Web analytics are an important part of the user research toolkit. This source of quantitative data can help us find problem areas to investigate through other means or provide more context for other data sources. When you bring together data from web analytics, interviews, usability testing, and other sources, you can form a more complete picture of what your users are doing.
This workshop will give you a solid foundation and starting point for using web analytics. We’ll look at some of the key ways UX people can use the data to understand user behavior. Most of the examples in this workshop will use Google Analytics, but what you learn will apply to whatever analytics tool your organization uses.
In this workshop, you’ll practice interpreting real-world examples of data. This workshop is for people with little or no web analytics experience but a strong foundation of UX knowledge. Access to web analytics data is not required, but will help make the concepts in this workshop more meaningful.
We will cover the following topics:
- Thinking and working with quantitative data
- Understanding how people use your site
- A/B testing
- Search term analysis
- Setting up analytics
Topics in this workshop that you will learn about include:
- How to interpret click path reports and analyze the paths users take through websites
- How to plan an effective A/B test
- The basics of segmenting usage data to focus on just the right users
- Analyzing how users express their information needs through their search terms
- What UX brings to the table during analytics installation projects