*This is a revised version of the presentation uploaded in 2015* Visual In-page web analytics is the analysis of visitor behavior within a particular webpage or a product. It differs from traditional web analytics, which focuses on visitor movement between pages rather than on one particular page. In-page web analytics software includes click-tracking, mouse-tracking, and session replay tools, many of which display what areas of a webpage receive the most visitor attention. These tools are generally used to understand visitor behavior for the purposes of optimizing a website's usability and conversion rate.

1. UX Camp Europe 2016
Visual Analytics:
uncovering the why in your data
Bartosz Mozyrko

2. Quick Poll
Who uses web analytics?
@bmozyrko

3. Some stats
80% of websites using any kind of
analytics use Google Analytics
@bmozyrko

4. Traditional Analytics
1st page 2nd page 3rd page
Traditional analytics look at the transitions between pages
@bmozyrko

5. 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
@bmozyrko

6. Here are some of the options
Heatmaps
Session Replay
Form Analytics
@bmozyrko

7. HEATMAPS
See what makes your visitors click
@bmozyrko

8. Click Tracking
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9. Click Tracking
@bmozyrko

10. Click Tracking
Areas Of Interest
(AOIs)
@bmozyrko

11. @bmozyrko

12. • 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?
@bmozyrko

13. @bmozyrko

14. Most people don't read, but scan
@bmozyrko

16. FORM ANALYTICS
Discover which fields take too long to fill
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18. That’s an issue, right here

19. +5% conversion increase

20. SESSION REPLAY
See your users online experience
@bmozyrko

21. @bmozyrko

22. @bmozyrko

23. Use one tool to spot the issue…
@bmozyrko

24. …and another to see what actually happened
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25. There are many tools out there
@bmozyrko

26. Everybody has information
Data Information
Data +
Structure
Value
@bmozyrko

27. That's the tricky part
Data Information Knowledge Decision Change
Data +
Structure
Information +
Meaning
Knowledge +
Recommendation
Value
@bmozyrko

28. Questions?
@bmozyrko

29. Thanks!
@bmozyrko