UI乐园

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Slide 1: Integrating web analysis in the user experience design process Erik Verdeyen David De Block www.internetarchitects.be 26th September 2008 EuroIA Conference 2008 - Amsterdam

Slide 2: About this presentation  Information Architects are used to have their work reviewed: – Expert review – Usability / eye-tracking research – ...  This type of research has its limitations: – Not representative – Based on user scenario’s

Slide 3: About this presentation  Too little attention for: – Findability – Conversion Most optimal unit of consumption Core Balance business and user goals Core paths (Are Halland)

Slide 4: About this presentation  Web analytics: – Adds information about findability and conversion – Gives you an insight about ALL your users – Makes affordable continuous UX optimization possible Plan Adjust Do Measure

Slide 5: About this presentation  Analytics doesn’t replace anything in the design process: – Analytics doesn’t tell how to improve when you don’t meet your targets – It is no substitution to seeing how people really interact – It is only usable as soon as the site is live  It is a complimentary tool in the UX design process

Slide 6: About this presentation  UX people are ideal for performing web analysis: – We are the most user centered profile in a web team – We are used interpreting user’s behavior – Optimizing ease of use is our core business  It makes the ROI of UX design tacit for marketing and business - it justifies our job /  Capital expenditure vs operational expenditure

Slide 7: About this presentation  Conclusion: – Web analytics enrich the UX design process – It is a bridge to the marketing and business people – We are the best party to be in the driver’s seat

Slide 8: About this presentation  Content of the presentation – Introduction in Web Analytics – Web Analytics in the UX design process – Some current evolutions

Slide 9: ACT 1: Introduction in Web Analytics

Slide 10: Introduction in Web Analytics  Narrow point of view: – Measuring behaviour of website visitors (= core)  Wide point of view: – Measuring which aspects of the website work towards the business objectives (= core paths) Most optimal unit of consumption Core Balance business and user goals

Slide 11: Introduction in Web Analytics Findability Core Calls to action Cross media SEO Job search RSS SEA Job browse Prof. networks Newsletter Job details Online ads My HR Apply online E-mailing Content-push new users vs. returning users

Slide 12: Introduction in Web Analytics  This presentation takes the wide view

Slide 13: Introduction in Web Analytics  It is what your customer wants: – He doesn’t want usability and UX as such – He wants to meet his targets, he wants conversion

Slide 14: Introduction in Web Analytics  Conversion is also a measure stick for public or non-profit sites

Slide 15: Introduction in Web Analytics  Targets / conversion: – Has to be determined – Different for every site Retail informative site Government website Bank site B2B Webshop

Slide 16: Introduction in Web Analytics  Business goals are described in KPI’s or Key Performance Indicators: – Drive business-critical action – Rates, ratios, percentages and averages instead of raw numbers – Highlight change instead of presenting tables of data – Not more than 10

Slide 17: Introduction in Web Analytics  Focus points of the new generation tools – Traffic: where do people come from? – Users / content: what are people doing? – Conversions: did I reach my goals?

Slide 18: Introduction in Web Analytics  Loads of tools available: – Free / paid – Service / software

Slide 19: Introduction in Web Analytics A free tool in the Forrester report 

Slide 20: Introduction in Web Analytics

Slide 21: Introduction in Web Analytics

Slide 22: Introduction in Web Analytics

Slide 23: Introduction in Web Analytics  It doesn’t need to be expensive or complicated – Google Analytics can be a great starting point – It’s better to invest in people than in tools  As long as you use the tool well: – That’s more than next, next, …, finish – Measure your KPI’s

Slide 24: ACT 2: Web Analytics in the UI design process

Slide 25: Case  Belgium.be: – Portal Belgian Federal government – Bi-lingual country – Spans federal government plus regions – Portal team of 15: 10 theme managers + 5 specialists (search, metrics, news, publications,…) – Doesn’t replace the ministry sites: • “broad but not deep” • an entry point to gov info • up to date • …

Slide 26: Approach

Slide 27: Define  Intake  Strategy  Findability  High level concept

Slide 28: Define phase - intake  Belgium.be portal vs. the other gov sites

Slide 29: Define phase - intake  Web analysis of existing site: – to learn from the past – to give you input for realistic expectations  Findings: – Primary goal of portal – “dispatching” people – was not met at all – People were looking for all governmental information  Conclusion: – Emphasis on“portal” – Belgian government portal

Slide 30: Define phase - strategy  After definition of the business goals – Define KPI’s: • Increase in traffic in target sites (due to better portal function) • Increase in link backs from gov sites • Top keywords • …  By the end of the define phase, we had: – Clear findings from the past – Indicators – based on strategy – to measure success (KPI’s)

