Analytics tools are great for collecting data that’s easy to measure, and visualising it in beautiful charts. Sadly, this usually leaves you with more questions than answers.
Unlike other tools, analytics products are primarily read-only. You don’t go there to take action, you go there to get answers and insights so that you know to take action elsewhere.
These products should focus on the job of “answering questions and providing insights” for their customers, rather than falling into the category moat of offering the stock line/bar/pie chart with a time selector; that’s what everyone else is selling.
When traffic spikes, the question is Why? When conversions drop, the question is Why? When sign-ups flatline, the question is Why? Leaving your customers to do visual gymnastics as they try to piece together parts of your product is a bad experience.
Here are four improvements that would make your visualisations more about answers, and less about gradients and drop shadows
1. Annotate the data
2. Annotate the slopes
3. Exclude (or flag) incomplete periods
4. Enable projections