کتاب الکترونیکی RESEARCHING UX ANALYTICS

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Preface …………………………………………………………………… xii
Who Should Read This Book ……………………………………………………………xii
Conventions Used ……………………………………………………………………………xii
Tips, Notes, and Warnings…………………………………………………….xiii
Supplementary Materials………………………………………………………………..xiii
Chapter 1 Why Analytics?………………………………….1
The Importance of Analytics for UX ………………………………………………….2
Advantages of Using Analytics in Your UX Process…………………3
Arguments Against Using Analytics………………………………………..5
Defining Qualitative and Quantitative Data ……………………………………..7
Quantitative Methods……………………………………………………………..9
Qualitative Methods………………………………………………………………..9
A Look at Some of the Analytics Tools Available …………………………….10
Website Analytics Tools …………………………………………………………10
Heatmapping and Session Recording Tools …………………………..15
Split Testing Tools………………………………………………………………….19
Other Useful Analytics Tools………………………………………………….20
iv Researching UX: AnalyticsUsing Tools Together ……………………………………………………………………….22
Analytics Tools Summary…………………………………………………………………22
Chapter 2 Getting Set Up ………………………………….23
Checking Your Setup ……………………………………………………………………….24
Accounts, Properties and Views…………………………………………….24
Getting Access to Analytics…………………………………………………..26
Analytics Checklist…………………………………………………………………………..27
Is the Analytics Code Installed on Every Page? ……………………..27
Is the Analytics Code Installed in the Correct Place?…………….27
Are Custom “Events” Set Up? ………………………………………………..28
Are Custom “Goals” Set Up? ………………………………………………….29
Is Ecommerce Tracking Set Up?……………………………………………..32
Is Internal Site Search Set Up?………………………………………………33
Have Demographic Reports Been Enabled? …………………………..33
How Much Data Do You Have Available?………………………………35
Does Your Analytics Data Match Other Data Sources?………….37
Is Your Analytics Account Well Annotated? ………………………….37
Has Content Grouping Been Set Up? …………………………………….38
Common Pitfalls to Avoid ……………………………………………………………….40
Confusing Visits and Views……………………………………………………40
Table of Contents vObsessing over Visits and Views…………………………………………….40
Getting Drawn into the Numbers………………………………………….41
Thinking Low Numbers Are Always Bad ………………………………..41
Confusing Correlation with Causation ………………………………….42
Grouping All Visits Together………………………………………………….43
Analyzing Too Broadly …………………………………………………………..43
Focusing on Numbers Rather than Trends…………………………….44
Including Bot or Spam Traffic ……………………………………………….44
Not Customizing Your Setup …………………………………………………45
Not Generating Actionable Takeaways………………………………….45
What Next? ……………………………………………………………………………………..46
Chapter 3 An Introduction to Analyzing
Data ………………………………………………………………………….47
Key Analytics Terms…………………………………………………………………………47
Dimensions and Metrics ………………………………………………………..48
Sessions, Visits, Page Views and Unique Page Views……………..49
Users and Visitors…………………………………………………………………..50
Visit/Session Duration and Time on Page ………………………………51
Bounce and Exit Rates…………………………………………………………..52
Conversions and Goals…………………………………………………………..54
vi Researching UX: AnalyticsSegments and Filters……………………………………………………………..54
A Guide to the Google Analytics Interface ……………………………………..55
Navigating the Google Analytics Home Page………………………..55
Navigating the Main Google Analytics Interface ………………….56
Navigating Google Analytics Graphs……………………………………..58
Navigating Within Google Analytics Reports………………………..59
Analyzing Your Data………………………………………………………………………..62
Analysis Over Time…………………………………………………………………62
Analyzing Different Groups…………………………………………………..64
Analyzing Data from Different Tools …………………………………….65
Analyzing Data Outside of Your Analytics Packages……………..65
Analyzing for UX……………………………………………………………………………..66
Chapter 4 Finding Problems with Analytics 68
Individual Pages ………………………………………………………………………………69
Bounce and Exit Rates…………………………………………………………..52
Time on Page …………………………………………………………………………72
Page Value……………………………………………………………………………..73
Leakage………………………………………………………………………………….78
404 Error Pages……………………………………………………………………..79
Underperforming Content……………………………………………………………….79
Table of Contents viiContent Grouping………………………………………………………………….80
User Journeys…………………………………………………………………………………..83
Identifying Drop-off Points …………………………………………………..84
Navigating Between Individual Pages……………………………………87
Goal Funnels………………………………………………………………………….89
Analyzing Funnels………………………………………………………………….91
Interactions with On-page Elements……………………………………………….93
Event Tracking ……………………………………………………………………….94
Click Mapping………………………………………………………………………..95
Scroll Mapping ………………………………………………………………………95
Session Recordings………………………………………………………………..96
Discovering “Hidden” Content…………………………………………………………96
Search vs No Search………………………………………………………………96
Search Terms………………………………………………………………………….98
Pages Where Search Is Used ………………………………………………….99
Device and Browser-specific Issues………………………………………………. 100
Browsers …………………………………………………………………………….. 100
Devices……………………………………………………………………………….. 101
Finding Problems with Analytics………………………………………………….. 103
Chapter 5 Analytics for User Research………105
viii Researching UX: AnalyticsWhere Analytics Sits in the Research Process………………………………. 106
Knowing Your Users……………………………………………………………………….107
How Do Users Find Your Website?……………………………………….107
Where Do Your Users Come From? …………………………………….. 108
What Language Do Your Users Speak? ……………………………….. 111
What Devices and Browsers Are They Using? ………………………112
What are the Genders and Ages of Your Users?…………………..113
How Frequently Are Your Users Visiting? …………………………….114
What Content Are They Interested In? ………………………………..115
Using Data for Personas…………………………………………………………………116
Using Data for Persona Creation………………………………………….116
Creating Persona-based Segments………………………………………117
Using Persona-based Segments …………………………………………..119
Benchmarking Against Competitors……………………………………………..120
Benchmarking in Google Analytics …………………………………….120
Other Benchmarking Techniques………………………………………..124
An Analytics-first Approach to User Research………………………………124
Chapter 6 Measuring and Reporting
Outcomes………………………………………………………………125
Split Testing…………………………………………………………………………………..126
Table of Contents ixA/B Testing………………………………………………………………………….127
Multivariate Testing ……………………………………………………………130
Multi-page Testing ……………………………………………………………..135
Which Type of Split Test Should I Use?……………………………….136
What to Consider When Setting up Split Testing …………………………138
Targeting Your Test……………………………………………………………..138
Choosing Your Goals…………………………………………………………..140
Duration of Test ………………………………………………………………….140
Analyzing Split Test Results…………………………………………………………..142
Statistical Significance ……………………………………………………….143
Segmenting Your Results ……………………………………………………144
Integrating with Analytics ………………………………………………….145
Before/after Testing………………………………………………………………………145
Running Before/after Testing ……………………………………………..146
Problems with Before/after Testing…………………………………….146
Analyzing Before/after Testing……………………………………………147
Design Changes and Returning Visitors………………………………………..148
Reporting to Clients or Internal Teams…………………………………………149
Reporting on the Results of Split Tests……………………………….149
Reporting Before/after Results……………………………………………150
Ongoing Reporting…………………………………………………………….. 151
x Researching UX: AnalyticsUsing Analytics for Continuous Improvement………………………………156
Measuring and Reporting are Crucial …………………………………………..156
Conclusion…………………………………………………………………………………….157
Next Steps…………………………………………………………………………..157
Appendix A Google Analytics Glossary……..159