Web Analytics - more than just web statistics
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This document outlines a method for continuous web analytics and improvement. It involves 4 steps: 1) defining business goals and key performance indicators, 2) developing reporting methods, 3) analyzing data to understand user behavior, and 4) making improvements and restarting the process. The presentation provides examples for a healthcare organization and discusses tools for analysis, including segmentation, A/B testing, and conversion funnel visualization. The overall aim is to use data-driven insights to continuously enhance an organization's digital presence and outcomes.
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Web Analytics - more than just web statistics
- 1. M O R E T H A N J U S T W E B S T A T I S T I C S . . . W E B A N A L Y T I C S :
- 2. M U C H M O R E T H A N W E B S T A T I S T I C S A N D D A T A O N U S E R B E H A V I O R . . . W E B A N A L Y T I C S : Agenda ≈ 20 minutes - Short intro & our coming analytic method. - Step 1: Defining business goals, KPI:s & metrics. - Step 2: Develop methods and reports. - Step 3: Analyze. - Step 4: Action, improvements & go to step 1. - Tools.
- 3. A B O U T M A R C U S Ö S T E R B E R G • Specialized on information architecture, web strategy and analytics. • Author of Webbstrategi För Alla -> tba.nu/wfa • Works at Region Västra Götaland: 1.6m inhabitants 50k employees ≈ 2/3 within healthcare ≈ 1/3 public transportation, museums, education etc.
- 4. A I M I N G A T C O N T I N U O U S I M P R O V E M E N T S M E T H O D
- 5. S T E P 1 : W H A T I S T H E B U S I N E S S G O A L ? F I R S T A N D F O R E M O S T
- 6. S T E P 1 : D E V E L O P M E T R I C S I N L I N E W I T H B U S I N E S S G O A L S Prerequisite 1: - Is there already business goals defined or are you in need of developing them? Are they measurable? - VGR = 200k healthcare users by years end 2014.
- 7. S T E P 1 : D E V E L O P M E T R I C S I N L I N E W I T H B U S I N E S S G O A L S Prerequisite 2: - KPI:s that actually describe success. - Complement with other metrics to tell the users story. - VGR = xx % of user logons lead to an action. Do you have an example of a measurable business goal for your organization?
- 8. Where would you look for useful data? S T E P 1 : D E V E L O P M E T R I C S I N L I N E W I T H B U S I N E S S G O A L S Example of places to find your data (other than web statistics): - Customer systems. - Integration platforms. - Signals of engagement, such as; callcenter activity, opening rate on newsletters etc.
- 9. S T E P 2 : D E V E L O P M E T H O D S A N D M E T H O D
- 10. - Define data need for KPI:s & metrics. - Gather appropriate data. - Collect and digest… S T E P 2 : D E V E L O P M E T H O D S A N D R E P O R T S
- 11. S T E P 3 : A N A L Y S E ! M E T H O D
- 12. - Review performance of KPI:s & metrics. - Explore unexpected variations. - What story does the data try to tell you? S T E P 3 : A N A L Y Z E
- 13. S T E P 4 : I M P R O V E ! M E T H O D
- 14. - Make necesarry improvements on the site. - Put low-prioritized action on hold. - Go for another iteration = go to step 1, indefinitly. S T E P 4 : I M P R O V E
- 15. T H E T O O L B O X
- 16. S E G M E N T I N G D A T A T O O L B O X - Segmenting is to inspect data of a subset of users, such as ”Only people from Norway” or ”Only users coming from our newsletter”. What can you do to make even more of them convert?W
- 17. A / B T E S T I N G T O O L B O X - Two competing alternatives go head-to-head, for instance, your next newsletter: Version A = Text in only one column. Version B = HTML, images, two columns. Which version do your subscribers react best on? You sure? Test it…
- 18. C O N V E R S I O N F U N N E L T O O L B O X - Visualize where users end up.
- 19. I N O T H E R W O R D S … S U M M A R Y 1. What is the goal and why? 2. How to report it to its stakeholder? 3. Analyze and tell the story! 4. Perform necessary improvements and start over.
