How data helps us create better experiences

An overview of how we use data to improve user experience

It’s important to us that you get what you want out of Schibsted’s sites and products.

We run different types of user testing on all our products before we release them, but this can only tell us so much. The true test is how people in real life react to what we do, and we can only know that by looking at data.

One of the ways we decide that we need to make improvements is by looking at how people use our sites. This means we look at which buttons and links are most clicked on, how long people spend reading a certain page, how many people scroll all the way to the bottom of a page or article, and so on. If it looks like no one is interested in certain parts of our sites, we look at what we can do to make it better.

How we use the data

Schibsted sites and services use a range of data types in different ways to make our sites and content more interesting and useful for you. The most important point to note about the way we use data is that we look for patterns in large groups of users; we don’t need to look at data belonging to any one individual person.

Here are some of the ways we use the different data we collect:

Browsing behaviour

When we see which parts of our sites and services people use the most, we get a better idea of what works, what's useful and what's being ignored. We use this information to choose when and how to make changes and improvements.


Device type

We design and build our sites and services with different browsers and devices in mind. When we know which device you're using – like your mobile phone, a tablet or iPad, or your laptop, for example – we can make sure you get the version of our site that looks best and is easiest to use on that device.


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