Complete Analytics Part I: Are You Oversimplifying?

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Categories: Analytics, Conversion Optimization, Landing Page Optimization, Research & Findings, UI & Usability
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What sources of data represent the complete user experience of a customer who visits your site and completes a purchase?

You might be surprised to learn that there are numerous such sources – all of which are valid in their own right. There’s a myriad awaiting anyone who has been too narrow while taking to task the organism of site analysis and it’s many-pronged corpus of data.

So, then how do you best categorize such data so that you can utilize it? And, how do you then capture and learn from the data from each category? Here’s an answer you will probably not want to hear, but one that attempts to reflect the state of analytics as it pertains to your web site and it’s users.

5 Identifiable and distinct categories might be defined in the span of user experience or customer lifetime:

Category | Segment Tools | Methods
Competitive intelligence Compete, Hitwise, Technorati, Alexa, Google Trends, Websitegrader.com, spyfu, trellian.com, keywordspy.com, Yelp!, industry publications such as those by Delloite, Jupiter Metrics and various consumer review media
Voice of Customer Software solutions: iPerceptions, Omniture Surey, OpinionLab, ForeSee and Ethnio. Clicktales.com. Market Research: pre-existing or commissioned. Usabiltiy studies. Observation. Focus groups.
Experiment & Testing Google Website Optimizer, Optimost, Sitespect, Offermatica, Amadesa, Omniture
Analytics Aggregation ForeSee, iPerceptions
Clickstream Google Analytics,Websidestory, Omniture, Coremetrics

If thought one analytics tool was enough, think again. We’ll cover more specifics in the next post.

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Dec
12

Some Usability Rules for Forms

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Categories: Conversion Optimization, Google Website Optimizer, Landing Page Optimization, UI & Usability
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  • if a password requires a number or case variation, make it obvious
  • username should be the email address if possible
  • require confirmation of email and password
  • always use highlighting or an asterisk to represent required fields and optional fields
  • build your email reputation and deliverability so you can send confirmation emails effectively
  • send confirmation emails ASAP
  • collect the least amount of information necessary to facilitate the signup or form goal
  • don’t collect credit card information until it is needed
  • forgo asking for the user’s address until it is needed
  • don’t default email opt-ins to being on – present the option and only send email with permission
  • use form text areas to provide extra information about form requirements and clear them on focus
  • make sure tabbing flows logically through the form
  • pre-focus the cursor in the first form area
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Oct
10

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