6 ways to dive for the user experience & Analytics
March 13, 2011 by admin · 51 Comments
This post is one of a series of liveblogs MIMA Summit 2010.
Web Analytics is an excellent way to ensure that your marketing efforts are not in vain. However, looking at Analytics without understanding user behavior can let him treading water instead of creating an awakening that its competitors will fear. 
A way to bring their methods of measurement to the next level is combining Analytics with information of user experience (UX).What you stand to gain can be great if you dip a toe or ball cannon in analytical mixed waters.
To make sure that you do not sink, first understand that Analytics tells you what’s happening on the site. search user experience, then helps you understand why this is happening by gaining insight into the behaviors and motivations of visitors.
When you combine both, you can begin to understand what and why of what is happening on your site; this also allows any potential problem float up more quickly, allowing you to see the problem you need solved and changes that can do just that.
The following case study illustrates what can find when you combine the power of Analytics and user behavior:
Insurance quoting site, which had a 14 page quote and buy the process was undergoing a site redesign and decided it was the perfect time to check your form process.
The goal was to identify where funnel visitors were getting stuck and abandon the process.
After you understand the user experience and their reactions to what you are testing, data should be compared to the Analytics visitor Analytics shows that ‘ drop-off ‘ points in places such as what was identified as confusing and annoying for users?
To understand the points of delivery and not spend time on lower priority places, be sure to identify logical locations for drop-off.In this example a sense do drop off would be after the quote is delivered because you can expect some visitors don’t like quote that received and leave for a different quote or buy elsewhere.
Where you want to spend time is to identify unexpected drop-offs. such a delivery point to the form of health insurance quote was the application for a social security number. Almost all users are cautious when providing such information online, but the problem in this particular case was that the information was invited to very early in the process before the person is onslaught.
As such, they identified a item to test. After placing the request to the social security number more in funnel where the user more was invested and felt it was OK to provide your personal information, the dropout rate has declined.
The nearest drop-off point was the question of where attended some college, who – through user experience tests – found offensive and/or didn’t understand how was relevant for an insurance quote. Analytics confirmed this and showed a larger than normal delivery rate at which point the question was asked in the funnel. ask yourself, why is this part of the question Is necessary form?? If not, remove it and improve the percentage of visitors who receive more in the funnel and closer to a sale.
Start getting more out of your site by diving deeper into the following 6 areas using Analytics and user experience:
1. landing page optimization
Analysis: Bounce Rate, conversion rate
UX: why do people convert.
2. site navigation
Analysis: Top content
UX: How they get there
3. completion of form
Analysis: Abandonment, page reloads
UX: Specific objections
4. Content
5. Analytics: time spent on page
UX: It is to hire?
5. test
Analysis: A/B test
UX: What to Test
6. Terminology
Analysis: Search logs
UX: How people use language-what is your target markup using the search for you
In case you need to dip your toes, go old-school and simply sit behind someone and watch them navigate your Web site Where they go first, second, third, that they avoid? Ask why. Some data is better than no data.
Thanks Fred Beecher and Andrew Janis of Evantage Consulting to present case study and tips about UX and Analytics up during the MIMA Summit 2010.
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Journal of Arts Marketing – Jam
March 12, 2011 by admin · 9 Comments
Feature articles, case studies and research about current issues and best practice in arts marketing. Last few issues covered ‘qualitative research’, ‘managing your stakeholders’, ‘engaging diversity’, ‘design and print’, ‘branding’, ‘online communication’, ‘marketing audit’, ‘press and PR’.
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