expanding analytics
DESCRIPTION
The presentation discusses on how to expand web analytics with visual analytics.TRANSCRIPT
> Expanding Analy.cs < Expanding web analy/cs with visual analy/cs
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Twi4er @datalicious
> Smart data driven marke.ng
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Media A4ribu.on & Modeling
Op.mise channel mix, predict sales
Tes.ng & Op.misa.on Remove barriers, drive sales
Boos.ng ROI
Targe.ng & Merchandising Increase relevance, reduce churn
“Using data to widen the funnel”
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Analy.cs informing design
> New approach to web design
§ Standard approach – Analyst iden/fies issue and briefs agency
– Agency develops new designs, trashes some
– Agency or developers implement new design
– Some/mes mul/ple designs are tested
§ Try something new – Analyst iden/fies issue and briefs agency (incl. current heat maps)
– Agency develops new designs and tests them (predic/ve heat maps)
– Winning designs are developed and tested (incl. new heat maps)
– Top performing design is implemented
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1. Iden.fy problem pages
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2. Implement heat maps
> Eye tracking vs. mouse tracking
§ Eye tracking pros – 100% accurate – Controlled environment
– Open dialogue § Eye tracking cons – High costs – Limited scope – Observer effect
§ Mouse tracking pros – Natural environment – No observer effect – Global par/cipa/on – Low cost
§ Mouse tracking cons – No pre-‐defined tests – No research control – No visitor feedback
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> Segmented heat maps are key
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Heat map for new visitors vs. exis.ng customers Independent research shows 84-‐88% correla/on between mouse and eye movements*
July 2012 © Datalicious Pty Ltd 10 Implement heat maps on selected pages only
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3. Quick test mock-‐ups
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PROMINENT HEADLINE THAT USES COLOUR HIGHLIGHTS TO FOCUS VISITOR ATTENTION
iPhone 4S picks up where amazing le_ off. It's the fastest, most powerful iPhone ever. It features an 8-‐megapixel camera with all-‐new op/cs. It records stunning 1080p HD video. It comes with iOS 5 and iCloud. And it's the only phone with Siri-‐your intelligent assistant that helps you get things done, just by using your voice. More info ...
Chris.an Bartens: Great phone, awesome value, this deal changed my life!
BUY NOW
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4. Test best designs
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5. Verify test results
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Tip: Targe.ng before tes.ng
Purchase Cycle
Visitor segmenta.on based on: Referrals, search terms, ad clicks and website behaviour
Prospect: Product A
Prospect: Product B
Customer: Product A
Customer: Product B
Default, awareness
Acquisi.on message A1
Acquisi.on message B1
Acquisi.on message C1
Acquisi.on message D1
Research, considera.on
Acquisi.on message A2
Acquisi.on message B2
Acquisi.on message C2
Acquisi.on message D2
Purchase intent
Acquisi.on message A3
Acquisi.on message B3
Acquisi.on message C3
Acquisi.on message D3
> Targe.ng before tes.ng is key
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Tip: Don’t reinvent the wheel
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Tip: The li4le things count
> It’s the small things that count
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Tip: The phone s.ll rings
> Use unique phone numbers
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2 out of 3 callers hang up as they cannot get their informa/on fast enough. Unique phone numbers can help improve call experience.
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Contact me [email protected]
Learn more
blog.datalicious.com
Follow me twi4er.com/datalicious
Data > Insights > Ac.on
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