Alenty sur 01Net !

Une video tournée mercredi, et déjà en ligne, ils sont efficaces sur 01Net !



http://www.01net.com/editorial/373623/alenty-la-mesure-du-temps-passe-sur-un-site-web/



Evitez les commentaires désobligeants, l'éclairage par le haut n'est pas l'idéal pour les cernes :-(...

 

Analytics and ergonomics

Analytics can be very efficient to improve a website's ergonomics.



Let's quote three main types of ergonomics studies:


- focus groups, with or without eye tracking technologies


- comparative statistical analysis


- usage measurement



Focus groups consist of observing a small number of testers (usually less than 20) when they use the website. You analyze their clicks, what they look at (eye tracking), and also ask them questions about their feelings and comments.



Comparative studies are achieved thanks to different versions of certain pages, and the analysis of the results of each version. For instance, Google optimizes their pages by testing different versions on a few million users (!) and comparing the click rates on their ads.



I will spend more time on the third method, to which Alenty's technology provides new possibilities.


A measurement tool is embeded into the page (and potentially for all the visitors). This tool records several parameters about the usage of actual visitors (visibility and usage mainly) of different elements that are inside the page.



This way you can know if users scroll down the page, or if they use such or such functionality. It is allthemore interesting as more and more actions don't make any server call, and are completely invisible to the webmaster. Ajax technologies for instance drastically improve the website's ergonomics, but on the other end, the webmaster gets less information.



The type of analysis is extremely large, and depends on the specific needs of your site:


- visibility of blocks of information, of advertising banners


- conversion funnel within a page (when several steps must be validated for instance)


- drop rate on a form (what question generates the highest drop rate, before the form is even submitted!)


- usage of different application modules (widgets for instance), etc.



Soon, a specific demo about this concept of usage, are you interested?


 

Statistiques et ergonomie

Les statistiques peuvent être efficaces pour améliorer l'ergonomie de son site web.


 


On peut citer trois grandes familles d'études ergonomiques d'un site :


- les groupes d'étude, avec ou sans technologie d'"eye tracking" (suivi des points où le regard se fixe)


- les études statistiques comparatives


- les mesures d'usage


 


Les groupes d'études consistent à observer un petit nombre de cobayes lorsqu'ils utilisent le site. On va noter leurs clics, ce qu'ils regardent ("eye tracking"), et aussi leur poser des questions pour avoir leur impression.


 


Les études comparatives consistent à tester des versions différentes de certains pages, et de comparer le résultat obtenus (sur un objectif donné). Par exemple, Google optimise ses pages en testant, sur quelques millions d'utilisateurs (!) les taux de clics sur les publicités.


 


Je vais m'étendre sur la troisième méthode à laquelle la technologie Alenty apporte de nouvelles possibilités.


Un outil de mesure embarqué dans la page (et donc potentiellement pour l'ensemble des visiteurs) va enregistrer différents paramètres d'usage (la visibilité et l'usage notamment) de différents éléments constitutifs de la page.


 


On saura ainsi si les utilisateurs "descendent" dans la page avec les barres de défilement, ou s'ils utilisent telle ou telle fonctionnalité. C'est d'autant plus intéressant que de plus en plus d'actions ne font aucun appel serveur, et sont donc complètement invisibles pour le site. Notamment, les technologies Ajax améliorent considérablement l'ergonomie, aux dépens du suivi par le webmaster.


 


Le type d'analyse que l'on peut ainsi obtenir est extrêmement varié, et dépend des besoins spécifiques de votre site :


- visibilité des blocs d'information, des bannières publicitaires


- entonnoir de conversion au sein d'une page (lorsque plusieurs étapes doivent être validées par exemple)


- taux d'abandon lors du remplissage d'un formulaire (quelle question provoque e plus gros taux de chute, avant même que le questionnaire soit soumis !)


- usage de différents modules applicatifs (des widgets par exemple), etc.


 


Prochainement, une démo spécifique sur cette notion d'usage, ça vous intéresse ?


 

Alenty selected for Plugg

[Plugg.eu is a conference on march 19th, in Brussels,


Belgium.



Alenty is one of the 20 European start-ups selected to compete during the conference.



The jury is composed of entrepreneurs and VCs.



You can come to meet us, or provide your support and applause my presentation to influence the jury ;-) !



To register, go to the registration page!

 

Alenty sélectionnée pour Plugg

Alenty participera à la compétition de start-ups internationale Plugg.



20 start-ups ont été sélectionnées, cliquez ici pour voir la liste.



Vous pouvez venir nous soutenir, moralement seulement, puisque la compétition ne se fait pas à l'applaudimètre mais avec un jury d'entrepreneurs et de financiers.



Ca se passe à Bruxelles, le 19 Mars, et pour les inscriptions, c'est sur Plugg.eu !

 

Interview video au forum eMarketing

J'ai été interviewé lors du forum EMarketing.





La video fait 2 minutes, donc passez faire un tour sur http://www.tivipro.tv/chaine_sshome.php?id=3238&cat=13]

 

The metrics of the attention economy

The buzz word of these days is "attention", like "being aware", not like "being careful".



What is attention?


You can look at this definition (via French Wikipedia, I translate):


"Attention is when the mind captures, in a clear and vivid way, an object or a series of ideas among many other possible ones (...). It implies that some objects are removed so that the others can be efficiently treated."



Moving from psychology to business, this definition can be summarized, in a very personal way:


- instead of thinking how you can please your wife or play with your kid, focus your attention on how you can spend your money


- once you are compeled to buy, what product "among many other possible ones" will "capture" your mind (brrr... scary, isn't it?)



Well... But this new and more psychological definition of advertising presupposes that we are not so stupid, which is already not as bad as the old advertising definition...



We are able to make choices, so how can marketers influence them?



By capturing as much attention as possible.



Attention can take different shapes that have a different intensity. If we only look at the attention through a computer (which has a limited number of inputs and outputs), we can define the following kinds of attention:


- viewing (reading, watching a video, viewing an image, etc.)


- hearing (the sound of a video, a song, a speech, etc.)


- using (moving the mouse, clicking, keyboard strikes, joysticks, etc.)



They correspond to the three senses that are accessible through computers, if you assimilate using and touching.



As man is multitask (well, this is true for his wife), he/she can see and hear at the same time. And "see" does not mean "use".


Of these three kinds of attention, one can only say that usage seems more intense than the other ones, because it takes into account touching, viewing, sometimes hearing, and always thinking.



Different business sectors will prefer different kinds of attention:


- newspapers will focus on viewing (reading mostly, but more and more video)


- the music industry on hearing


- the game editors will target the usage.


- brands will mix the three above to maximize attention



Economy is the science of scarcity management, "attention economy" need a scarce resource.



Time is a scarce resource that is common to all of us.



So, I think that attention economy can use time as a currency. But which time?


We can define three kinds of time:


- viewing time,


- hearing time,


- using time



The total time spent on one of these attentions (don't forget that they can be done in parallel), can be called "attention time", and can be measured.