how data is your friend by nick willis

www.seren.com

‘How data is your friend’

Practical ways to augment your research with web analytics.

Nick Willis – Practice Director of Measurement

Copyright Seren ©2014

What I’ll cover

• What analytics can give,

• What analytics CAN’T give,

• How to get the right data,

• How to use web analytics to prove the you’ve been successful.

Examples of analysis augmenting qualitative research

How web analytics and survey assist qualitative research

What analytics can give you

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Prior to testing and design

• Define the problem

• Help select your audience

• Provide benchmarks for performance

Verify your thoughts

Challenge preconceptions

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Everyone is an expert, everyone has an opinion.

Define the problem

Logo needs to be bigger to remind customer where they

are

Too much white space around the products to allow user to focus

Too much information in the mega menu

Email sign up only happens on the first page

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Move from opinion to evidence

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What’s Your Problem?

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Journeys/Funnels

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Example

Summary

Traveller Detail

Confirm optional extras

Card Details

Confirmed

More than 75%

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Traveller details

• Lots of validation

• Belief there may be technical

faults causing errors that people

can’t pass

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What analytics told us • 20% of visits which view the form experience an error message.

• 90% that experience an error message still move on to the next step of the journey

The form is not broken

• The majority of visits did not scroll down the form

Visitors are being put off by its length

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Define your audience

• Most businesses have Personas/customer models

• Important to validate that behaviours match personas

• Challenge Preconceptions

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‘Key’ persona

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Buying maternity goods?

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Focussing on fridge freezers?

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Find the right participants

3

100%

SmartPhone users

60%

All Current Customers

6 x Male 4 x Female Product Non-Product

0

2

4

6Current Use of Product

Organise Apps on

their smartphones

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Understand your performance

• Need to choose the measures for success carefully

• Is the measure you have chosen directly impacted by the change you have made

• Isolate other factors that impact performance

• BENCHMARK

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Forecasting and Seasonality

Is performance going to decrease regardless of my action?

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Forecasting and Seasonality

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

0

200

400

600

800

1,000

1,200

Jul-

11

Sep

-11

No

v-1

1

Jan

-12

Mar

-12

May

-12

Jul-

12

Sep

-12

No

v-1

2

Jan

-13

Mar

-13

May

-13

Jul-

13

Sep

-13

No

v-1

3

Jan

-14

Mar

-14

May

-14

Jul-

14

Sep

-14

No

v-1

4

Jan

-15

Mar

-15

May

-15

Jul-

15

Vis

its

to c

on

firm

atio

n p

age

- (S

easo

nal

ly A

dju

sted

Fo

reca

st)

What analytics CAN’T give you

What’s Your Problem?

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Bean counting

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Why?

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Are they happy with the experience

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Ask?

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Survey and analytics data = Greater than its parts

Analytics told us

• 1 in 10 people could not place a bet when they had started

• Lots of cul-de-sacs formed

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Survey and analytics data = Greater than its parts

Survey told us

‘Your floating window for placing a bet appeared "BELOW" my laptop window and so I had to use the "TAB" key on my keyboard to select add to betslip. Something wrong with your graphics me thinks!’

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Survey and analytics data = Greater than its parts

Firefox Chrome

How to get the right data

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Come and talk to us

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We want to help

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Language can be an issue

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What can be measured?

How to use web analytics to prove the you’ve been successful

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Compare to your forecast/benchmark

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A/B test

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Thank you - Questions