Web Analytics and UX have always gone hand in hand in order to understand user’s needs and create better experience in websites and apps. There are dozens of tools, frameworks and methods that help us know our users better, tell what they want and present how they behave during their digital experience. In this lecture, you will learn how to use data in Google Analytics and other Analytics tools in order to understand your user’s behavior patterns and make smarter decisions in your UX process. I’ll show you which data will help you in the process and which data you need to stay away from.

1. Analytics & UX=
Welcome To Data
Driven World

2. *‫סקר‬UXI2014

3. MeWeb
Analytics
WA+UX
What do we have today?

4. Web Analyst, CROer.
Yehuda Raizner

5. Hi, I’m a UX
expert and I
need DATA

6. Pages/Visit8.5

7. Pages/Visit2.3

9.  Know Our Users Better
Why do we need Analytics?
 Fail Fast
 Users Lie!

10. Know Our Users Better

13. It’s all about tasks…

14. Non Converted
2%98%

16.  Macro Conversions  Micro Conversions
 Contact an Agent  Download PDF
Try Demo
 Search Laser Tool
 Compare Tools
 Read a Manual
Task Completion Rate
 Purchase

22. 16% 42% 22%14%
30% 13% 9%
19%

27. 2in a visit

28. 260%
Higher Conversion rate

29. What users don’t do?

32. What Users Need?

33. What Users search?

36. What They search?

40. Psst…
Don’t forget to show them
the movie

42. Give them what they need.

44. ‫סטודנטים‬
‫הוראה‬ ‫סגל‬
‫מרצים‬
‫מתעניינים‬
‫בוגרים‬
‫ותומכים‬ ‫ידידים‬
‫אנגלית‬ ‫דוברי‬
‫הנהלה‬ ‫חברי‬
‫בעבודה‬ ‫מתעניינים‬
‫השאר‬ ‫כל‬
Personas

45. Data in Personas research
 Demographic
 Environment
 Habits & Likes
 Online Behavior

46. Fail Fast

49. Don’t Test Screens
 Test Decision making process
 Influence the rest of the cycle
 You can use it in other scenarios

54. Users Lie!

58.  Want to look Smart & Rational
 Don’t blame themselves
 Unaware of biases
But, Why?

60. And now, a movie…

62. Summary
 Know Our Users Better
 Fail Fast
 Users Don’t (always) Tell The true


63. Before you go home.

64. HIPPO
Highest Paid Person Opinion

65. Data Beats Opinion
Thank You!