There are some aspects of Web analytics that can be very complicated. But, when it comes to using analytics to create persuasive architecture, it is a no-brainer.

Persuasive architecture is creating the framework on your site to funnel traffic into desired paths to create desired behaviors (e.g. conversions).

The simple way to do this is a three-step process.  Figure out what on your site is working (pages, sections, navigation), figure out what on your site is not working, and create changes to make what is not working work.

Step 1- Figure out what is working
There are several different ways to do this. First, segment out the ‘conversion’ traffic and analyze it. Ask what referrers are driving traffic that converts, identify the pages where visitors who convert enter the site, what paths they are taking.

Many analytics packages offer a decent view of the data in context. So, you can see each page with the percentage of clicks superimposed over the links.

ClickTracks offers a great view of this data, not only with clicks for each segment that you create, but with detailed page analysis.  More importantly for this task, paths to and from the page for each segment are identified.

That way, you can see where all of the visitors are clicking on a page.  But, you also can see the links and paths that the visitors who convert take. Then, you can compare the high volume-low conversion pages to the lower volume-high conversion pages to get clues about why one page is more effective than others (e.g. better looking imagery, more interesting copy).

If your analytic package does not offer this visual option, you can analyze the reverse path from your goal page and then bring up your site in a browser and follow those paths forward to get the clues.

Step 2 – Find out what is not working
My favorite way of figuring what is not working can be done with the help of a visual analytics package like ClickTracks or just on your site itself.

It is very helpful to use a tool like ClickTracks to figure this out by tracing the path through the conversion process using the visual report. Often times, people on the internet are in a hurry or just don’t pay a lot of attention to the details of a page. Using a more narrow view of your page, you may realize that most visitors don’t see your ‘Buy now’ button, or that description and special pricing.

Another great way to see where visitors ‘fall off’ the process is by using funnel reports or scenario analysis. You may see that visitors abandon your cart looking at the Privacy Policy or the Shipping Costs.  Or, they ‘ping-pong’ through the process, a good indication that the process is too confusing.

If you don’t have access to visual tools like these, you can always use the old-school method of user testing. Enlist several people who do not spend a lot of time on the internet and have them try to make a purchase, fill out a form, or perform whatever process is your conversion.

 

Step 3 – Use your knowledge to fix what is not working
Armed with the insight you gather from your analytics, you can continually evolve your site so it becomes more and more effective. The concept of ‘iterative design’ is still just as important today as it was when introduced 25 years ago. Make changes and test, make changes and test.

 

One final note: Knowing best practices never hurts either
A few years ago when my job was to launch a new Interactive department for a traditional ad agency, I had the opportunity to attend a ‘Usability Week’ conference. The condition was that rather than just my choosing the sessions to attend, the owner of the agency and I would decide on them together.

 

This turned out to be way more interesting than I expected. His background focused more on traditional advertising, creativity and emotion. My background was more technical. Needless to say, my ‘wish’ list and his list were completely different. As a result, I ended up at a few sessions that I had not initially considered.

 

The most interesting session that I had not considered was ‘Web Credibility and Persausive Technology.’ I still have the handouts and notes I took (five years later – which says a lot).

 

One of the most important lessons that I took away from that session about persuasion is the importance of the credibility of your Web site in order to change visitors attitudes and then, change their behavior.

 

Changing attitudes:
Make users feel comfortable interacting with your site – getting to know you (your company).

Results in changing behaviors:
The user ultimately begins a relationship with you (places an order, requests information, signs up for a webinar).

Filed under: Analytics, Design & Development on Tuesday, April 22nd, 2008 by Joy Brazelle | No Comments
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