- 20. M A R C U S @ W E B B S T R A T E G I F O R A L L A . S E W E B B S T R A T E G I F O R A L L A . S E + 4 6 ( 0 ) 7 0 - 8 8 8 4 5 2 5 T H A N K S / T A C K F Ö R M I G
Notes de l'éditeur
- Krångel? Pröva att köra utan mirroring, samt dra över presentationen till projektorn, starta bildspelet där och klicka på knappen "Swap Displays" här ovan. Karl: Vi är nyfikna på hur ni spårar användare, vi behöver få bättre koll på vad folk gör i systemet.
- Thanks for inviting me to present and discus web analytics. I'm here to share a method to perform web analytics that I hope is interesting to you. When I was asked to do my presentation in English I was caught with my guard down - and a bit scared frankly - since I haven’t made an oral presentation in English since I finished school. I finished school the same millennia as when the Vikings ruled in Scandinavia, Well, I have prepared a script. So if you get the impression that I'm depending on a script that might actually be correct >> First things first… (bläddra)
- Hi! My name is Marcus Österberg. I’m a former web developer, but have moved on from coding. Nowadays I work with digital business development. I focus on information architecture, user experience and web analytics. I work at the regional government here in Västra Götaland, and based here in Gothenburg. I’m the product owner of our Enterprise Search platform and web analytics. I am going to use an example today. It is our online health service called Mina Vårdkontakter. More or less all 1.6 million living in this region is within our focus group. Also, we offer a regional take on - eleven-seventy-seven dot SE. There anyone can read about illnesses, treatments, recommendations and find out where healthcare is offered nearby. Our other sites is mostly about branding, about specific hospitals, our schools and museums etcetera.
- Now I’m going to present a method for web analytics. How to use analytics to draw conclusions and take action on things that need to be improved. I cannot claim I’m the author of this method. Consider it to be a result of experience and lots of inspiration. >> (bläddra)
- The first step out of four is to define what the website or service is trying to achieve for the business. In other words, you need to know _WHY_ the website exists and what it’s trying to accomplish to the overall business objectives. I have some suggestions and thinks it is worth spending some time on answering the question _WHY_. >> This is a quite challenging area of expertize, but most of us can chime in.
- We have two prereqs - that need some attention. The first one is that you need at least one business goal that is measurable. It’s common that this already exists in some form or another in corporate business-plans, stated on every coffee-cup in the office or used on every business-card. In a organization financed by tax-payers it’s not always as simple. In Västra Götaland the goal/vision is “The good life in Västra Götaland”. That’s a bit tricky to measure in Google Analytics, wouldn’t you agree? So, we need to break down our business goal to something the website or service actually can deliver on. Research tends to show that not frequently visiting a hospital is good for a persons health. They seem to not identify themselves as an individual with health-issues. In other words, when our focus-group is not spending unnecessary time in our care we are doing a better job. Therefor our goal regarding health-services is to not bother people, not have them interrupt their precious daily lives to visit our health-facilities. Especially not when we often can offer the same service online: on-demand when already worried on their terms in a device of their choice – after ordinary office hours! In our case – for 2014 - we aimed at attracting 200 thousand registered users by years end. Out of the 1.6 million people living here. This is to deliver on the goal of recognition and offering health services people can handle at home. The point is to have a measurable business goal that everyone agree upon. >> (bläddra)
- The second prereq is to have some KPI:s .That stands for Key Performance Indicator (or “nyckeltal” in Swedish). The number of signed-up users is a KPI in our case. Also you need other metrics, such as “Monthly logins”. In our case we are interested in what our users are doing. Are they in contact with their doctor? Requesting refill on their medications? Please watch out for "vanity metrics”, though! What’s considered vanity metrics may differ among different professions. But in “our case” (mening developers of web services) common pretty worthless metrics is for instance “Average pageviews per visit” among others. Is it always a good thing that your user looks at many pages? Maybe they’re lost? On the other hand, it’s not always great to have few pageviews since that may indicate that the user leaves at the entrance. >> (bläddra)
