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Practical Web Analytics for User Experience

Book Description

Practical Web Analytics for User Experience teaches you how to use web analytics to help answer the complicated questions facing UX professionals. Within this book, you'll find a quantitative approach for measuring a website's effectiveness and the methods for posing and answering specific questions about how users navigate a website. The book is organized according to the concerns UX practitioners face. Chapters are devoted to traffic, clickpath, and content use analysis, measuring the effectiveness of design changes, including A/B testing, building user profiles based on search habits, supporting usability test findings with reporting, and more. This is the must-have resource you need to start capitalizing on web analytics and analyze websites effectively.

  • Discover concrete information on how web analytics data support user research and user-centered design
  • Learn how to frame questions in a way that lets you navigate through massive amounts of data to get the answer you need
  • Learn how to gather information for personas, verify behavior found in usability testing, support heuristic evaluation with data, analyze keyword data, and understand how to communicate these findings with business stakeholders

Table of Contents

  1. Cover image
  2. Title page
  3. Table of Contents
  4. Copyright
  5. Acknowledgments
  6. About the Author
  7. Chapter 1. Introduction
    1. What is Web Analytics?
    2. User Experience and Web Analytics Questions
    3. Web Analytics and User Experience: A Perfect Fit
    4. About This Book
    5. Google Analytics
  8. Part 1: Introduction to Web Analytics
    1. Chapter 2. Web Analytics Approach
      1. Introduction
      2. Get To Know Your Website
      3. A Model of Analysis
      4. Showing Your Work
      5. Context Matters
      6. Sometimes the Data Contradict You
      7. Key Takeaways
    2. Chapter 3. How Web Analytics Works
      1. Introduction
      2. Log File Analysis
      3. Page Tagging
      4. Metrics and Dimensions
      5. Interacting With Data in Google Analytics
      6. Key Takeaways
    3. Chapter 4. Goals
      1. Introduction
      2. What are Goals and Conversions?
      3. Conversion Rate
      4. Goal Reports in Google Analytics
      5. When Do You Use These Reports?
      6. Finding the Right Things to Measure as Key Performance Indicators
      7. What Can You Measure On a Website That Can Constitute A Goal?
      8. Going Beyond the Website
      9. Tying It Together
      10. Key Takeaways
  9. Part 2: Learning about Users through Web Analytics
    1. Chapter 5. Learning about Users
      1. Introduction
      2. Visitor Analysis
      3. Key Takeaways
    2. Chapter 6. Traffic Analysis: Learning How Users Got to Your Website
      1. Introduction
      2. Source and Medium (Dimensions)
      3. Organic Search
      4. Search Query Analysis
      5. Referral Traffic
      6. Direct Traffic
      7. Paid Search Keywords
      8. Key Takeaways
    3. Chapter 7. Analyzing How People Use Your Content
      1. Introduction
      2. Website Content Reports
      3. Key Takeaways
    4. Chapter 8. Click-Path Analysis
      1. Introduction
      2. Focus on Relationships between Pages
      3. Navigation Summary
      4. “Visitors Flow” Report
      5. Analyzing How Users Move from One Page Type to Another
      6. Key Takeaways
    5. Chapter 9. Segmentation
      1. Introduction
      2. Why Segment Data?
      3. How To Segment Data
      4. What are the Ways You Can Segment Data?
      5. Useful Ways To Segment For UX Questions
      6. The Tip of the Iceberg
      7. Key Takeaways
    6. Chapter 10. Pairing Analytics Data with UX Methods
      1. Introduction
      2. Personas
      3. Usability Testing
      4. Usability Inspection
      5. Design and Design Objectives
      6. Key Takeaways
    7. Chapter 11. Measuring the Effects of Changes
      1. Introduction
      2. Choose What to Measure
      3. Types of Changes
      4. Changing Many Things at Once
      5. Reporting
      6. Key Takeaways
  10. Part 3: Advanced Topics
    1. Chapter 12. Measuring Behavior within Pages
      1. Introduction
      2. Google Analytics In-Page Analytics
      3. Click Analytics Tools
      4. Making Clicks Measureable in Page Tagging Analytics Tools
      5. Analyzing Event Data
      6. Virtual Pageviews
      7. Key Takeaways
    2. Chapter 13. A/B Testing
      1. Introduction
      2. Designing An Experiment
      3. Monitoring and “Winning”
      4. Key Takeaways
    3. Chapter 14. Analytics Profiles
      1. Introduction
      2. Profiles
      3. What are Profile Filters?
      4. Key Takeaways
    4. Chapter 15. Regular Reporting and Talking to Stakeholders
      1. Introduction
      2. Reporting Culture
      3. Making the Case for Usability Activities
      4. Key Takeaways
    5. Chapter 16. Web Analytics in the Near Future
      1. Introduction
      2. Mobile Application Analytics
      3. Cross-Device Measurement
      4. Better Measurement of On-Page Behavior
      5. Connecting to Other Data Sources
      6. The Continuing Dominance of Google
      7. Things Will Keep Changing
  11. Index