Using Data to Improve Online User Experience
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Transcript of Using Data to Improve Online User Experience
© COPYRIGHT 2010 SAPIENT CORPORATION 1
Sep.232010
SapientNitro Nicolas MohrSM
Using Data To Improve Online User Experience
© COPYRIGHT 2010 SAPIENT CORPORATION 2
6,800 employees 35 offices worldwideLargest independent interactive agency
Rated # 1 Digital Network by ForresterRated # 1 Digital agency in the UK for the third year by New Media
AgeMost awarded creative agency at Cannes 2009
3 Grand Prix, 6 Gold Lions
We achieve success for our clients at 3 times industry averageClient satisfaction score are the highest in our industry
This is SapientNitro
© COPYRIGHT 2010 SAPIENT CORPORATION 3
Why do we need this?
© COPYRIGHT 2010 SAPIENT CORPORATION 4
Or this?
© COPYRIGHT 2010 SAPIENT CORPORATION 5
What does YOUR company do with Web Analytics?
How much time do Visitors spend on our site?How much time do Visitors spend on our site?
Count VisitorsCount Visitors Where do Visitors come from?Where do Visitors come from?
Site Overlays are cool!!!Site Overlays are cool!!!Should we invest in SEO/SEM?Should we invest in SEO/SEM?
Everybody has Web Analytics!Everybody has Web Analytics!
Bounce Rate? Why should I care?Bounce Rate? Why should I care?
Count PageviewsCount Pageviews
My boss loves reportsMy boss loves reports
I forgot my login details…I forgot my login details…
© COPYRIGHT 2010 SAPIENT CORPORATION 6
???Source: Forrester Wave on Web Analytics, Q3 2009
So what’s all the buzz around Web Analytics?
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It’s the DATA, man!
© COPYRIGHT 2010 SAPIENT CORPORATION 8
Higher
BusinessValue
Lower HigherComplexity of Analysis
“What has happened?”
“Why has it happened?”
“What will happen?”
Competitive Parity
Competitive Advantage
Standard Metrics - Analytics Bulletin/SheetVolumetric Impact MeasureROI – Consumer, Campaign, ProgramPre- and Post-Benchmarking and Analysis
Consumer to Brand Relationship TrackingComprehensive Consumer Profiling/PersonasConsumer Cohorts – Brand, Lifestyle, Experience, BehaviorReceiver ReactionVoice of the Customer ResearchSocial Media Tracking and Analysis
Switch-point AnalysisFinancial SensitivityResponse AnalysisConversion Prediction/Best Prospect IdentificationCustomer Centricity
Data Opportunity: Competitive Advantage
© COPYRIGHT 2010 SAPIENT CORPORATION 9
Strategy is a roadmap or plan to accomplish a goal
The fuel of strategy is data Measurement approaches
Reporting
Analysis
Insight
ROI
Data Strategy and Navigation
Data quality/health analysis
Data sources are limitless and come from everywhere
the web
social landscape
CRM
research
etc
Data Drives Strategy
© COPYRIGHT 2010 SAPIENT CORPORATION 10
Lacking a methodology or reasoned approach to analytics, learning and insight becomes disjointed and disconnected
Occasional success given to subjective analysis rather than standardized methods is not a best practice
Analysis often reiterates the obvious and the mistaken – using KPIs that are misleading or not representative of client business objectives
Website and information architecture can heavily influence navigation patterns
With a proven methodology, the use of data is powerful and metrics can transform business
Source: The Econimst, Feb 25, 2010
Problems with Data
© COPYRIGHT 2010 SAPIENT CORPORATION 11
Understand the customer and apply this insight to a campaign, a program, a product, or an approach
Gain actionable business intelligence to guide the development of marketing approaches
Uncover and discover the gem’s within data in order to drive the most relevant and meaningful efforts
Guide the tracking, measurement, and reporting of marketing efforts
Inform ways in which companies can use data in innovative manners
Guide testing and optimization for ongoing learning and insight
Leverage Data!
© COPYRIGHT 2010 SAPIENT CORPORATION 12
So you are saying that I can optimize Web Sites with Data Analysis?
But we run A/B tests and are absolutely fine with it...!
© COPYRIGHT 2010 SAPIENT CORPORATION 13
A/B testing is like sandpaper. You can use it to smooth out details, but you
can't actually create anything with it.
