Getting Value From Analytics

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Getting Value From Analytics
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Usability

• Jakob Nielsen says 95 of problems can be
  discovered with casual hallway testing
  
• Page load time and user frustration
• Use software
• Youll be surprised at what you find when you do
  this

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Usability
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Usability

• The Point
• GET USER INPUT. Keep getting it on a regular
  basis.
  
• It pays big, and doesnt require any fancy
  analytics!

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How Are We Performing?

• Performance Indicators will tell you this.
• A Key Performance Indicator (KPI) is one that
  matters to you
  
• KPIs provide temporal context and highlight
  change
  
• This is how you tell whether your site is meeting
  your goals for it.
  

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Choosing KPIs

• Think of the things you most want your visitors
  to do
  
• Benchmark expected performance
• Check KPI reports regularly (i.e. weekly)
• Investigate changes and take appropriate action

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KPIs

• The Point
• Limit KPIs to the things that matter to you, and
  make sure you review their status regularly
  

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Streamlining Key Processes

• Identify the most common paths that visitors take
  when making a key transaction
  
• Your goal is to figure out how to increase the
  percentage that complete the process
  

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Streamlining Key Processes

• Direct traffic to the areas that have a high
  percentage completion
  
• For pages with high abandonment rate, review them
  to determine flaws in design that may be
  deterring forward progress
  
• Test your changes and compare against prior
  versions
  

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Streamlining Key Processes

• The Point
• Use the data to identify and fix problems in your
  key processes to increase your bottom line.
  

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Improve Page Layout and Creative

• Select a key page to evaluate
• Obtain click-through and conversion rates for
  each link on that page
  
• Obtain the average time spent on each page

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What pages are key?
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Improve Page Layout and Creative

• Make links with low click-through and high
  conversion rate more prominent to increase
  clicks
  
• For links with high click-through and low
  conversion rate, evaluate the landing pages for
  these links make sure people are finding what
  theyre looking for

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Improve Page Layout and Creative

• De-emphasize links with low click-through and low
  conversion rate
  
• For pages with a high amount of time on page,
  this could indicate people having trouble finding
  what theyre looking for. Simplify creative and
  make clear calls to action and navigation options.

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Improve Page Layout and Creative

• The Point
• Analyzing how users respond to your content will
  enable you to improve your website by increasing
  click-through and conversion.

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A/B Testing

• Use this to test new versions of key pages and
  compare against the old version
  
• Start by creating two or more variations
• Serve up some to some users and others to other
  users, and measure performance of each
  

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Multivariate Testing

• Use this to optimize layout and creative within a
  key page
  
• Start by choosing which areas to test
• Create one or more variations of the content in
  each section
  
• Set up the test using MVT software like Google
  Website Optimizer
  

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Multivariate Testing

• Place the script Google gives you where they tell
  you in the page
  
• Enter the code for each of your variations
• Start the test and watch it run!

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A/B and Multivariate Testing

• The Point
• By continually testing and improving 10 here,
  20 there, it doesnt take more than a dozen
  tests or so before you can achieve DOUBLE and
  TRIPLE the results! This is commonly done in 6-18
  months.

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Improving On-site Search

• Identify popular terms that should be brought
  into navigation or prime real estate
  
• Eliminate searches that return zero results
  provide something to click on

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Improving On-site Search

• The Point
• If you utilize on-site search reports properly,
  your changes will result in people not needing to
  search at all because what theyre looking for
  will be obvious in your new design.

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Bonus SectionHelpful Analytics Tools
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Questions Answers
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Thank You!

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  links, please drop off your business card up
  front
  
• May the Lord bless you as you serve Him!