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@timlb #spwk User Centred Analytics Optimising the Experience
49

User Centered Analytics: Superweek 2015

Jul 15, 2015

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Page 1: User Centered Analytics: Superweek 2015

timlb spwk

User Centred AnalyticsOptimising the Experience

timlb spwk

People Centred AnalyticsOptimising the Experience

timlb spwk

Started working on web in 1993 Primary interest What people do on line What people want to do What companies would like them to do

httpwwwbryaneisenbergcomhidden-secrets-of-amazon

timlb spwk

The world as seen by the record industry (1993 style)

timlb spwk

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb spwk

The Analytics Arms Racehellip

ldquoIf we just had more datardquo Huge efforts on multiple session attribution

Huge efforts on cross-device tracking

Huge efforts on visualisation

GA joins the arms race and offers Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)

timlb spwk

The Analytics Arms Racehellip

ldquoIf we just had more datardquo Huge efforts on multiple session attribution

Huge efforts on cross-device tracking

Huge efforts on visualisation

GA joins the arms race and offers Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)

hellipchasing rainbows

timlb spwk

Buthellip The tools forget about the peopleClassic example

Tools optimise emails for what tools measure

lsquoOpensrsquo and lsquoclicksrsquo

We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb spwk

Our problemHuge investment before

business value pay-off

slide by irecevic

timlb spwk

Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual

basis while between $2 and 5 billion is spent on designing

services So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path cited by Gerry McGovern January 2015

httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them

timlb spwk

Suggestion re-balance effortSpend more time trying to understand our users as people

Look for the ldquowhyrdquo as well as the ldquowhatrdquo

Find out what people are trying to do

Learn whatrsquos stopping them doing it

Re-balance some of the $40 billion from advertising to the

$5 billion for lsquoservice designrsquo

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

Recruit analysts for empathy as well as curiosity

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 2: User Centered Analytics: Superweek 2015

timlb spwk

People Centred AnalyticsOptimising the Experience

timlb spwk

Started working on web in 1993 Primary interest What people do on line What people want to do What companies would like them to do

httpwwwbryaneisenbergcomhidden-secrets-of-amazon

timlb spwk

The world as seen by the record industry (1993 style)

timlb spwk

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb spwk

The Analytics Arms Racehellip

ldquoIf we just had more datardquo Huge efforts on multiple session attribution

Huge efforts on cross-device tracking

Huge efforts on visualisation

GA joins the arms race and offers Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)

timlb spwk

The Analytics Arms Racehellip

ldquoIf we just had more datardquo Huge efforts on multiple session attribution

Huge efforts on cross-device tracking

Huge efforts on visualisation

GA joins the arms race and offers Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)

hellipchasing rainbows

timlb spwk

Buthellip The tools forget about the peopleClassic example

Tools optimise emails for what tools measure

lsquoOpensrsquo and lsquoclicksrsquo

We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb spwk

Our problemHuge investment before

business value pay-off

slide by irecevic

timlb spwk

Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual

basis while between $2 and 5 billion is spent on designing

services So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path cited by Gerry McGovern January 2015

httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them

timlb spwk

Suggestion re-balance effortSpend more time trying to understand our users as people

Look for the ldquowhyrdquo as well as the ldquowhatrdquo

Find out what people are trying to do

Learn whatrsquos stopping them doing it

Re-balance some of the $40 billion from advertising to the

$5 billion for lsquoservice designrsquo

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

Recruit analysts for empathy as well as curiosity

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 3: User Centered Analytics: Superweek 2015

timlb spwk

Started working on web in 1993 Primary interest What people do on line What people want to do What companies would like them to do

httpwwwbryaneisenbergcomhidden-secrets-of-amazon

timlb spwk

The world as seen by the record industry (1993 style)

timlb spwk

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb spwk

The Analytics Arms Racehellip

ldquoIf we just had more datardquo Huge efforts on multiple session attribution

Huge efforts on cross-device tracking

Huge efforts on visualisation

GA joins the arms race and offers Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)

timlb spwk

The Analytics Arms Racehellip

ldquoIf we just had more datardquo Huge efforts on multiple session attribution

Huge efforts on cross-device tracking

Huge efforts on visualisation

GA joins the arms race and offers Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)

hellipchasing rainbows

timlb spwk

Buthellip The tools forget about the peopleClassic example

Tools optimise emails for what tools measure

lsquoOpensrsquo and lsquoclicksrsquo

We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb spwk

Our problemHuge investment before

business value pay-off

slide by irecevic

timlb spwk

Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual

basis while between $2 and 5 billion is spent on designing

services So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path cited by Gerry McGovern January 2015

httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them

timlb spwk

Suggestion re-balance effortSpend more time trying to understand our users as people

