Web analytics and how we can use it in UXBy Mikkel Schultz

Web Analytics - definition

• Measurement• Collection• Analysis• Reporting - of Internet data ?

? ?

Web Analytics tools

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Web Analytics helps improving usability…

Usability…

Web Analytics…

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User research…

Field observations

Personas

Interviews

Card sorting

Focus groups

Diary study

Usability test

Expert review

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User research data

Relative small amount of data

Subjective opinions

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Artificial settings

User research data issues

Difficult to see patterns

Snapshot in time

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Small base of data

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You could miss the big numbers in user research…

Web analytics:Get the big numbers…

User research: Get the “why”…

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And some examples…

Webshop.com

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• Understand user behaviour from web analytics• Justify user research with web analytics• Plan user research on basis of web analytics• Understand the user through web analytics

Users are not always using the front door…

Webshop.com

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Proin scelerisque. Nulla in mi. Integer ac leo. Nunc urna ligula, gravida a, pretium vitae, bibendum nec, ante. Aliquam ullamcorper iaculis lectus. Sed vel dui. Etiam lacinia risus vitae lacus. Aliquam elementum imperdiet turpis. In id metus. Mauris eu nisl. Nam Britney Spears pharetra nisi nec enim. Nulla aliquam, tellus sed laoreet blandit, eros urna vehicula lectus, et vulputate mauris arcu ut arcu. Praesent Britney Spears eros metus, accumsan a, malesuada et, commodo vel, nulla. Aliquam sagittis auctor sapien. Morbi a nibh. Nullam non Britney Spears metus. Quisque tellus lorem, pellentesque sit amet, blandit ac, nonummy eget, augue.

Popular product

Popular search term

Users are not always using the front door…

We are…

You are here…

What you came for…

What to do next…

Website.com

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Frontpage > Category > Sub Category > Product title

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Use analytics as input to user tests

Why do people visit you site…

Unintened user flows - bounce rates

Validate findings…

Where is the”Help” link?

Validate findings…

Would you use this function?

The classic sales funnel…

Where do people drop out?

Know your audience…

• Where do they come from?• What is their language?• Browsers?

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Web analytics in Saxo Bank

Web analytics in Airshoppen

Web analytics can be done by (almost) everyone…

WEBSITE

Install web analytics

Tune your website

Get happy clients

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