Abstract: We all have tons of data, but it's confusing how and when to use them to develop your business. I will tell why numbers are not enough if it comes to web analytics and I want to show a process of getting data about your users behaviors, how to use them to get valuable insights and, finally, increase the revenue. In a background of my speech you will see how big in human-center design world is the strenght of empathy and observing user behaviors, especially when you want to build a strong brand on a very competitive market. BIO: Paulina is a CEO co-founder of cux.io - an qualitative analytical tool which helps digital product owners to get to know theirs users and boost the revenue using empathy. She knows users and consumers world very well, as before founding cux.io, she was a market researcher (in PBS and TNS Poland) and for 5 years has been conducting qualitative and customer experience researches for a big players. Paulina is also experienced workshop facilitator, she aim to show the widest context of consuming web content by humans on the other side of screen.

1. Where are
the most valuable user behaviour insights
and how to get them?
walkowiakpaulina plnwlkwk paulinawalkowiak

2. It’s me!
http://cux.io

3. Why am I here?

4. INSIGHT

5. INSIGHT
HUGE DEAL
$$$$$
crucial value

6. INSIGHT
HUGE DEAL
$$$$$
crucial value
the DEVIL is in the DETAIL
$$
brand differentiator

7. DATA isn’t an INSIGHT

8. INSIGHT is in DATA

9. WEB ANALYTICS
0
1
2
3
4
5
6
Category 1 Category 2 Category 3 Category 4
Series 1 Series 2 Series 3

10. QUANTITATIVE DATA
Statistics are like bikinis. What they reveal is suggestive, but
what they conceal is vital.
Aaron Levenstein, Business Professor at Baruch College
Not everything that can be counted counts, and not
everything that counts can be counted.
Albert Einstein

11. QUALITATIVE DATA
The greatest value of a picture is
when it forces us to notice what
we never expected to see.
John Tukey, American Mathematician

12. Why would anybody
anonymously lie on
the internet?
FEEDBACK
Get closer than ever to your
customers. So close that you tell them
what they need well before they
realize it themselves.
Steve Jobs

13. Look at
numbers to
spot
bottlenecks.
Identify what
the real issue
is.
Add user
perspective
layer.
Add the
business and
market context.
1. 2. 3. 4.

14. real life case
Our e-commerce has…

15. real life case
Our e-commerce has a too low conversion rate.

16. 1. People don’t buy on mobile
because they prefer to finish
the process on desktop.
2. Multi-vendor marketplaces like
Domodi don’t sell!
real life case
MAYBE…
We should change our strategy,
invest in recovering abandoned
carts and buy a new campaign.

17. real life case
55% users from mobile devicesWho?
Source?
Abnormalities?
90% visits from marketplaces
on mobile devices over 25%
users zoomed content

18. real life case
e-commerce
sale -95%
x
e-commerce
sale -95%
x
Zapisz się na newsletter
x
zapisz
Wpisz email
x

19. real life case
I wanted to try to buy the shoes on a desktop,
but I forgot to do it.
I gave it a second thought and I don’t need new
shoes.
Q: What do you expect from shoes e-stores?
The best prices!
The best brands.
Q: How do you feel about your visit in our site?

20. real life case
1. Customers want to simply: like, click & buy!
2. Your project is a shop within a shop
3. Form should always follow function – usefulness first!
Redesign / shorten user journey.
Quick changes, cost-effective development and
+20% conversion rate
insight:
solution:
results:

21. summary
1. Put all puzzles together
2. Get complete picture about the customers’ behaviour
3. Make quick, cost-effective improvements
4.

22. We’re always at your service (and products).
#humanexperience
cuxio
paulina@cux.io
+491724251279
walkowiakpaulina
plnwlkwk
paulinawalkowiak