1. Rakuten Technology Conference UX Analytics Measure your ROI! 2013-10-26 Adobe Makoto Shimizu

2. I live in Utah. 2

3. I y a lot. n International Program Management n Evangelist / Customer Advocacy 1 2 3 4 5 6 7 8 9 10 11 12 2012 2013 3

4. 19 years of experience in Web *. CRM Marketing Kaizen CMS Technology Agile Web Analytics SEO UX IA 4

5. I share my experience by: Speaking Writing Advisory Ministry of Education Sanktgallen Brewery (CMO) Omniture A2i IID (CAO) Dentsu Razorfish (Fellow) 5

6. Todays Agenda 1. Engineers Career 2. Analytics for Engineers 6

7. Engineers Career How I increased my value and became NOT replaceable. 7

8. 1995: Developer I started my career as a developer (front-end) in 1995. I did HTML, Perl, PHP and JavaScript. Technology 8

9. 1999: Developer Bad design ruins a product. I want to spend my time for something useful. Technology 9

10. 2000: Information Architect I became an IA. I enjoyed designing usable and delightful UI. Technology UX 10

11. 2007: Information Architect What good is in usable product if it is not needed and not contributing to business? Technology UX 11

12. 2008: Web Analyst I managed Web Analytics team to inform marketers so they can make the right descisions. 12

13. 2010: Web Analyst I want to be directly responsible for the results. Marketing Technology UX 13

14. 2011: Marketer / CRM I enjoyed strategic executions and contributing to business results. Marketing Technology UX 14

15. 2011: Marketer / CRM Marketers seriously need help. Marketing Technology UX 15

16. Now: Program Manager/Evangelist To help business become data- driven. Marketing Technology UX 16

17. This journey increased my value because: n I can make the better decisions based on broad knowledge and experience. n I can quickly adopt myself to changes. 17

18. This journey increased my value Lessons Learned: n Go beyond your comfort zone. n Stay focused for 5+ years to deepen expertise. n Combine something different. 18

19. Analytics for Engineers Show your ROI! 19

20. Steps for Measuring UX 1. Diagram Users Flows l Audience? Why visit your website? 2. Map business eorts l Content/Functions/Campaigns 3. Dene your KPIs l Preferred online activities 4. Implement and Report l Be creative. 20

21. Concept Diagram n is a diagram to clarify how users interact with business Who are visitors and what they want? What features does the business provide? Users Web Business 21

22. http://www.sanktgallenbrewery.com 22

23. 1. Concept Diagram Interesting. I want more. Attention What is available? How can I drink? Buy online / Go out at bar Drink Good. Addicted. 23

24. 2. Map your eort Ad Search Link Informed About Blog Connected News Product Catalog How to Store Locator Order Drink 24

25. 3.Dene KPIs New Ad Search Link Visiors About Email Opens CTR News Blog Unique Product Views Product Catalog How to Map Views Store Locator New Customers Order Repeat Customers 25

26. Be Creative to Collect Data n User experience can be measured because users interact with sites by clicking and moving mouse. Users Web 26

27. Q1: Are Errors damaging Business? n Dene metrics to monitor. 1. Error rate 2. Error rate for New Visitors Link 404 CV 3. Conversion rate after Error 5. Revisit after Error rate 4.Error Exit rate 27

28. Q2: Are long pages evil? n Options a) Design a looong page with lots of info b) Split into pages with a navigation Slow to load VS. Navigation is awkward Page search works Page views will increase Difficult to print out 28

29. Q2: Are long pages evil? n Did users consume the content? Entry Long pages Exit Scroll up and down Complete 29

30. Q2: Are long pages evil? n Did users consume the content? Entry Short Pages Exit Entry 1 2 3 Exit Entry 1 2 3 paging Exit 1 2 3 paging Complete 30

31. Q2: Are long pages evil? n Measure and Report. Completes Title Visits Published date Page # Volume 31

32. Q3: Optimise for Smartphones? n Options a) Detect devices and change templates b) Responsive Web Design c) Do nothing Optimised Full Site 32

33. Q3: Optimise for Smartphones? n Did users switch back to Full sites? Optimised Optimised Full Site Full Site 33

34. Q4: Is Amazon menu eective? 2 1 34

35. Q4: Is Amazon menu eective? n Measure and Report. Visitors Returning Revenue Menu Experts Menu Failers 35

36. Q5: Are images for Retina needed? promo_ipad.png promo_ipad_2x.png 36

37. Q5: Are images for Retina needed? n Resolution != Device Ratio _gaq.push([_setCustomVar, 1, 'Resolution', (window.devicePixelRatio > 1 ? Hi : Lo), 2]); Retina 2.0% 1.0% 0.0% w1 w2 w3 w4 w5 w6 w7 w8 w9 w10 37

38. Further Readings n http://ascii.jp/elem/000/000/617/617806/ 1. 2. UXGoogle Analytics+jQuery 3. Facebook 4. 5. 6. 7. 8. 7 9. 10. UI 11. UI 12. WebRetina 13. Amazon 38

39. Dont reinvent the wheel. n Tag Manager will make your life easier. n Just add two lines to HTML source. This is an example for Adobe Dynamic Tag Management 39

40. Tag Manager n Rules can be dened. 40

41. Tag Manager n Dead Image How many people are clicking unclickable images? 41

42. Tag Manager n Events l Mouse l Keyboard l Forms l HTML5 Video l Mobile n CSS Selector l Elements l Attributes 42

43. Steps for UX Analytics 1. Draw Concept Diagram l How users behave? 2. Map your eort l What needs to be measured? 3. Dene your KPIs l How to measure? 4. Implement and Report l Be creative. Engineers know better. 43

44. What do you want to do? n Go beyond your comfort zone. l An engineer can be a marketer. n Combine something different. l Technology / UX / Marketing 44

45. Thank you http://www.cms-ia.info 45

46. See Also: n BtoB http://www.cms-ia.info/news/ebooks-published-2012/ n UX http://ss-analytics.webnode.com 46