Get Better Content with Analytics and User Testing Mike Powers - - PowerPoint PPT Presentation

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Get Better Content with Analytics and User Testing Mike Powers - - PowerPoint PPT Presentation

Sep 15, 2023 98 likes •2.09k views

Get Better Content with Analytics and User Testing Mike Powers Director of Electronic Communications Indiana University of Pennsylvania About Me About Me Director of Electronic Communications at Indiana University of Pennsylvania About

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Get Better Content with Analytics and User Testing

Mike Powers Director of Electronic Communications Indiana University of Pennsylvania

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About Me

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About Me

  • Director of Electronic Communications at

Indiana University of Pennsylvania

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About Me

  • Director of Electronic Communications at

Indiana University of Pennsylvania

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About Me

  • Director of Electronic Communications at

Indiana University of Pennsylvania

  • Taught web writing at Higher Ed Experts
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About Me

  • Director of Electronic Communications at

Indiana University of Pennsylvania

  • Taught web writing at Higher Ed Experts
  • Ph.D. in English
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About Me

  • Director of Electronic Communications at

Indiana University of Pennsylvania

  • Taught web writing at Higher Ed Experts
  • Ph.D. in English
  • @mjpowers
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How do your co-workers feel about content strategy?

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Content Strategy

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Content Strategy

Big Data

HTML5

Digital Natives Mobile

Social Media

User Experience

ROI

Best Practices

Information Architecture Content Management System

Branding

Analytics

Enterprise

The Cloud

Content Strategy

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It’s a data-driven world

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You need to go quantitative

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quantitative(ish) You need to go quantitative

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Analytics are for everyone.

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“a data-driven life is “the sexiest digital “life you can imagine.”

—Avinash Kaushik

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You’re doing it wrong.

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Pageviews aren’t the goal. Your goal is the goal.

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Higher Ed Goals

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Higher Ed Goals

  • 1. Get students
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Higher Ed Goals

  • 1. Get students
  • 2. Help students, faculty, alumni

succeed

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Higher Ed Goals

  • 1. Get students
  • 2. Help students, faculty, alumni

succeed

  • 3. Get money to keep doing 1 and 2
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In content terms...

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Content... Get students

  • Appeals to H.S. students
  • Provides correct, useful information
  • Persuasive

Help students, faculty, alumni succeed

  • Helps students register, add/drop, etc.
  • Continues to market school
  • Gets audience’s attention

Get money

  • Shows value of school
  • Gets donors through donation

process

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Once you know your goals, you can measure them

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Before you start, turn your goals into questions

Image by Cyberslayer http://www.flickr.com/photos/cyberslayer/
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Without goal-related questions, you won’t find the answers you need

Image by Cyberslayer http://www.flickr.com/photos/cyberslayer/
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Sampling of Measures and Methods

  • User Test
  • Survey
  • Card Sort
  • Navigation Test
  • Heat Maps
  • A/B Test
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  • Readability Score
  • Sharing Metrics
  • Social Media Engagement
  • Pageviews
  • Bounce Rate
  • Avg. Time on Page
  • Page Value
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Sampling of Measures and Methods

  • User Test
  • Survey
  • Card Sort
  • Navigation Test
  • Heat Maps
  • A/B Test
!
  • Readability Score
  • Sharing Metrics
  • Social Media Engagement
  • Pageviews
  • Bounce Rate
  • Avg. Time on Page
  • Page Value
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Six questions. Six ways to answer them.

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For answering and generating questions:

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Usability Test

For answering and generating questions:

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SLIDE 48 Photo source: http://www.flickr.com/photos/l-i-n-k/3654390818/
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Do a User Test First

  • See people experiencing your

content.

  • Experience their pain and joy.
  • Find some blindingly obvious stuff

that you wish you had seen earlier.

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Advice for First-Timers

  • Just do three tests. (Use Jacob Nielsen’s site to

convince colleagues)

  • Write tasks that center on your goals.
  • Give a reward
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Advice for First-Timers

  • Just do three tests. (Use Jacob Nielsen’s site to

convince colleagues)

  • Write tasks that center on your goals.
  • Give a reward
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Advice for First-Timers

  • Just do three tests. (Use Jacob Nielsen’s site to

convince colleagues)

  • Write tasks that center on your goals.
  • Give a reward
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Advice for First-Timers

  • Who you get to do the test matters less than you
  • think. But—choose a reasonable audience to help

colleagues accept your results.

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Tools

  • Silverback is a great OS X tool for capturing tests.

(But get yourself a wheel mouse.)

  • Skype can let you share what you do with another

room.

  • UX Recorder lets you test on iOS devices.
  • Take your tests on the road with laptop, iPad, iPhone
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Tools

  • Silverback is a great OS X tool for capturing tests.

(But get yourself a wheel mouse.)

