UXPA UK March event - Optimising the User Experience

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‘How data is your friend’
Practical ways to augment your research with web analytics.
Nick Willis – Practice Director of Measurement

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What I’ll cover
• What analytics can give,
• What analytics CAN’T give,
• How to get the right data,
• How to use web analytics to prove the you’ve been successful.
Examples of analysis augmenting qualitative research
How web analytics and survey assist qualitative research

3. What analytics can give you

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Prior to testing and design
• Define the problem
• Help select your audience
• Provide benchmarks for performance
Verify your thoughts
Challenge preconceptions

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Everyone is an expert, everyone has an opinion.
Define the problem
Logo needs to be bigger to
remind customer where they
are
Too much white space around the
products to allow user to focus
Too much information in the
mega menu
Email sign up only happens on the
first page

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Move from opinion to evidence

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What’s Your Problem?

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Journeys/Funnels

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Example
Summary
Traveller
Detail
Confirm
optional extras
Card Details
Confirmed
More
than
75%

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Traveller details
• Lots of validation
• Belief there may be technical
faults causing errors that people
can’t pass

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What analytics told us
• 20% of visits which view the form experience an error message.
• 90% that experience an error message still move on to the next step of the journey
The form is not broken
• The majority of visits did not scroll down the form
Visitors are being put off by its length

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Define your audience
• Most businesses have Personas/customer models
• Important to validate that behaviours match personas
• Challenge Preconceptions

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‘Key’ persona

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Buying maternity goods?

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Focussing on fridge freezers?

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Find the right participants
3
100%
SmartPhone users
60%
All Current Customers
6 x Male 4 x Female
Product Non-Product
0
2
4
6
Current Use of Product
Organise Apps on
their smartphones

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Understand your performance
• Need to choose the measures for success carefully
• Is the measure you have chosen directly impacted by the change you have made
• Isolate other factors that impact performance
• BENCHMARK

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Forecasting and Seasonality
Is performance going to decrease
regardless of my action?

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Forecasting and Seasonality
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0
200
400
600
800
1,000
1,200
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
May-12
Jul-12
Sep-12
Nov-12
Jan-13
Mar-13
May-13
Jul-13
Sep-13
Nov-13
Jan-14
Mar-14
May-14
Jul-14
Sep-14
Nov-14
Jan-15
Mar-15
May-15
Jul-15
Visitstoconfirmationpage-(SeasonallyAdjusted
Forecast)

20. What analytics CAN’T give you

21. What’s Your Problem?

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Bean counting

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Why?

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Are they happy with the experience

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Ask?

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Survey and analytics data = Greater than its parts
Analytics told us
• 1 in 10 people could not place a bet when they had started
• Lots of cul-de-sacs formed

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Survey and analytics data = Greater than its parts
Survey told us
‘Your floating window for placing a bet appeared "BELOW" my laptop
window and so I had to use the "TAB" key on my keyboard to select add
to betslip. Something wrong with your graphics me thinks!’

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Survey and analytics data = Greater than its parts
Firefox Chrome

29. How to get the right data

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Come and talk to us

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We want to help

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Language can be an issue

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What can be measured?

34. How to use web analytics to prove the
you’ve been successful

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Compare to your forecast/benchmark

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A/B test

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Thank you - Questions