Marko Hurst gave a presentation on using web analytics and qualitative research methods together to better understand users. He explained that qualitative research provides motivational and attitudinal data to understand why users act in certain ways, while web analytics provide behavioral data on what users actually do. By combining these approaches, organizations can develop a more complete picture of their audiences to make better informed decisions. Hurst focused on the importance of analyzing behavioral metrics from web analytics and provided examples of how keywords from search queries can provide insights to improve content, structure, and deliverables.

1. MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
User Experience By The Numbers
Using Web Analytics To Inform User Experience
Speaker: Marko Hurst
http://www.jboye.com/conferences/philadelphia10/

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MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
Me
 Consultant, Author, & Speaker
 User Experience
 Web Analytics
 Search
 Background:
 14 years experience – Enterprise Applications, Data Analysis,
Search Systems, Websites, Mobile, Web. 2.0
 Independent, agency, & consulting firms
 National & regional lead for UX, Strategy, & Web Analytics
practices
 Industries: Government, Media, eCommerce, Financial Services,
Automotive, Technology, Mobile, CPG
 Contact:
 MISI, Engagement Manager: mhurst@misicompany.com
 Read my Blog: MarkoHurst.com “Insightful Analytics”
 Follow me on Twitter: MarkoHurst

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MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
Me
 Book: Search Analytics - Conversations With Your Customers
 Anticipated release: late 2010
 Book website: RosenfeldMedia.com/books/SearchAnalytics
 Co-Author: Lou Rosenfeld
 Speaker:
 Keynote
 North America & Europe
 eMetrics Marketing Optimization Summit
 Search Marketing Exchange, SMX
 Usability Professional Association, UPA
 Various
 Digital Asset Management
 Technology
 Marketing
 Corporate
 Government Agencies

4. MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
Before We Begin
Audience Survey

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MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
Audience Survey
Question 1
 Any fellow “quant jocks” in the room?
 If you’re not, that’s OK! It’s why I’m here.

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MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
Audience Survey
Question 2
 Who is not familiar with “traditional” qualitative
research methods & data?
 Ethnographic
 User testing
 Contextual interviews
 Journaling
 Etc.

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MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
Audience Survey
Question 3
 Anyone currently using web analytics mixed with
‘traditional’ research to inform User Experience
decisions?
 Design?
 Business?
 Development?
 Communication?
 Deliverables?

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Disclosure range: Functional or organizational groups of MISI clients for business purposes
What You Will Learn Today
Qual & Quant Data Need Each Other
Complete Audience / User Model
Behavioral Metrics
Applying Keywords to Content
Q&A

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How Much Is Your Data Telling
You About Your Audience?
You may be surprised to know you’re
only telling ½ the story

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MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
What You’re Not Getting From Your Data Can Hurt You

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MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
Qualitative Data Provides Motivational & Attitudinal Data
Emerging Key Personas
A Day in the Life Physician Scenario
Tells the “why” side of the story
Why would your audience
do or not do something?

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Disclosure range: Functional or organizational groups of MISI clients for business purposes
Quantitative Data Provides Behavioral Data
Balanced Scorecard
Metrics Dashboard
What did your
audience actually do?
Tells the “what” side of the story

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Disclosure range: Functional or organizational groups of MISI clients for business purposes
The Benefit Of Using Both Data Types?
 Tell a complete story
 Make more accurate and better informed decisions
 It’s the only possible complete audience / user model
Now, let me show you how it’s done!
Qualitative
Quantitative

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What Web Analytics Data
Should You Pay Attention to?
And how you should apply it

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Disclosure range: Functional or organizational groups of MISI clients for business purposes
MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
Behavioral Metrics

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Disclosure range: Functional or organizational groups of MISI clients for business purposes
What Is A Behavioral Metric?
 Behavioral Metrics are any metrics capture the behavior of user’s
 Added benefit of telling you something is wrong or right with the
experience you designed
MAINTAIN YOUR FOCUS ON
BEHAVIORIAL METRICS