Look for the ldquowhyrdquo as well as the ldquowhatrdquo

Find out what people are trying to do

Learn whatrsquos stopping them doing it

Re-balance some of the $40 billion from advertising to the

$5 billion for lsquoservice designrsquo

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

Recruit analysts for empathy as well as curiosity

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 4: User Centered Analytics: Superweek 2015

timlb spwk

The world as seen by the record industry (1993 style)

timlb spwk

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb spwk

The Analytics Arms Racehellip

ldquoIf we just had more datardquo Huge efforts on multiple session attribution

Huge efforts on cross-device tracking

Huge efforts on visualisation

GA joins the arms race and offers Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)

timlb spwk

The Analytics Arms Racehellip

ldquoIf we just had more datardquo Huge efforts on multiple session attribution

Huge efforts on cross-device tracking

Huge efforts on visualisation

GA joins the arms race and offers Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)

hellipchasing rainbows

timlb spwk

Buthellip The tools forget about the peopleClassic example

Tools optimise emails for what tools measure

lsquoOpensrsquo and lsquoclicksrsquo

We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb spwk

Our problemHuge investment before

business value pay-off

slide by irecevic

timlb spwk

Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual

basis while between $2 and 5 billion is spent on designing

services So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path cited by Gerry McGovern January 2015

httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them

timlb spwk

Suggestion re-balance effortSpend more time trying to understand our users as people

Look for the ldquowhyrdquo as well as the ldquowhatrdquo

Find out what people are trying to do

Learn whatrsquos stopping them doing it

Re-balance some of the $40 billion from advertising to the

$5 billion for lsquoservice designrsquo

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

Recruit analysts for empathy as well as curiosity

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 5: User Centered Analytics: Superweek 2015

timlb spwk

The hope

ldquoHalf the money I spent on advertising is wastedhelliprdquo The web held out such promise

Built by people who were used to data

And we could track lsquoeverythingrsquo

So much better than off-line

We seized on this valuable idea

and used it to build an industry

timlb spwk

The Analytics Arms Racehellip

ldquoIf we just had more datardquo Huge efforts on multiple session attribution

Huge efforts on cross-device tracking

Huge efforts on visualisation

GA joins the arms race and offers Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)

timlb spwk

The Analytics Arms Racehellip

ldquoIf we just had more datardquo Huge efforts on multiple session attribution

Huge efforts on cross-device tracking

Huge efforts on visualisation

GA joins the arms race and offers Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)

hellipchasing rainbows

timlb spwk

Buthellip The tools forget about the peopleClassic example

Tools optimise emails for what tools measure

lsquoOpensrsquo and lsquoclicksrsquo

We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb spwk

Our problemHuge investment before

business value pay-off

slide by irecevic

timlb spwk

Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual

basis while between $2 and 5 billion is spent on designing

services So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path cited by Gerry McGovern January 2015

httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them

timlb spwk

Suggestion re-balance effortSpend more time trying to understand our users as people

Look for the ldquowhyrdquo as well as the ldquowhatrdquo

Find out what people are trying to do

Learn whatrsquos stopping them doing it

Re-balance some of the $40 billion from advertising to the

$5 billion for lsquoservice designrsquo

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

Recruit analysts for empathy as well as curiosity

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 6: User Centered Analytics: Superweek 2015

timlb spwk

The Analytics Arms Racehellip

ldquoIf we just had more datardquo Huge efforts on multiple session attribution

Huge efforts on cross-device tracking

Huge efforts on visualisation

GA joins the arms race and offers Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)

timlb spwk

The Analytics Arms Racehellip

ldquoIf we just had more datardquo Huge efforts on multiple session attribution

Huge efforts on cross-device tracking

Huge efforts on visualisation

GA joins the arms race and offers Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)

hellipchasing rainbows

timlb spwk

Buthellip The tools forget about the peopleClassic example

Tools optimise emails for what tools measure

lsquoOpensrsquo and lsquoclicksrsquo

We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb spwk

Our problemHuge investment before

business value pay-off

slide by irecevic

timlb spwk

Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual

basis while between $2 and 5 billion is spent on designing

services So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path cited by Gerry McGovern January 2015

httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them

timlb spwk

Suggestion re-balance effortSpend more time trying to understand our users as people

