Online Browsing Behaviour Across Categories

The Relevance to what we do

1. UX decisions in our projects

2. Media placements for our campaigns

3. Approach to campaign design & execution

Search result browsing patterns differ between devices

AdWords results in Mobile devices have a higher % of eye contact

However, People spend more time looking at the results on the Desktop device

In Mobile websites the pattern reveals that the term “below the fold” isn't applicable to them

There are problems with just tracking eye movements

People don’t really read – They Scan through

Intent cannot be quantified through just tracking eye movements

This is solved by correlating

1. Cursor movement & hover time

2. Clicks made on content

Web Content reading tends to form a pattern

On the content the heat indicator generally tends to resemble an F shaped Pattern

People don’t really read – They Scan through the page just picking out key terms

Inferences for content

1. Try to highlight keywords

2. Write meaningful sub-headings not witty ones

3. Don’t write paragraphs of content unless you have to

4. Keep one idea per paragraph

5. Write the conclusion first

6. Keep the most important info in the first 2 paragraphs

7. Be crisp

The UX Perspective

How do we analyse & improve UX using the tools we have ?

Issue Indication Investigation

Triangulation

Issue Indication

Through the creation of a “measurement plan”

Consists of :

Goals/ Macro Conversions – The big picture actions that users take

Desirable Actions – The ‘micro’ actions users take

Web metrics – Metrics we use to track the above

Goal

Desirable Action 1

Desirable Action 2

Analytics data to track goal conversions

Investigation

There are multiple uses in this aspect :

1. Analysing Traffic

2. Technical Issues

3. Content & Visual design analysis

4. Navigation Issues

Analysing traffic

Usually in order to see which publisher platform is driving traffic via our ads to the Landing page we use analytics to compare whether the reported number matchup.

Sometimes there’s a substantial difference between reported deliveries & analytics data.

This is usually indicative of an issue.

Technical issues

In order to determine if a page element is not loading properly. We can select a specific page & investigate the metrics on that page’s events

Content & visual Analysis

The implication here would be to determine if new wording may not effectively communicate the benefits of or the process for taking a specific action.

OR

If imagery, typography, colors, and/or layout are distracting from calls to action (CTAs).

A very useful tool called “In-Page analytics” helps us to understand where on our web pages are users clicking through.

3) Content and 4) Visual-Design IssuesExample investigations: Determine if new wording may not effectively communicate the benefits of or the process for taking a specific action.Determine if imagery, typography, colors, and/or layout are distracting from calls to action (CTAs). Useful analytics report: In-page Analytics In-Page Analytics indicates what links users select. Note: There is an issue with Google Analytics In-page Analytics: If there are multiple links to the same destination on one page, In-Page Analytics cannot tell you which of those links was actually clicked. It will provide the same percentage/number of clicks for each of those links. That is why people prefer to supplement Google Analytics numbers with clicktracking services like Clicktale and/or CrazyEgg.

Navigation Issues

Triangulation

Triangulation is the practice of perceiving a problem in analytics & zeroing in one the reasons why.

Multi Screen Browsing

Simultaneous device usage

The vast majority of media interactions are screen-based. Hence, the lines between Digital/ Online & TV advertising have begun to blur

Consumers turn to their devices in various contexts.

The prevalence of sequential usage makes it imperative that businesses enable customers to save their progress between devices.

Consumers rely on search to connect their experiences across screens

Smartphones are the backbone of our daily media use.

During simultaneous usage, content viewed on one device can trigger specific behavior on the other

Tailor the experience to each channel.

Most of the time when TV is watched, another screen is being used.

The Implications

Future considerations

•The Multi-screen experience will play a growing role in our campaigns •We need to create campaigns based on which generation we are speaking to