A talk on how Web Analytics and User Experience research data can provide a lot of insights to derive an actionable strategy. Methodology - Reality - Suggestions - Challenges.
33. APPROACH
DATASOURCE
Adapted from work of Christian Rohrer 2008
X Multivariate (live
A/B) testing
X Eye Tracking
X Usability
Lab Studies
X Customer
email Feedback
X Intercept
Surveys
X Data Analysis /
Mining
X Live UX
assessments
X Participatory
Design
X Focus Groups
X Card
sorting
X Desirability
studies
X social
Listening
solutions
X Message
board mining
X Email
Surveys
55. 1. ‘WHY questions’ are target driven, not Analysis driven
2. ‘WHY questions’ are driven by Business, not by Analysts
3. Standard reports become STANDARDS
4. Numbers become VERY important for WA
5. Numbers become VERY uncomfortable for UX
6. Ownership of Strategy comes to the FAT GUY, who is neither
WA nor UX
63. ‘WHY questions’
are target driven,
not Analysis driven
> Numbers may mean different at different times,
season, trend, campaign
> External factors contribute, other metric influence,
PV-Visits-Visitors, Bounce-Time
68. ‘WHY questions’
are driven by business,
not by Analysts
> Analysts should get acquainted with business
objectives
> Joint ownership of ‘Why questions’
93. Ownership of Strategy
comes to the FAT GUY,
who is neither WA nor UX
> Understand the value of intuition and mistakes.
Allow some.
> Talk with UX / WA about project goals
> Hire a Web Strategy Advisor
Ps - Sorry, for calling you FAT
95. Parting Challenges
How do we…
Bridge cultural gaps
Design and Manage integrated teams
Develop a unified methodology
Generate awareness
Improve on tools, terminologies and standards
96. Takeaway
WA: Stories and emotions can make stronger cases than
Data and for Data
UX: Most things can be quantified. Speak to the numbers
and listen to them
You: Hire a Strategist who understands both