Adobe Analytics Idol EMEA 2015

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Eric Bernhard – Tip #1

How to Measure Confusion Moments

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Cyclical Browsing

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Extreme Scrolling

Scroll, scroll, scroll…

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Search Refinements

1

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Search Refinements

2

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Search Refinements

3

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Navigation Dwell Time

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Create a Confusion Index

Create thresholds Weight confusion

moments across each visit

Influence:– Delivery time of

webchat

– UX projects

– Optimisation programme

Confusion Moment

Lower Boundar

y

Upper Boundar

y(max)

How confused

are they (0-5) ()

Extreme Scrolling ()

0.2 pixel/ms

1.2 pixels/ms 1.5

Cyclical Browse () 2 loops 4 loops 4.25

Search Refinement () Twice

Three times 2.5

Nav Dwell Time () 5 s 7.5 s 3.75

Confusion = ∑𝑖

𝐹 𝑖( 𝑥𝑖−𝑥 𝑖 ,𝑚𝑎𝑥

𝑥 𝑖 ,𝑚𝑎𝑥)

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Within Adobe Analytics

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Eric Bernhard – Tip #2

Engagement Scores Revisited

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What the Hell is Engagement?

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What the Hell is Engagement?

TRUTH: IT DEPENDS

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3 points for every tab click

It Depends on You and the Page

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2 minute video1 Point start video

2 points watch 25% of video5 points watch entire video

34 second video1 Point start video

2 points watch 75% of video3 points watch entire video

5 points for product listing

click

It Depends on You and the Page

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5 points for product listing

click

It Depends on You and the Page

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2 points

It Depends on You and the Page

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2 points for 50% scroll

It Depends on You and the Page

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4 points for tertiary call-to-shop

2 points for quaternary call-to-shop

3 points for store finder

It Depends on You and the Page

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This is What You End Up With

Category Interaction Points

Videos

Start watching Windows promo video 1 1

Watch ¼ of Windows promo video 1 2

Watch entire Windows promo video 1 5

Start watching Windows promo video 2 1

Watch ¾ of Windows promo video 2 2

Watch entire Windows promo video 2 3

Push to more detail Click topic tab links 3

Push to product listings

Click learn more about Microsoft Office 2

Click on tertiary call-to-shop 4

Click on quaternary call-to-shop 2

NavigationScroll ½ down page & stay longer than 15 seconds 2

Push to offline Click on store finder 3

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Which Results in This

Engagement Score

Range

Not Engaged 0-7Barely Engaged 7-12Slightly Engaged 12-18Mildly Engaged 18-25Highly Engaged 25-30

Brand Page

Tech Talk Blog

Universe Page

Home Page

Category Page

Supplier Funded Page

404 Error Page

Search & Promote Page

Store Details Page

Market Page

Service Detail Page

Segment Page

Product Page

Search Results Page

Registration Page

Compare Products Page

0 6 12 18 24 30

3

3

4

5

5

5

6

7

7

7

7

8

9

9

14

15

Eng Score

Notes: Content is grouped by page type (eVar

and sProp) We have 16 page types Each page type uses an engagement

score range of 0 to 30 For page types with lower interaction

opportunities scores are weighted to get to a max score of 30

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Our Engagement Heartbeat

Jan 15 Feb 15 Mar 15 Apr 150

5

10

15

20

25

30

Segment Page Product Page Search Results Page Home Page Search & Promote Page

Compare Products Page

Easter

A/B test home page

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Optimisation Opportunities

0 5 10 15 20 25 301

1.02

1.04

1.06

1.08

1.1

1.12

1.14

1.16

1.18

1.2

Engagement Score

Page v

iew

s p

er

vis

it

Up to the left = More value for your optimisation money

Our registration page is not as

important as you think…