Look for the ldquowhyrdquo as well as the ldquowhatrdquo

Find out what people are trying to do

Learn whatrsquos stopping them doing it

Re-balance some of the $40 billion from advertising to the

$5 billion for lsquoservice designrsquo

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

Recruit analysts for empathy as well as curiosity

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 7: User Centered Analytics: Superweek 2015

timlb spwk

The Analytics Arms Racehellip

ldquoIf we just had more datardquo Huge efforts on multiple session attribution

Huge efforts on cross-device tracking

Huge efforts on visualisation

GA joins the arms race and offers Multi-session reporting lsquoUserrsquo segments Sequence segments (User id tracking)

hellipchasing rainbows

timlb spwk

Buthellip The tools forget about the peopleClassic example

Tools optimise emails for what tools measure

lsquoOpensrsquo and lsquoclicksrsquo

We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb spwk

Our problemHuge investment before

business value pay-off

slide by irecevic

timlb spwk

Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual

basis while between $2 and 5 billion is spent on designing

services So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path cited by Gerry McGovern January 2015

httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them

timlb spwk

Suggestion re-balance effortSpend more time trying to understand our users as people

Look for the ldquowhyrdquo as well as the ldquowhatrdquo

Find out what people are trying to do

Learn whatrsquos stopping them doing it

Re-balance some of the $40 billion from advertising to the

$5 billion for lsquoservice designrsquo

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

Recruit analysts for empathy as well as curiosity

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 8: User Centered Analytics: Superweek 2015

timlb spwk

Buthellip The tools forget about the peopleClassic example

Tools optimise emails for what tools measure

lsquoOpensrsquo and lsquoclicksrsquo

We CAN optimise for peoplevalue with hold-out tests (But the easy metrics are in the reports and testing is extra work Sohellip)

timlb spwk

Our problemHuge investment before

business value pay-off

slide by irecevic

timlb spwk

Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual

basis while between $2 and 5 billion is spent on designing

services So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path cited by Gerry McGovern January 2015

httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them

timlb spwk

Suggestion re-balance effortSpend more time trying to understand our users as people

Look for the ldquowhyrdquo as well as the ldquowhatrdquo

Find out what people are trying to do

Learn whatrsquos stopping them doing it

Re-balance some of the $40 billion from advertising to the

$5 billion for lsquoservice designrsquo

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

Recruit analysts for empathy as well as curiosity

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 9: User Centered Analytics: Superweek 2015

timlb spwk

Our problemHuge investment before

business value pay-off

slide by irecevic

timlb spwk

Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual

basis while between $2 and 5 billion is spent on designing

services So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path cited by Gerry McGovern January 2015

httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them

timlb spwk

Suggestion re-balance effortSpend more time trying to understand our users as people

Look for the ldquowhyrdquo as well as the ldquowhatrdquo

Find out what people are trying to do

Learn whatrsquos stopping them doing it

Re-balance some of the $40 billion from advertising to the

$5 billion for lsquoservice designrsquo

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

Recruit analysts for empathy as well as curiosity

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 10: User Centered Analytics: Superweek 2015

timlb spwk

Meanwhileldquo$40 billion is spent on digital advertising in the US on an annual

basis while between $2 and 5 billion is spent on designing

services So we set a big expectation and then donrsquot deliverrdquo - Chris Risdon of Adaptive Path cited by Gerry McGovern January 2015

httpwwwgerrymcgoverncomnew-thinkingadvertising-and-marketing-are-broken-how-do-we-fix-them

timlb spwk

Suggestion re-balance effortSpend more time trying to understand our users as people

Look for the ldquowhyrdquo as well as the ldquowhatrdquo

Find out what people are trying to do

Learn whatrsquos stopping them doing it

Re-balance some of the $40 billion from advertising to the

$5 billion for lsquoservice designrsquo

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

Recruit analysts for empathy as well as curiosity

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 11: User Centered Analytics: Superweek 2015

timlb spwk

Suggestion re-balance effortSpend more time trying to understand our users as people

Look for the ldquowhyrdquo as well as the ldquowhatrdquo

Find out what people are trying to do

Learn whatrsquos stopping them doing it

Re-balance some of the $40 billion from advertising to the

$5 billion for lsquoservice designrsquo

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

Recruit analysts for empathy as well as curiosity

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 12: User Centered Analytics: Superweek 2015

