Data Up Presentation at ProductCamp Austin 2021
Speaker: Mo Hossain
Event Date: May 1, 2021
Time: 2:00 PM – 2:30 PM CDT
What happened the last time you tried to buy something online? Did you have a fantastic experience on the vendor’s website and felt they cared about your experience? Or was it like pulling teeth? Did you leave their site to find the product elsewhere or from competitors?
Broken checkouts, too many popups, to plain boring websites– these are only some of the culprits that come to mind when prospects go away. Growing e-commerce and retail companies have a big challenge of making sure these issues don’t come up for their customers.
Let’s explore trends in behavior analytics and tools that can help our businesses stay on top of these causes of poor user experience.
You’ll come out of this session with :
- Trends in online behavior analytics
- Tools to add into your tech stack
- Ideas on improving user experience
Watch Conference Session Recording
well welcome everyone thank you for joining our session here today the last session of the day so we’re almost over and you’re going to go back to your weekend i just want to take a quick few seconds here to thank all the sponsors for product camp austin and i i think you guys have been seeing these um logos for a while so i do want to take a second and thank thank everyone here quick introduction to me uh i am mo hussein i am the founder of data up i actually started this business last year after working various years in different industries including startup and media companies etc and in my company data up currently i help other businesses mostly e-commerce businesses but other online businesses as well figure out what to do from an analytics perspective as well as understand different technologies and kind of put them into their into the works that they’re they’ve got going on obviously every business has their different goals and i help them understand how technology fits into that whole area today we’re going to be talking about some tools that for behavioral analytics this is mostly geared towards e-commerce businesses but it doesn’t have to be just e-commerce businesses it could be any business or really any website that is online and is dependent on that as their main source of lead generation or anything like that if you’re interested in getting in touch with me there’s some some information down here i can share that at the end as well quick copyright information this is copyrighted by data up and disclaimer is all these information is really most of a technical expertise information not really anything legal because there are some things that could be taken as legal advice i’ll stop here and ask some question if you are able to um you know feel free to put it in the chat or slack however you like but i want to ask you guys about about the last time you’re shopping or just anytime you’re shopping online think about the experience and share what what it kind of went through at that time did you have a good experience was it frustrating share share that experience with us if you would and you can unmute yourself if you like that that’s okay i had too many ads popping up trying to buy an airline ticket okay yeah i’ve run into that myself quite a bit and not just ads pop-ups there are a lot of pop-ups that come up thank you for sharing anyone else doing some mobile shopping for mother’s day and really just the challenge of moving through mobile um mobile efforts to put in purchasing information okay okay yeah definitely it’s funny because a lot of our users are actually on mobile but for whatever reason we’re still kind of uh in tune to thinking and designing for the web experience so that is a really good good point that you brought up michael so at the end of the day we just want to feel like this kid we just want to be happy like when we’re purchasing something and i was asking one of my friends about this as well and he was saying that he just bought a ring light on amazon it took literally seconds just went online and kind of uh went to the website search for it and it didn’t take that long to purchase right so there there’s that sort of not not perfect but very close to being perfect like you need this thing you go to the website or whatever wherever you’re trying to buy and you purchase it really quickly versus this thing you know this is this is not what you want you don’t want to be just frustrated with your day as you’re trying to purchase and us as either product managers or folks that we have in the technical realm we want to provide users a good experience we don’t want them to be frustrated because the more frustrated they are they’re going to go to our competitors and buy from them right so that’s not a good thing for anyone really so what are some of the things that can go wrong this is kind of an interesting one you could have lack of information or too much information right so in in some cases let’s say you want to buy buy a um the ring light example right so if you go to the website it just kind of bombards you with this 10-page document you’re not going to really look into that because you’re just trying to buy this one thing you just want to know the very gist of it and you want to you know go go forward with your purchase go move on with your day right slow site speed is a very common issue that happens for a lot of websites unfortunately long and confusing checkout process checkout in itself is this whole area of confusion that just kind of because there’s could be so many different pieces to it it could be this one thing where you’re you’re it’s too many pieces too many systems or things that are kind of combined together and just like it doesn’t work all the time very well so there are a lot of