Visual Analytics

A picture is worth a thousand words

Bartosz Mozyrkob.mozyrko@usabilitytools.com

Quick Poll

Who uses Google Analytics?

Some stats

80% of websites using any kind of analytics use Google Analytics

http://blog.littledata.co.uk/2014/04/how-many-websites-use-google-analytics/

Do we use it effectively?

Uhm… eee… kinda sorta

Business need

Most of online businesses will make decisions based on a gut

feeling or by using wrong metrics.

Let’s face it

People don’t get analytics

It goes like this

Data

Value

Everybody has information

DataInformati

on

Data + Structure

Value

That's the tricky part

DataInformati

onKnowledg

eDecision Change

Data + Structure

Information + Meaning

Knowledge + Recommendation

Value

VS

Why your brain needs data visualization

Visual Analytics aim to tell you “why”

What people do

What people say

Why & how to fix How many & how much

Visual Analytics

Surveys

Traditional Analytics

Interviews

Traditional Analytics

1st page 2nd page 3rd page

Traditional analytics look at the transitions between pages

Visual Analytics

1st page 2nd page 3rd page

Visual (in-page) analytics focus on what happens within the pages themselves

Traditional analytics look at the transitions between pages

Here are some of the options

• Click Tracking

• Form Analytics

• Session Replay

• Misc.

CLICK TRACKINGSee what makes your visitors click

Click TrackingHeat map

Click TrackingHeat map (reversed)

Click Tracking

Area of Interest(AOI)

The scroll reach

http://www.conversionomics.com.au/learning-centre/increase-website-conversions-using-heat-mapping-analysis/

The scroll reach

Helps you with landing page optimization

• Heat map analysis revealed that 24 % of the clicks were going in wrong places

• As a result, simple design changes increased conversion by 122%

How can heat maps improve conversion?

http://blog.usabilitytools.com/case-study-optimalenergy/

Users don't need to go through the whole page. As soon as they find useful information, they leave. You can't click what you can't see.

Why not stick it to the window? After spotting the issue, the solution came quickly.

FORM ANALYTICSSee which elements make your visitors leave the website before completing the form

That’s our pricing page

Field abandonment rate

Form Tester tool shows you which fields cause most dropouts…

That’s an issue, right here

Time spent

…and how much time users spend with each field

SESSION REPLAYSee your website from the user perspective and learn from their behavior

Filters will help you to get most valuable user sessions

Use one tool to spot the issue…

Zapytac Marcina

http://mozyrko.pl/2014/10/14/usability-tools-success-stories-pl/

…and another to see what actually happened

Zapytac Marcina

http://mozyrko.pl/2014/10/14/usability-tools-success-stories-pl/

Let’s see how it works

Demo time

http://usabilitytools.com/

This is the technology behind it*

*A front-end guy told me, it might be the most interesting slide here

Some benefits of Visual Analytics

• Find out how users click and scroll…

• …and where they aren’t

• Identify and fix usability issues

• See which features are working

• Spot bugs as they happened

• See how users experience your website

Why the “why” is important?

Alesandro’s goals:- Go fast- Have fun

Marge’s goals:- Be safe- Be comfortable

Dale’s goals:- Haul big loads- Be reliable

http://www.amazon.com/About-Face-Essentials-Interaction-Design/dp/0470084111

Here’s why

http://www.amazon.com/About-Face-Essentials-Interaction-Design/dp/0470084111

Would Alesandro buy the car?

Alesandro’s goals:- Go fast- Have fun

Nope

Would Marge buy the car?

Marge’s goals:- Be safe- Be comfortable

Nope

Would Dale buy the car?

Dale’s goals:- Haul big loads- Be reliable

Nope

Conclusion

Guessing is expensive(believe me, I’ve been there)

Thank you for your time!

The purpose of computing is insight, not numbers

- Richard Hamming (1915–1998)

By the way, we're recruiting

R&D project. Have fun with us, if you’re:

• Product Manager

• JavaScript Developer

• Java Developer

http://career.usabilitytools.com/

Yup, this is a link

The CTA slide