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Data and Analytics4:23 with Dan Gorgone
If you want to remove some of the guesswork from your design and decision making process, you'll need to collect and analyze data about your users.
[Dan Gorgone] Making decisions about what content or features to offer can be challenging 0:00 when you're not sure what your users do on your site or app. 0:05 In history, best practices can only help you so much. 0:09 If you want to remove some of the guest work, you'll need to collect and analyze some data. 0:12 There are two different types of data that you can consider, quantitative and qualitative. 0:18 Quantitative data refers usually to numeric information that you can collect through things like 0:24 tracking apps or surveys or other statistical programs. 0:29 It can tell you things like the number of people visiting the site, the number of e-mail replies, your campaign received, 0:33 the number of products you sold or the number of Facebook likes you generated. 0:40 This kind of data can allow you to make assumptions about behaviors or outcomes and perhaps predict future performance. 0:45 Qualitative data on the other hand refers to information that's more descriptive and open-ended 0:52 while quantitative data might tell you that you sold 10 of those new cupcakes today. 0:58 Qualitative data might reveal how those sales were received, and if you can expect more or less sales tomorrow. 1:03 An example of qualitative data in this case could be that the customers gave you feedback 1:10 stating the new cupcake flavor was great, really tasty, and super yummy. 1:15 It sounds like you should continue making this new flavor then. 1:20 Without that qualitative data, you might not know for sure. 1:23 Here's another example. 1:28 Let's say your business has a contact page on its site 1:29 and over the past month, the number of requests coming in for help have doubled. 1:32 On the quantitative side, its data that tells you that's something is going on 1:38 and really you can only make assumptions about why perhaps traffic has increased leading to more users on the site. 1:43 Well, if you get a look at the qualitative data perhaps some direct feedback from the customers, 1:51 you might hear that the shopping cart on your site has a bug and some users have been unable to complete certain purchases. 1:57 Both pieces of data here tell you something is going on, but only by looking at both and you see how serious of an issue it is. 2:05 So, how can you gather this data? 2:13 One of the easiest and more widely used ways to collect quantitative data is by using Google Analytics. 2:16 Tools like this can provide a wealth of features to better understand who is using your site and how. 2:22 Understanding what your users are looking at and how they're looking at it 2:29 can be extremely valuable for figuring out ways to improve your site. 2:33 Using Google Analytics to track your site can reveal information about who the users are and what they're looking at, but 2:37 more specifically what kinds of devices they're using to visit your site. 2:43 Another way is to build in functionality to allow your users to share their feedback directly. 2:49 Not only can they provide helpful direction on what products or services you offer 2:55 but the way and which they provide feedback and leads new ways to communicate with and engage your users. 2:59 Therefore, don't isolate yourself on your own site. 3:07 Get on social media and listen to what your users are saying and talking about. 3:10 Follow content and people that relate to your industry 3:15 as they can provide ideas on what people want and need as the industry evolve. 3:18 In addition, look at competitor sites such as similar companies or sites with similar features. 3:24 What do they offer? 3:31 These sites can be especially helpful because they may have already done a lot of research you need for you. 3:32 Qualitative data can be found a way from your site as well. 3:41 If you work for a company, get some data from people that interact with the users directly 3:45 such as customer service or the help desk. 3:50 If you're running your own site, stay on top of any e-mail requests that come in and see what people are asking for. 3:53 This may give you clues about what content or features are missing or broken. 3:59 No matter what kind of data you collect, understand that if you can track user behavior and satisfaction, 4:05 you can better understand your users and predict their future needs. 4:11 Designing and producing content to meet these needs results in a much more usable and satisfying experience. 4:16
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