Lauren Marie Owen, 
Web Analyst and User Experience Manager

What does a Web Analyst/User Experience Manager do?
I make websites easier to use. I make them more fun. I help people engage.

Here are some of the important things I examine:

- Click paths: where are people getting lost or stuck? What pages do we need to optimize?
- Value declaration on website: How are we continuing to remain unique and the best in a particular way that is key for our target market?
- What virtual difficulty may the users be encountering on the site: for example, does the user have to go through too many steps to accomplish a simple goal? Is key information difficult to find?
- Urgency and Incentive: what incentive are we offering on the webpages lately to act/share/buy now?
- What trepidation might new visitors be feeling on the site? Are there third-party credibility indicators? Are there money back guarantees placed in key locations next to where the worry arises?
- Are we following best website practices according to past results and industry tests/standards?
- Technical changes - what are the latest updates from web developer?
- Marketing updates on campaigns running and expected results?
- Industry changes and competition updates?
- Is your analytics program implemented correctly and completely?
- Are there any technical errors on the site: like long load times, buttons not working for mobile users?

Talk to Lauren:

Top 9 User Experience Guidelines:

1. Make it EASY for your users to accomplish their top goals on your site. Easy to learn, easy to remember. Ease of use = Big profit. You can find out their top goals by studying people using your site or similar sites, asking probing questions, and empathizing with your users. Put yourself in their shoes and imagine what you would most likely want, or do.

 2. Make it EASY for your users to accomplish YOUR goals on your site. (On product pages, don't hide the most important part of your page [like a "BUY" button]. Make it colorful and noticeable.)

3. If you are asking your customers for something (ie their email address), make sure you are offering something of value in return. The value of the item must be greater than the perceived risk of giving away their email address.

4. Use different words for different things. In your software don't label a button a "thingy" and also label another button a "thingy" when it has a different function, or your user will be confused. 

5. Base your design on data: the data from your users' behavior and feedback, and from A/B testing.

6. Use the language of your audience, intuitive to their goals. 

7. Break down each part of what drives users to meet your goals, and evaluate the effectiveness of each.

8.  Many people are colorblind – use distinct colors next to each other.

9. “Minimize the number and complexity of settings. Don’t expect people to [often] optimize combinations of many interacting settings or parameters. People are really bad at that.” (Jeff Johnson)

Talk to Lauren:
Lauren Marie Owen, Usability Analyst

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