Web Interaction Analytics Maturity Model
As with web analytics and EUEM, companies undergo several phases of maturity as they start to embrace WIA technologies. What starts out as aggregate “where did they click” visualization quickly becomes segmentation by internal outcome, external source, usability, and learning curve analysis.
Maturity level | Level 1 | Level 2 | Level 3 | Level 4 | Level 5 | |
|---|---|---|---|---|---|---|
Focus | Technology: Make sure things are alive | Local site: Make sure people on my site do what I want them to | Visitor acquisition: Make sure the Internet sends people to my site | Systematic engagement: Make sure my relationship with my visitors and the Internet continues to grow | Web strategy: Make sure my business is aligned with the Internet age | |
Who? | Operations | Merchandising manager | Campaign manager/SEO | Product manager | CEO/GM | |
WIA | Click diagrams showing “hot” areas on key pages | Segmentation of visitor actions (scroll, drag, click) by outcome (purchase, abandonment, enrollment) | Segmentation by traffic source (organic search, campaign) and A/B comparison; visitor replay | Learning curve analysis; comparison of first-time versus experienced users; automated A/B testing of usability | Product specialization according to usability and user groups; usability as a component of employee performance | |
Get Complete Web Monitoring now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
