- Electronic ISBN 9780124046948
- Print ISBN 9780124046191
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.
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.
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
Part 1: Introduction to Web Analytics
Chapter 2. Web Analytics Approach
Get To Know Your Website
A Model of Analysis
Showing Your Work
Sometimes the Data Contradict You
Chapter 3. How Web Analytics Works
Log File Analysis
Metrics and Dimensions
Interacting With Data in Google Analytics
Chapter 4. Goals
What are Goals and Conversions?
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
Part 2: Learning about Users through Web Analytics
Chapter 5. Learning about Users
Chapter 6. Traffic Analysis: Learning How Users Got to Your Website
Source and Medium (Dimensions)
Search Query Analysis
Paid Search Keywords
Chapter 7. Analyzing How People Use Your Content
Website Content Reports
Chapter 8. Click-Path Analysis
Focus on Relationships between Pages
“Visitors Flow” Report
Analyzing How Users Move from One Page Type to Anoth
"…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