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Over the years we’ve worked with (and still do work with) some superb analysts. A few years ago we decided to develop a method where we could take their insights and turn it into a system we could teach. We came up with a checklist of 132 different ways to use data we have for a client to improve their services or websites for their consumers and customers. Think of an individual lens as looking at a problem from a different perspective. It all starts with the problem you’re trying to solve. For instance your problem might be finding more leads or getting more web sales.

We’re going to use the tips section over the coming months to share what these individual lenses are. As an introduction (and a starting point to ask yourself some questions) here are the first 10 top level lenses we use.

  1. Segmentation Lens. Does segmentation impact the problem you’re trying to solve?  Segmentation of data is the cornerstone of good research and means everything from comparing types of users visiting your website, their geography to how the weather impacts sales. We have 10 lenses in segmentation alone.
  2. Take out Lens. Does taking something away from the product or service help solve the problem? Can a take out test be tried? Can you increase the good and minimise the bad by removing something from your website? Look for large areas of screen real estate that could be used for something else that have poor CTRs and high abandonment areas from shopping funnels.
  3. Personalisation Lens. Does localising a service or product help solve the issue? Does personalisation help solve the issue? So if an individual is using a specific device can a test be developed? If someone comes from a different country can a better experience be put in front of them? Look for male vs female bias, geo bias and device type bias (like macOSX vs Windows)?
  4. The Friction Lens. Is there any way to reduce the friction of a visitor getting from point ‘a’ to point ‘b’ where ‘b’ is the desired outcome? This should be cross channel. Reduce steps in a funnel, improve landing page relevance to SEM/SEO/DISPLAY ads. Too much bureaucracy? Too much clutter in copy? Not enough clarity?
  5. The Risk Reversal Lens. Are there any weaknesses about the service or offer that would be considered a high risk from your customers point of view? Can these risks be counteracted on the website? Are there risk reversal mechanisms (like trust symbols, guarantees, testimonials etc).
  6. The Merging Lens. Does merging two or more tools provide more insight to your work to define problems and suggest solutions? For instance does adding Google Search Console to Google Analytics give you more insights about how people are finding your website?
  7. Reversal Lens. Does doing something the other way around solve the problem? Like does reducing the amount of traffic from paid search by negatively targeting your ads with pricing information increase sales?
  8. Reducing weight. Does reducing the weight or heaviness of the website improve the UX? Does too much happen on a page? Does it take too long to load? does it take too long to appear? Is copy/content too long or too short?
  9. The Copying Lens. Benchmarking is often overlooked. What do the competition do well? Browse 5 competitor websites (get a list from your customer) and try to do the most common thing the customer wants as an outcome. Compare the UX, make screen captures and compare to how you solve the same problem.
  10. The Extra Dimension. Does adding another dimension improve the service? IE does adding video you your product page describing how to use the product is used improve your sales?

These are the fist 10 high level lenses we use. In our next tip I’ll outline what the other 8 are. Then we’ll dig into the individual lenses. Segmentation is a huge subject on its own and there will be an article about the 10 segmentation lenses we use. Looking at the data from multiple angles is how we develop the skills required to turn someone from a person that can navigate Google Analytics to a person who can analyse a service design. We hope you enjoy this series of tips.