The analytics renaissance

Analytics 

Insight

monitors performance

improves performance

Our definitions

Measurement isn’t just about numbers.

It’s visual too.

Strategic framework

Question 1 What’s useful to stakeholders?

Question 2 What’s useful to you?

Question 3 What tools do you need?

1. What’s useful to stakeholders?

Stakeholders

• Is the website producing more?• Is everything possible being tried?• Is that effort showing a strong ROI?

Top 5 KPIs Listed

1. Unique visitors2. Leads 3. Visits4. Page views5. Bounce rates

Source: B2B Marketing / Decibel Insight, June 2013

Useful information?

A What is the problem?

B What questions do I need to ask?

Challenge your thinking

2. What’s useful to you?

The success funnel

Conversion

Measurement

What people read

Value per source

What makes them convert?

UX ContentTraffic

How do they interact?

Understandengagement

What people see

Source: B2B Marketing/Decibel, June 2013

49%“Weekly”

14%

Source: B2B Marketing/Decibel, June 2013Source: B2B Marketing/Decibel, June 2013

14%“Track website content”

How to approach measuring UX & Content…

14%

Source: B2B Marketing/Decibel, June 2013

6-step guide

1. Learn about your visitors

14%

Source: B2B Marketing/Decibel, June 2013

2%

Audience segmentation

• De-skew data sets• Different needs• Detect problems

2. Experience their experience

Browser testing

• Online tools– browserstack.com– browsershots.org– browserling.com– crossbrowsertesting.com

• Methodology– On release– After changes and improvements– Regularly (browsers are constantly changing also)

Visitor playback

• Look out for– Non-clickable clicks– ‘Yo-yo’ navigation– Navigation loops– Load speed

3. Find your most popular content

Popular content

• Popular = leads to conversion

• Traditional analytics– Pages

• Heatmaps– CTAs and featured content

4. Ensure visitors see the right content

The ‘fold’

Scroll maps

• Benefits– Locate the aggregate ‘fold’– Show how many visitors reach a certain point

Product navigation

5. Learn how visitors navigate

Popular content

• Navigation techniques– Primary navigations (products/services)– ‘Utility’ navigations– Sitemaps and footers– Keyword search– ‘In-page’ navigation

6. Increase the effectiveness of mobile

Mobile heatmaps

Responsive heatmaps

3. What tools do you need?

The problem

Traditional analytics

Nonactionable

?Something is missing

…how users interact with the site

The knowledge gap

Traditional ActionableVisual

Where analytics ends, and insight begins.