Archive for December, 2009
Sometimes is hard to see what people are doing from looking at Web Paralytics. There are people who can look at the numbers and understand the user experience picture. Even if you are one of those people, my guess is that your manager or your client isn’t.
It can be really compelling to take a look at what users are doing on a page. Recently, we started making some information architecture changes based on analytics. However, we wanted to have a more visual proof for the client to see that the parts of the site that were strongly active were the ones we knew should be kept prominent. It also allowed us to see other activity on the site.
The strong button clicking was an ah-ha moment because none of the headlines were linked – robbing users of the common activity of clicking headlines.
When you work on a site over a long period of time, you get used to how it works and have the “curse of knowledge” regarding its use. Even as a usability practitioner, there is a certain interpretation of what users are doing.
Being able to slice the date in multiple ways is very powerful, but in general the master heatmap is more than enough for management.