Practical Web Analytics for User Experience

Chapter 11

Measuring the Effects of Changes

Contents

Introduction

Reframe as a Rate

Choose What to Measure

Choose When to Measure

Types of Changes

Conversion Rate

Other Rates

Redirect Traffic

Did Users Reach a Single Page from Any Other Page?

Did Users Reach a Single Page from a Specific Page?

Did Users Reach Any of a Group of Pages from Any Other Page?

More Variations

Time on Page and Other Continuous Metrics

Changing Many Things at Once

Reporting

New Designs Don’t Always Work

Key Takeaways

Introduction

A vital use of web analytics is to measure the effectiveness of design changes by comparing the effectiveness of one design to another (e.g., comparing a new design to the way things used to be on your website). It is a way of being accountable—accountable ...