  • Skype can let you share what you do with another

room.

  • UX Recorder lets you test on iOS devices.
  • Take your tests on the road with laptop, iPad, iPhone
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Tools

  • Silverback is a great OS X tool for capturing tests.

(But get yourself a wheel mouse.)

  • Skype can let you share what you do with another

room.

  • UX Recorder lets you test on iOS devices.
  • Take your tests on the road with laptop, iPad, iPhone
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Can readers read my content?

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Readability

Can readers read my content?

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Readability scores measure how easy to read a text is.

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Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion

  • f that field, as a final resting place

for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this.

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4 sentences 72 words 90 syllables

Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion

  • f that field, as a final resting place

for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this.

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Flesch Kincaid Grade Level Formula

0.39 × (words ÷ sentences) + 11.8 × (syllables ÷ words) − 15.59

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read-able.com

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read-able.com

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read-able.com

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Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion

  • f that field, as a final resting place

for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this.

Flesch-Kincaid Grade Level: 6.2

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Our undergraduate and graduate classes are designed to offer future journalists—and private and public sector leaders who will interact with them—a thorough understanding of the role of the press in the policy making

  • process. Through instruction and

internships, students learn about the principles and the practice of journalism, while mastering the broader background of studies in public policy, politics, economics, history and other liberal arts.

2 sentences 67 words 113 syllables

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Our undergraduate and graduate classes are designed to offer future journalists—and private and public sector leaders who will interact with them—a thorough understanding of the role of the press in the policy making

  • process. Through instruction and

internships, students learn about the principles and the practice of journalism, while mastering the broader background of studies in public policy, politics, economics, history and other liberal arts.

2 sentences 67 words 113 syllables

Grade Level: 17.4

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We don’t need elevators. We’re only going to put athletes in this dorm.

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  • Makes web reading easier, even for

highly skilled readers

  • Readers read more, understand more
  • Readable content gets shared more
  • ften

Why care about readability?

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Solutions for poor readability

  • Shorter words
  • Shorter sentences
  • Less passive voice
  • Less jargon
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A LITTLE BIT OF A TUMBLER.

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A shining indication of yellow consists in there having been more of the same color than could have been expected when all four were bought. This was the hope which made the six and seven have no use for any more places and this necessarily spread into nothing. Spread into nothing.

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A LITTLE BIT OF A TUMBLER.

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A shining indication of yellow consists in there having been more of the same color than could have been expected when all four were bought. This was the hope which made the six and seven have no use for any more places and this necessarily spread into nothing. Spread into nothing.

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“Data is your eyes, “not your brain.”

—Colleen Jones

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Does this page encourage donations?

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Bounce Rate

Does this page encourage donations?

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A bounce is a

  • ne-page visit.
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The bounce rate is the %

  • f visits to that page

that bounce.

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36 entrances ÷ 23 bounces = 63.89% bounce rate

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What does it mean?

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“I came, “I saw, “I puked.”

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So a lower bounce rate is better

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So a lower bounce rate is better Except when it’s not

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So a lower bounce rate is better Except when it’s not

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Solutions for a high bounce rate

  • Is there an audience that hits this page

with the wrong expectations?

  • Are there useful links on the page?

Anyplace to go?

  • Does the content actually interest

people?

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Solutions for a high bounce rate

  • Is there an audience that hits this page

with the wrong expectations?

  • Are there useful links on the page?

Anyplace to go?

  • Does the content actually interest

people?

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Solutions for a high bounce rate

  • Is there an audience that hits this page

with the wrong expectations?

  • Are there useful links on the page?

Anyplace to go?

  • Does the content actually interest

people?

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Solutions for a high bounce rate

  • Is there an audience that hits this page

with the wrong expectations?

  • Are there useful links on the page?

Anyplace to go?

  • Does the content actually interest

people?

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Solutions for a high bounce rate

  • Make it shorter
  • Improve readability
  • Make it more useful
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Analytics Tip #1: For content strategists, pageviews do and don’t matter

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Pageviews: how many times a page has been loaded into a browser.

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Why not hits?

  • A hit is the download of a single file
  • 1 page = 10, 20, 30 or more files
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One thing about pageviews...

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One thing about pageviews...

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$2.1 Million

Average Salary in This Elevator

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If pageviews are low, other scores may not mean much

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Does this page encourage applications?

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Page Value

Does this page encourage applications?

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To use page value, first set up monetary goals in Google Analytics

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Higher ed goals

  • 1. Get students

2.Help students, faculty, and alumni

succeed

3.Get donations to keep doing 1. and 2.

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Higher ed goals

  • 1. Get students

2.Help students, faculty, and alumni

succeed

3.Get donations to keep doing 1. and 2.

