Convergence of Usability and Web Analytics
- 880 views
Organizations today use web analytics tools to track hits and page views but a hit is only a line in a web log. What do you do with that data? ...
Organizations today use web analytics tools to track hits and page views but a hit is only a line in a web log. What do you do with that data?
Web analytics is no longer just about hits and page view traffic. Mechanisms are available that allow a practitioner to get a fully-rounded view of the user via their navigation behavior. In the realm of usability, we tend to concentrate on qualitative information, which serves us well. However, quantitative data can be more salient to clients. Web analytics provides this quantitative data and offers a perfect complement to usability studies. Demographics are only part of the equation. As Joseph Carrabis, Principal of Next Stage Evolution, states, “I know who you are within two seconds, but those are the cheap seats. That doesn't interest me anymore.” Companies want to determine how the online behavior of their website visitors aligns with their business goals and strategic direction. Or as Judah Phillips, Director of Web Analytics at Reed Business, says, “Web analytics refers to the collection, measurement, reporting, and analysis around qualitative and quantitative information related to the behavior of an online audience.”
This presentation will inform usability practitioners about the pros and cons of incorporating web analytics into their work. It will discuss different approaches to web analytics, including:
“Integration of website activity… with the offline business”
“Navigation behavior of the visitor”
“Psychological engagement of the visitor”
“Physiological measurements of the visitor”
“Return on investment (ROI), as measured by key performance indicators (KPI)”
- Paul Legutko, Vice President of Analytics, Semphonics
- Total Views
- Views on SlideShare
- Embed Views