Practical Web Analytics for User Experience

Chapter 5

Learning about Users

Contents

Introduction

Visitor Analysis

Demographics—Location

Behavior—New vs. Returning

Behavior—Frequency & Recency

Behavior— Engagement

Technology—Browser & OS

Mobile—Overview

Custom (As in Custom Variables)

Key Takeaways

Introduction

Web analytics lets you learn about some aspects of your website’s users, an activity called visitor analysis. As UX professionals, we usually study technological aspects of users to the extent that it affects how they use websites (or whatever interface you’re working on). Web analytics gives you insight into some of these technological aspects, like:

■ Where are they from, geographically

■ Their browser and operating system

■ Screen resolution

■ Whether they use a mobile device ...