User Centered Analytics: Superweek 2015

@timlb #spwk
User Centred Analytics
Optimising the Experience

@timlb #spwk
People Centred Analytics
Optimising the Experience

@timlb #spwk
Started working on web in 1993
!
Primary interest:
!
What people do on line
!
What people want to do
What companies would like them to do
http://www.bryaneisenberg.com/hidden-secrets-of-amazon/

@timlb #spwk
The world as seen by the record
industry (1993 style)

@timlb #spwk
The hope
“Half the money I spent on advertising is wasted…”
!
The web held out such promise
Built by people who were used to data
And we could track ‘everything’
So much better than off-line
We seized on this valuable idea
and used it to build an industry...

@timlb #spwk
The Analytics Arms Race…
“If we just had more data”
Huge efforts on multiple session attribution
Huge efforts on cross-device tracking
Huge efforts on visualisation
GA joins the arms race and offers
● Multi-session reporting
● ‘User’ segments
● Sequence segments
● (User id tracking)

@timlb #spwk
The Analytics Arms Race…
“If we just had more data”
Huge efforts on multiple session attribution
Huge efforts on cross-device tracking
Huge efforts on visualisation
GA joins the arms race and offers
● Multi-session reporting
● ‘User’ segments
● Sequence segments
● (User id tracking)
…chasing rainbows?

@timlb #spwk
But… The tools forget about the people
Classic example:
!
Tools optimise emails for what tools measure:
‘Opens’ and ‘clicks’
We CAN optimise for people/value with hold-out tests
(But the easy metrics are in the reports and testing is extra work. So…)

@timlb #spwk
Our problem
Huge investment before
business value pay-off
!
slide by @irecevic

@timlb #spwk
Meanwhile...
“$40 billion is spent on digital advertising in the US on an annual
basis, while between $2 and 5 billion is spent on designing
services. So, we set a big expectation and then don’t deliver.”
- Chris Risdon of Adaptive Path
cited by Gerry McGovern January 2015
http://www.gerrymcgovern.com/new-thinking/advertising-and-marketing-are-broken-how-do-we-fix-them

@timlb #spwk
Suggestion: re-balance effort
Spend more time trying to understand our users as people
Look for the “why” as well as the “what”
Find out what people are trying to do
Learn what’s stopping them doing it
!
Re-balance some of the $40 billion from advertising to the
$5 billion for ‘service design’

@timlb #spwk
Key Point: The Strategy
!
Think about people:
Think about what people want to do on sites
not just how to can get them there 
#spwk

@timlb #spwk
Key Point: The Strategy
!
Think about people:
Think about what people want to do on sites
not just how to can get them there 
#spwk
Recruit analysts for empathy as well as
curiosity

@timlb #spwk
The formula
Use quick techniques to seek out clues not definitive data
+
Use whatever tools you have now
+
Match back to central analytics data everywhere
=
Get quick pay-off

@timlb #spwk
Don’t just go fishing
Photo: Karwik https://www.flickr.com/
photos/karwik/

@timlb #spwk
What have we got?
Personas...
!
If you don’t use
personas, time to start
!
If you do use personas,
do you find them in GA?
!
!
!
https://www.interaction-design.org/
encyclopedia/personas.html
!
http://www.bryaneisenberg.com/personas-
magic-behind-mirror/

@timlb #spwk
What have we got?
GA
Where people came from:
Campaigns
Non-campaign channels
What they did:
Path (pv, landing, funnels, flows)
Goals
Content Grouping
Errors!
Custom data
Maybe clues about who
Demographics
Non-GA
Feedback surveys
Usability tests
Scroll & Click maps
Session recordings
Customer file demographics

@timlb #spwk
GA: Intent - Carmen’s Done it Better
Study Carmen Mardiros’
Superweek 2014:
!
Visitor Intent: Smart clues for
understanding customer journeys
http://bit.ly/
SuperweekCarmenMardiros

@timlb #spwk
Top Priority: Voice of Visitor
Let your visitors tell you:
What they want
What to fix
http://bit.ly/
SuperweekSurveys

@timlb #spwk
Why feedback surveys are so good
Very fast
No need to wait for data to reach scale
!
Very direct insights
People tell you their intention and expectations
People tell you exactly what caused their problem (or what specifically
what they liked)
!
Words are from real visitors
Valuable understanding of visitor language and terminology

@timlb #spwk
Everywhere (before conversion)
!
For
● Widest range of insight
● Open to non-converters
!
Against
Low response 
Active invitation 2% - 5% Visitor-initiated 0.1% 
[source iPerceptions]
● Pop-up invitations can harm
conversion
● Visitor-initiated systems have
lower response rate
● Probably skew towards
complaints
How to work with feedback surveys
Where and how to ask
Horror show invitation HT @JamesGurd

@timlb #spwk
Everywhere (before conversion)
!
For
● Widest range of insight
● Open to non-converters
!
Against
Low response 
Active invitation 2% - 5% Visitor-initiated 0.1% 
[source iPerceptions]
● Pop-up invitations can harm
conversion
● Visitor-initiated systems have
lower response rate
● Probably skew towards
complaints

@timlb #spwk
After conversion
For
● No risk to conversion
● Simple embedded form
● Can ask more questions
● Less skewed to complaints: 
learn what people like
● Surprise: will include comments about
previous non-conversion visits
● High response
15% - 35% start survey
5% - 10% include text comment
Against
● Only converters

@timlb #spwk
No process = opinion not data = no insights
The Key Process: free text comments
No good just browsing
through data!
MUST be systematic 
● ‘Tag’ according to theme
● Ideally tagging done by same person
● ‘Tagger’ writes a regular report
● Report on trends
● Include ‘verbatim’ sample comments for
each point in report
!
Get comments from the contact centre too!

