Post on 21-Aug-2015
NOT YOUR FATHERʼS WEB ANALYTICS REPORT#
David Mahaffey!!!Kath Straub!
SPECIAL THANKS TO …#
Evan Mills!Staff ScientistBerkeley Labs!
Diane Chojnowski!Social Media Strategist!Usability.org!
Practitioner takeaways!
• Define measurable success metrics early!• Build clear and meaningful KPIs!• Team with/make use of analytic practitioners!• Side step the data blizzard!##Next generation AX#Improve the user journey in real time!
Roadmap!
• Practices UX and AX!• AX tools are difficult!• Visitor life cycle!• An example from Home Energy Pros!• Metrics definitions!• Persuasion in a Newsletter!• Persuasion API - Using AX in real time!• Summary!
Practices have complementary processes!
Define Goals
Build KPIs Collect Data
Analyze Data
Test Alterna:ves Implement
Analy:cs Process
Practices have complementary processes!
Define Goals
Build KPIs Collect Data
Analyze Data
Test Alterna:ves Implement
Define Goals
Create Mock-‐ups Storyboards
Usability Tes:ng
Analyze Data
Revise and Retest Implement
Analy:cs Process
Usability Process
UX goals AX goals
Understand describe why people do what they do
Show what people actually do (sort of)
Practices have common goals!
UX goals AX goals
Understand describe why people do what they do
Show what people actually do (sort of)
Con:nuous improvement
Goal con:nuous improvement requires: • Investment in the process • A corporate champion
Persuade
Explain and influence behavior toward business goals
Measure effec:veness of site design
Practices have common goals!
1980
Internet
2010 1990 2000
WWW
What’s happening in prac:ce of UX
Events/technology related to AX
What’s happening in prac:ce of AX
Web 2.0
Timeline UX and AX!
Events/technology related to UX
1980
Internet
2010 1990 2000
WWW
What’s happening in prac:ce of UX
Events/technology related to AX
What’s happening in prac:ce of AX
Web 2.0
Timeline UX and AX!
UX in so[ware Cos. w/ developers
UX exist in desktop world / un-‐networked
Events/technology related to UX
1980
Internet
2010 1990 2000
WWW
What’s happening in prac:ce of UX
Events/technology related to AX
What’s happening in prac:ce of AX
Web 2.0
Timeline UX and AX!
UX in so[ware Cos. w/ developers
HTML -‐ lots of sites no UX
Log files
UX exist in desktop world / un-‐networked
Events/technology related to UX
1980
Internet
2010 1990 2000
WWW
What’s happening in prac:ce of UX
Events/technology related to AX
What’s happening in prac:ce of AX
Web 2.0
Timeline UX and AX!
UX in so[ware Cos. w/ developers
HTML -‐ lots of sites no UX
Log files
e-‐Commerce need for UX heats up
Proto web tools
AX owned by IT
UX exist in desktop world / un-‐networked
Events/technology related to UX
UX in various web development orgs
1980
Internet
2010 1990 2000
WWW
What’s happening in prac:ce of UX
Events/technology related to AX
What’s happening in prac:ce of AX
Web 2.0
Timeline UX and AX!
UX in so[ware Cos. w/ developers
HTML -‐ lots of sites no UX
Log files
e-‐Commerce need for UX heats up
UX begins rela:onship w/ marke:ng
Proto web tools
Beginning of current web tools 1.0
AX owned by IT
Marke:ng has approach/avoidance rela:onship w/ AX
UX exist in desktop world / un-‐networked
Events/technology related to UX
UX in various web development orgs
That is where the building and implementa:on • UX historically wanted to influence • AX needed people with these skills
IT Marke:ng
Both prac:ces are most associated with IT
Audience of interest for data is marke:ng • Focus groups don’t work well for assessing web site design/effec:veness
• UX wants to know why goals are not met • AX focus on what are people doing on site (sort of)
Both prac:ces goals serve marke:ng
Where do these practices live, who do they serve?!
Marke:ng has approach/avoidance rela:onship with AX
Where do these practices live, who do they serve?!
Roadmap!
• Practices UX and AX!• AX tools are difficult!• Visitor life cycle!• An example from Home Energy Pros!• Metrics definitions!• Persuasion in a Newsletter!• Persuasion API – Using AX in real time!• Summary!
Analytic tools produce data and reports!
Analytic tools produce data and reports!
Analytic tools produce data and reports!
Analytic tools produce data and reports!
Analytic tools produce data and reports!
Many reports. Li_le ac:onable informa:on ...
Analytic tools produce data and reports!
Roadmap!
