Verfügbarkeit: Practical web analytics for user experience

Practical web analytics for user experience: how analytics can help you understand your users

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Bibliographische Detailangaben
1. Verfasser:	Beasley, Michael (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Amsterdam [u.a.] Morgan Kaufman 2013
Schlagworte:	Web usage mining Internet users / Attitudes Web site development Entwicklung Website Benutzerverhalten Data Mining World Wide Web
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XV, 234 S. Ill., graph. Darst.
ISBN:	9780124046191

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Contents ACKNOWLEDGMENTS ...........................................................................xiii ABOUT THE AUTHOR .............................................................................xv CHAPTER 1 Introduction .......................................................................1 What Is Web Analytics? ...............................................................2 User Experience and Web Analytics Questions ........................3 Web Analytics and User Experience: A Perfect Fit ...................3 About This Book ...........................................................................4 Parti: Introduction to Web Analytics .................................4 Part 2: Learning About Users through Web Analytics ......4 Part 3: Advanced Topics ......................................................5 Google Analytics ...........................................................................6 Part 1 Introduction to Web Analytics ........................9 CHAPTER 2 Web Analytics Approach ................................................11 Introduction .................................................................................11 Get to Know Your Website .........................................................11 A Model of Analysis ...................................................................14 Pose the Question ...............................................................15 Gather Data .........................................................................16 Transform Data ...................................................................16 Analyze ................................................................................16 Answer the Question ..........................................................17 Balancing Time and the Need for Certainty .....................17 Showing Your Work ....................................................................18 Context Matters ..........................................................................18 Data Over Time ...................................................................19 Proportion is Key .................................................................20 Sometimes the Data Contradict You .........................................22 Sometimes the Answer is No .........................................22 Contents Make Your Findings Repeatable........................................22 KeyTakeaways...........................................................................23 CHAPTER 3 How Web Analytics Works .............................................25 Introduction .................................................................................25 Log File Analysis ........................................................................25 Page Tagging ..............................................................................26 Cookies .................................................................................27 Accuracy ..............................................................................28 Accounts and Profiles .........................................................29 Click Analytics .....................................................................30 Metrics and Dimensions ............................................................31 Visits ....................................................................................32 Unique Visitors (Metric) .....................................................32 Pageviews (Metric) .............................................................34 Pages/Visit (Metric) ............................................................35 Average Visit Duration .......................................................35 Bounce Rate (Metric) ..........................................................36 % New Visits (Metric) .........................................................36 Using These Metrics ...........................................................37 Interacting With Data In Google Analytics ..............................37 Plot Rows .............................................................................39 Secondary Dimension .........................................................39 Sort Type .............................................................................. ^ Search ...................................................................................41 Beyond Tables .....................................................................43 KeyTakeaways ...........................................................................47 CHAPTER 4 Goals .................................................................................49 Introduction .................................................................................49 What are Goals and Conversions? ............................................49 Unfortunate Colliding Terms ............................................. 51 AU Websites Should Have Goals ........................................ 51 Why Do Goals Matter for User Experience? ..................... 51 Conversion Rate ..........................................................................52 Goal Reports in Google Analytics ............................................. 53 Goal URLs ............................................................................58 Reverse Goal Path ............................................................... 58 Funnel Visualization Report ............................................... 60 Goal Flow ............................................................................. 61 E-commerce .........................................................................62 Multichannel Funnels .........................................................