Traditional Web analytics are designed to capture how easily and how often users “convert” by buying stuff or taking desired actions on Web sites. While Web analytics and other data-oriented measures work well for commercial sites, they often fail to capture the user-friendliness or effectiveness of government and other information-oriented sites.
Within this talk, we will:
* Outline the complementary objectives of usability and Web analytics measures
* Review usability testing methods designed to measure users’ comprehension
* Discuss how the business concept of “conversion” can be applied to sites that provide government information
* Discuss the benefits of integrating the Web analytics and usability data streams
* Describe performance measures that map user experience metrics or measures to NIH Web site business goals
Throughout the talk, they will explore the characteristics of the different data streams. They will also explain how–when intertwined—the data streams may provide even more clearly actionable guidance for Web site improvement.