Analytics Lenses and their applications – Part 2

Steve Jackson

Steve Jackson

Analytics Lenses and their applications - Part 2

In part one we went through the first 10 Analytics lenses we use to help Analysts focus on things that might help their clients and find relevant supporting data. We think of the lenses as perspectives to look at a web site or digital service in different ways. Lenses focus our approach to solving a particular problem. Below the next 8 are outlined. If you ask yourself the same questions about your own web services and sites you might give yourself a head start on learning how to optimise your digital sites or services using A/B testing.

  • 11) Dynamic Lens. Is there something dynamic that could be added to the website or service that could be measured or tested? Locations, On site behaviour, Keywords used to find you, seeing a particular campaign and clicking through, data driven product selections – all of these could trigger a dynamic A/b test or idea. Does your data suggest you should be doing a dynamic test?
  • 12) The Nested Doll Lens. Can anything be nested together or bundled with your current products or services to increase their value or solve the problem the service has? Buy 1 get one free? Customers who bought ”X” also bought ”Y” – would you like it as a bundle? Do your products have a multi-purpose? If so are you demonstrating it? IE clothes that can be worn inside out?
  • 13) The Asymetry Lens. Does changing an images shape from symmetrical to a-symetrical help improve CTR or conversion? For instance changing something from a square to a star? (Did you like the graphic?) Could changing a call to action to an odd shape improve or reduce CTR? Could you change pictures so they have triangular borders?  
  • 14) The Preliminary Action Lens. Is there anything you can add to a site or digital service that saves a user time? IE: A search engine? Auto complete to form fills? Is the site as fast as it can be? (Can large images/media be minimised). Is there something not available that might help the user make a decision? Like a testimonial or case study? Could you provide research material from independent sources that back up what you’re trying to say? For instance a report or white paper from a reputable source like a university?
  • 15) The Error Lens. Is there a system in place that helps the user when they get things wrong? There are a couple of 404 page  resources on our site already detailing how simply adding a search engine can help people tremendously. But also watch out for technical errors, have you set-up alerts in your analytics tools when SEO entries drop? Is pingdom  installed so if your site drops you know immediately? If you have a shopping cart are you monitoring for sudden spikes in abandonment?
  • 16) The Self Service Lens. Is there a system in place that allows a user to get what they want without help from another person? These are mainly user experience tests but you should examine whether the service in question solves problems without getting in touch with the owners of the site. Can users see the prices of your services? Is shipping easily explained? Credit card information clear? are forms fast and easy to use? clear Q&A section? FAQ? Are there easy to find next steps at each part of the user journey?
  • 17) Colour Change Lens. Would changing the colour of the website, images, copy or content help the user in any way? Is the text difficult to read due to the background colour of a page? Are calls to action clear because of the colour? Are links Clear? Are headline colours clear and consistent? Branding can often impact a website or app negatively – IE if blue is the brand colour everything – including calls to action – may be blue resulting in user blindness. Is there a test that can be done that proves or disproves this?
  • 18) The Skipping Lens. When a user visits a website there is the tendency to skip or skim through content looking for trigger words that show the user they are in the right place. Is user skipping therefore catered for? Are keywords bolded? (Like in this article). Is content easy to read? Are there bulleted or numbered lists? Are graphics relevant to the message?

In upcoming tips over the next few months we’ll be deep diving into each Lens and showing examples across each type, examining the questions and describing what data to look for to back up whether its worth doing or not. If you want to be kept informed as we break these lenses down simply sign up and we’ll send a weekly digest of our posts.


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