Using Data to Improve Online User Experience

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© COPYRIGHT 2010 SAPIENT CORPORATION 1 Sep. 23 2010 SapientNitro Nicolas Mohr SM Using Data To Improve Online User Experience

description

What's the buzz about Analytics? It's the data man! This presentation is about how Web Analytics can be a value towards improving Online User Experience.

Transcript of Using Data to Improve Online User Experience

Page 1: Using Data to Improve Online User Experience

© COPYRIGHT 2010 SAPIENT CORPORATION 1

Sep.232010

SapientNitro Nicolas MohrSM

Using Data To Improve Online User Experience

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© 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

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Why do we need this?

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Or this?

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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…

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???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!

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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

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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

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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

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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!

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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...!

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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

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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

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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

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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

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Bringing Requirements and KPIs together

Met

Not met

Thrill Requirement KPIs

Satisfaction Requirement KPIs

Basic Requirement KPIs

Exceeded

Met

Not Met

Met

Not met

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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

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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

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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

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Case Study – Improving User Experience

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Case Study – Improving User Experience

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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

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Thank you!