usability web metrics ; advancing analytics through the lessons of usability ...and improving user...
TRANSCRIPT
Human Factors Interna/onal
UX<>AXAdvancinganaly0csthroughthelessonsofusability...andimprovinguserexperiencealongtheway
5December2008
DavidMahaffeyDirector‐HumanFactorsInterna2onal
KathStraub,PhDChiefScien2st‐HumanFactorsInterna2onal
Analy0csisjustdata.
4
NIHtypesknowalotabouthowtohandledata.
ObserveDescribeExplainPredict
Describe
Whatwe’velearneddoingusability
mayhelpanaly0csmovefaster
Analy0csisalsobeaboutwhatcan happen.
Analy0csisonepartofabiggerpicture.
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UsabilityTes0ng
WebAnaly0cs
MeasurableBusinessObjec0ves
BestPrac0cesReview
Howdidwegethere....?
UX<>AX
UX<>AXAXishard
Somanyreports.Solittletime...
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Somanyreports.Solittleactionableinformation...
Soundingfamiliar?
Ins0tu0onaliza0onofUsability
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• Grassroots/Piecemeal effort
• Tactical response
• Train wreck
• Notice of the champion
• Organizational commitment
• Recognized as skill
• Common Method
• Tools & Training
• Grassroots/Piecemeal effort
• Tactical response
• Train wreck
• Notice of the champion
• Organizational commitment
• Recognized as skill
• Common Method
• Tools & Training
Howdowegothere?
Whichcomesfirst?Thedataortheques2ons.
Define the question(s)Ask: Who cares?Pick the dataCollect and trackPresent just enoughPresent to drive action
Measurablesitegoals?
Conversiondoesnot
alwaysmeanpurchase...
Analy0csandusability‐similari0es‐Planning
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GrantsHealth
Health Pg 1
Health Pg 2
Deadlines
Grants Pg 2
Grants Pg 3
Grants Pg 4
Research Pg 1a
Research Pg 2
Research Pg 3
Research Pg 4
Institute home
Research
hEp://ins2tute.nih.gov/indexhEp://ins2tute.nih.gov/grantshEp://ins2tute.nih.gov/grants/deadlines
Painpoints...
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URLnamingconven0onhEp://SiteHomepage/default.asphEp://SiteHomepage/Default.asphEp://SiteHomepage/default.aspx
GrantsHealth
Health Pg 1
Health Pg 2
Grants Pg 1
Grants Pg 2
Grants Pg 3
Grants Pg 4
Research Pg 1a
Research Pg 2
Research Pg 3
Research Pg 4
Institute home
Research
SomeKeyPerformanceIndicators
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Visitcycle
Attract Engage & Persuade
Commit Convert
Unengaged(Bounce)
Unpersuaded Unconverted
“Typical”Measures
captured
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“Typical”Measures
Attract Engage & Persuade
Commit Convert
Visits=#siteentries
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“Typical”Measures
Attract Engage & Persuade
Commit Convert
Bounce
convertedcaptured
Tradi0onalConversion=Converted/Captured32
“Typical”Measures
Attract Engage & Persuade
Commit Convert
Someaddi0onalmeasurestoconsider....
engaged
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Addi0onalMeasures‐EngagedVisits
Attract Engage & Persuade
Commit Convert
EngagedVisits=#sitevisitsthatmoveN*pagesintothesite
engaged
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Addi0onalMeasures‐EngagementIndex
Attract Engage & Persuade
Commit Convert
EngagementIndex=Engagedvisits*/Siteentries*Engagedvisitsaresitevisitsthatmove[1toN]clicksintothesite
persuaded
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Addi0onalMeasures‐PersuadedVisits
Attract Engage & Persuade
Commit Convert
PersuadedVisits*=#sitevisitsthatenteraconversionfunnel*Canbecomputedforindividualfunnelsorsummedoverfunnels
persuaded
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Addi0onalMeasures‐PersuasionIndex
Attract Engage & Persuade
Commit Convert
PersuasionIndex*=Commieedvisits/VisitstoPageX
*Thisisapagelevelmeasure
engaged
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Addi0onalMeasures‐Engagedconversions
converted
Attract Engage & Persuade
Commit Convert
EngagedConversions=Converted/Engagedvisits
persuaded
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Addi0onalMeasures‐CommieedConversion
converted
Attract Engage & Persuade
Commit Convert
PersuadedConversion*=Converted/Conversioncommitments
*Thisisapage(sequence)measure
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Typesofconversion
Attract Engage & Persuade
Commit Convert
EngagedConversion
PersuadedConversion
Tradi0onalConversion
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Whatarewemeasuring?
