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Web Analytics and Usability Testing
1.
Web Analytics
and Usability Testing: Triangulate your way to better design recommendations by Eva Kaniasty
2.
What’s your favorite
method?
3.
Web Analytics Explosion
4.
Who wins the
battle?
5.
Usability Testing Sucks
6.
Usability Testing Moderator
Required Moderator Bias Recruiting Bias Unrepresentative Participants Artificial Situation Task Design Bias Small Sample Results not Generalizable
7.
Usability Testing 3
users experienced X… Consider changing X to Y.
8.
Usability Testing is
Disconnected
9.
Web Analytics are
Awesome!
10.
Web Analytics No
Moderator Automatic Data Collection/Analysis Real Users “ In the Wild” Real Goals Real Tasks Representative/ Large Sample Size
11.
Numbers and graphs:
universally beloved
12.
Analytics rundown
13.
Visitor/Session Tracking
14.
15.
Clickmaps/Heatmaps
16.
17.
Email Data Mining
18.
19.
Session Recording
20.
21.
A/B or Multivariate
Testing
22.
23.
Unmoderated Usability Testing
24.
25.
Custom Metrics
26.
27.
The what.
But why?
28.
Analytics Suck
29.
Web Analytics Data
on current state only Overwhelming amounts of data to analyze One-dimensional view (i.e. Page-level data only from Clickmaps) Limited information about context No info about user intent
30.
Usability Testing is
Awesome
31.
Usability Testing Ability
to test new interfaces/ prototypes Moderator can probe to clarify intent Info about goals Rich data/ holistic view
32.
Triangulate!
33.
34.
35.
Triangulate Surveys Analytics
Usability Testing
36.
Questions first
37.
CSI or Law
& Order?
38.
Questions? Twitter: @kaniasty
[email_address] kaniasty.com
39.
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