- Now some examples of interesting datasources: - Of course your web statistics, since it contains behavioral data on how the website is used by actual users. - At Region Västra Götaland a confirmed customer is when they complete the sign-up process to reach our online health services. For all of our sakes we don’t mix that with access to other data, such as someones electronic health record. A corporation probably would reuse data from a Customer system or an integration platform. - Our signals of engagement is that a logged-on user took advantage of any of our online services - such as sending a message to their doctor. >> The next step is… (bläddra)
- Well, how do we collect all data we need to measure the performance of the website? >> I guess you guys think this is the easy part…
- At least it’s often easily defined what needs to be done. When counting man-hours it may be a bit more staggering sometimes. A talented web developer mixed up with a business-oriented person will get the job done. Together they can break down KPI:s and metrics to later be able to compile into the kind of reporting that is necessary. After eventual development is done - and on production servers - you wait until enough data is gathered. The waiting may be hours, or weeks, depending on what you are measuring. >> Then collect the data aaaanndd…
- It’s time to start analyzing. >> (bläddra)
- Depending on who is the primary stakeholder of the KPI or metric in question you might not even be involved in this step. In my experience though all of us have data to analyze. “We” (as in web developers) most often have metrics of interest. A couple of years ago we worried about the proportion of Internet Explorer Six-users. Nowadays we closely watch: - mobile user trends - how big their screens are - how their behavior differs compared to desktop users Sometimes, what seem to be incorrect data hides something interesting. It’s always a good idea to explore unexpected variations in search for something unknown. Even though it’s probably just unwanted variation in need of filtering (segmenting). More on tools later. As any kind of developer, business, web or otherwise, your task during the analytics-phase is to not only report the KPI value – you need to tell the story. Most data is pretty worthless without context. The contexts I have had reason to explain the last ten years is among many: - The expected outbreaks of seasonal flu. - The more unusual scare-mongering from the media during the swine-flu. Which also explained the loss of data since not all back-end services were scalable when really needed. Our regional site went offline during peak-hours - daily for a week – since many went for the most computation-intensive part of our site. (Well, someone didn’t expect neither the Spanish inquisition nor that most users would land on an un-cacheable page). >> When you know what happened – and if anything changed – it’s time to take action…
- Time for action and make improvements. >> This means getting your hands dirty…
- Step four is when your ordinary development process begin. Based on the findings - the failures and successes - you make adjustments on the site. Also, document the change and the expected outcome for the next iteration. When starting anew on step one you reconsider the usefulness of your KPI:s and metrics. Maybe some need to be altered a bit, some is considered useless and new metrics is considered. >> Well, that were the process. Now some short info on common tools and reports. (Nu ska det vara cirka 12 minuter in)
- >> First I’m going to talk about segmenting the data… (bläddra)
- I think segmenting the data is the most common tool. It’s a great way to inspect a subset of the users. For instance, you might be looking for which stage of a process you lose users with mobile devices. In that case – mobile devices – is the segment. Then your data will not contain anything on tablet or desktop users. >> To evaluate a fix of a problem you can use a technique called A/B-testing…
- A/B-testing is when you offer different versions of something. You do this to find out which version works the best. Version A is your best-bet, what you think is the likely winner. Version B is the contender. After a certain amount of time you know the winner. But sometimes there might be something close to a draw. >> To visualize a multi-step process…
- Use a conversion funnel. Used to show dropouts in multi-step processes. Such as checking out a shopping cart at Amazon. Image illustrates a really simple example. Starting on a certain page called ”jämförelsesidan” fifty-eight percent converted.
- In order for it to be meaningful to do analytics, you need to know the reason _WHY_ the websites exist. What is the goal? Who need to know how well the website deliver on that goal and how do you report it and tell the story of the data? >> Improve the site and start over… (bläddra)
- That’s my presentation. Thank you for your time - and patience If you have any questions or want to discuss something – I will stay a while and mingle Thank you!