$

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GA allows these as goals

  • Getting to a page
  • Clicking on something
  • Seeing a certain number of pages
  • Staying a certain number of minutes
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Set up goals in Google Analytics

Donation [donation value] Application $??? Visit registration $???

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Set up goals in Google Analytics

Donation [donation value] Application $200 Visit registration $100

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Set up goals in Google Analytics

Donation [donation value] Application $2,000 Visit registration $1,000

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Page value is...

Value of any “transactions” that happen after a visit to this page ÷ Number of unique pageviews for this page

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Home Page Admissions B.S. in Math Visit Campus Visit Sign-Up Form Thanks for Registering

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Home Page Admissions B.S. in Math Visit Campus Visit Sign-Up Form Thanks for Registering

$100

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Home Page Admissions B.S. in Math Visit Campus Visit Sign-Up Form Thanks for Registering

$100 $20 $20 $20 $20 $20

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Solutions for low page value

  • Is this page related to a goal?
  • Shorter, more readable, include calls to

action

  • Usability test
  • Content experiment (A/B test)
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Analytics Tip #2: What’s a good score? It depends.

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Grade me! Look at me! Evaluate and rank me! I’m good, good, good and

  • h so smart! GRADE ME!
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Grade me! Look at me! Evaluate and rank me! I’m good, good, good and

  • h so smart! GRADE ME!
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Problems with analytics

  • Sites are different
  • Google Analytics installs can be

different

  • Goals are different
  • Analytics isn’t always accurate...
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40?

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40? 40?

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40? 40? 40?

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Use analytics data in comparison

  • With last week, last month, last year
  • With similar pages on your website
  • Dept. vs. dept.
  • Major page vs. major page
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Analytics Tip #3: Use segments

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Bounce Rate: 95%

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How did they get to the site?

Segment by Source

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How did they get to the site?

Segment by Source

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How did they get to the site?

Segment by Source

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Are they new to the site?

Segment by Visitor Type

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Are they new to the site?

Segment by Visitor Type

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Are they new to the site?

Segment by Visitor Type

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Where are they?

Segment by Metro

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Where are they?

Segment by Metro

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Where are they?

Segment by Metro

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Were they on mobile?

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Were they on mobile?

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Were they on mobile?

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What should section ___ be named?

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Card Sort

What should section ___ be named?

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SLIDE 149 Photo Source: http://www.flickr.com/photos/rosenfeldmedia/3343501403/
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Open

  • Users stack cards then
  • Give each pile a name
  • Give users header cards
  • They assign cards to the

header cards

Closed

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What should our top-level portal pages be called?

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What kinds of content do our Facebook fans like the most?

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Engagement

What kinds of content do our Facebook fans like the most?

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Followers Engagement Shares/Actions

From follower to “customer”

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Followers Engagement Shares/Actions

From follower to “customer”

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Social media engagement measures show how many of your followers interact with your content.

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Most go something like this:

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clicks ÷ posts ÷ followers

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This gives you the percentage of followers who engage with each post.

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What’s a click?

Facebook Twitter Like Mention Comment Retweet Share Link click

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So the formula for Facebook would be:

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(likes + comments + shares) ÷ posts ÷ followers

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(30,286 likes + 703 comments + 7,170 shares) ÷ 1 post ÷ 4,165,311 fans =

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(30,286 likes + 703 comments + 7,170 shares) ÷ 1 post ÷ 4,165,311 fans = 0.92% engagement

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“0.92%? That’s tiny. “George Takei is “bad at social “media.”

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(101,010 likes + 2,266 comments + 9,144 shares) ÷ 2 posts ÷ 4,165,311 fans = 1.35% engagement

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But isn’t a share or a comment worth more than a like?

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The Varsity Outreach Formula

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The Varsity Outreach Formula

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The Varsity Outreach Formula

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(30,286 likes + 703 comments + 7,170 shares) ÷ 1 post ÷ 4,165,311 fans = 0.92% engagement

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(30,286 likes × 2 + 703 comments × 2 + 7,170 shares) ÷ 1 post ÷ 4,165,311 fans = 1.66% engagement

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(30,286 likes × 2 + 703 comments × 2 + 7,170 shares) ÷ 1 post ÷ 4,165,311 fans × 1,000 = 1,660 engagement

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Choose a formula that works for you and stick with it.

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What content on this page is getting the most attention?

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Heat Map

What content on this page is getting the most attention?

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Google Analytics

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Crazy Egg Heat Map

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Crazy Egg Heat Map

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Segmented Click Map

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Scroll Map

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Testing a mockup with Chalkmark

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Presenting Analytics and User Research

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SLIDE 193 400 800 1,200 1,600 1/16/2011 1/23/11 1/30/2011 2/6/2011 2/13/2011 Visits Campus Tours
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Content analytics spreadsheet

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Content analytics spreadsheet

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Content analytics spreadsheet

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Questions?