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

Recruit analysts for empathy as well as curiosity

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 13: User Centered Analytics: Superweek 2015

timlb spwk

Key Point The Strategy

Think about people Think about what people want to do on sites

not just how to can get them therespwk

Recruit analysts for empathy as well as curiosity

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 14: User Centered Analytics: Superweek 2015

timlb spwk

The formulaUse quick techniques to seek out clues not definitive data

+

Use whatever tools you have now

+

Match back to central analytics data everywhere

=

Get quick pay-off

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 15: User Centered Analytics: Superweek 2015

timlb spwk

Donrsquot just go fishing

Photo Karwik httpswwwflickrcomphotoskarwik

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 16: User Centered Analytics: Superweek 2015

timlb spwk

What have we got

Personas If you donrsquot use personas time to start If you do use personas do you find them in GA httpswwwinteraction-designorgencyclopediapersonashtml httpwwwbryaneisenbergcompersonas-magic-behind-mirror

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 17: User Centered Analytics: Superweek 2015

timlb spwk

What have we got

GA Where people came from

Campaigns Non-campaign channels

What they did Path (pv landing funnels flows) Goals Content Grouping Errors Custom data

Maybe clues about who Demographics

Non-GA Feedback surveys Usability tests Scroll amp Click maps Session recordings Customer file demographics

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 18: User Centered Analytics: Superweek 2015

timlb spwk

GA Intent - Carmenrsquos Done it BetterStudy Carmen Mardirosrsquo Superweek 2014 Visitor Intent Smart clues for understanding customer journeys

httpbitlySuperweekCarmenMardiros

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 19: User Centered Analytics: Superweek 2015

timlb spwk

Top Priority Voice of Visitor

Let your visitors tell you What they want

What to fix

httpbitlySuperweekSurveys

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 20: User Centered Analytics: Superweek 2015

timlb spwk

Why feedback surveys are so goodVery fast

No need to wait for data to reach scale Very direct insights

People tell you their intention and expectations People tell you exactly what caused their problem (or what specifically what they liked)

Words are from real visitors

Valuable understanding of visitor language and terminology

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 21: User Centered Analytics: Superweek 2015

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 22: User Centered Analytics: Superweek 2015

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

Horror show invitation HT JamesGurd

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 23: User Centered Analytics: Superweek 2015

timlb spwk

Everywhere (before conversion) For Widest range of insight Open to non-converters Against

Low responseActive invitation 2 - 5 Visitor-initiated 01 [source iPerceptions]

Pop-up invitations can harm conversion

Visitor-initiated systems have lower response rate

Probably skew towards complaints

How to work with feedback surveys Where and how to ask

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 24: User Centered Analytics: Superweek 2015

timlb spwk

How to work with feedback surveys Where and how to askAfter conversion For No risk to conversion Simple embedded form Can ask more questions Less skewed to complaints

learn what people like Surprise will include comments about

previous non-conversion visits High response

15 - 35 start survey 5 - 10 include text comment

Against Only converters

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 25: User Centered Analytics: Superweek 2015

timlb spwk

No process = opinion not data = no insights

How to work with feedback surveys The Key Process free text commentsNo good just browsing through data MUST be systematic

lsquoTagrsquo according to theme Ideally tagging done by same person lsquoTaggerrsquo writes a regular report Report on trends Include lsquoverbatimrsquo sample comments for

each point in report Get comments from the contact centre too

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 26: User Centered Analytics: Superweek 2015

timlb spwk

How to work with feedback surveys Integrate with GA Many systems have features for

sending data to GA o Custom dimensionsmetrics o Events (Values in standard reports)

Warning never send Personally Identifiable Information to GA

Store anonymous survey-id for session-level analysishellip Bonus integrate with session recording

Suddenly data about people in GA

(purpose of visit)

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 27: User Centered Analytics: Superweek 2015

timlb spwk

Go fishing like this

Photos wwwsimradcom

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 28: User Centered Analytics: Superweek 2015

timlb spwk

Make connections

use clues from one source to drive investigations in another and

build insight

Key Point The Tactic

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 29: User Centered Analytics: Superweek 2015

timlb spwk

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 30: User Centered Analytics: Superweek 2015

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 31: User Centered Analytics: Superweek 2015

timlb spwk

Session Recording

Real users Lots of them Vital tip must be able to search for recordings containing URL Tip SessionCam integrates with GA so you can view sessions from within GA custom report

