Expanding Analytics
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The presentation discusses on how to expand web analytics with visual analytics.
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Expanding Analytics
- 1. > Expanding Analy.cs < Expanding web analy/cs with visual analy/cs
- 2. Twi4er @datalicious July 2012 © Datalicious Pty Ltd 2
- 3. > Smart data driven marke.ng “Using data to widen the funnel” Media A4ribu.on & Modeling Op.mise channel mix, predict sales Targe.ng & Merchandising Increase relevance, reduce churn Tes.ng & Op.misa.on Remove barriers, drive sales Boos.ng ROI July 2012 © Datalicious Pty Ltd 3
- 4. Analy.cs informing design July 2012 © Datalicious Pty Ltd 4
- 5. > New approach to web design § Standard approach § Try something new – Analyst iden/fies issue – Analyst iden/fies issue and briefs agency and briefs agency (incl. – Agency develops new current heat maps) designs, trashes some – Agency develops new – Agency or developers designs and tests them implement new design (predic/ve heat maps) – Some/mes mul/ple – Winning designs are designs are tested developed and tested (incl. new heat maps) – Top performing design is implemented July 2012 © Datalicious Pty Ltd 5
- 6. 1. Iden.fy problem pages July 2012 © Datalicious Pty Ltd 6
- 7. 2. Implement heat maps July 2012 © Datalicious Pty Ltd 7
- 8. > Eye tracking vs. mouse tracking § Eye tracking pros § Mouse tracking pros – 100% accurate – Natural environment – Controlled – No observer effect environment – Global par/cipa/on – Open dialogue – Low cost § Eye tracking cons § Mouse tracking cons – High costs – No pre-‐defined tests – Limited scope – No research control – Observer effect – No visitor feedback July 2012 © Datalicious Pty Ltd 8
- 9. > Segmented heat maps are key Heat map for new visitors vs. exis.ng customers Independent research shows 84-‐88% correla/on between mouse and eye movements* July 2012 © Datalicious Pty Ltd 9
- 10. Implement heat maps on selected pages only July 2012 © Datalicious Pty Ltd 10
- 11. 3. Quick test mock-‐ups July 2012 © Datalicious Pty Ltd 11
- 12. PROMINENT HEADLINE THAT USES COLOUR HIGHLIGHTS TO FOCUS VISITOR ATTENTION iPhone 4S picks up where amazing le_ off. It's the fastest, most powerful iPhone ever. It features an 8-‐megapixel camera with all-‐new op/cs. It records stunning 1080p HD video. It comes with iOS 5 and iCloud. And it's the only phone with Siri-‐your intelligent assistant that helps you get things done, just by using your voice. More info ... Chris.an Bartens: Great phone, awesome value, this deal changed my life! BUY NOW July 2012 © Datalicious Pty Ltd 12
- 13. July 2012 © Datalicious Pty Ltd 13
- 14. July 2012 © Datalicious Pty Ltd 14
- 15. July 2012 © Datalicious Pty Ltd 15
- 16. July 2012 © Datalicious Pty Ltd 16
- 17. 4. Test best designs July 2012 © Datalicious Pty Ltd 17
- 18. 5. Verify test results July 2012 © Datalicious Pty Ltd 18
- 19. Tip: Targe.ng before tes.ng July 2012 © Datalicious Pty Ltd 19
- 20. > Targe.ng before tes.ng is key Visitor segmenta.on based on: Referrals, search terms, ad clicks and website behaviour Purchase Cycle Prospect: Prospect: Customer: Customer: Product A Product B Product A Product B Default, Acquisi.on Acquisi.on Acquisi.on Acquisi.on awareness message A1 message B1 message C1 message D1 Research, Acquisi.on Acquisi.on Acquisi.on Acquisi.on considera.on message A2 message B2 message C2 message D2 Purchase Acquisi.on Acquisi.on Acquisi.on Acquisi.on intent message A3 message B3 message C3 message D3 July 2012 © Datalicious Pty Ltd 20
- 21. Tip: Don’t reinvent the wheel July 2012 © Datalicious Pty Ltd 21
- 22. July 2012 © Datalicious Pty Ltd 22
- 23. Tip: The li4le things count July 2012 © Datalicious Pty Ltd 23
- 24. > It’s the small things that count July 2012 © Datalicious Pty Ltd 24
- 25. Tip: The phone s.ll rings July 2012 © Datalicious Pty Ltd 25
- 26. > Use unique phone numbers 2 out of 3 callers hang up as they cannot get their informa/on fast enough. Unique phone numbers can help improve call experience. July 2012 © Datalicious Pty Ltd 26
- 27. Contact me cbartens@datalicious.com Learn more blog.datalicious.com Follow me twi4er.com/datalicious July 2012 © Datalicious Pty Ltd 27
- 28. Data > Insights > Ac.on July 2012 © Datalicious Pty Ltd 28