We often look to analytics and usability to achieve similar goals: understanding our users so that we can improve customer experience and increase sales.

But how can the two disciplines work hand-in-hand to drive bigger benefits? Are there lessons from one field that can be applied to enhance the learnings of the other? Can you research your web analytics for useful ‘clues’ to indicate potential user experience issues?

This informative talk will demonstrate how analytics can highlight usability issues, verify their impact in monetary terms, and quantify the up-lift gained from a user-focused design:

•    Using analytics data to identify and prioritise usability issues

•    Quantifying the impact of usability issues and improvements on the bottom line

•    Avoiding the statistical red herrings

About the Speaker

Andrew Hood is founder and managing director of Lynchpin , a web analytics consultancy with clients including Experian, Vodafone, Cadbury, HMV and The Guardian.

Andrew's marketing career began in 1999 at All-Hotels.com, where he developed the systems that led to All-Hotels becoming one of the biggest e-commerce sites in Scotland, selling for £1.425m in 2002 to Online Travel Corporation, now owned by Lastminute.com.

He then joined search company Ambergreen, where he developed one of the first online return on investment tracking systems, for the emerging online marketing sector. In 2005 he launched Lynchpin as an independent web analytics business.