Nathan BowersWeb designer
© COPYRIGHT 2010 SAPIENT CORPORATION 14
Observe Understand Model Innovate
Study individuals in context
Capture dimension
of their experience Understand
behaviours and interactions
Compare data Analyze gaps Identify patterns Address entire
lifecycle
Transform findings into thinking tools
Encourage breakthrough thinking
Promote “wow!” moments
Support existing experiences better
Transform or redefine experiences
Design for a range of experiences
How to Improve Online User Experience Design
© COPYRIGHT 2010 SAPIENT CORPORATION 15
Continuous improvements along the website lifecycle
Small repetitive steps
Continuous evolution instead of “Leave and Run” approach
Constant testing of content and scenarios
Strategic/Tactical KPIs to maintain comparability
Guidelines and workflow definition for sustainable process executions
Business Goals &
Requirements
Cancel
ContinuousEvolution
Cycle
DefineAnalyze
PlanRealize
KPI
Strategy
Guidelines
Processes
Tagging
Testing
Reports
Advice
Redirect
Continuous Improvement on Website Lifecycle
© COPYRIGHT 2010 SAPIENT CORPORATION 16
Generic Web Performance Management Framework
Prioritized business drivers that reflect the underlying business strategy
KPIs that define the extent to which a website supports these business drivers
© COPYRIGHT 2010 SAPIENT CORPORATION 17
Bringing Requirements and KPIs together
Met
Not met
Thrill Requirement KPIs
Satisfaction Requirement KPIs
Basic Requirement KPIs
Exceeded
Met
Not Met
Met
Not met
© COPYRIGHT 2010 SAPIENT CORPORATION 18
It is not always possible to define KPIs that are at the same time highly actionable and highly insightful
A KPI Framework has to define KPIs balanced between
Insight Functions (on Business Goals)
Actionable Area (on Improvement)
Balance Insights and Actionability
© COPYRIGHT 2010 SAPIENT CORPORATION 19
Banner-Ad & Microsite Design
Usability TestingWebsite Design
Quote Start Volume Top 5 States
26.3% 23.5%20.2%
15.3%18.5%
14.6% 15.2%
7.3%7.6%
7.9%
6.0%
7.4%8.5% 8.5%
5.9%6.3%
6.5%
4.8%
6.4%6.7% 7.1%
6.0%6.0%
6.0%
4.9%
6.7%6.9% 7.2%
5.8%5.9%
6.0%
4.3%
6.2%6.3% 5.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
April 5 April 12 April 19 April 26 May 5 May 10 May 17
% o
f Q
uo
te S
tart
s
MA CA FL NY NJ
% Fallout by Page (Quote)
33.5%34.3%
32.6%
35.0% 34.4%33.2%
34.7%
16.9% 17.0% 16.6%
20.2%18.8%
17.4% 17.5%
23.0% 22.9% 22.5%23.3% 23.8% 23.4% 23.5%
29.5%
32.1%
30.1%
32.7%
30.3%29.1% 28.9%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
April 5 April 12 April 19 April 26 May 5 May 10 May 17
% F
allo
ut
Auto: General Information Auto: Current InsuranceAuto: Driver Information Auto: Vehicle Information
CTA Errors as % of Quote Starts
12.9%3.8% 3.6% 4.5% 5.5% 5.7% 4.2%
45.7%
34.4% 34.3% 32.7% 30.9% 30.4% 33.2%
3.3%
3.5% 3.6% 2.8% 4.8% 7.0% 2.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
April 5 April 12 April 19 April 26 May 5 May 10 May 17
% o
f Q
uo
te S
tart
s
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
QC
%
System Unavailable Internet Knockout Underw riting Reject QC %
Analytics & Reporting
Multivariate Testing
Application Design
Case Study – Improving User Experience
© COPYRIGHT 2010 SAPIENT CORPORATION 20
Client Name
Client Context One of the world’s leading property and casualty insurance companies Views the web channel as a critical, strategic channel for customer acquisition
and customer self-service Significant pressure from competitors to improve the online presence and
provide a seamless cross channel experience.
Engagement Objectives Develop a Website to educate Generations X and Y about the value of renters
insurance Drive increased traffic to Liberty Mutual’s online Quote and Bind applications Raise awareness of the Liberty Mutual brand among key younger demographic
Solution Designed and developed “YouCovered” (http://www.youcovered.com) to
engage young professionals in an experiential learning environment Created online calculators, estimation tools, and other content to engage users
and channel them towards the quote process Developed additional related content, including Money Smart Blog (
http://moneysmartblog.com) to drive traffic to the Microsite and to the main Liberty Mutual site
Results In the first 2 months after launch,
the site generated more bound policies than 6 months of a previous online campaign
Approximately 45 percent of all visitors enter the quote process
Awards “Best in Class” Interactive Media
Award (IMA) “Site of the Week” from
Communications Arts Finalist MITX Awards
Case Study – Improving User Experience
© COPYRIGHT 2010 SAPIENT CORPORATION 21
Case Study – Improving User Experience
© COPYRIGHT 2010 SAPIENT CORPORATION 22
Case Study – Improving User Experience
© COPYRIGHT 2010 SAPIENT CORPORATION 23
Use Web Analytics to identify when usability issues occur (e.g. funnel analysis)
Find reasons why usability issues occur (e.g. expert review)
Evaluate different design solutions
(e.g. usability testing)
Validate design solutions
(e.g. Multivariate Testing)
Use Web Analytics data to optimize navigation (e.g. order of navigation items)
Interdisciplinary teams of Information Architects, User Researchers, Designers, and Web Analysts can fulfill these requirements best
Successfully Improving Online User Experience
© COPYRIGHT 2010 SAPIENT CORPORATION 24
Thank you!