@timlb #spwk
Integrate with GA
● Many systems have features for
sending data to GA
o Custom dimensions/metrics
o Events (Values in standard reports)
● Warning: never send Personally
Identifiable Information to GA
Store anonymous survey-id for
session-level analysis…
!
Bonus: integrate with session
recording
Suddenly...
...data about people in GA
!
(purpose of visit!)

@timlb #spwk
Go fishing like this
Photos: www.simrad.com

@timlb #spwk
!
Make connections:
use clues from one source to
drive investigations in another and
build insight
Key Point: The Tactic

@timlb #spwk
Session Recording
Real users!
Lots of them!
!
Vital tip: must be able to
search for recordings
containing URL
!
Tip: SessionCam integrates with GA
so you can view sessions from within
GA custom report

@timlb #spwk
Scroll maps, mouse and click maps
Aggregate data
Quicker top-level view
‘People’ lost in crowd
!
!
Top: www.clicktale.com
Bottom: www.sessioncam.com

@timlb #spwk
Usability Tests
Moderated
Recruit real users
Watch them yourself
Ask questions
Un-moderated
Panels
usertesting.com
whatusersdo.com
System only
www.openhallway.com
Photo: webusability.co.uk
Photo: tobii.com
userresearch.blog.gov.uk
www.gov.uk/service-manual/user-researchers

@timlb #spwk
!
Customer File Demographics
Need to have addresses for registered users
(Definitely NOT in GA!)
!
Use agency to profile against standard data
!
Often a big surprise:
Large groups of people you would not expect
!
Assumptions about users change
Content of site needs to change

@timlb #spwk
GA: what do we know?
Where people came from
!
Disappearing data:
Not provided
Dark social (Direct)
!
What’s left:
Campaigns
Sample referrers
What they did
!
More and more data:
Events
Enhanced Ecommerce
Custom data
Data widening
!
Who they are?
Demographic clues
!
(and more tools)

@timlb #spwk
GA: Make Campaigns Work Harder
Campaigns are aimed at people
!
Make sure GA has data on ‘who’
Tagging Usually structured to suit channel management
Try to include data to segment visitors by intent
Stage in conversion journey
Kind of interest
Don’t forget promo/transactional email + paid/unpaid social
!
Paid Search
Good: Matched Search Query can be goldmine for intent
Not so good:
Although technically easier to structure around visitors
In reality has to be structured around ROI

@timlb #spwk
GA: Behaviour - what people did
(Flow reports)
(Navigation summary)
Content Grouping
Site search
Landing pages
Second page viewed

@timlb #spwk
GA: Segments
User segments?
Sequence segments
!
Micro-conversion
goals
!
Learn about ‘upper funnel’
research visits
!
Use with reverse goal report
!
Goals for content areas
Loads of great ‘intent’ ideas:
@CarmenMardiros Superweek 2014
http://bit.ly/
SuperweekCarmenMardiros

@timlb #spwk
GA: Tracking Errors
Consistent, measurable, indicator of usability problems
So a valuable source of insight and prioritisation for usability improvements 
Benefits
● Short term measurable improvements (online, this session) 
● May well have more important long-term benefits
o Lifetime value
o Brand perception off-line and on-line
http://bit.ly/
SuperweekGAErrors

@timlb #spwk
Examples of usability errors which can
be fixed
● Very valuable: Confusing promotional codes 
● Mandatory fields
o Is it really needed
o If yes, can it be made more obvious 
● Formats for post codes and phone numbers
o Use better validation and intelligent templates  
● Requiring selection of options when there is only one
● Requiring double-selection of option (e.g address lookup)
● No default quantity on product pages
● Site search 0 results
o nb search ‘enter search term here’ prompt

@timlb #spwk
Checkout errors cost how much?

@timlb #spwk
The checkout errors for one medium (email)
Different people - Different Problems

@timlb #spwk
View of the Internet from my site
Non-web Internet
Rest of web
Rival sites
Facebook
Google
!
Products
Checkout
Home Page
http://en.wikipedia.org/wiki/View_of_the_World_from_9th_Avenue

@timlb #spwk
View of the Internet from my site
Non-web Internet
Rest of web
Rival sites
Facebook
Google
!
Products
Checkout
Home Page
http://en.wikipedia.org/wiki/View_of_the_World_from_9th_Avenue
Mobile??

@timlb #spwk
If you can do only one thing…
!
Adopt the strategy: think about people
!
Then start with one tactic: Ask people -
Put a feedback survey on your site
#spwk
Final Key Point: Just one thing
Your AgendaVisitor Agenda

@timlb #spwk
bit.ly/timlbSuperweek2015
Feedback Systems (just some of them)
Pre-conversion
Usual suspects:
4Q - www.iperceptions.com/en/plans-and-pricing/free
qualaroo.com
www.kampyle.com
!
Some others:
fluidsurveys.com
webengage.com
!
Beta/new:
www.hotjar.com (session recording too)
survicate.com
!
!
Enterprise level
www.iperceptions.com
www.servicetick.com
Post-conversion
Usual suspects:
www.surveygizmo.com
www.surveymonkey.com
!
Some others:
fluidsurveys.com
webengage.com
!
Beta/new:
@DanBarker prototype at Measurecamp
London
!
General form builders:
http://www.wufoo.com
http://www.formstack.com
!
Enterprise level
www.iperceptions.com
www.servicetick.com

User Centered Analytics: Superweek 2015

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User Centered Analytics: Superweek 2015