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 32: User Centered Analytics: Superweek 2015

timlb spwk

Scroll maps mouse and click maps

Aggregate data Quicker top-level view lsquoPeoplersquo lost in crowd

Top wwwclicktalecom Bottom wwwsessioncamcom

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 33: User Centered Analytics: Superweek 2015

timlb spwk

Usability Tests

Moderated Recruit real users Watch them yourself Ask questions

Un-moderated Panels

usertestingcom whatusersdocom

System only wwwopenhallwaycom

Photo webusabilitycouk

Photo tobiicom

userresearchbloggovuk wwwgovukservice-manualuser-researchers

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 34: User Centered Analytics: Superweek 2015

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 35: User Centered Analytics: Superweek 2015

timlb spwk

Customer File Demographics

Need to have addresses for registered users (Definitely NOT in GA) Use agency to profile against standard data Often a big surprise

Large groups of people you would not expect Assumptions about users change Content of site needs to change

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 36: User Centered Analytics: Superweek 2015

timlb spwk

GA what do we knowWhere people came from Disappearing data

Not provided Dark social (Direct)

Whatrsquos left Campaigns Sample referrers

What they did More and more data

Events Enhanced Ecommerce Custom data Data widening

Who they are Demographic clues

(and more tools)

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 37: User Centered Analytics: Superweek 2015

timlb spwk

GA Make Campaigns Work Harder

Campaigns are aimed at people Make sure GA has data on lsquowhorsquo Tagging Usually structured to suit channel management Try to include data to segment visitors by intent

Stage in conversion journey Kind of interest

Donrsquot forget promotransactional email + paidunpaid social Paid Search Good Matched Search Query can be goldmine for intent Not so good

Although technically easier to structure around visitors In reality has to be structured around ROI

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 38: User Centered Analytics: Superweek 2015

timlb spwk

GA Behaviour - what people did

(Flow reports) (Navigation summary) Content Grouping

Site search Landing pages Second page viewed

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 39: User Centered Analytics: Superweek 2015

timlb spwk

GA Segments

User segments Sequence segments Micro-conversion goals

Learn about lsquoupper funnelrsquo research visits Use with reverse goal report Goals for content areas

Loads of great lsquointentrsquo ideas CarmenMardiros Superweek 2014

httpbitlySuperweekCarmenMardiros

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 40: User Centered Analytics: Superweek 2015

timlb spwk

GA Tracking Errors

Consistent measurable indicator of usability problems So a valuable source of insight and prioritisation for usability improvements

Benefits Short term measurable improvements (online this session)

May well have more important long-term benefits o Lifetime value o Brand perception off-line and on-line

httpbitlySuperweekGAErrors

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 41: User Centered Analytics: Superweek 2015

timlb spwk

Examples of usability errors which can be fixed Very valuable Confusing promotional codes

Mandatory fields o Is it really needed o If yes can it be made more obvious

Formats for post codes and phone numbers o Use better validation and intelligent templates

Requiring selection of options when there is only one Requiring double-selection of option (eg address lookup) No default quantity on product pages Site search 0 results

o nb search lsquoenter search term herersquo prompt

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 42: User Centered Analytics: Superweek 2015

timlb spwk

Checkout errors cost how much

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 43: User Centered Analytics: Superweek 2015

timlb spwk

The checkout errors for one medium (email)

Different people - Different Problems

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 44: User Centered Analytics: Superweek 2015

timlb spwk

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 45: User Centered Analytics: Superweek 2015

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 46: User Centered Analytics: Superweek 2015

timlb spwk

View of the Internet from my siteNon-web Internet

Rest of web Rival sites Facebook

Google

Products

Checkout Home Page

httpenwikipediaorgwikiView_of_the_World_from_9th_Avenue

Mobile

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 47: User Centered Analytics: Superweek 2015

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 48: User Centered Analytics: Superweek 2015

timlb spwk

If you can do only one thinghellip

Adopt the strategy think about people

Then start with one tactic Ask people - Put a feedback survey on your site

spwk

Final Key Point Just one thing

Your AgendaVisitor Agenda

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom

Page 49: User Centered Analytics: Superweek 2015

timlb spwkbitlytimlbSuperweek2015

Feedback Systems (just some of them)

Pre-conversion Usual suspects 4Q - wwwiperceptionscomenplans-and-pricingfree qualaroocom wwwkampylecom Some others fluidsurveyscom webengagecom Betanew wwwhotjarcom (session recording too) survicatecom Enterprise level wwwiperceptionscom wwwservicetickcom

Post-conversion Usual suspects wwwsurveygizmocom wwwsurveymonkeycom Some others fluidsurveyscom webengagecom Betanew DanBarker prototype at Measurecamp London General form builders httpwwwwufoocom httpwwwformstackcom Enterprise level wwwiperceptionscom wwwservicetickcom