Usability Analytics® Managed Service

Web Analytics interpretation - our Usability Analytics® Managed Service - is available for Internet and Intranet platforms.  Please select for specific information:

Introduction

There is a proven correlation between a high quality user experience and the success of a website. Meaningful and effective management of the user experience needs to be a priority for those organisations for whom web-based channels are important routes to market. Best practice organisations are implementing a framework that allows for the capture of information using web analytics, investigating why issues are occurring, proposing solutions and monitoring the impact.

Web analytics tools provide very insightful information on site usage. However, despite investing heavily in web analytics packages many organisations are not getting real benefit from their use. The reasons are manifold:

• A lack of understanding about which metrics are most important to measure.
• An inability to access the most pertinent information from the tool.
• Lack of resource or time to analyse the data offered by the analytics package.
• The tools only tell us what visitors did not why they did it - therefore there is incomplete information.

In response we have developed our managed service which uses best in breed technology in conjunction with our usability consultancy expertise. We effectively manage the user experience for our clients by uncovering site problems, providing direction to resolve the problems and measuring performance over time.

The Process

Our managed service promises end to end management of the user experience online.

1. Establish agreed-upon metrics for the site. The metrics are ascertained through consultation with stakeholders and an analysis of the site proposition.
    
2. Deploy / configure tool to collect data. Our WebAbacus technology is used to collect performance data for the metrics over a defined period (usually 1 month).
    
3. Analyse data. Our consultant will review the resulting data each month to determine where problems are occurring. Where an issue has been identified the consultant will investigate the corresponding part of the website to verify why the problem is occurring. This analysis results in a report detailing issues and recommendations for change.
    
4. Implement action plan. Each month our consultant meets with the client contact to decide on an action plan on the basis of the report. This will often mean design changes to the site.

Steps 3-4 are repeated each period to ensure that there is an ongoing feedback loop. As required, we incorporate elements of our Usability Audit and Usability Evaluation processes, together with focused live user experience research using WebIQ.

If you would like to discuss your analytics requirements with one of our team please call or complete the contact form and will be happy to arrange an introductory meeting.

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"Your Web Analytics system will tell you that 22% of your site visitors abandon their baskets...

We'll tell you why."

 
© The Usability Company 2004