Abstract

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

"…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