Practical Web Analytics for User Experience

Practical Web Analytics for User Experience

How Analytics Can Help You Understand Your Users

1st Edition - June 21, 2013

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  • Author: Michael Beasley
  • eBook ISBN: 9780124046948
  • Paperback ISBN: 9780124046191

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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

  • Acknowledgments

    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 Another

    Key Takeaways

    Chapter 9. Segmentation


    Why Segment Data?

    How To Segment Data

    What are the Ways You Can Segment Data?

    Useful Ways To Segment For UX Questions

    The Tip of the Iceberg

    Key Takeaways

    Chapter 10. Pairing Analytics Data with UX Methods



    Usability Testing

    Usability Inspection

    Design and Design Objectives

    Key Takeaways

    Chapter 11. Measuring the Effects of Changes


    Choose What to Measure

    Types of Changes

    Changing Many Things at Once


    Key Takeaways

    Part 3: Advanced Topics

    Chapter 12. Measuring Behavior within Pages


    Google Analytics In-Page Analytics

    Click Analytics Tools

    Making Clicks Measureable in Page Tagging Analytics Tools

    Analyzing Event Data

    Virtual Pageviews

    Key Takeaways

    Chapter 13. A/B Testing


    Designing An Experiment

    Monitoring and “Winning”

    Key Takeaways

    Chapter 14. Analytics Profiles



    What are Profile Filters?

    Key Takeaways

    Chapter 15. Regular Reporting and Talking to Stakeholders


    Reporting Culture

    Making the Case for Usability Activities

    Key Takeaways

    Chapter 16. Web Analytics in the Near Future


    Mobile Application Analytics

    Cross-Device Measurement

    Better Measurement of On-Page Behavior

    Connecting to Other Data Sources

    The Continuing Dominance of Google

    Things Will Keep Changing


Product details

  • No. of pages: 256
  • Language: English
  • Copyright: © Morgan Kaufmann 2013
  • Published: June 21, 2013
  • Imprint: Morgan Kaufmann
  • eBook ISBN: 9780124046948
  • Paperback ISBN: 9780124046191

About the Author

Michael Beasley

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.

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