Measuring and Reporting Outcomes
The greatest value of a picture is when it forces us to notice what we never expected to see. — John Tukey, American Mathematician
So far, we’ve covered how to check that your analytics is set up correctly, how to use analytics data to identify potential problems, and how to use it for user research. These techniques, along with other UX methods, will help you to identify where you should make changes to your website, and what those changes might look like. Once you’ve made the changes to your site, don’t stop there! You should look to measure the outcome of those changes and learn from the results.
Measuring the impact of your design changes is crucial. As IBM quality expert H. James Harrington said:
Measurement ...
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