• Practices UX and AX!• AX tools are difficult!• Visitor life cycle!• An example from Home Energy Pros!• Metrics definitions!• Persuasion in a Newsletter!• Persuasion API - Using AX in real time!• Summary!
Visitor life-cycle – Behaviors of interest!
Entry Page
Capture
1. Enter
Visitor life-cycle – Behaviors of interest!
Browse & Explore
Engaged
Entry Page
Unengaged
Capture
1. Enter
2. Explore
Visitor life-cycle – Behaviors of interest!
Browse & Explore
Persuasion opportunity
Engaged
Entry Page
Unengaged
Capture
1. Enter
2. Explore > Persuasion Opportunity
Visitor life-cycle – Behaviors of interest!
Browse & Explore
Persuasion opportunity
Engaged
Entry Page
Unengaged
Capture
Conversion Path
Unpersuaded
Begin Conversion
1. Enter
2. Explore > Persuasion Opportunity
3. Enter Conversion Path
Overview of the visitor life-cycle
Browse & Explore
Persuasion opportunity
Engaged
Entry Page
Unengaged Unconverted
Capture
Conversion Path
Converted
Unpersuaded
Commit to Convert
Begin Conversion
1. Enter
2. Explore > Persuasion Opportunity
3. Enter Conversion Path > Commit/Convert !
Key transition points in the visitor life-cycle!
1. Capture
2. Engagement
3. Persuasion
4. Conversion
Browse & Explore
Persuasion opportunity
Engaged
Entry Page
Unengaged Unconverted
Capture
Conversion Path
Converted
Unpersuaded
Commit to Convert
Begin Conversion
Key transition points in the visitor life-cycle!
1. Capture
2. Engagement
3. Persuasion
4. Conversion
Browse & Explore
Persuasion opportunity
Engaged
Entry Page
Unengaged Unconverted
Capture
Conversion Path
Converted
Unpersuaded
Commit to Convert
Begin Conversion
Key transition points in the visitor life-cycle!
1. Capture
2. Engagement
3. Persuasion
4. Conversion
Browse & Explore
Persuasion opportunity
Engaged
Entry Page
Unengaged Unconverted
Capture
Conversion Path
Converted
Unpersuaded
Commit to Convert
Begin Conversion
Key transition points in the visitor life-cycle!
1. Capture
2. Engagement
3. Persuasion
4. Conversion
Browse & Explore
Persuasion opportunity
Engaged
Entry Page
Unengaged Unconverted
Capture
Conversion Path
Converted
Unpersuaded
Commit to Convert
Begin Conversion
Key transition points in the visitor life-cycle!
1. Capture
2. Engagement
3. Persuasion
4. Conversion
Roadmap!
• Practices UX and AX!• AX tools are difficult!• Visitor life cycle!• An example from Home Energy Pros!• Metrics definitions!• Persuasion in a Newsletter!• Persuasion API - Using AX in real time!• Summary!
Home Energy Efficiency Calculator
For Consumers For Home Energy Professionals
Home Energy Efficiency Calculator
Home Energy Scoring Tool (DOE-‐ARRA)
Social Community Site for Home Energy Professionals (NING)
Home Energy Saver Suite!
Home Energy Efficiency Calculator
For Consumers For Home Energy Professionals
Home Energy Efficiency Calculator
Home Energy Scoring Tool (DOE-‐ARRA)
Social Community Site for Home Energy Professionals (NING)
Home Energy Saver Suite!
Home Energy Pros: Capture opportunity
Home Energy Pros: Capture opportunity
Callouts
Entry Page
Capture
Browse & Explore
Engaged
Entry Page
Unengaged
Capture
Home Energy Pros: Engaged visit
Callouts for more engagement opportuni:es
Home Energy Pros: Engaged visit
Browse & Explore
Persuasion opportunity
Engaged
Entry Page
Unengaged
Capture
Unpersuaded
Engagement / persuasion opportuni:es
Home Energy Pros: Committed visit
Begin conversion path
Home Energy Pros: Committed visit
Begin conversion path
Browse & Explore
Persuasion opportunity
Engaged
Entry Page
Unengaged
Capture Conversion Path
Unpersuaded
Begin Conversion
Home Energy Pros: Committed visit
Browse & Explore
Persuasion opportunity
Engaged
Entry Page
Unengaged Unconverted
Capture
Conversion Path
Unpersuaded
Commit to Convert
Begin Conversion
Con:nue the conversion path
Home Energy Pros: Converted visit
Browse & Explore
Persuasion opportunity
Engaged
Entry Page
Unengaged Unconverted
Capture
Conversion Path
Converted
Unpersuaded
Commit to Convert
Begin Conversion
Complete conversion path
Roadmap!
