Researching UX : analytics / by Luke Hay.

Format:

Book

Author/Creator:

Hay, Luke, author.

Language:

English

Subjects (All):

Human-computer interaction.

User interfaces (Computer systems).

User-centered system design.

Physical Description:

1 online resource (175 pages)

Edition:

1st edition

Other Title:

Researching user experience analytics

Place of Publication:

Victoria, Australia : SitePoint Pty. Ltd., 2017.

System Details:

text file

Summary:

Good UX is based on evidence. Qualitative evidence, such as user testing and field research, can only get you so far. To get the full picture of how users are engaging with your website or app, you'll need to use quantitative evidence in the form of analytics. This book will show you, step by step, how you can use website and app analytics data to inform design choices and definitively improve user experience. Offering practical guidelines, with plenty of detailed examples, this book covers: why you need to gather analytics data for your UX projects getting set up with analytics tools analyzing data how to find problems in your analytics using analytics to aid user research, measure and report on outcomes

Contents:

Researching UX: Analytics

Notice of Rights

Notice of Liability

Trademark Notice

About Luke Hay

About SitePoint

Table of Contents

Preface

Who Should Read This Book

Conventions Used

Tips, Notes, and Warnings

Hey, You!

Ahem, Excuse Me ...

Make Sure You Always ...

Watch Out!

Supplementary Materials

Why Analytics?

The Importance of Analytics for UX

Advantages of Using Analytics in Your UX Process

Arguments Against Using Analytics

Defining Qualitative and Quantitative Data

Quantitative Methods

Qualitative Methods

A Look at Some of the Analytics Tools Available

Website Analytics Tools

Google Analytics

Pros

Cons

Adobe Analytics

Other Notable Web Analytics Tools

Heatmapping and Session Recording Tools

Crazy Egg

Hotjar

Clicktale

Other Notable Heatmapping Tools

Split Testing Tools

Optimizely

Adobe Target

Visual Website Optimizer (VWO)

Google Optimize 360

Other Useful Analytics Tools

Usability Hub

Formisimo

Woopra

Using Tools Together

Analytics Tools Summary

Getting Set Up

Checking Your Setup

Accounts, Properties and Views

Account

Property

View

Getting Access to Analytics

Analytics Checklist

Is the Analytics Code Installed on Every Page?

Is the Analytics Code Installed in the Correct Place?

Are Custom "Events" Set Up?

Are Custom "Goals" Set Up?

Goals Won't Work Retrospectively

Is Ecommerce Tracking Set Up?

Is Internal Site Search Set Up?

Have Demographic Reports Been Enabled?

How Much Data Do You Have Available?

Be Wary of Data Sampling

Does Your Analytics Data Match Other Data Sources?

Is Your Analytics Account Well Annotated?

When to Add Annotations

Has Content Grouping Been Set Up?.

Common Pitfalls to Avoid

Confusing Visits and Views

Obsessing over Visits and Views

Getting Drawn into the Numbers

Thinking Low Numbers Are Always Bad

Confusing Correlation with Causation

Grouping All Visits Together

Analyzing Too Broadly

Focusing on Numbers Rather than Trends

Including Bot or Spam Traffic

Not Customizing Your Setup

Not Generating Actionable Takeaways

What Next?

An Introduction to Analyzing Data

Key Analytics Terms

Dimensions and Metrics

Sessions, Visits, Page Views and Unique Page Views

Users and Visitors

Visit/Session Duration and Time on Page

Bounce and Exit Rates

Conversions and Goals

Segments and Filters

A Guide to the Google Analytics Interface

Navigating the Google Analytics Home Page

Navigating the Main Google Analytics Interface

Navigating Google Analytics Graphs

Navigating Within Google Analytics Reports

Analyzing Your Data

Analysis Over Time

Analyzing Different Groups

Analyzing Data from Different Tools

Analyzing Data Outside of Your Analytics Packages

Exporting Data As a CSV File

Creating Reports in Google Sheets

Google Analytics Data Studio

Analyzing for UX

Finding Problems with Analytics

Individual Pages

Time on Page

Page Value

Differing Nomenclature

Be Careful With Ecommerce Sites

Ecommerce Revenue

Goal Value

Leakage

Exclude Pages With Naturally High Leakage

404 Error Pages

Underperforming Content

Grouping Templates Together

Content Grouping

User Journeys

Identifying Drop-off Points

Pogo sticking

Navigating Between Individual Pages

Goal Funnels

Analyzing Funnels

Interactions with On-page Elements

Event Tracking

Click Mapping

Scroll Mapping

Session Recordings

Discovering "Hidden" Content

Search vs No Search.

Search Terms

Pages Where Search Is Used

Device and Browser-specific Issues

Browsers

Devices

Analytics for User Research

Where Analytics Sits in the Research Process

Knowing Your Users

How Do Users Find Your Website?

Where Do Your Users Come From?

What Language Do Your Users Speak?

What Devices and Browsers Are They Using?

What are the Genders and Ages of Your Users?

How Frequently Are Your Users Visiting?

What Content Are They Interested In?

Using Data for Personas

Using Data for Persona Creation

Don't Use Analytics Data Blindly When Creating Personas

Creating Persona-based Segments

Using Persona-based Segments

Benchmarking Against Competitors

Benchmarking in Google Analytics

About the Benchmark Reports

Using the Benchmark Reports

Other Benchmarking Techniques

An Analytics-first Approach to User Research

Measuring and Reporting Outcomes

Split Testing

A/B Testing

Multivariate Testing

Multi-page Testing

Which Type of Split Test Should I Use?

What to Consider When Setting up Split Testing

An Up-to-Date Overview

Targeting Your Test

Choosing Your Goals

Duration of Test

Analyzing Split Test Results

Agree Beforehand on What a Completed Test Means

Statistical Significance

Segmenting Your Results

Ensure Your Sample Sizes Are Large Enough

Integrating with Analytics

Before/after Testing

Running Before/after Testing

Problems with Before/after Testing

Analyzing Before/after Testing

Design Changes and Returning Visitors

Reporting to Clients or Internal Teams

Reporting on the Results of Split Tests

Reporting Before/after Results

Ongoing Reporting

Dashboards

Custom Reports

Google Sheets

Google Data Studio

Intelligence Events.

Using Analytics for Continuous Improvement

Measuring and Reporting are Crucial

Conclusion

Next Steps

Google Analytics Glossary.

Notes:

"Aspects of UX"--Cover.

Description based on online resource; title from PDF title page (ebrary, viewed February 3, 2017).

ISBN:

9781492018391

1492018392

9781492019213

1492019216

9781492018414

1492018414

OCLC:

971255770