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MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
Why Focus On Behavioral Metrics?
 Quickest and greatest benefits, value, & insights are
found here
 In contrast to aggregated "quantity" metrics
 Visits, Visitors, Page Views, Unique Visitors, etc.
MAINTAIN YOUR FOCUS ON
BEHAVIORIAL METRICS

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MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
Behavioral Metric Examples
Behavioral Metrics High Value To…
Bounce Rate Landing pages, Site Wide, Keywords, SEO, SEM
Revenue eCommerce
Days To Convert eCommerc, Lead Generation
Visits To Convert eCommerce, Lead Generation
Conversion Rate eCommerce, Lead Generation
RSS-feed subscribers Blogs
Length of Visit Content
Depth of Visit Content
Site Depth Content
Recency Community / Social
Loyalty Community / Social
Search Selection % SERP
Search Bounce Rate SERP
Search Refinement SERP
Search Initiated From All site types

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Disclosure range: Functional or organizational groups of MISI clients for business purposes
Behavioral Metric: Bounce Rate
What is a “Bounce Rate”
I define it as…
 A user came to your site. Said “this sucks!”*. Left your site.
defines it as
 The percentage of single-page visits or visits in which the person left your site from
the entrance (landing) page.
How do you use it?
 Use this metric to measure visit quality - a high bounce rate generally indicates that
site entrance pages aren't relevant to your visitors.

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Behavioral Metric: Bounce Rate Site Wide
Not good!

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Behavioral Metric: Bounce Rate Site Wide By Source
Really not good!

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Disclosure range: Functional or organizational groups of MISI clients for business purposes
Behavioral Metric: Bounce Rate Single Page & Source
Bad. Very Bad.

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Disclosure range: Functional or organizational groups of MISI clients for business purposes
MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
Content & Keywords

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Disclosure range: Functional or organizational groups of MISI clients for business purposes
What a User Sees
http://www.nytimes.com/2010/05/05/nyregion/05plane.html?hp

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Disclosure range: Functional or organizational groups of MISI clients for business purposes
What A Search Engine Sees

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Disclosure range: Functional or organizational groups of MISI clients for business purposes
Keywords: Compare Both – What Do They Tell You?
SEO Internal Search

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Disclosure range: Functional or organizational groups of MISI clients for business purposes
Keywords
 Just buy scrolling you can see HOW PEOPLE ARE
FINDING YOUR CONTENT
 Very unique phrases
 Common misspellings
 Negative keywords
 Geographic targeting
 Acronyms
 Domains
 Brand names
 Generic names
Get over yourself
Listen to your audience’s confessions
START A CONVERSATION

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MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
Applying Keywords To Content, Structure, & Deliverables
Where How
Meta Data Title, Description, & Keywords
•Download SEO Quake (Firefox Plugin)
SEO / SEM Compare what keywords & pages people are landing
on vs. what your content reads.
Page / Product Name Include keyword rich titles
URL Include keywords in your URL structure
• www.site.com/green/recycle/aluminum/cans
Site Copy / Content Include keywords multiple times in your first 1-2
paragraphs
Banner Ads Include keywords to capture attention and clicks
AdWords Include keywords to capture attention and clicks
Taxonomy Labeling & names of categories
Metadata Keyword descriptors
Ontology Labeling and associative relationships
Navigation Labels / nomenclature – speak your audience’s
language NOT yours
Personas Add SEO Keywords section – update & optimize
Site Map Labels / nomenclature

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MISI Company, Ltd. | Info Classification: Confidential | Information owner: MISI XD Group
Disclosure range: Functional or organizational groups of MISI clients for business purposes
Thank You!
Contact: mhurst@misicompany.com
Book: RosenfeldMedia.com/books/SearchAnalytics
Blog: MarkoHurst.com
Twitter: MarkoHurst
25% off all books until May 15
@ RosenfeldMedia.com use
code “JBOYE10”