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Using Analytics to Solve the Right Problems and Improve Design
1.
Using Analytics to
Solve the Right Problems Warm Gun - December 2014 Hiten Shah hnshah@gmail.com Download the slides: h p://kiss.ly/warmgun2014
2.
Who are you?
3.
I help make
things.
4.
Design is a
creative process
5.
6.
7.
8.
9.
Don’t spread your
creativity thin
10.
You have to
focus your creativity on the right problems
11.
If you don't
know where you are going, any road will get you there. Lewis Carroll, Author of Alice in Wonderland
12.
Data helps you
identify the most painful problems people have. (not the ones that bother you the most)
13.
Data doesn’t make
decisions for you.
14.
Data informs your
decision making.
15.
How do you
measure the impact of your design work?
16.
2005
17.
Google Analytics and
Stat Counter
18.
19.
Designers were the
original audience for Crazy Egg
20.
Analytics should be
easy to understand What We Believe
21.
What We Believe A
picture is worth a 1,000 words
22.
Anyone can use
data What We Believe
23.
Crazy Egg Reports OVERLAY
HEATMAP SCROLLMAP
24.
And now there
are more tools than you can count!
25.
Designers can experiment
like scientists too!
26.
Ideas Designs Solutions Assumptions (A guess about
the best way to solve a problem)}
27.
Everything can begin
with a testable hypothesis.
28.
A hypothesis framework DATA
DNA EBOOK HTTP://KISS.LY/OPTDATADNA
29.
Start with quantitative
data Find problems worth solving
30.
When in doubt,
look at your top pages. Usually the homepage.
31.
A simple framework
for choosing what to improve
32.
Find pages with
high traffic and high bounce rate HTTP://GOOGLE.COM/ANALYTICS
33.
Find pages with
high traffic and low conversion rate HTTP://UNBOUNCE.COM
34.
Find sources with
high traffic and low conversion rate HTTP://HUBSPOT.COM
35.
Find opportunities based
on user paths HTTP://KISS.LY/KMPATH
36.
Get qualitative data Find
out why
37.
A few qualitative
tools HTTP://USERTESTING.COM HTTP://SURVEYMONKEY.COM
38.
A few more
qualitative tools HTTP://QUALAROO.COM HTTP://OLARK.COM
39.
Use exit surveys
to learn why people bounce HTTP://QUALAROO.COM
40.
Use post-conversion surveys
to understand why HTTP://QUALAROO.COM
41.
Discover if your
web pages are effective at their goal HTTP://QUALAROO.COM
42.
What frustrates people? EMAIL
43.
Find people who
don’t do things and email them EMAIL + SURVEYMONKEY
44.
User Research gives
you a headstart
45.
Test your hypothesis Run
an experiment
46.
Testing helps you
learn faster
47.
Not bu on
colors…
48.
Don’t copy “best
practices” blindly
49.
Test specific bu
on copy
50.
Run sensitivity tests
on your web pages Sensi&vity tests help you learn what your visitors care about and what they don’t.
51.
Remove graphical elements
and see what happens
52.
Does social proof
and logos ma er for your visitors?
53.
Remove social proof
and learn what happens
54.
A hypothesis framework DATA
DNA EBOOK HTTP://KISS.LY/OPTDATADNA
55.
Work on things
that ma er. Make those things be er. Be happier ☺
56.
Hiten Shah hnshah@gmail.com @hnshah How can
I help you? Download the slides: h p://kiss.ly/warmgun2014
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