Using Analytics to Solve the Right Problems Warm Gun - December 2014

Hiten Shah hnshah@gmail.com

Download the slides: h!p://kiss.ly/warmgun2014

Who are you?

I help make things.

Design is a creative process

Don’t spread your creativity thin

You have to focus your creativity on the right problems

If you don't know where you are going, any road will get you there.

Lewis Carroll, Author of Alice in Wonderland

Data helps you identify the most painful problems people have. (not the ones that bother you the most)

Data doesn’t make decisions for you.

Data informs your decision making.

How do you measure the impact of your design work?

2005

Google Analytics and Stat Counter

Designers were the original audience for Crazy Egg

Analytics should be easy to understand

What We Believe

What We Believe

A picture is worth a 1,000 words

Anyone can use data

What We Believe

Crazy Egg Reports

OVERLAY HEATMAP SCROLLMAP

And now there are more tools than you can count!

Designers can experiment like scientists too!

Ideas Designs Solutions

Assumptions(A guess about the best way to solve a problem)}

Everything can begin with a testable hypothesis.

A hypothesis framework

DATA DNA EBOOK HTTP://KISS.LY/OPTDATADNA

Start with quantitative data Find problems worth solving

When in doubt, look at your top pages. Usually the homepage.

A simple framework for choosing what to improve

Find pages with high traffic and high bounce rate

HTTP://GOOGLE.COM/ANALYTICS

Find pages with high traffic and low conversion rate

HTTP://UNBOUNCE.COM

Find sources with high traffic and low conversion rate

HTTP://HUBSPOT.COM

Find opportunities based on user paths

HTTP://KISS.LY/KMPATH

Get qualitative data Find out why

A few qualitative tools

HTTP://USERTESTING.COM HTTP://SURVEYMONKEY.COM

A few more qualitative tools

HTTP://QUALAROO.COM HTTP://OLARK.COM

Use exit surveys to learn why people bounce

HTTP://QUALAROO.COM

Use post-conversion surveys to understand why

HTTP://QUALAROO.COM

Discover if your web pages are effective at their goal

HTTP://QUALAROO.COM

What frustrates people?

EMAIL

Find people who don’t do things and email them

EMAIL + SURVEYMONKEY

User Research gives you a headstart

Test your hypothesis Run an experiment

Testing helps you learn faster

Not bu#on colors…

Don’t copy “best practices” blindly

Test specific bu#on copy

Run sensitivity tests on your web pages

Sensi&vity  tests  help  you  learn  what  your  visitors  care  about  and  what  they  don’t.

Remove graphical elements and see what happens

Does social proof and logos ma#er for your visitors?

Remove social proof and learn what happens

A hypothesis framework

DATA DNA EBOOK HTTP://KISS.LY/OPTDATADNA

Work on things that ma#er. Make those things be!er. Be happier ☺

Hiten Shah hnshah@gmail.com

@hnshah

How can I help you?

Download the slides: h!p://kiss.ly/warmgun2014