issues that could be happening within that checkout flow itself like a payment i had a client where we ran into this issue where they were only allowing people to pay with paypal and they’re noticing some people just going to the checkout is like oh well i don’t want to pay with paypal for whatever reason maybe they don’t want to create account whatever and they were leaving so we actually implemented a credit card option and that that seemed to go that make the conversion rate go up right so there are a lot of examples and we’re going to talk about the tools that to to that we can use to figure out some of those things that are happening there are a bunch of other examples i won’t go through all all of these for for time’s sake i kind of made a little joke here it’s like there are so many items that you can have on on your list of things to fix or do but these are really the top ones so i want to take a quick pause here as well and ask does anyone know who whose logo this is which company this logo belongs to any all right oh anyone recognize that one so that one that one from before this logo is from 1997. that’s the original amazon logo obviously they’ve come a long way when when at least myself from my perspective when i think of the one of the best customer uh experience that you can have online is really through amazon there are a bunch of other other websites obviously but they do a really really good job and they didn’t do that overnight it took a long time for them to be able to get to where where they are today right it’s almost 25 years and they’ve done so many improvements in in their system to do a lot of different things like easy navigation you know searching options drop down menus these there are so many things like this is probably one of my favorites the one click order is like if you know the thing that you want you just kind of buy push the button and buy it and it comes to your door very quickly right so these are some of the things that amazon has improved over time you know from a trend perspective there this customer service experience you know that that is one of the biggest things that come up when we’re talking about e-commerce or really any any sort of company that’s trying to stand out because you think about i don’t want to bash any companies but you think about some companies that have been around for so long you know they they almost seem like they don’t care about their customer right but you you look at some of the newer companies they they do really care they want to make sure that your experience our experience is really good and so for us as companies we need to kind of make sure that that customer service and you know everything that we’re doing the experience online you know the ux everything just has to be just so smooth and good and that that’s really the goal right so we want to figure out how do we do that and when we when we come to this which is like okay so how can we become a little more like for example in my case amazon or maybe some other companies that you you really admire how can we become a little bit more like that there are a lot of different tools that we can use to figure out about the experience that the user is having and what are they doing how are they doing it why potentially are they doing it right so i’ve kind of broken this up into five groups of tools that you can look into and use one of them is quantitative tools then you have your qualitative tools a b testing session replay and heat map we’ll go through each one and in a little bit so a quantitative is the first one right so this is when we’re just really literally just looking at numbers to figure out what happened in a certain experience how can we improve that experience right it’s basically about seeing the numbers and saying okay there are you know maybe 50 000 users that are doing this thing over this year and they you know this is how they’ve experienced this site or you know tried to purchase something etc anytime you’re looking at a data set that’s at a larger volume and you’re looking at generally numbers or maybe some of these graphs um like pie charts and things like that that would be what we would consider quantitative it’s it’s number space right numerical so why does the quantitative matter well it matters because you can figure out a lot of things for a lot of people quickly right so for example if you use any quantitative tools and that doesn’t have to be just online based right it could be even something like your quickbooks like if you’re if you’re doing like if you have a business or if you’re in the finance department or something like that looking at numbers it helps you figure out okay well how many products for example do we solve in this store and that store and how did that all kind of come about and so when we’re talking about the online store we we look at a few different things here i’ve kind of just listed a few just to kind of get our minds thinking about how do we kind of correlate this to whatever we’re trying to do online so the measuring customer engagement is is a pretty com common one right so we want to see how people are experiencing our website it could be an app as well right how how people are experiencing for example are they are they going from this page to that page are they clicking on this button are they you know going to the checkout what are they doing exactly we can figure that out based on events based on other other information that might be available from the website and we we measure that and the end of the day when we measure it we can help optimize that process whether it’s for example okay the the checkout that’s broken right like if the checkout is broken how can we optimize that how can we make that