In order to understand why users have difficulties with analytics software, I researched the user base. I approached the research in a twofold way: by looking at the specific users, as well as general themes commonly encountered in CMS and analytics environments.
To learn about the specific users I was designing for, two interviews were conducted with owners of mid-sized companies. The interviews were focused on their use of web analytics. Additionally, I also got insights about user pain points from my agency’s marketing team.
To understand the general themes of issues, I did desk and literature research.
Through the research I found several pain points and behaviour patterns.
Firstly, the lack of knowledge. The use of KPIs, terminology, and interpretation of data results proved to be problematic for the users.
Secondly, the lack of awareness. Users didn’t know how and why to use analytics.
A behaviour pattern emerged, in which the user interprets the data, tries to find insights, makes decisions and actions based on those insights. Those actions include changing the website or launching promotions. Once the actions are completed, the data is analysed again in order to evaluate the success rate of the actions taken. Then, the process begins all over again. This created a core loop.