Front Cover -- Practical Web Analytics for User Experience -- Copyright Page -- Contents -- Acknowledgments -- About the Author -- 1 Introduction -- What Is Web Analytics? -- User Experience and Web Analytics Questions -- Web Analytics and User Experience: A Perfect Fit -- About This Book -- Part 1: Introduction to Web Analytics -- Part 2: Learning About Users through Web Analytics -- Part 3: Advanced Topics -- Google Analytics -- 1 Introduction to Web Analytics -- 2 Web Analytics Approach -- Introduction -- Get To Know Your Website -- A Model of Analysis -- Pose The Question -- Gather Data -- Transform Data -- Analyze -- Answer the Question -- Balancing Time and the Need for Certainty -- Showing Your Work -- Context Matters -- Data Over Time -- Proportion is Key -- Sometimes The Data Contradict You -- Sometimes the Answer is "No" -- Make Your Findings Repeatable -- Key Takeaways -- 3 How Web Analytics Works -- Introduction -- Log File Analysis -- Page Tagging -- Cookies -- Accuracy -- Accounts and Profiles -- Click Analytics -- Metrics and Dimensions -- Visits -- Unique Visitors (Metric) -- Pageviews (Metric) -- Pages/Visit (Metric) -- Average Visit Duration -- Bounce Rate (Metric) -- % New Visits (Metric) -- Using These Metrics -- Interacting With Data In Google Analytics -- Plot Rows -- Secondary Dimension -- Sort Type -- Search -- Beyond Tables -- Percentage -- Performance -- Comparison -- Term Cloud -- Pivot -- Key Takeaways -- 4 Goals -- Introduction -- What Are Goals and Conversions? -- Unfortunate Colliding Terms -- All Websites Should Have Goals -- Why Do Goals Matter for User Experience? -- Conversion Rate -- Goal Reports In Google Analytics -- Goal URLs -- Reverse Goal Path -- Funnel Visualization Report -- Goal Flow -- E-commerce -- Multichannel Funnels -- When Do You Use These Reports?.

Finding The Right Things To Measure As Key Performance Indicators -- What Should You Measure? -- What Is the Purpose of the Company/Organization? -- How Does the Website Fit in with This Purpose? -- What Does the Company/Organization Want Users To Do on the Website? -- What Specific, Measurable Behavior Shows that Users Took that Action? -- Do Users Want To Do These Things? -- What Can You Measure On a Website That Can Constitute A Goal? -- Reaching a Specific Page -- Funnel Transactions -- Destination Only -- On-Page Action -- Engagement -- Going Beyond The Website -- Tying It Together -- Key Takeaways -- 2 Learning about Users through Web Analytics -- 5 Learning about Users -- Introduction -- Visitor Analysis -- Demographics-Location -- Behavior-New vs. Returning -- Behavior-Frequency & Recency -- Behavior-Engagement -- Technology-Browser & OS -- Mobile-Overview -- Custom (As in Custom Variables) -- Key Takeaways -- 6 Traffic Analysis: Learning How Users Got to Your Website -- Introduction -- Source and Medium (Dimensions) -- Organic Search -- Why Analyze Keywords? -- Search Query Analysis -- Exporting the Data -- Create Candidate Categories -- Processing the Data -- Analyzing the Data Again -- Basic Keyword Analysis -- Export the Data -- Categorize the Keywords -- Compare Metrics -- Referral Traffic -- Direct Traffic -- Paid Search Keywords -- Key Takeaways -- 7 Analyzing How People Use Your Content -- Introduction -- Website Content Reports -- High Pageviews/Low Pageviews -- Pageviews are Much Higher than Unique Pageviews -- Low Time on Page -- High Time on Page -- High Entrances to Unique Pageviews Ratio -- High Bounce Rate -- High % Exit -- Page Value -- Comparing Page Metrics to Similar Pages -- More Reports -- "Landing Page" Report -- "Exit Pages" Report -- "Content Drilldown" Report -- "Site Speed" Report -- "In-Page Analytics" Report.

Key Takeaways -- 8 Click-Path Analysis -- Introduction -- Focus on Relationships between Pages -- Navigation Summary -- "Visitors Flow" Report -- Analyzing How Users Move from One Page Type to Another -- An Example: AwesomePetToys.com -- Key Takeaways -- 9 Segmentation -- Introduction -- Why Segment Data? -- How To Segment Data -- Google Analytics' Advanced Segments -- What are the Ways You Can Segment Data? -- AND, OR, and Sequence of Filters -- Metrics -- Dimensions -- Useful Ways To Segment For UX Questions -- Segmenting According to a Page -- Example 1 -- Example 2 -- Segmenting According to User Traits -- Segmenting According to Information Need -- Whether or Not Users Completed a Goal -- What Pages Users Landed On -- What Pages Users Viewed/Didn't View -- The Tip of the Iceberg -- Key Takeaways -- 10 Pairing Analytics Data with UX Methods -- Introduction -- Personas -- Segmenting Based on Personas -- Segmenting According to Technology -- Segmenting According to Demographic Aspects -- Segmenting According to Behavior -- What Can You Do with Segmentation? -- Building Better Personas -- