Chapter 1



Imagine you have just wrapped up a round of usability testing on your organization’s website. Half of your 10 test participants clicked on a misleading link and then immediately clicked the Back button and tried a different link. Clearly, there’s a problem here, but key stakeholders are unconvinced. They tell you that your sample size is too small to produce any statistically significant findings. Luckily, you have web analytics data available to you, and ...

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