Understanding Task Analytics
If you ask us you will hear that Task Analytics is the most important analytics tool you’ll ever have. But how can we make such a bold claim? Let’s start with a short story.
Meet Johanna. Johanna is looking at a hotel website to book a room for a weekend getaway. She can’t log in to perform the booking process. As a result she gives up and goes to another hotel where the user experience is just a little bit better.
People like Johanna surf the web every day with specific tasks to solve. If you run the hotel site you should solve Johanna’s task book room, and you can either solve it in a way that lets Johanna do what she came for, or in a way that prevents her from achieving that task.
Your success can be measured by how many of your customers that managed to use your site to fullfill their intention when entering.
Task Analytics allows you to focus on the most important of these tasks by keeping you on top of your users’ needs. With Task Analytics you map out which tasks are in most demand — your site’s top tasks, and in turn how well you solve those tasks for your users. The top tasks’ completion rate. And unlike some types of analytics services you can use Task Analytics with good results for all types of sites, as long as they have a baseline of traffic.
Let’s zip over to an example from an anonymous Task Analytics customer. For this customer Buying a product was the top task for the site with 39% demand. The actual completion rate for the task was an abysmal 49%. It’s easy to see that when the majority of your users are unable to perform the most important thing on your site, well, then you are in trouble! We like to ask the question ‘do you really know your users?’, and when we see data like this we already know the answer. If the customer was aware how useless their own website was they would rush to fix it.
When we dove into the data we could identify the main reasons why the users failed to complete the task, and what they did instead. Once you have numbers on this level you can start applying some monetary numbers and see how badly it affects your end business as well. The strength of Task Analytics is that both the web editor and the management team can grasp the results! With simple and understandable measurements it becomes easier to prioritise work and trace if you are moving in the right direction.
You’re already well-aware of your business goals, but many digital businesses are unaware of the users’ tasks. The pareto principle has proven valid for user tasks; 80% of your users come for 20% of the tasks you serve. This forms the basis for top tasks. And then we add completion rate analytics on top of that, so that you get a clear picture of your users goals. It’s in the intersection between business goals and top tasks that you can deliver great user experiences and drive your business forward.
Johanna might be just one potential customer that failed to book that hotel room. But in the digital modern world businesses live and die by delivering great user experiences. When you understand and help your customers, you have the upper hand on your competitors. This is why we built Task Analytics.
Over Raymond Julin
Raymond Julin is Chief Technical Officer bij Task Analytics.
Over Task Analytics