Download e-book for kindle: Practical Web Analytics for User Experience: How Analytics by Michael Beasley


By Michael Beasley

ISBN-10: 0124046193

ISBN-13: 9780124046191

Practical internet Analytics for consumer event teaches you the way to exploit net analytics to assist solution the advanced questions dealing with UX execs. inside this publication, you'll discover a quantitative method for measuring a website's effectiveness and the tools for posing and answering particular questions about how clients navigate an internet site. The publication is geared up based on the troubles UX practitioners face. Chapters are dedicated to site visitors, clickpath, and content material use research, measuring the effectiveness of layout adjustments, together with A/B checking out, development consumer profiles in accordance with seek conduct, aiding usability attempt findings with reporting, and extra. this can be the must-have source you must commence capitalizing on net analytics and learn web pages effectively.
• realize concrete info on how internet analytics facts help consumer learn and user-centered layout
• the best way to body questions in a fashion that permits you to navigate via monstrous quantities of information to get the reply you need
• methods to assemble details for personas, be certain habit present in usability trying out, aid heuristic overview with facts, research key-phrase info, and know how to speak those findings with enterprise stakeholders

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INTERACTING WITH DATA IN GOOGLE ANALYTICS These metrics and others become more meaningful when we split them up according to different dimensions (and, in later chapters, combinations of dimensions)—that is, basic segmentation. To see segmentation in action, we turn to an example of a typical report in Google Analytics. If you click on Content in the side navigation, then Site Content, and then All Pages, you will reach the “All Pages” report. We will return to this report in Chapter 7, but for now, we look at this report to learn more about interacting with data within the tool (in later chapters we will export data and work with them).

Pivot Lastly, there is Pivot, a complex and powerful way to interact with data. Pivot lets you show data in a pivot table, which lets you take a dimension and turn it from a row to a column. In the mobile devices example, you would have a row for each kind of mobile device, and then you could select another dimension, such as browser type or whether the user is new or returning, and make that a column. Then, within each column, you could show multiple metrics like pageviews or average time on page.

Time on page, the count of pageviews from new visitors and their average time on page, and the count of pageviews from returning visitors and their average time on page. This feature is complicated and powerful. Although we will not use it in this book, it is important to be aware of it if you use Google Analytics. KEY TAKEAWAYS ■ ■ ■ There are two basic approaches to web analytics: page tagging and log files. Page tagging works by adding code to every page of the website that executes when the browser processes the page.

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Practical Web Analytics for User Experience: How Analytics Can Help You Understand Your Users by Michael Beasley

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