Chapter 6. Solving the "Why" Puzzle—Leveraging Qualitative Data

When I walk into a supermarket, I don't expect the employees to recognize me or rearrange the store for me. Yet when I visit an online supermarket, I am annoyed that on my third visit they still don't know I live in California and they are not presenting me with items on sale at my local store.

When people shop online, they have a different set of expectations. Therefore, your Web Analytics 2.0 strategy must include at least a few methods of actively listening to your customers. This way, you stay on top of their expectations, and you also gain the key context you need, the why, for making sense of your what, which is your Clickstream data.

Chapter Contents

Lab Usability Studies: What, ...

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