Heinrich Herz Institute Web Usability how to select right KPI s and collect user evidences Leokadija Sviridova, Einsteinufer 37, 10587 Berlin www.hhi.fraunhofer.de
Profile Conception and Development in Digital Media Web Analytics and Online Marketing Web Usability, Accessibility, Agile Development and Agile Usability Testing Certified TYPO3 Integrator Certified Scrum Product Owner M.Sc. Multimedia Management (CAU Kiel) leokadija.sviridova@hhi.fraunhofer.de Tel. +49 30 31002-302 Mob. +49 151 64 96 01 49 09.12.2013 2
Web Analytics
You are a stranger here but only once
Why gathering user data Profiling users and user groups Usage patterns Agile development Debugging Optimizing
How to gather user data? Client Request Response Website Operator Server
Tracking methods Server-side tracking Web server log Page tagging Client-side tracking Cookies and history sniffing Hybrid methods HTTP proxy tracking
Web server log Video (http://www.elasticsearch.org/overview/kibana/) 8
Page Tagging 9
Cookies HTTP-cookie Flash-cookie Third-party cookies Inline or history sniffing
HTTP proxy tracking Website Operator Server Client Request Request Modified Response Tracking Proxy Response
Pros and Cons Server-side tracking Web server log, page tagging Client-side tracking HTTP-Cookies, Flash-cookies Third party cookies, history sniffing Hybrid methods HTTP proxy tracking 12
Questions? 13
What data is available? Request Access date / time Page requested Browser Client IP OS Geolocation Bytes served HTTP Language Device
Measurement's to Metrics A visitor follows referrer link arrives at website. After the landing on a web page, visitor either bounce or request additional pages. Visitor may complete a transaction, and convert from a lead into a customer, a member, or a contributor. The visitor may abandon that transaction and exit the website.
More Metrics Hit, Page View, Event Visit or session, First visit or session New visitor, Unique visitor Impression, Single page visit, Bounce rate, Exit rate, Click path Page view duration, Session duration Page view per average session Frequency Example, Report 09.12.2013 16
Dimensions to take care Frequency Recency Engagement
Recency and Frequency
Dimensions to take care 19
Engagement Depth of Visit Active time spend on page Visit duration, average page view duration Subscribing (feed, email, newsletter) Registering Feedback (comments, complaints, inquiries) Rating\tagging\filtering\bookmarking its content User generated content Printing or downloading a piece of content
Types of Websites Media & content websites bbc.co.uk Kicker.de Functional websites airberlin.de dict.leo.org divers shops Social media websites Xing.de Linked In Facebook
Types of websites Media & content websites Hybrid Functional websites Social media websites
KPI Benchmark Shows the progress Toward specific goal
KPI for content and media site Average page view duration Number of visits or page views Number of page views per visit Number of new vs. repeat visitors Number of subscriptions (Newsletter, RSS, Forum, Chat), Conversion rate from visitor to subscriber Conversion per advertisement
Conversion Conversion rate is the percentage of users who take a desired action 100.000 Visitors per month 2.000 Buyers per month 2% Conversion rate
Examples of conversions Buying Registering as a user Sing up for subscription Downloading an item Request for information Using function (new, advanced) Keeping using app week later
Impact on conversion Non-UX Parameters Brand Reputation Price Products complexity Sales complexity Necessary commitment by users
Impact on conversion UX Parameters Success rate (whether users can perform the task at all) the time a task requires the error rate users subjective satisfaction
Good Conversion? %
Good Conversion 1-10 %
Implicit and explicit interaction Explicit interaction - user is aware of its action Implicit interaction users subconscious action
Examples of implicit Interaction Proficiency level or frequent use Speed - how users are typing Clicking through the service Pointing precision Lead to a cognitive load, time-based metrics Average time spent on a page Amount of time the mouse pointer hovers over elements Time of usage of elements
Examples of implicit Interaction Familiarity with a task, Actions with mouse input: Absolute mouse position and identifying the elements under the mouse pointer Intentional and straight mouse movements Sorting out information: Slower typing in the field can mean a need to think longer on this question or User being withdrawn from the process Solution is to monitor the data over longer period of time
Why implicit interaction is important Reveals interaction on small steps Interaction without much thinking, non intentional behavior
Questions? 38