一种nalytics has traditionally been used to inform marketing strategy and tactics, but we now see依赖此定量数据源的更多可用性和用户体验专业人员帮助研究和设计。
该biggest issue with analytics is that it can very quickly become a distracting black hole of “interesting”没有任何可操作洞察力的数据。
- 指标范围：So many things that can be measured, but which are meaningful?
- 度量差异：Which metrics best answer specific questions?
- Interface complexity：How do you get the analytics system to tell you what you want to find out?
Because of this last point, many people end up jumping in the deep end and focusing on the tool instead of the work that it is intended to support. With that in mind, we recommend that UX professionals back up a step and考虑分析数据如何补充当前方法和流程。
一种fter interviewing a variety of UX teams regarding their use of analytics and other web data, we discovered some interesting high-value UX uses for analytics. We’ll cover 3 in this article (and more in our course on一种nalytics and User Experience):
- Investigation:Identifying potential causes of issues
- Triangulation:一种dding data to supplement qualitative research
Use #1: Issue Indication
Some UX teams collaborate with optimization specialists while designing the site or launching new features to develop and implement a measurement plan. UX teams receive reports daily or weekly in order to monitor the site’s ability to meet stated goals. They can use the web metrics to diagnose specific issues or rely on them as clues to guide further investigations.
- Goals/macro conversions:这些是用户需要在网站上完成的大图形操作，以便将其成功。示例包括购买完成的数量和优先级提交的数量。
- Desirable actions/micro conversions：这些是较小的行动，当合并时，支持目标的会议 - 例如沿着铅发电漏斗进展。示例包括访问特定页面，单击特定链接，或以表单输入数据。
- Web metrics:该se are web-analytics data that indicate whether these desirable actions occur; they help UX teams identify potential issues.
Measurement Plan Example
Visit consulting service section
Unique page views
Read about consulting services
一种verage time on page
“Time on page” indicates the average amount of time spent on the page. More or less time is not necessarily a good thing. So, it’s important to always look at this data in context and compare it to similar time periods.
"Events" refers to any user action on the site that you are tracking. In Google Analytics (and many other systems) you can define what event instances should be recorded. Examples of events include downloading a PDF, clicking a particular button, entering text in a field, and watching a video.
In this mode, UX teams—either on their own or with the assistance of optimization specialists—develop hypothesis for macro-conversion问题和使用分析来证明/拒绝假设。有几个问题类别指导调查：交通，技术，内容，导航，视觉设计。我们提供以下大多数示例来自谷歌分析'免费提供。
1) Traffic Issues
- 示例调查：Determine if there is one traffic source (Google, Bing, Yahoo, direct, email campaigns, etc.) that is responsible for a decrease in page visitors.
- Useful analytics report: Pages（由页面URI和使用过滤Sourceas the secondary dimension)
- In Google Analytics, you can generate page-specific reports that display where the traffic to the page originated (search, email, direct, etc.).
2) Technical Issues
- Useful analytics report： Event Pages
- 该Event Pagesreport lists all the pages where events are tracked. You can select the specific page being investigated to get metrics on that specific-page’s events.
3) Content and 4) Visual-Design Issues
- Determine if imagery, typography, colors, and/or layout are distracting from calls to action (CTAs).
- Useful analytics report：In-page Analytics
- In-Page Analyticsindicates what links users select.
- 注意：You need to set upEnhanced Link Attributionin the Google Analytics admin to see separate percentages for links on a page that all have the same destination. We also recommended supplementing In-Page Analytics data with clicktracking services likeClicktale.and/orCrazyEgg。
5.) Navigation Issues
- 示例调查：Determine if specific links/buttons are not being clicked.
- 导航摘要is a tab you can select from anyPagesreport (illustrated below). It details from which website pages people came before visiting the page of interest and where they went after visiting that page.
In this mode, the UX team uses analytics to verify findings derived from qualitative research (e.g., usability testing) and gather additional clues to help in defining a solution. If the originalusability test was run with about 5 users— as we often recommend — then there is always the risk that estimates like success rates will be wrong. But such a quick test has the advantage of rapidly pinpointing a potential trouble spot, which can then be instrumented for targeted collection of a few thousand analytics data points that support much more accurate estimates.
- 一种dditional questions to answer：一种re people searching for those terms that participants mentioned in the study?
- Useful analytics report：搜索Terms
- 该搜索Termsreport lists the terms users enter into the website’s own search box (not web-wide search). You can download the search-terms lists corresponding to any time period and conduct more extensive analysis. Terminology that users typed into your own search box is a prime candidate for use to将内容变为以用户为中心的语言。
- Useful analytics reports：Pages（由页面URI过滤并选择导航摘要标签）和In-Page Analytics(see examples above in the Investigations section)
Finding：一种form is not being completed because people don’t feel comfortable providing required information.
- Useful analytics report：Event Pages(see example above in the Investigations section)
定量数据正日益成为一个关键的我ngredient in usability and user-experience work. With this change comes the need for UX professionals to become familiar with the language and tools and determine which metrics and features are useful in UX practice.
一种dding analytics to UX work enables us to:
- Take early action to prevent unnecessary conversion decreases
- Better persuade the more data-oriented stakeholders in our organizations
Learning analytics systems can be daunting because they are complex and have been purpose-built for marketing activities, not UX. The learning process can be improved by starting with existing UX processes and determining where metrics can add value in those processes.
除此之外，还有更多的分析指标可以纳入UX研究和设计过程。我们将在课程中介绍这些，一种nalytics and User Experience。