! Against Low response
 Active invitation 2% - 5% Visitor-initiated 0.1%
 [source iPerceptions] ● Pop-up invitations can harm conversion ● Visitor-initiated systems have lower response rate ● Probably skew towards complaints How to work with feedback surveys Where and how to ask Horror show invitation HT @JamesGurd
  23. 23. @timlb #spwk Everywhere (before conversion) ! For ● Widest range of insight ● Open to non-converters ! Against Low response
 Active invitation 2% - 5% Visitor-initiated 0.1%
 [source iPerceptions] ● Pop-up invitations can harm conversion ● Visitor-initiated systems have lower response rate ● Probably skew towards complaints How to work with feedback surveys Where and how to ask
  24. 24. @timlb #spwk How to work with feedback surveys Where and how to ask After conversion For ● No risk to conversion ● Simple embedded form ● Can ask more questions ● Less skewed to complaints:
 learn what people like ● Surprise: will include comments about previous non-conversion visits ● High response 15% - 35% start survey 5% - 10% include text comment Against ● Only converters
  25. 25. @timlb #spwk No process = opinion not data = no insights How to work with feedback surveys The Key Process: free text comments No good just browsing through data! MUST be systematic
 ● ‘Tag’ according to theme ● Ideally tagging done by same person ● ‘Tagger’ writes a regular report ● Report on trends ● Include ‘verbatim’ sample comments for each point in report ! Get comments from the contact centre too!
  26. 26. @timlb #spwk How to work with feedback surveys Integrate with GA ● Many systems have features for sending data to GA o Custom dimensions/metrics o Events (Values in standard reports) ● Warning: never send Personally Identifiable Information to GA Store anonymous survey-id for session-level analysis… ! Bonus: integrate with session recording Suddenly... ...data about people in GA ! (purpose of visit!)
  27. 27. @timlb #spwk Go fishing like this Photos: www.simrad.com
  28. 28. @timlb #spwk ! Make connections: use clues from one source to drive investigations in another and build insight Key Point: The Tactic
  29. 29. @timlb #spwk
  30. 30. @timlb #spwk Session Recording Real users! Lots of them! ! Vital tip: must be able to search for recordings containing URL ! Tip: SessionCam integrates with GA so you can view sessions from within GA custom report
  31. 31. @timlb #spwk Session Recording Real users! Lots of them! ! Vital tip: must be able to search for recordings containing URL ! Tip: SessionCam integrates with GA so you can view sessions from within GA custom report
  32. 32. @timlb #spwk Scroll maps, mouse and click maps Aggregate data Quicker top-level view ‘People’ lost in crowd ! ! Top: www.clicktale.com Bottom: www.sessioncam.com
  33. 33. @timlb #spwk Usability Tests Moderated Recruit real users Watch them yourself Ask questions Un-moderated Panels usertesting.com whatusersdo.com System only www.openhallway.com Photo: webusability.co.uk Photo: tobii.com userresearch.blog.gov.uk www.gov.uk/service-manual/user-researchers
  34. 34. @timlb #spwk ! Customer File Demographics Need to have addresses for registered users (Definitely NOT in GA!) ! Use agency to profile against standard data ! Often a big surprise: Large groups of people you would not expect ! Assumptions about users change Content of site needs to change
  35. 35. @timlb #spwk ! Customer File Demographics Need to have addresses for registered users (Definitely NOT in GA!) ! Use agency to profile against standard data ! Often a big surprise: Large groups of people you would not expect ! Assumptions about users change Content of site needs to change
  36. 36. @timlb #spwk GA: what do we know? Where people came from ! Disappearing data: Not provided Dark social (Direct) ! What’s left: Campaigns Sample referrers What they did ! More and more data: Events Enhanced Ecommerce Custom data Data widening ! Who they are? Demographic clues ! (and more tools)
  37. 37. @timlb #spwk GA: Make Campaigns Work Harder Campaigns are aimed at people ! Make sure GA has data on ‘who’ Tagging Usually structured to suit channel management Try to include data to segment visitors by intent Stage in conversion journey Kind of interest Don’t forget promo/transactional email + paid/unpaid social ! Paid Search Good: Matched Search Query can be goldmine for intent Not so good: Although technically easier to structure around visitors In reality has to be structured around ROI
  38. 38. @timlb #spwk GA: Behaviour - what people did (Flow reports) (Navigation summary) Content Grouping Site search Landing pages Second page viewed
  39. 39. @timlb #spwk GA: Segments User segments? Sequence segments ! Micro-conversion goals ! Learn about ‘upper funnel’ research visits ! Use with reverse goal report ! Goals for content areas Loads of great ‘intent’ ideas: @CarmenMardiros Superweek 2014 http://bit.ly/ SuperweekCarmenMardiros
  40. 40. @timlb #spwk GA: Tracking Errors Consistent, measurable, indicator of usability problems So a valuable source of insight and prioritisation for usability improvements
 Benefits ● Short term measurable improvements (online, this session)
 ● May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line http://bit.ly/ SuperweekGAErrors
  41. 41. @timlb #spwk Examples of usability errors which can be fixed ● Very valuable: Confusing promotional codes
 ● Mandatory fields o Is it really needed o If yes, can it be made more obvious
 ● Formats for post codes and phone numbers o Use better validation and intelligent templates 
 ● Requiring selection of options when there is only one ● Requiring double-selection of option (e.g address lookup) ● No default quantity on product pages ● Site search 0 results o nb search ‘enter search term here’ prompt
  42. 42. @timlb #spwk Checkout errors cost how much?
  43. 43. @timlb #spwk The checkout errors for one medium (email) Different people - Different Problems
  44. 44. @timlb #spwk
  45. 45. @timlb #spwk View of the Internet from my site Non-web Internet Rest of web Rival sites Facebook Google ! Products Checkout Home Page http://en.wikipedia.org/wiki/View_of_the_World_from_9th_Avenue
  46. 46. @timlb #spwk View of the Internet from my site Non-web Internet Rest of web Rival sites Facebook Google ! Products Checkout Home Page http://en.wikipedia.org/wiki/View_of_the_World_from_9th_Avenue Mobile??
  47. 47. @timlb #spwk If you can do only one thing… ! Adopt the strategy: think about people ! Then start with one tactic: Ask people - Put a feedback survey on your site #spwk Final Key Point: Just one thing Your AgendaVisitor Agenda
  48. 48. @timlb #spwk If you can do only one thing… ! Adopt the strategy: think about people ! Then start with one tactic: Ask people - Put a feedback survey on your site #spwk Final Key Point: Just one thing Your AgendaVisitor Agenda
  49. 49. @timlb #spwk bit.ly/timlbSuperweek2015 Feedback Systems (just some of them) Pre-conversion Usual suspects: 4Q - www.iperceptions.com/en/plans-and-pricing/free qualaroo.com www.kampyle.com ! Some others: fluidsurveys.com webengage.com ! Beta/new: www.hotjar.com (session recording too) survicate.com ! ! Enterprise level www.iperceptions.com www.servicetick.com Post-conversion Usual suspects: www.surveygizmo.com www.surveymonkey.com ! Some others: fluidsurveys.com webengage.com ! Beta/new: @DanBarker prototype at Measurecamp London ! General form builders: http://www.wufoo.com http://www.formstack.com ! Enterprise level www.iperceptions.com www.servicetick.com

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