[rakutentechconf2013] [b-0] ux analytics - measure your roi!
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Rakuten Technology Conference 2013 "UX Analytics - Measure your ROI!" Makoto Shimizu (Adobe)TRANSCRIPT
- 1. Rakuten Technology Conference UX Analytics Measure your ROI! 2013-10-26 Adobe Makoto Shimizu
- 2. I live in Utah. 2
- 3. I y a lot. n International Program Management n Evangelist / Customer Advocacy 1 2 3 4 5 6 7 8 9 10 11 12 2012 2013 3
- 4. 19 years of experience in Web *. CRM Marketing Kaizen CMS Technology Agile Web Analytics SEO UX IA 4
- 5. I share my experience by: Speaking Writing Advisory Ministry of Education Sanktgallen Brewery (CMO) Omniture A2i IID (CAO) Dentsu Razorfish (Fellow) 5
- 6. Todays Agenda 1. Engineers Career 2. Analytics for Engineers 6
- 7. Engineers Career How I increased my value and became NOT replaceable. 7
- 8. 1995: Developer I started my career as a developer (front-end) in 1995. I did HTML, Perl, PHP and JavaScript. Technology 8
- 9. 1999: Developer Bad design ruins a product. I want to spend my time for something useful. Technology 9
- 10. 2000: Information Architect I became an IA. I enjoyed designing usable and delightful UI. Technology UX 10
- 11. 2007: Information Architect What good is in usable product if it is not needed and not contributing to business? Technology UX 11
- 12. 2008: Web Analyst I managed Web Analytics team to inform marketers so they can make the right descisions. 12
- 13. 2010: Web Analyst I want to be directly responsible for the results. Marketing Technology UX 13
- 14. 2011: Marketer / CRM I enjoyed strategic executions and contributing to business results. Marketing Technology UX 14
- 15. 2011: Marketer / CRM Marketers seriously need help. Marketing Technology UX 15
- 16. Now: Program Manager/Evangelist To help business become data- driven. Marketing Technology UX 16
- 17. This journey increased my value because: n I can make the better decisions based on broad knowledge and experience. n I can quickly adopt myself to changes. 17
- 18. This journey increased my value Lessons Learned: n Go beyond your comfort zone. n Stay focused for 5+ years to deepen expertise. n Combine something different. 18
- 19. Analytics for Engineers Show your ROI! 19
- 20. Steps for Measuring UX 1. Diagram Users Flows l Audience? Why visit your website? 2. Map business eorts l Content/Functions/Campaigns 3. Dene your KPIs l Preferred online activities 4. Implement and Report l Be creative. 20
- 21. Concept Diagram n is a diagram to clarify how users interact with business Who are visitors and what they want? What features does the business provide? Users Web Business 21
- 22. http://www.sanktgallenbrewery.com 22
- 23. 1. Concept Diagram Interesting. I want more. Attention What is available? How can I drink? Buy online / Go out at bar Drink Good. Addicted. 23
- 24. 2. Map your eort Ad Search Link Informed About Blog Connected News Product Catalog How to Store Locator Order Drink 24
- 25. 3.Dene KPIs New Ad Search Link Visiors About Email Opens CTR News Blog Unique Product Views Product Catalog How to Map Views Store Locator New Customers Order Repeat Customers 25
- 26. Be Creative to Collect Data n User experience can be measured because users interact with sites by clicking and moving mouse. Users Web 26
- 27. Q1: Are Errors damaging Business? n Dene metrics to monitor. 1. Error rate 2. Error rate for New Visitors Link 404 CV 3. Conversion rate after Error 5. Revisit after Error rate 4.Error Exit rate 27
- 28. Q2: Are long pages evil? n Options a) Design a looong page with lots of info b) Split into pages with a navigation Slow to load VS. Navigation is awkward Page search works Page views will increase Difficult to print out 28
- 29. Q2: Are long pages evil? n Did users consume the content? Entry Long pages Exit Scroll up and down Complete 29
- 30. Q2: Are long pages evil? n Did users consume the content? Entry Short Pages Exit Entry 1 2 3 Exit Entry 1 2 3 paging Exit 1 2 3 paging Complete 30
- 31. Q2: Are long pages evil? n Measure and Report. Completes Title Visits Published date Page # Volume 31
- 32. Q3: Optimise for Smartphones? n Options a) Detect devices and change templates b) Responsive Web Design c) Do nothing Optimised Full Site 32
- 33. Q3: Optimise for Smartphones? n Did users switch back to Full sites? Optimised Optimised Full Site Full Site 33
- 34. Q4: Is Amazon menu eective? 2 1 34
- 35. Q4: Is Amazon menu eective? n Measure and Report. Visitors Returning Revenue Menu Experts Menu Failers 35
- 36. Q5: Are images for Retina needed? promo_ipad.png promo_ipad_2x.png 36
- 37. Q5: Are images for Retina needed? n Resolution != Device Ratio _gaq.push([_setCustomVar, 1, 'Resolution', (window.devicePixelRatio > 1 ? Hi : Lo), 2]); Retina 2.0% 1.0% 0.0% w1 w2 w3 w4 w5 w6 w7 w8 w9 w10 37
- 38. Further Readings n http://ascii.jp/elem/000/000/617/617806/ 1. 2. UXGoogle Analytics+jQuery 3. Facebook 4. 5. 6. 7. 8. 7 9. 10. UI 11. UI 12. WebRetina 13. Amazon 38
- 39. Dont reinvent the wheel. n Tag Manager will make your life easier. n Just add two lines to HTML source. This is an example for Adobe Dynamic Tag Management 39
- 40. Tag Manager n Rules can be dened. 40
- 41. Tag Manager n Dead Image How many people are clicking unclickable images? 41
- 42. Tag Manager n Events l Mouse l Keyboard l Forms l HTML5 Video l Mobile n CSS Selector l Elements l Attributes 42
- 43. Steps for UX Analytics 1. Draw Concept Diagram l How users behave? 2. Map your eort l What needs to be measured? 3. Dene your KPIs l How to measure? 4. Implement and Report l Be creative. Engineers know better. 43
- 44. What do you want to do? n Go beyond your comfort zone. l An engineer can be a marketer. n Combine something different. l Technology / UX / Marketing 44
- 45. Thank you http://www.cms-ia.info 45
- 46. See Also: n BtoB http://www.cms-ia.info/news/ebooks-published-2012/ n UX http://ss-analytics.webnode.com 46