• Practices UX and AX!• AX tools are difficult!• Visitor life cycle!• An example from Home Energy Pros!• Metrics definitions!• Persuasion in a Newsletter!• Persuasion API – Using AX in real time!• Summary!
Metrics definitions
Metrics are divided into two parts!1. Conversion!
– Traditional conversion!– Engaged conversion!– Committed conversion!
2. Indices of engagement!– Persuasion index!
• Pages are associated with conversion opportunities !
– Contribution index !• The contribution of each page to a conversion!
Metric definitions: Conversion types
• Tradi:onal conversion • Engaged conversion • Commi_ed conversion Sales
Learn visitor’s interests Networking Loyalty
Browse &
Explore
Engaged Conversion =Convα/Vα-‐VU
Commi_ed Conversion =Convw/inpath /Vw/inpath
Enter Site
Unengaged Unconverted
Site Visits
Tradi&onal Conversion
Converted Visitor
Unpersuaded
Commit to Convert
Choose a conversion
option
Engaged Conversion Commi2ed Conversion
Tradi:onal Conversion =Convα/Vα
Start Conversion
Metric definitions: Traditional conversion
• Tradi&onal conversion = Total conversions Total site visits
Browse &
Explore
Enter Site
Unengaged
Site Visits
Tradi&onal Conversion
Converted Visitor
Unpersuaded
Commit to Convert
Choose a conversion
option
Tradi:onal Conversion =Convα/Vα
Start Conversion
Metric definitions: Engaged conversion
• Engaged conversion = Total conversions Total site visits -‐ bounce
Browse &
Explore
Engaged Conversion =Convα/Vα-‐VU
Enter Site
Unengaged
Site Visits
Tradi&onal Conversion
Converted Visitor
Unpersuaded
Commit to Convert
Choose a conversion
option
Engaged Conversion
Tradi:onal Conversion =Convα/Vα
Start Conversion
Metric definitions: Committed conversion
• Commi3ed conversion = Total sub-‐type conversions Total visits to that sub-‐type’s conversion page(s)
Browse &
Explore
Engaged Conversion =Convα/Vα-‐VU
Commi_ed Conversion =Convw/inpath /Vw/inpath
Enter Site
Unengaged Unconverted
Site Visits
Tradi&onal Conversion
Converted Visitor
Unpersuaded
Commit to Convert
Start Conversion
Choose a conversion
option
Engaged Conversion Commi2ed Conversion
Tradi:onal Conversion =Convα/Vα
• Registra:on • Invite a friend • Upload picture, video • Post comment or blog • Print or download from site
Metric definitions: Committed conversion
• Commi3ed conversion = Total sub-‐type conversions Total visits to that sub-‐type’s conversion page(s) • Registra:on • Invite a friend • Upload picture, video • Post comment or blog • Print or download from site
Conversion metrics for Home Energy Pros
3.4 %
0
20
40
60
80
100
Tradi:onal conver:ons Engaged conversions Commi_ed conversions blogs
Conversion
Rate (%
)
Browse &
Explore
Enter Site
Site Visits
Tradi&onal Conversion
Converted Commit to
Convert
Choose a conversion
option
Start Conversion
Conversion metrics for Home Energy Pros
3.4 % 9.4 %
0
20
40
60
80
100
Tradi:onal conver:ons Engaged conversions Commi_ed conversions blogs
Conversion
Rate (%
)
Browse &
Explore
Enter Site
Site Visits
Tradi&onal Conversion
Converted Commit to
Convert
Choose a conversion
option
Engaged Conversion
Start Conversion
Conversion metrics for Home Energy Pros
3.4 % 9.4 %
74.3 %
0
20
40
60
80
100
Tradi:onal conver:ons Engaged conversions Commi_ed conversions blogs
Conversion
Rate (%
)
Browse &
Explore
Enter Site
Site Visits
Tradi&onal Conversion
Converted Commit to
Convert
Choose a conversion
option
Engaged Conversion Commi2ed Conversion
Start Conversion
Metrics definitions
Metrics are divided into two parts!1. Conversion!
– Traditional conversion!– Engaged conversion!– Committed conversion!
2. Indices of engagement!– Persuasion index!
• Pages are associated with conversion opportunities !
– Contribution index!• The contribution of each page to a conversion!
Metric definitions: Persuasion index
• Persuasion index = Commi_ed visits / Visits to a defined persuasion page
Browse &
Explore
Enter Site
Unengaged Unconverted
Site Visits
Converted Visitor
Unpersuaded
Commit to Convert
Start Conversion
Choose a conversion
option
Persuasion Index
A Persuasion Index is a measure of the sites persuasive content • This index is a gauge of how effec:vely a page persuades site
visitors to enter a conversion path • The Persuasion Index is a measure of a site or page’s
persuasive content
59
What is a persuasion index?
