book

Researching UX: Analytics

by Luke Hay

January 2017

Beginner to intermediate

176 pages

3h 35m

English

SitePoint

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Notice of RightsNotice of LiabilityTrademark NoticeAbout Luke HayAbout SitePoint
Who Should Read This BookConventions UsedTips, Notes, and WarningsSupplementary Materials
The Importance of Analytics for UXAdvantages of Using Analytics in Your UX ProcessArguments Against Using AnalyticsDefining Qualitative and Quantitative DataQuantitative MethodsQualitative MethodsA Look at Some of the Analytics Tools AvailableWebsite Analytics ToolsHeatmapping and Session Recording ToolsSplit Testing ToolsOther Useful Analytics ToolsUsing Tools TogetherAnalytics Tools Summary
Checking Your SetupAccounts, Properties and ViewsGetting Access to AnalyticsAnalytics ChecklistIs 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 AvoidConfusing Visits and ViewsObsessing over Visits and ViewsGetting Drawn into the NumbersThinking Low Numbers Are Always BadConfusing Correlation with CausationGrouping All Visits TogetherAnalyzing Too BroadlyFocusing on Numbers Rather than TrendsIncluding Bot or Spam TrafficNot Customizing Your SetupNot Generating Actionable TakeawaysWhat Next?
Key Analytics TermsDimensions and MetricsSessions, Visits, Page Views and Unique Page ViewsUsers and VisitorsVisit/Session Duration and Time on PageBounce and Exit RatesConversions and GoalsSegments and FiltersA Guide to the Google Analytics InterfaceNavigating the Google Analytics Home PageNavigating the Main Google Analytics InterfaceNavigating Google Analytics GraphsNavigating Within Google Analytics ReportsAnalyzing Your DataAnalysis Over TimeAnalyzing Different GroupsAnalyzing Data from Different ToolsAnalyzing Data Outside of Your Analytics PackagesAnalyzing for UX
Individual PagesBounce and Exit RatesTime on PagePage ValueLeakage404 Error PagesUnderperforming ContentContent GroupingUser JourneysIdentifying Drop-off PointsNavigating Between Individual PagesGoal FunnelsAnalyzing FunnelsInteractions with On-page ElementsEvent TrackingClick MappingScroll MappingSession RecordingsDiscovering “Hidden” ContentSearch vs No SearchSearch TermsPages Where Search Is UsedDevice and Browser-specific IssuesBrowsersDevicesFinding Problems with Analytics
Where Analytics Sits in the Research ProcessKnowing Your UsersHow Do Users Find Your Website?Where Do Your Users Come From?What Language Do Your Users Speak?What Devices and Browsers Are They Using?What are the Genders and Ages of Your Users?How Frequently Are Your Users Visiting?What Content Are They Interested In?Using Data for PersonasUsing Data for Persona CreationCreating Persona-based SegmentsUsing Persona-based SegmentsBenchmarking Against CompetitorsBenchmarking in Google AnalyticsOther Benchmarking TechniquesAn Analytics-first Approach to User Research
Split TestingA/B TestingMultivariate TestingMulti-page TestingWhich Type of Split Test Should I Use?What to Consider When Setting up Split TestingTargeting Your TestChoosing Your GoalsDuration of TestAnalyzing Split Test ResultsStatistical SignificanceSegmenting Your ResultsIntegrating with AnalyticsBefore/after TestingRunning Before/after TestingProblems with Before/after TestingAnalyzing Before/after TestingDesign Changes and Returning VisitorsReporting to Clients or Internal TeamsReporting on the Results of Split TestsReporting Before/after ResultsOngoing ReportingUsing Analytics for Continuous ImprovementMeasuring and Reporting are CrucialConclusionNext Steps

Content preview from Researching UX: Analytics

Analytics for User Research

The price of light is less than the cost of darkness. —Arthur C. Nielsen, Founder of ACNielsen

Knowing who your users are is crucial to any UX process. This is why user research plays such a vital role. User research consists of a whole range of different tools and techniques, but what underpins them all is gathering useful data.

Research is not about asking people what they like or what they hate, but establishing facts about your users. This ties in with analytics, where data is objective, providing facts rather than opinions.

This chapter will cover how your analytics data can support and inform your user research. The data you get from your analytics tool is no substitute for in-depth user research, but taking ...