The Analytics section gives you a broad variety of insights about your Guides. In this article, we show you how you can effectively evaluate and improve your Guides.
Why is analytics important?
So you recently went live with your Guides and want to know how your users are using and experiencing them? Then our analytics data will be very helpful for you. It helps you to be more aware of your users' activity and how well Userlane is already implemented.
With these best practices, we want to make sure that you can get the most out of your Guides.
Let’s start with one general piece of advice. When you want to improve guides or specific steps, start thinking from the perspective of the user. You know your application and the best practices to use it really well. But your users don’t. So if you start looking more from their perspective, you will see even better what might be irritating or confusing for them. If you keep that in mind, we are sure that you will create awesome Guides that your users will value highly!
How to improve the completion rate
An essential part of the Analytics section is the completion rate. It tells you the percentage of the users that have completed a Guide. Completion rates below 100% are normal as not every user continues the Guide to the very end. You don’t need to worry about that. Maybe a user accidentally started a Guide again that they already finished and exits after a few steps. Still, it is beneficial to try to improve completion rates and you can set it as an individual challenge to get your completion rate up to a hundred percent.
The Analytics section shows you the average completion rate as well as individual rates for each Guide. The overall completion rate gives you a quick overview, but we recommend you also look at the individual completion rates. You can either start the improvement process by looking at the Guide with the lowest completion rate or focusing on the Guides that you deem most important. When you click on a specific Guide, you see for each specific step the number of users who completed or exited it. This is your strongest tool when you want to find out how you can improve your Guides. Check which steps show especially high exit rates compared to the other steps. Then, try to examine the possible reasons behind it. Reasons can be that one step is confusingly or unclearly phrased or that changes to the underlying software led to the step not being found. Once you have identified a step with a high exit rate, test it for yourself. Try to see it from the perspective of an average new user who does not know anything about your product.
It often happens that a user does not understand what he is supposed to do, even if it seems fairly obvious to you. Remember that you know the application, but the user does not. Use the headline to describe the action that needs to be taken. In the content section you may want to give a bit more details about the step. We know from experience that users are grateful for a thorough explanation.
Another common reason for stopping Guides is that users are unsure what their action will result in. Many users are worried that they might delete or break something on the application. This is especially true for new users. That is why we recommend you raise confidence by making sure that you don’t leave your uses in the dark on what they are doing. Tell them what happens next and why it happens. The better users understand what is happening, the more relaxed they will feel and therefore be more inclined to continue the Guide.
How to improve the conversion rate
In the Analytics section, you have an overview of targeted and engaged users. To get a better understanding of how many of those users seeing Userlane are actively engaging with the product, the ratio between targeted and engaged users is an important rate to look at. This so-called conversion rate is used to measure user engagement.
Here we give you some tips on how to improve the user conversion rate between targeted and engaged users:
One way to improve user engagement is by adding the Welcome Slide. The Welcome Slide is the very first touchpoint of your users with Userlane. Use it to introduce yourself to your users and explain to them what will happen next. Motivate the user and tell him how he will benefit from using the Guide. That increases the likelihood of the user starting the first Guide.
Internal promotion is another option you can apply. You can send out notifications about Userlane in general or new Guides that have been implemented. That way, users already know that there is an effective way for them to get to know your application.
There are many more ways to increase the conversion rate. What about building new Guides for other use cases that might be interesting for targeted users who already know the existing processes? Furthermore, you can look at the segmentation. That way, you can ensure that users will only see Guides that are relevant and interesting to them and are likely to trigger an engagement.
How to increase the average number of Guide plays
The average plays per engaged user tells you how many Guides a user has finished on average. The more Guides a user went through, the better they are going to understand your application. So here are several additional ways to increase the number of Guide plays:
It is important to keep the user motivated throughout his experience. A good point to keep up the motivation is the wrap-up slide at the end of each Guide. Use it to wrap up the previous Guide and its learnings, but give also an outlook on the following Guide. Tell your users what they will learn in the following Guide and how it will benefit them. By raising their curiosity, they will continue on and thereby increase the number of Guide plays.
You should also take a look at the order of the chapters and the Guides within the chapters. If there is a clear connection between the Guides, more users will follow through. Put connected Guides in the same chapter. This will make it more likely that users will follow through the entire process and at the same time become experts of your application.
You should think about this
Analytics is not static. It is therefore helpful to visit your Analytics section every month to check in if changes occurred and you want to act upon them or not
Analytics is an important indicator to see how your Guides are doing However, you should also think of additional analytics and feedback on your side, i.e. customer surveys. If your users are happy with the training process, this factor should be considered as well in your evaluation. This helps you to get a more enriched dataset of information you can work with to improve the user experience
Do you need more info or support?
Contact us for more support or if you are interested in professional services to support you with evaluating and improving your Guides for a better customer experience. If you have a Userlane account, please use our contact form.