The analytics renaissance
Analytics
Insight
monitors performance
improves performance
Our definitions
Measurement isn’t just about numbers.
It’s visual too.
Strategic framework
Question 1 What’s useful to stakeholders?
Question 2 What’s useful to you?
Question 3 What tools do you need?
1. What’s useful to stakeholders?
Stakeholders
• Is the website producing more?• Is everything possible being tried?• Is that effort showing a strong ROI?
Top 5 KPIs Listed
1. Unique visitors2. Leads 3. Visits4. Page views5. Bounce rates
Source: B2B Marketing / Decibel Insight, June 2013
Useful information?
A What is the problem?
B What questions do I need to ask?
Challenge your thinking
2. What’s useful to you?
The success funnel
Conversion
Measurement
What people readValue per source
What makes them convert?
UXConten
tTraffi
c
How do they interact?
Understandengagement
What people see
Source: B2B Marketing/Decibel, June 2013
49%“Weekly”
14%
Source: B2B Marketing/Decibel, June 2013Source: B2B Marketing/Decibel, June 2013
14%“Track website content”
How to approach measuring UX & Content…
14%
Source: B2B Marketing/Decibel, June 2013
6-step guide
1. Learn about your visitors
14%
Source: B2B Marketing/Decibel, June 2013
2%
Audience segmentation
• De-skew data sets• Different needs• Detect problems
2. Experience their experience
Browser testing
• Online tools– browserstack.com– browsershots.org– browserling.com– crossbrowsertesting.com
• Methodology– On release– After changes and improvements– Regularly (browsers are constantly changing also)
Visitor playback
• Look out for– Non-clickable clicks– ‘Yo-yo’ navigation– Navigation loops– Load speed
3. Find your most popular content
Popular content
• Popular = leads to conversion
• Traditional analytics– Pages
• Heatmaps– CTAs and featured content
4. Ensure visitors see the right content
The ‘fold’
Scroll maps
• Benefits– Locate the aggregate ‘fold’– Show how many visitors reach a certain point
Product navigatio
n
5. Learn how visitors navigate
Popular content
• Navigation techniques– Primary navigations (products/services)– ‘Utility’ navigations– Sitemaps and footers– Keyword search– ‘In-page’ navigation
6. Increase the effectiveness of mobile
Mobile heatmaps
Responsive heatmaps
3. What tools do you need?
The problem
Traditional analytics
Nonactionable
?Something is missing
…how users interact with the site
The knowledge gap
Traditional ActionableVisual
Where analytics ends, and insight begins.
