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.

Key Features

  • 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


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.

Table of Contents


About the Author

Chapter 1. Introduction

What is Web Analytics?

User Experience and Web Analytics Questions

Web Analytics and User Experience: A Perfect Fit

About This Book

Google Analytics

Part 1: Introduction to Web Analytics

Chapter 2. Web Analytics Approach


Get To Know Your Website

A Model of Analysis

Showing Your Work

Context Matters

Sometimes the Data Contradict You

Key Takeaways

Chapter 3. How Web Analytics Works


Log File Analysis

Page Tagging

Metrics and Dimensions

Interacting With Data in Google Analytics

Key Takeaways

Chapter 4. Goals


What are Goals and Conversions?

Conversion Rate

Goal Reports in Google Analytics

When Do You Use These Reports?

Finding the Right Things to Measure as Key Performance Indicators

What Can You Measure On a Website That Can Constitute A Goal?

Going Beyond the Website

Tying It Together

Key Takeaways

Part 2: Learning about Users through Web Analytics

Chapter 5. Learning about Users


Visitor Analysis

Key Takeaways

Chapter 6. Traffic Analysis: Learning How Users Got to Your Website


Source and Medium (Dimensions)

Organic Search

Search Query Analysis

Referral Traffic

Direct Traffic

Paid Search Keywords

Key Takeaways

Chapter 7. Analyzing How People Use Your Content


Website Content Reports

Key Takeaways

Chapter 8. Click-Path Analysis


Focus on Relationships between Pages

Navigation Summary

“Visitors Flow” Report

Analyzing How Users Move from One Page Type to Anoth


No. of pages:
© 2013
Morgan Kaufmann
Print ISBN:
Electronic ISBN:

About the author

Michael Beasley

Michael Beasley is a user experience designer at ITHAKA and has eight years of experience in usability testing, user interface design, and web analytics. Previously, he was the measurement team lead at Pure Visibility, where he fused web analytics with traditional user experience activities to better answer clients' questions about their customers. Mike earned his MSI degree in human-computer interaction at the University of Michigan School of Information and was active for several years on the board of the Michigan chapter of the User Experience Professionals' Association. Mike has written articles for User Experience magazine and has given talks and workshops on web analytics geared toward user experience professionals.

Affiliations and Expertise

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


"…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