Some people find it strange to hear that our UX and Web Analytics teams sit together at Quirk (under the awesome umbrella of Optimise), but we find that these two disciplines complement each very well. There is an art and a science to both, and we at Quirk find that an understanding across the disciplines yields the best results.
With that in mind, here are some tips for UX and web analytics to work together:
1. Make sure you are gathering data about how people are using your digital assets.
Gathering volumes of data is one of the best ways of understanding how a lot of people use your digital assets. As well as Analytics tools focused on usability information (such as Quirk favourite, Crazy Egg, and ClickTale), you can also customise your Web Analytics implementation to get usage information. For example, with Google Analytics you can implement Event Tracking to make sure you can see if visitors are actually interacting with that rich, interactive site you just built.
Heatmaps are just one way to get usage information. Image Credit: Re-ality
2. Test your insights against real users.
Actual usability testing rocks. You know, the kind of usability testing when you get your users in and observe them using the websites you build. But great usability testing starts with great questions, and that’s one of the ways your data comes in. Use your Web Analytics usage data to understand and highlight key problem areas with your website, and then observe users as they navigate through those areas.
3. Collect qualitative and quantitative data.
Add nuance to your data driven reports with quick user surveys. 4Q and KISSinsights are two great, relatively inexpensive services to get you up and running quickly.
4. Create regular reports that show how your assets are being used, and improve them.
Make sure that usability reporting is not an afterthought by creating bespoke reports on the usability of a site. There are some standard metrics you can consider, like bounce rate of landing pages and exit page reports, as well as reporting on site interactions (like video plays) as well as goal completions. In fact, if you are using Google Analytics, make sure you’re in the new version and create a custom dashboard just for this purpose.
5. Use the data to understand your user profile better.
Before you even begin planning a new site, use existing Web Analytics data to understand your users better. Take a look at the technology they use - do you know what the most popular browser coming to your site is and how that compares to industry averages? You can get an idea of resolutions, mobile phones, browsers and operating system, and this is all information that will help you to plan and build sites better.
Do you have any tips? Feel free to share in the comments!
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