UX Brighton - Analytics Best Practice

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Post on 22-Nov-2014

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Talk around using analytics to get insight into user behaviour.

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<ul><li> 1. Data Monitoring &amp; InsightsDont forget the quantitative! </li> <li> 2. Most people use statistics the way a drunkard uses alamp post, more for support than illumination Mark Twain </li> <li> 3. Google AnalyticsWorlds most widely used analytics service - used on over 10 million websites </li> <li> 4. Default Reports Audience demographics and behaviour Traffic Sources Viewed Content </li> <li> 5. Advanced Features Internal Site Search eCommerce Goals Filters and advanced segments Dashboards Custom Reports Tagged emails, outbound links, PDFs and non-trackable pages </li> <li> 6. Goals in Google AnalyticsTypes of goals include: Financial (eCommerce) Demo/quote requests Newsletter signups Contact forms and many more </li> <li> 7. Google Analytics - Dashboards </li> <li> 8. Social Media MonitoringIntroduced last year - Give some information, but not enough! </li> <li> 9. Other Social Media Tools </li> <li> 10. BrandwatchOne of the worlds leading tools for monitoring &amp; analysing social media. </li> <li> 11. TopsyA more basic (free) tool - useful for quick checks of trends </li> <li> 12. CrowdboosterShows reach through retweets and impressions. </li> <li> 13. TwitonomyComprehensive stats on your Twitter account. </li> <li> 14. Facebook InsightsFacebooks own, highly detailed, analytics. </li> <li> 15. Other Data Collection Methods Simple but effective Make it easy for people to feedback Can be in-depth surveys or simple questions on the website </li> <li> 16. Competitor &amp; Industry DataDont view your data in isolation!Benchmarking data is hard to find but can be useful (e.g. Mailchimp): </li> <li> 17. Google TrendsUsed to see seasonality and trends over time. </li> <li> 18. Weve got a lot of Dataand thats great!However, too much data can be overwhelming </li> <li> 19. What to do with this Data Work out what data is most important to you based on objectives Analyse in detail rather than just looking at headline figures Begin to consider the why rather than the what Benchmark and track for improvements over time Identify problem areas - areas for concern are high bounce rates, underperforming channels and negative mentions on social media </li> <li> 20. Pinpoint what the Issues areIf users are dropping out during a process, find which step they arestruggling with using funnels or a more detailed tool like ClickTale </li> <li> 21. Pinpoint what the Issues areIf the exact reason is unclear from the data alone, try a quick testyourself, ask your users directly or do some user testing. </li> <li> 22. Propose SolutionsOnce you have identified where the problem is, find a solution and test it </li> <li> 23. Get a Second OpinionLarger changes may require a second, unbiased, opinion.Tools like 5secondtest can help with this. </li> <li> 24. Get a Second OpinionTesters click to show their preference, and we have a clear winner </li> <li> 25. User Testing </li> <li> 26. A/B TestingDifferent versions of a design are shown on the live website to real users </li> <li> 27. A/B Testing Results </li> <li> 28. In Summary Use tools to get all the relevant data you need Ask the right questions of your data User testing, of some kind, is vital Use A/B tests to monitor improvements On-going process - Keep monitoring and improving Always lots areas for improvements but focus on those which have the maximum impact on the overall objectives of your website </li> <li> 29. Thanks @hayluke @noporkpies </li> </ul>