Practical Web Analytics for User Experience

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