Practical Web Analytics for User Experience

How Analytics Can Help You Understand Your Users

By

  • Michael Beasley, is the user experience team lead at Pure Visibility, an Internet marketing firm in Ann Arbor, Michigan, USA.

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.
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Audience

UX professionals (UX designers, usability engineers, usability architects, usability researchers, UX managers)Secondary: Graduate level students in a human-computer interaction, usability, or related program.

 

Book information

  • Published: August 2013
  • Imprint: MORGAN KAUFMANN
  • ISBN: 978-0-12-404619-1

Reviews

"…the book is [a] manual, albeit an excellent constructed manual, for anyone looking to learn about Google Analytics… The book in turn will help you learn how to use Web Analytics data… All in all a good book to have, especially if you are a freelancer looking to expand his/her service portfolio."--Actual Insights blog, October 26, 2013
"User experience designer Beasley explains to fellow practitioners how they can add web analytics to their tool kit and have an additional source of data about users."--Reference & Research Book News, October 2013




Table of Contents

Chapter 1 Introduction
Chapter 2 Analysis Process
Chapter 3 How it Works
Chapter 4 Goals
Chapter 5 Visitor Analysis
Chapter 6 Traffic Analysis
Chapter 7 How People Use Content
Chapter 8 Clickpath Analysis
Chapter 9 Segmentation
Chapter 10 Putting it Together
Chapter 11 Testing
Chapter 12 Measuring Behavior within Pages
Chapter 13 AB Testing
Chapter 14 Profiles
Chapter 15 Culture
Chapter 16 Conclusion