Comments on: Creating an Action-Oriented Culture http://www.jasonegan.net/2008/10/07/creating-an-action-oriented-culture/ Marketing Measurement, Site Optimization, Web Analytics, Omniture SiteCatalyst, Omniture Test&Target & Social Media Thu, 15 Sep 2011 12:27:40 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Darren Shafae http://www.jasonegan.net/2008/10/07/creating-an-action-oriented-culture/comment-page-1/#comment-107 Darren Shafae Tue, 21 Oct 2008 00:35:17 +0000 http://www.jasonegan.net/?p=19#comment-107 Web analytics are important and critical to any online organization. It is imperative to set aside hunches and egos when making changes. Jim Sterne’s comments fall in line with your blog post, "test, test, measure, segment, and test." I fell victim to multivariate testing when I initially started using Google Web optimizer. I have since moved to A/B testing because we can achieve results more quickly. Selecting multivariate or A/B split testing should be a function of how many visitors are drawn to your site; in our case, our traffic is low. I would rather have actionable data in one month instead of waiting six months for a multivariate test. I did try the 4Q product; you can get some great insight about usability. We did not get much actionable data, but we did learn that our site is satisfying over 85% of our visitors (measured in terms of visitors completing their objectives). I think it would be great to get more than 85% to complete their tasks, but the few people who did not achieve their tasks gave much feedback. The 4Q product is great because it reminds us that, instead of using Web analytics to “guess” what is needed to improve usability, you can just ask your visitors in a non-invasive manner. I think I will try Kampyle next. -Darren Web analytics are important and critical to any online organization. It is imperative to set aside hunches and egos when making changes. Jim Sterne’s comments fall in line with your blog post, “test, test, measure, segment, and test.” I fell victim to multivariate testing when I initially started using Google Web optimizer. I have since moved to A/B testing because we can achieve results more quickly. Selecting multivariate or A/B split testing should be a function of how many visitors are drawn to your site; in our case, our traffic is low. I would rather have actionable data in one month instead of waiting six months for a multivariate test.

I did try the 4Q product; you can get some great insight about usability. We did not get much actionable data, but we did learn that our site is satisfying over 85% of our visitors (measured in terms of visitors completing their objectives). I think it would be great to get more than 85% to complete their tasks, but the few people who did not achieve their tasks gave much feedback. The 4Q product is great because it reminds us that, instead of using Web analytics to “guess” what is needed to improve usability, you can just ask your visitors in a non-invasive manner. I think I will try Kampyle next.

-Darren

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