Visual Analytics
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Transcript of Visual 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/
Business need
Most of online businesses will make decisions based on a gut
feeling or by using wrong metrics.
That's the tricky part
DataInformati
onKnowledg
eDecision Change
Data + Structure
Information + Meaning
Knowledge + Recommendation
Value
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/
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
Nope
Nope
Nope
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/