experience better i’m talking about e-commerce specifically we obviously can analyze the online sales we can figure out how many products did we sell you know from a certain departments or a certain um you know location there could be a lot of different things that we might be interested in this is all quantitative uh information if you’re if you’re not an e-commerce business maybe you’re trying to figure out where are my leads coming from right and how how do i make decisions based on that at the end of the day ultimately what we’re trying to do is make sure that the increase the conversion is increased that’s the that’s the goal so unfortunately we don’t have a lot of time to go through each of these tools and talk about each of them and see what’s good what’s bad you know about them but i kind of made a list of a few things for each of these sections to get us a clue about where can we even start in this process right because of your business might have a lot of different pieces going in into the business and how it’s working together with other things you might have a need to go into different tools google analytics for quantitative analysis is going to be the most common it’s uh it’s at like some crazy number like like 70 percent of the uh the world’s website have google analytics uh built and we’ll not be able to put into it so there’s a lot of information that we can get from google analytics there’s a lot of information that we can find out um obviously things like where is the acquisition from that’s probably the most common one that i talk to with my clients about like where are your customers coming from like is it google uh google ads is it facebook ads is it maybe a linkedin post that you posted one day you know there could be a lot of different things that you can find out from a quantitative tool um such as google analytics i put the i put freeish because it is free at the end of the day but they there there are obviously concerns about potentially these tech companies using our data for customer data et cetera um as far as they say publicly anyway they are not using any data from google analytics but i guess we never know if you are trying to figure out okay well i don’t want google analytics i want something a little more maybe smaller company based or maybe privacy focus in that case you can try something like matomo that that’s a pretty good uh platform to be doing something similar pretty much like google analytics there’s also simple analytics these are both privacy focused if you’re kind of in an enterprise environment and you’re looking at a lot of different things as far as your analytics goes new relic is a good option i used to actually work for them before as an fyi so so new relic they have a lot of different application performance tools so not only is it the whole the web web analytics but you can get also application analytics and all that kind of stuff adobe analytics is a really good one as well depending again depends on your your need if you are a smaller business or working with smaller businesses shopify or other platforms that is the the tool that they’re using online for example they have a lot of analytics built in already so you may actually not even have to use google analytics or something similar to to replace the shopify analytics i would always recommend if you’re if you already have some analytics in your environment just look at that and see how that is making an impact for you if not then you know you can always go to another complementary tool as well so take a quick pause here any questions on quantitative tools sounds like we’re okay all right so then when we when we get to that idea of okay i got maybe a hundred thousand users 50 000 users when we have so many numbers of people that we’re trying to deal with in terms of our products or our companies that are potentially really big it’s hard to just look at you know one user or something else that’s why quantitative is important but at the same time when we’re looking at quantitative information it’s a lot of numbers when we’re looking at numbers we may miss out on contextual information that kind of answers the why why did someone do that and then we have other tools to complement that quantitative aspect right so qualitative tools could be another one some people also refer to it as voice of customer or feedback tool so in this case you’re essentially asking the customer hey you are potentially about to leave the website right this this experience that you’re having tell us something before you leave and this kind of gets into that odd phase of okay well if i’m trying to leave and someone asked me are they gonna are they gonna respond and you know leave some feedback it’s kind of an interesting uh scenario but some people will some people will leave you feedback and even if you’re having some problems on your website so qualitative tools can kind of answer the the whys for the quantitative information where you’re looking at so many different people doing so many different things right so these are more contextual most of the time we want to kind of use both of them together and say okay this is the quantitative information i see you know 5 000 users you know doing this thing or that flow or something like that the qualitative kind of answers uh the other questions like some feedback like okay this is my experience you know or this is how i was thinking about that so this is kind of going into the the answering the why but it was kind of related to the feelings of people so if if i went onto a website and i’m trying to purchase something and it’s not working like that the checkout process isn’t working and then i may be frustrated and if i’m frustrated i may go to a competitor that could