Website and product usage is a treasure trove of data which can unveil a ton of insights. There are a number of tools like Google Analytics which can help you capture these.
- Visitors: Total no. of people who have visited your website
- Visits: No of times your site was accessed in a time period
- Page Views: No. of time your page is viewed
- Landing Page: First page the user visited
- Exit Page: Page the user exited from
- Bounce Rate: Percentage of visits where the user views only one page and leaves
- Exit Rate: Percentage of visitors who leave your site from a given page
- Conversion Rate: Percentage of users who take action on the site
Click Through Rates
These are used to measure the effectiveness of different ways of presenting a button or something clickable. It indicates the percentage of visitors who are shown a particular button and actually click on it.
These are particularly useful in finding where usability issues are on the site. Most commonly used to find out where users drop off in a sequence of pages.
This is the process of evaluating two versions of a design against a set of people each. While conducting A/B testing one must ensure that smaller changes are tested versus a drastic design change. It is easier to tell which performed better and why this way. Testing like this is mostly AGILE, where changes are made and quickly tested on the fly.
Card sorting is an activity of sorting information into meaningful chunks and order with stakeholders. These reveal great insights as to how your user perceives the information on your site.
This is an often overlooked area. There are tools like WebAIM’s web tool and TAW accessibility test which can evaluate your website for these. You can also install an array of plugins in browsers to help you gather similar data. As product owners here are some areas to keep an eye on:
- Text alternatives to non text content, icons
- Content which can be displayed in assistive technologies
- Visibility of content
- Functionality from keyboard
- Time to users to read content
- Good navigation
- Readability of content
Most of the above can be gathered and reported through tools available for free. Capturing these can provide great insights into how your product is used and if it is usable by your critical mass. While this may produce a volume of data, work with your UX partner to best filter, make sense of and present to stakeholders.