Data, Data Everywhere, but Not a Straw in Sight
Capturing User Insights for Data-Driven Decisions
While advanced data methods including artificial intelligence are the big game changers in data, the fact remains that access to even the simplest and most straightforward metrics about user behavior is not accessible to many digital product teams.
How do you get the data you need to understand how users are interacting with your product — what features they use, the paths they take, who and how many are (or aren’t) engaging deeply enough to sustain client retention? User analytics identifies problems and sizes them up.
Quantifying the Scope of an Issue
A large national association knew they were spending too much money supporting online registration with an army of call center agents. They knew they needed help, so they reached out to us.
Qualitative research in the form of observations and contextual interviews quickly identified pain points and provided context to understand the “why”. It was simple, then, to redesign the user experience via rapid prototyping with a high level of confidence in success for reducing calls and increasing conversion.
But we didn’t stop there. The addition of a single line of code placed on one page of the client’s site gave them visibility to actual user behavior within the site. In just minutes of installation of the code snippet, we had what we needed.
Only 4% of users were completing the process on their own. In fact, 54% abandoned after the first page. No wonder customer service costs were over budget and members were frustrated. With this information in hand, prioritization and ROI was a no-brainer.
Why Google Analytics Didn’t Work
So, could they have found this information through Google Analytics? Theoretically, absolutely yes. It’s a powerful tool. But all that functionality comes at the expense of complexity. Even at mature and high-performing companies it’s commonplace to see product teams whose hands are tied by reliance on their technology team colleagues to implement and configure Google Analytics.
So, it just doesn’t get done.
And then there’s the challenge of interpreting copious amounts of raw data and sifting through it to understand performance against key performance indicators (KPIs).
Next Generation Engagement Analytics Solutions
The next generation of engagement analytics solutions are specifically tailored to tracking and reporting product user engagement so you can understand user behaviors through key conversion funnels across mobile apps, websites and interactive products. At Useagility, we use these tools (in a fraction of the time it takes to set up Google Analytics) to quantify, measure and report about stuff that matters to the bottom line:
- Track activity against KPIs specific to the industry, product and goals
- Analyze user behavior at the client account level, or by user type or individual
- See which product features are driving engagement (and which are being ignored)
- Benchmark performance and quickly measure the success or failure of design modifications
- Follow user paths and see actual flows through products, including where users give up and don’t stay engaged
Product teams have different needs from marketing teams when it comes to analytics. It’s not rocket science to track users at the account, user type level or individual level. Even with complex enterprise software on legacy systems and mobile apps, fast access to segmentation and analysis that allow you to hone in on the behaviors of key user roles is easily achieved.
Contact Useagility to find out how next generation analytics can get you the data you need to inform your decision-making.