be totally what happens or i may say like i really want to buy this per a product and maybe i can’t find it somewhere else so i reach out to the people and i send them a message like hey what’s going on with this checkout or something like that that is essentially feedback when we’re talking about this qualitative aspect so so we’re getting the feelings of our customers and trying to understand why something happened they can also report issues and errors like i said this can also tell us about why someone’s not taking an action this is kind of a broader idea but but basically the the thought there is if they’re going through certain processes but at the end of the day they’re not willing to do you know whatever your call to action is then we can ask them hey why did you not purchase or maybe even why did you purchase you can learn a lot about what happened by asking the people that did purchase actually so it’s kind of interesting from that perspective there are a lot of tools that you can use obviously for any of these things here but for for my recommendation i would start at type form if you are interested in getting some of that voice voice of customer survey type of information from from your users type firm is a good one you’ve probably already heard of it this is a pretty common one in the market video ask is actually a new tool that typeform released recently i think it was maybe like a year ago this is an interesting idea so video ask is basically someone coming through a video talking to you so it would be like hey you know thanks for coming to this website i wanted to ask you about about your experience right so instead of it being just some text like hey tell me about your experience they’re basically like as a person hello i’m here i’m asking a question and you can actually leave a video feedback if you like so that’s kind of a new new tool that’s coming into the market and it’s being quite interesting for a lot of a lot of businesses i put some of the prices in there if you depending on what you are considering those could be you know places to start and seeing if that’s something that helps there are other tools like qualtrics is a very very well-known company usually enterprise companies will will kind of go towards that and there’s a lot more options and different things that you can do in qualtrics which is which is great if you can if you can get that tool um hotjar and surveymonkey google forms those are other tools depending on your price point and different things that you’re trying to do you can always just have literally just a free google forms and just ask people let’s just send it out to people that are on your website and doing different things like hey what was your experience or maybe someone purchased send out an email with to them it’s like hey thanks for purchasing just have a quick couple questions about this experience that you had you know and you you can get that feedback back from them so that’s qualitative so we talked about qualitative when we were talking about a lot of numbers qualitative when we’re talking about the the feedback that we want from our customers any questions okay perfect so a b testing so in this case a lot of you since you’re in product you probably already do so much of this but sometimes we actually forget to do this and it’s it’s kind of interesting uh because this is the thing that probably makes the biggest um difference when we’re trying to release something right that little you know icon or the little button that says xyz things right that can make a big difference in how someone cognitively goes through that process like okay yes i do want to buy this thing or not buy this thing so a b testing can be very very interesting you can you can test and find variation of things that convert obviously on the website there are a lot of things that can convert for people like images videos you can have the actual the text the copy of the the web page or the product page those could be things that converts but testing that to see okay well which version is actually working better is is really critical so in this case we’re looking at improving user engagement we want to make sure that the the experience that someone’s having you know is is good so whatever that we’re putting in front of them is uh is is better so it could be from a perspective of i have these images which one’s really working for my for my um uh ideal client there right improved content you can test different content let’s say you’re comparing two different videos and see which one is converting better right that’s that’s really good bounce rate you can you can reduce that just by figuring out what is working with your ideal clients obviously and ultimately you’ll you’re going to get a higher conversion value because the more you test at the end of the day i don’t need to tell you guys the more you test that you the better you’ll have an idea of what is the end product look like and how do i make that even better potentially at the end of the day they’re all meant to give you more clicks sign up and or sales depending on the industry that you’re in so in this case there are a lot of tools again that you can use i will mention this one here the the crazy egg exam website they actually have various tools that you can use in their website that kind of encompass some of a lot of these ideas so obviously when we’re going into these things depending on how siloed your teams are and depending on what exactly you’re trying to do from a testing perspective maybe maybe testing you know analytics perspective you might be better off choosing that one platform that is going to give you you know three tools in one kind ofthing which crazy egg does have a few um or you