Good UX is based on evidence. Qualitative evidence, such as user testing and field research, can only get you so far. To get the full picture of how users are engaging with your website or app, you'll need to use quantitative evidence in the form of analytics.
This book will show you, step by step, how you can use website and app analytics data to inform design choices and definitively improve user experience. Offering practical guidelines, with plenty of detailed examples, this book covers:
- why you need to gather analytics data for your UX projects
- getting set up with analytics tools
- analyzing data
- how to find problems in your analytics
- using analytics to aid user research, measure and report on outcomes
Table of Contents
- Researching UX: Analytics
- Notice of Rights
- Notice of Liability
- Trademark Notice
- About Luke Hay
- About SitePoint
- The Importance of Analytics for UX
- Defining Qualitative and Quantitative Data
- A Look at Some of the Analytics Tools Available
- Using Tools Together
- Analytics Tools Summary
Getting Set Up
- Checking Your Setup
- Is the Analytics Code Installed on Every Page?
- Is the Analytics Code Installed in the Correct Place?
- Are Custom “Events” Set Up?
- Are Custom “Goals” Set Up?
- Is Ecommerce Tracking Set Up?
- Is Internal Site Search Set Up?
- Have Demographic Reports Been Enabled?
- How Much Data Do You Have Available?
- Does Your Analytics Data Match Other Data Sources?
- Is Your Analytics Account Well Annotated?
- Has Content Grouping Been Set Up?
Common Pitfalls to Avoid
- Confusing Visits and Views
- Obsessing over Visits and Views
- Getting Drawn into the Numbers
- Thinking Low Numbers Are Always Bad
- Confusing Correlation with Causation
- Grouping All Visits Together
- Analyzing Too Broadly
- Focusing on Numbers Rather than Trends
- Including Bot or Spam Traffic
- Not Customizing Your Setup
- Not Generating Actionable Takeaways
- What Next?
An Introduction to Analyzing Data
- Key Analytics Terms
- A Guide to the Google Analytics Interface
- Analyzing Your Data
- Analyzing for UX
Finding Problems with Analytics
- Individual Pages
- Underperforming Content
- User Journeys
- Interactions with On-page Elements
- Discovering “Hidden” Content
- Device and Browser-specific Issues
- Finding Problems with Analytics
Analytics for User Research
- Where Analytics Sits in the Research Process
- Knowing Your Users
- Using Data for Personas
- Benchmarking Against Competitors
- An Analytics-first Approach to User Research
Measuring and Reporting Outcomes
- Split Testing
- What to Consider When Setting up Split Testing
- Analyzing Split Test Results
- Before/after Testing
- Design Changes and Returning Visitors
- Reporting to Clients or Internal Teams
- Using Analytics for Continuous Improvement
- Measuring and Reporting are Crucial
- Google Analytics Glossary
- Title: Researching UX: Analytics
- Release date: January 2017
- Publisher(s): SitePoint
- ISBN: 9781492018391