Using Personas in Google Analytics to drive “real” insights

Google Analytics goal reports split by persona

No doubt a lot of you use or have heard about personas. Creating personas comes from analysing and understanding user behaviour from a range of sources including quant data. At NICE we have begun the journey of creating personas and naturally I started

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Posted in General, Insights, Understanding GA, User Research

Create meaningful insights for Enterprise Search Tools using Google Analytics and Google Tag Manager

Google Search Results

We, NICE, like several other organisations provide a search facility similar to an enterprise search; that being we index several external resources and provide the tool to search them. By default this means the standard site search feature of Google Analytics

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Posted in General, Improvements, Insights

Getting started with A/B testing: Part 3 – Results

optimizely results test 2 summary

So our test has been up and running. Previously I mentioned an issue with numbers; partly because of an additional variation thinning out traffic, but also picking a page that wasn’t getting enough traffic. After waiting an additional week we have some

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Posted in Insights, User Research, User Testing

3 ways to get buy-in to UX tests

data insights are the basis to continual improvement

As a web/ UX analyst I am involved in UX tests (card sorting, a/b tests, lab tests, user study) on a daily basis. WhichTestWon kindly asked me to present on this topic in what turned into a great discussion by all those

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Posted in Insights, User Testing

Getting started with A/B testing: Part 2 – Start the test

optimizely traffic allocation screen

With our goals recording, we went in search of an ideal candidate/ a pain point we knew needed improving.  At NICE we revolve around providing guidance on a range of health issues. Within each piece of guidance is key recommendations

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Posted in Insights, User Research, User Testing

Getting buy-in from senior management to data-driven design

MeasureCamp logo

For those who attended my session at MeasureCamp (even those who didn’t) below is some of the good and bad experiences on buy-in to data-driven design from those in attendance. As mentioned on Google+ I have written a post previously on building

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Posted in General, Insights

Getting started with A/B testing: Part 1 – Preparation

A/B Test Wireframes

Whilst personally this isn’t my first foray into A/B testing, it is for my current place of work and as so I thought it was an ideal opportunity to document the process. With doing this, I will be able to

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Posted in Insights, User Research, User Testing

Unexpected results when using Dashboard Widget and “Sessions with event”

Widget settings sessions with event - Google Analytics Dashboard

This short post documents some finding from my google+ post. I wanted to create a simple dashboard for key stakeholders to see not only overall sessions but sessions when a certain event (a micro conversion) had occurred. The site in

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Posted in Understanding GA

Search queries from mobile devices – Keyword research using google webmaster tools

Webmaster Tools - Search Queries

Keyword research is an essential process when developing or updating content. According to the latest research by Search Metrics, Content is ultimately the number one ranking factor and thus where your research is most beneficial: Quality is paramount, and is achieved by

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Posted in Insights, SEO, Uncategorized

Customize Dashboards in Google Analytics – Tips plus requested features

Google Analytics Untitled Dashboard

Presenting data, especially key metrics is part of the day to day role of Google Analytics users. We often have to produce collections of data, specific to parts of a website or more importantly data that relates to the objectives

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Posted in Design, Insights, Understanding GA
About Me
Dominic Hurst

Dominic Hurst

Measurement, insights and analytics lead @NICEcomms. Advocate for UX and customer-centric data driven design. #UX #Analytics #CRO

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