The importance of web metrics has always been self-evident in the world of SEO. It is the measurement of key performance indicators, obvious to all, as clear as day in fact. This transparency and the credence of web analytics is a powerful companion to IA strategies, convincing the client is so much easier when real figures can be shown that highlight user behavior. Often it enables you to get over bigger cultural hurdles that your project needs to overthrow, to enable it to be a success.
Beware of the stakeholders one-eyed view…
Choose your weapon
When you think about how hard it is to convince certain types around the boardroom table, it is these same people who respond so well to figures that are facts. Some decision makers will trust you implicitly (obviously a joy to work for) others are so conservative they will not move until you show cold, hard figures.
If the statistics are good enough you can almost negate any discussion over a design decision. The figures are the evidence that we need to ensure design solutions are implemented. The problem that you see, may not be seen in the same way by the client, so you need to think of ways to illustrate the solution.
Prove them wrong
I had a client who insisted on placing the magazine cover in the top left of the page and it was the use of web metrics that persuaded him to see that this was confusing the user. He linked the image to a subscription page where there was a huge drop off – primarily because the users thought that the image would reveal the magazine content. Without statistics the argument would never have been resolved.
Metrics are the user voice
The great thing about evidence based design decisions is that they are non-negotiable. The users are telling you what to do. The figures in the metrics spell it out. So decide what you need to show the client and then get the analyst to research and present the figures. A chart here will help convey the message, the simpler the better. Those in control of the software will often also have a perspective about why or how the users behave in the way they do. A good web analyst is a real bonus to any design team especially in a user centred approach.
Tags: SEO, User Centred Design, Web analytics
In a user centred approach to designing a website, it is key that users behaviour is taken into consideration. Without knowing which elements of the site are most clicked on, we won’t be able to make sound advice on where to put new elements on the page. It can also be useful in working out why some pages have high exit rates and hence we are losing visitors/revenue.
Good post kelwaydesign. How do you think that the wealth of statistics can be used with the qualitative data collected by research teams when providing recommendations of user pathways? Surely this is key if you are going to have a holistic view.
This really goes back to the importance of collaborative working in teams. one person has to make the effort to bridge the gap or become a ‘boundary spanner’ between different groups of professionals for the common good of a project.
For instance researchers should be talking to analysts, working together to produce insightful information for development teams to work with.
It can not just end with persona creation, ethnographic studies and user behaviours are so closely linked that they should feature in the same report. Only then will we get a holistic view of the user landscape.