Re: [ia-55] Site Analytics to Review for Redesign

From: Monique E.
Sent on: Tuesday, April 10, 2012 6:15 AM
Hi Mike,

Thanks for your response. The redesign project has a limited user research budget ($500??). I thought it would be most helpful to save our budget for low-cost usability testing on something like user usertesting.com or the like once we had some A/B concepts to test. Though I have to say, after reading some of the responses about user testing.com, I'm wondering if the user pool is too specific that the general public: mostly male, twenties - fifties, somewhat rural (depending on the product), power sports enthusiasts, looking mostly to research.

As the site functions primarily as a research tool for users to find and download information to take to a nearby dealer I was actually considering researching YELP feedback for local dealerships to get an idea of buyer behavior. Users cannot purchase anything on the site, they must go to the dealer to even purchase parts. The site functions mostly as a tool to research products or find information about warranty, parts, and service. What do you think of using YELP as a cheap qualitative research tool?

We are also collecting data from a site survey that should go up any time soon.

The top search terms,"parts", "part", and "helmet", related to on-site search as opposed to top search referrals from search engines. But top referrals from search engines is another metric to consider.

Thanks for that suggestion!
Monique



On Sun, Apr 8, 2012 at 9:29 AM, Mike Takahashi <[address removed]> wrote:
Hi Monique,

If you have the time and budget it would be a good idea to gather quantitative and qualitative data. Quantitative data from analytics will only tell you so much. Affordable tools such as usertesting.com (as discussed here recently) and clicktale.com are servces you may want to look into to help gather qualitative data about your website.

Keep in mind that users aren't always going to your homepage first as well. Think about how you normally stumble upon a page when searching for specific keywords on sites like Google. Most often, you end up within a sub page of the website - very rarely do you end up on the homepage. If the site interests you enough, you may end up going to the home page.  

If your top search terms are "parts", "part", and "helmet", are these organic searches within your site, or are they top search term referrals from search engines? It's hard to tell what is going on without knowing more about your site, but it would also be good to look at what percentage of users use the sites search function. 

Just because users aren't clicking on "Accessories and Apparel" does not automatically indicate a need to rethink nomenclature. However, qualitative data can help you answer these questions more specifically. Also, could users possibly be finding what they need via search? You can also look into you analytics to help you find and segment out this data. For example, when visitors use your search, which link do they click on first within the search results? Is it the correct page? Or do they search for a few pages, then get discouraged and leave your site?


Mike Takahashi
Associate Director, Digital
UCLA Marketing & Special Events


On Fri, Apr 6, 2012 at 11:03 PM, Monique Escamilla <[address removed]> wrote:
Hi Everyone,

What site analytics do you normally renew when considering a redesign? I'm working on a redesign for a major power sports site (motorcycle, atv, etc.) and have reviewed a year's worth of data for:

- Top On Site Search Terms
- Top Pages
- Screen resolutions
- Default Browsers

Is it worthwhile to determine top homepage paths if the page is really poorly designed? What information would top homepage paths give that top pages wouldn't?

What do you do when reports contradict each other? For example if top search terms are "parts", "part", and "helmet" but homepage user paths indicate a very low percentage click on "Accessories and Apparel" how do you rectify this? 

Is it perhaps a nomenclature issue? Do you use alternative research methods like site survey, card sort, etc. to try fill in the blanks?

Thanks,

Monique Escamilla




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Please Note: If you hit "REPLY", your message will be sent to everyone on this mailing list ([address removed])
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