Attract Engage & Persuade
Commit Convert
ConversionEngagement Persuasion Usability
Content matchGood labels
Howdoesthisreflectsiteperformance?
0
5000
10000
15000
20000
25000
Visits Engaged Persuaded Converted
Name awareness & SEO Effectiveness
Meaningful Content
Usability
Performanceques0ons&measures
Ques2on Measure Evaluates
Howmanyvisitstothesite? VisitsBrandAwareness,SEO
Howmanyvisitsmovepastthefirstpage?EngagedVisits,EngagementIndex
Rightcontent,rightlabels
Howmanyvisitsmoveintoa“Conversion”sequence?
PersuadedVisits,PersuasionIndex
Persuasion
Whatpropor2onofengagedvisitorsconvert?
EngagedConversions
Persuasion+Usability
Whatpropor2onofcommiEedvisitorsconvert?
PersuadedConversions
Usability
Whatpropor2onofvisitsconvert? Conversions
1stImpressioncontent+Persuasion+Usability
Analy0csthatdriveusabilityimprovements
Contribu0onIndex–Acrosskeytasks
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1 + 1 + 1 + 1 + 1
Contribu0onIndex–Acrosskeytasks
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1 + 1
Contribu0onIndex–Acrosskeytasks
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x2
+ 1
Same page
1 + 1 + 1 + 1+ 1
+ 1 + 1 + 1 + 1
Contribu0onIndex–Acrosstasks
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x2
1 + 1
Same page
+ 1 + 1 = 4
= 1
Contribu0onIndex
•Whichpage/pagescontributemosttothesuccessofthesite?
•Iden2fykey“final”pages•Wherepeopleoff•Keyinforma2onpages(Submissiondates;Workshopdesc2p2ons;Ac2veMechanisms)
•Lookatcommonpathstothosepages(possiblytheculminateindropoff)
BehavioralSegmenta0on
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BehavioralSegmenta0on
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Grant seeker• Funded work• Mechanism• Deadlines• Funding Strategy
• Reviewers• Portfolio contact
BehavioralSegmenta0on
•Whichclustersofpagesdopeopletendtovisit?
•Dotheclustersmatchupwithpersonas?
•Whichaddi2onalpagesshouldpeoplebeseeingtoaccomplishthepersonatasks?
BehavioralSegmenta0on
UsingAnaly0cstoValidateUserResearch
Membershipbenefits
Car maintenance tools & tips
Research car
Auto Loan
Extended warranty
Auto Insurance
UsingAnaly0cstoconductUserResearch
A|B[|C]Tes0ng
WhichlinkmakessensetoRudy?RuthL.KirschsteinNa0onalResearchServiceAwardNRSAPredoctoralGrant
Performanceques0ons&measures
Ques0on Measure Evaluates
Whichpagesaremostcri2caltositesuccess?
Contribu2on Centralcontent
Arevisitorsseeingtherightclustersofthings?
BehavioralSegmenta2on
Seduc2veplacementofassociatedcontent
Whichlabels/imagesengagebest? A|B Testing Labeling
Towardintegrateduserexperiencemeasures
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UsabilityTes0ng
WebAnaly0cs
MeasurableBusinessObjec0ves
BestPrac0cesReview
Theweb‐2‐ci0zenrela0onshipisexpanding