Persuasion Index
Browse &
Explore
Commit to Convert
Start Conversion
Unconverted Unpersuaded
60
What is a persuasion index?
Persuasion Index
Browse &
Explore
Commit to Convert
Start Conversion
Unconverted Unpersuaded
What is a persuasion index?
Persuasion Index
Browse &
Explore
Commit to Convert
Start Conversion
Unconverted Unpersuaded
What is a persuasion index?
Persuasion Index
Browse &
Explore
Commit to Convert
Start Conversion
Unconverted Unpersuaded
Metrics definitions
Metrics are divided into two parts!1. Conversion!
– Traditional conversion!– Engaged conversion!– Committed conversion!
2. Indices of moving from engagement to conversion!– Persuasion index!
• Pages are associated with conversion opportunities !
– Contribution index!• The contribution of each page to a conversion!
What is a contribution index?
• Contribu&on index = A tally of the pages that contribute to conversion
What is a contribution index?
1 + 1 + 1 + 1 + 1
• Contribu&on index = A tally of the pages that contribute to conversion
What is a contribution index?
1 + 1
• Contribu&on index = A tally of the pages that contribute to conversion
What is a contribution index?
x2
+ 1
Same page
1 + 1 + 1 + 1+ 1
+ 1 + 1 + 1 + 1
• Contribu&on index = A tally of the pages that contribute to conversion
What is a contribution index?
x2
1 + 1
Same page
+ 1 + 1 = 4
= 1
Roadmap!
• Practices UX and AX!• AX tools are difficult!• Visitor life cycle!• An example from Home Energy Pros!• Metrics definitions!• Persuasion in a Newsletter!• Persuasion API – Using AX in real time!• Summary!
Persuasion example: Using newsletter
Browse & Explore
Persuasion opportunity
Engaged
Entry Page
Unengaged Unconverted
Capture
Conversion Path
Converted
Unpersuaded
Commit to Convert
Begin Conversion
Persuasion example: Using newsletter
Browse & Explore
Persuasion opportunity
Engaged
Entry Page
Unengaged Unconverted
Capture
Conversion Path
Converted
Unpersuaded
Commit to Convert
Begin Conversion
0
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250
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1-‐May
Page Views
Engaged Visits From Newsle3er
5 Blog /25 Links
2 Blogs/30 Links
3 Blogs/19 Links
4 Blogs/22 Links
1 Blog link/2 Links
Engagement: Linking from newsletter
Engagement: Twitter Tweets associated with the newsle_er
Engagement: Facebook Facebook posts associated with the newsle_er
Roadmap!
• Practices UX and AX!• AX tools are difficult!• Visitor life cycle!• An example from Home Energy Pros!• Metrics definitions!• Persuasion in a Newsletter!• Persuasion API – Using AX in real time!• Summary!
Beyond A/B testing-Using click behaviors to tailor content!
Based on work by Cialdini!• Social proof!• Scarcity!• Authority!
A number of e-‐commerce sites already use Sales Strategies to influence consumers buying decision. For example, they list the “most popular” products. We pick it up where they le[ it.
www.persuasionapi.com
Beyond A/B testing - Using click behaviors to tailor content!
Based on work by Cialdini!• Social proof!• Scarcity!• Authority!
Products can be promoted using different Sales Strategies: e.g. Bestsellers (Social Proof), Almost out of stock (Scarcity), Recommended by (Authority), etc. etc.
Based on Cialdini!• Social proof !• Scarcity!• Authority!
www.persuasionapi.com
Beyond A/B testing - Using click behaviors to tailor content!
Persuasion API captures which strategy works best by INDIVIDUAL, and presents future content using that informa:on.
www.persuasionapi.com
most popular des:na:on
bestsellers
Customer A sees most popular des:na:on Customer B sees best seller list
Roadmap!
• Practices UX and AX!• AX tools are difficult!• Visitor life cycle!• An example from Home Energy Pros!• Metrics definitions!• Persuasion in a Newsletter!• Persuasion API!• Summary!
Practitioner takeaways!
• Define measurable success metrics early!• Build clear and meaningful KPIs!
– Engagement!– Persuasion !– Committed conversion!
• Team with/make use of analytic practitioners!• Side step the data blizzard!• Use metrics data to !
– Refine pages within task flows!– Identify what persuades!
#Next generation analytics#Improve the user journey in real time: Tailor content to individualsʼ (click) previous preferences and behaviors!
!!! !Questions?!!
!