^2 Contents Part 2 CHAPTER 5 CHAPTER 6 When Do You Use These Reports? ............................................63 Finding the Right Things to Measure as Key Performance Indicators ..............................................................63 What Should You Measure? ...............................................64 Do Users Want To Do These Things? ................................69 What Can You Measure on a Website that Can Constitute a Goal? ......................................................................69 Reaching a Specific Page ....................................................70 On-Page Action ...................................................................71 Engagement ........................................................................72 Going Beyond the Website ........................................................72 Tying It Together ........................................................................73 KeyTakeaways ...........................................................................74 Learning about Users through Web Analytics ..........................................................75 Learning about Users ......................................................77 Introduction .................................................................................77 Visitor Analysis ...........................................................................78 Demographics—Location ...................................................78 Behavior—New vs. Returning ...........................................79 Behavior—Frequency & Recency ......................................79 Behavior—Engagement ......................................................80 Technology—Browser & OS ...............................................81 Mobile — Overview ..............................................................81 Custom (As in Custom Variables) ......................................81 KeyTakeaways ...........................................................................82 Traffic Analysis: Learning How Users Got to Your Website ....................................................................83 Introduction .................................................................................83 Source and Medium (Dimensions) .............................................83 Organic Search ............................................................................85 Why Analyze Keywords? ....................................................87 Search Query Analysis ...............................................................89 Exporting the Data ..............................................................90 Create Candidate Categories .............................................92 Processing the Data ............................................................93 Analyzing the Data Again ..................................................96 Basic Keyword Analysis .....................................................98 Export the Data ...................................................................98 Contents Categorize the Keywords ...................................................98 Compare Metrics .................................................................99 Referral Traffic .............................................................................99 Direct Traffic ..............................................................................102 Paid Search Keywords ..............................................................103 Key Takeaways .........................................................................104 CHAPTER 7 Analyzing How People Use Your Content ...................105 Introduction ...............................................................................105 Website Content Reports .........................................................105 High Pageviews/Low Pageviews....................................107 Pageviews are Much Higher than Unique Pageviews ..109 Low Time on Page ............................................................110 High Time on Page ...........................................................112 High Entrances to Unique Pageviews Ratio ...................112 High Bounce Rate .............................................................113 High % Exit ........................................................................114 Page Value .........................................................................114 Comparing Page Metrics to Similar Pages ......................115 More Reports .....................................................................116 Key Takeaways .........................................................................120 CHAPTERS Click-Path Analysis .......................................................121 Introduction ...............................................................................121 Focus on Relationships between Pages ..................................122 Navigation Summary ................................................................123 Visitors Flow Report .............................................................126 Analyzing How Users Move from One Page Type to Another ........................................................................128 An Example: AwesomePetToys.com ..............................129 Key Takeaways .........................................................................134 CHAPTER 9 Segmentation .................................................................135 Introduction ...............................................................................135 Why Segment Data? .................................................................135 How To Segment Data .............................................................140 Google Analytics Advanced Segments ..........................142 What are the Ways You Can Segment Data? .........................145 AND, OR, and Sequence of Filters ...................................145 Metrics ...............................................................................145 Dimensions ........................................................................146 Useful Ways to Segment for UX Questions ............................147 Segmenting According to a Page ....................................147 Contents Segmenting According to User Traits .............................150 Segmenting According to Information Need ..................150 Whether or Not Users Completed a Goal ........................152 What Pages Users Landed On .........................................152 What Pages Users Viewed/Didn t View ..........................153 The Tip of the Iceberg ..............................................................154 KeyTakeaways .........................................................................154 CHAPTER 10 Pairing Analytics Data with UX Methods ...................157 Introduction ...............................................................................157 Personas ....................................................................................157 Segmenting Based on Personas .......................................157 Building Better Personas ..................................................161 Usability Testing .......................................................................162 Test Planning .....................................................................162 Test Analysis .....................................................................164 Usability Test Reports ......................................................165 Usability Inspection ..................................................................166 Identifying Potential Problems ........................................167 Evidence for Problems ......................................................167 Design and Design Objectives ................................................167 How Much Will You Improve a Number? ........................169 KeyTakeaways .........................................................................169 CHAPTER 11 Measuring the Effects of Changes ...............................171 Introduction ...............................................................................171 Reframe as a Rate .....................................................................172 Choose What to Measure .........................................................172 Choose When to Measure ................................................173 Types of Changes .....................................................................174 Conversion Rate ................................................................174 Redirect Traffic ..................................................................176 Time on Page and Other Continuous Metrics ................179 Changing Many Things at Once .............................................180 Reporting ...................................................................................182 New Designs Don t Always Work ....................................183 KeyTakeaways .........................................................................183 Part 3 Advanced Topics ..........................................185 CHAPTER 12 Measuring Behavior within Pages ...............................187 Introduction ...............................................................................187 Google Analytics In-Page Analytics ........................................187 Contents Click Analytics Tools................................................................189 Making Clicks Measureable in Page Tagging Analytics Tools ..........................................................................190 Defining Events .................................................................191 Putting It Together ............................................................193 Analyzing Event Data ..............................................................194 Pages and Events—What Happened Where? ................195 Making Rates .....................................................................198 Segmentation ....................................................................198 Virtual Pageviews.....................................................................199 KeyTakeaways .........................................................................199 CHAPTER 13 A/B Testing ....................................................................201 Introduction ...............................................................................201 Designing An Experiment .......................................................201 Select a Page That You Wish to Improve ........................201 Determine a Metric for Judging Improvement ...............202 Design One or More Alternatives ....................................202 Tracking Code ...................................................................203 Tools ...................................................................................203 Estimating the Length of a Test ......................................205 Monitoring and Winning ......................................................205 Ending a Test Early ...........................................................206 KeyTakeaways .........................................................................207 CHAPTER 14 Analytics Profiles ...........................................................209 Introduction ...............................................................................209 Profiles .......................................................................................209 What are Profile Filters? ...........................................................210 Making URLs Easier to Read ............................................211 Easier Click-path Analysis by Combining Pages ...........212 A Profile for UX Data .........................................................213 KeyTakeaways .........................................................................213 CHAPTER 15 Regular Reporting and Talking to Stakeholders .........215 Introduction ...............................................................................215 Reporting Culture .....................................................................215 Why You Report Analytics Data ......................................216 Why You Monitor Analytics Data ....................................217 Choosing Metrics to Report .............................................218 Reporting Frequency ........................................................220 Keep It Concise .................................................................220 Contents Making the Case for Usability Activities ................................221 Making the Case for Design Changes .............................221 Making the Case for User Research ................................224 KeyTakeaways .........................................................................224 CHAPTER 16 Web Analytics in the Near Future ...............................227 Introduction ...............................................................................227 Mobile Application Analytics ..................................................227 Cross-Device Measurement .....................................................228 Better Measurement of On-Page Behavior .............................228 Connecting to Other Data Sources ..........................................228 The Continuing Dominance of Google ....................................229 Things Will Keep Changing .....................................................229 INDEX ......................................................................................................231
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spellingShingle	Beasley, Michael Practical web analytics for user experience how analytics can help you understand your users Web usage mining Internet users / Attitudes Web site development Entwicklung (DE-588)4113450-3 gnd Website (DE-588)4596172-4 gnd Benutzerverhalten (DE-588)4122898-4 gnd Data Mining (DE-588)4428654-5 gnd World Wide Web (DE-588)4363898-3 gnd
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title	Practical web analytics for user experience how analytics can help you understand your users
title_auth	Practical web analytics for user experience how analytics can help you understand your users
title_exact_search	Practical web analytics for user experience how analytics can help you understand your users
title_full	Practical web analytics for user experience how analytics can help you understand your users Michael Beasley
title_fullStr	Practical web analytics for user experience how analytics can help you understand your users Michael Beasley
title_full_unstemmed	Practical web analytics for user experience how analytics can help you understand your users Michael Beasley
title_short	Practical web analytics for user experience
title_sort	practical web analytics for user experience how analytics can help you understand your users
title_sub	how analytics can help you understand your users
topic	Web usage mining Internet users / Attitudes Web site development Entwicklung (DE-588)4113450-3 gnd Website (DE-588)4596172-4 gnd Benutzerverhalten (DE-588)4122898-4 gnd Data Mining (DE-588)4428654-5 gnd World Wide Web (DE-588)4363898-3 gnd
topic_facet	Web usage mining Internet users / Attitudes Web site development Entwicklung Website Benutzerverhalten Data Mining World Wide Web
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026161615&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT beasleymichael practicalwebanalyticsforuserexperiencehowanalyticscanhelpyouunderstandyourusers

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