Practical Web Analytics for User Experience: How Analytics Can Help You Understand Your Users
- 4h 25m
- Michael Beasley
- Elsevier Science and Technology Books, Inc.
- 2013
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.
- 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
About the Author
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.
In this Book
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Introduction
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Web Analytics Approach
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How Web Analytics Works
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Goals
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Learning about Users
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Traffic Analysis—Learning How Users Got to Your Website
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Analyzing How People Use Your Content
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Click-Path Analysis
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Segmentation
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Pairing Analytics Data with UX Methods
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Measuring the Effects of Changes
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Measuring Behavior within Pages
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A/B Testing
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Analytics Profiles
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Regular Reporting and Talking to Stakeholders
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Web Analytics in the near Future