might say okay i need this the the very best of this exact one thing for for example av testing and i’m going to go with that one tool specifically so visual website awesome optimizer is uh generally one of the best ones that i’ve i’ve come across if you want a free tool google optimize is a good one as well crazy egg is usually sort of my triangle right there is what i recommend for for folks then we’ll move forward to session replay so this is kind of a newer idea some of you may have heard of it some of you may have not so session replay is kind of an interesting scenario where you can actually go go look at an individual user’s experience and by look i mean actually like visualize it see it as if it’s a video so in this case what’s going to happen is you’re going to see that okay so this person got into the homepage maybe they scroll down and and towards the bottom of the the page clicked on your call to action and they want to you know either a checkout page if it’s ecommerce website or maybe they’re trying to fill out some other information for your legion whatever whatever you have going on so it would be essentially that experience of going from one thing to another to another and it’s being recorded almost recorded like a video and you can replay that later on to see what happened in that individual experience now when we kind of go back to the quantitative idea if we’re looking at various tools to get our various people together like a you know like 50 000 people even like a thousand people you can’t really do that for a session replay but there could be other scenarios where you might have this need of figuring out how to or looking at this interesting uh interesting idea so one of the examples that i could come up with is is the the vip customers that you have right so maybe you have really really important customers in a certain region right or they have certain attributes to them obviously you may not know who these customers are unless you’re tracking the user user emails or something like that but but when you know that that these people are very important people then you can kind of look through those individual sessions to see okay what happened in their experience and make sure that they’re okay so there’s another idea of potentially go looking at it from a support perspective if someone comes to you it’s like hey you know i’m i’m having this problem or something like that then uh you can potentially look back to that experience it doesn’t always work there are some caveats to that obviously you need to know who the user is and what happened in that case but in general there are possibilities in that obviously you can figure out the real user interaction exactly what they did not just from a quantitative perspective like okay someone did something potentially on the website right this is one user you can flow follow them yes five minute warning awesome thank you there are a few other things you can figure out the flow of the users you of course are providing that really good user experience by figuring out what happened to individual users recommended tools here would be again the hotjar or crazy egg both of these tools i like and they have sort of multiple features in one so the a b testing versus the the recording and the next one i’m going to talk about is heat map and a few other uh tools down here so the last one is heat map tools and this is something also fairly recent like the the recording um feature that’s been out for a bit now which is basically like looking at the website that you have whether again we commerce or whatever else and we’re trying to figure out what did people do whether it’s a click whether it’s scroll you know there could be a lot of different activities that people are doing on our websites and we want to see what they did through this visual component this basically prevents us from looking at the name numbers specifically so this could be a comp really good complement if you don’t like quantitative analytics for example you don’t want to look at 100 100 users or a thousand users did this one thing you want to see those 1 000 users what did they collect right that’s really all you care about so this is this kind of helps you you do that obviously you get instant overview performance just because you’re looking at the entire page and you see where the the the hot zone is where which basically means where people are looking at information the most versus the bottom of the website is always the cold zone because not as many people go to the bottom of it right so that’s one and this is a visual approach versus looking at the data the numbers and this really complements other tools you can’t really go just with this idea and just be like okay i’m all good you couldn’t need other other tools there for you this really ultimately helps us better understand our users again tools that i would recommend are hot jars i use them myself for a while crazy egg is also a good option and a few other tools down here that you can you can jot down real quick so i know we have a few few more minutes here and that’s pretty much it hopefully it kind of gave you so some in some interest into figuring out what might be interesting for you and if you are interested in talking more about those different tools i’d be happy to chat about it either in the chat or you can of course um uh should be an email and i’d be happy to chat there and again thank you for the sponsors that um were helping us create this event i have a couple minutes here i think uh is that right michael yep two two minutes uh officially okay perfect so if anyone has any questions or different things that they’re trying to look at stuff like that i would be happy to help you to chat a little bit now