Slide 31: Define phase - strategy  Cross site measurement – Within a cluster of sites, taking a site as boundary is arbitrary One visit is perceived a three visits

Slide 32: Define phase - strategy  Cross site measurement – Identify problems with the overall IA strategy – Styleguide & guidelines – Link with cross media efforts global data on user behavior

Slide 33: Design  Navigation  Functional design  Graphical design  Demosite  Eyetracking

Slide 34: Design phase – functional design  After defining functional specifications: Create a web analysis inventory document: – General measuring requirements • E.g. campaigns, links, custom variables – Reporting and exporting requirements • E.g. comparative reporting, site overlay, segmentation – Reports: • General reports – E.g. bounce rates, # clicks / visit • Reports based on KPI’s: – E.g. external links, # visits in Dutch / French

Slide 35: Design phase – eyetracking  Use of KPI’s to add conversion driven scenarios

Slide 36: Design phase – eyetracking  Testing a number of scenario’s and hypothesis  Testing (demo site, pre launch): do people use the doormat navigation system  Live site: check real life situation with analytics

Slide 37: Design Phase - eyetracking  Testing: do people find/use functionalities  Live site: check usage and be- havior, identify problems

Slide 38: Some more examples Hypothesis in the design phase can be confirmed through web analytics, e.g.:  Facetted navigation  Banner blindness  Portal functions: exit to other gov sources  …

Slide 39: Design phase – delivery to development  It’s important that your web analysis tool measures the right information: – Write an implementation plan – Work closely together with the implementors

Slide 40: Realize  Development (external party)  Support: – Graphical – Content wise – Functional – Technical  Web analytics configuration  Quality assurance

Slide 41: Realize phase - configuration  Web analytics configuration: – Build your own reports based on custom variables • E.g. external links – Define goals • E.g. campaign – Segment your audience: • E.g. civilians vs. Foreigners  Dependent of flexibility of your tool

Slide 42: Realize phase – Quality Assurance  !!! Test whether all information comes in  You don’t want to miss the launch

Slide 43: Optimization  Findability – Search Engine Optimization • Internal • External – Campaign management  Core  Conversion

Slide 44: Optimization  As soon as the website goes online: – Make sure your client understands the metrics – Encourage him to have an optimize phase in the project before going operational or start a new project  Belgium.be: optimization phase in progress Plan Adjust Do Measure

Slide 45: Optimization phase – KPI dashboard  Try to do something about the information overload: – Provide your client a KPI dashboard: • Manually - in excel • Automatically - via API – Try to involve the manager

Slide 46: Optimization phase - findability  Findability has lots of facets: – Direct traffic – Search engine – Campaigns and push technology – Referrals – …  It’s an important aspect of the information architecture  Make sure you can segment your users on the way they came in  Calculate the Cost per Conversion (CPA) and weigh the options

Slide 47: Optimization phase - SEO  Search engine optimization: – Internal search: • Optimize the search results of your top 50 keywords – External search: • Optimize the content for your top keywords • Optimize your landing pages and navigation

Slide 48: Search engine optimization - SEA  Search engine advertising – Becomes more and more important – SEA management tools become available – E.g. nightly exclusion of “bad performers”

Slide 49: Search engine optimization - SEA  Even within public services – Using SEA to get traction – Ad-hoc emergency communication – Mind shift needed from “this is advertising” to “this is improving our findability”

Slide 50: Optimization phase – campaigns  Different types of “campaigns”: – RSS / widgets – Banners – Email campaigns / newsletters  Identify them all: – Calculate the cost – Segment and optimize

Slide 51: Optimization phase - core  Optimization of the site: – Small incremental changes – A/B or multivariate testing possible (e.g. with Google’s Website Optimizer)

Slide 52: ACT 3: some current evolutions

Slide 53: CRM / behavioral targeting  From web-analytics to data-driven (online) marketing: – Behavioral targeting • E.g. Omniture bought Touch Clarity last year • E.g. Out-of-the-box techniques in CMS “Fatwire’ – Integration with CRM and BI: • Open architecture of most commercial tools

Slide 54: Campaign / bid management  Bid and campaign management is getting bigger and bigger: – E.g. Webtrends, StormOptimizer, Tradedoubler  Even CMS vendors integrate with campaign management tools – E.g. MediaSurface and Alterian

Slide 55: Benchmark  Benchmarking information: – Google – Market research companies  Gives you insight in: – Reach – Name recognition – Appreciation  Tells you where you are compared to the competition

Slide 56: Thank you! erik@internetarchitects.be +32 475 567 890 david@internetarchitects.be +32 486 134 138 www.internetarchitects.be