Researching UX : Understanding Is the Heart of Great UX.

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 -- Pros -- Cons -- Other Notable Web Analytics Tools -- Heatmapping and Session Recording Tools -- Crazy Egg -- Pros -- Cons -- Hotjar -- Pros -- Cons -- Clicktale -- Pros -- Cons -- 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 -- Bounce and Exit Rates -- 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 -- Finding Problems with Analytics -- 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.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.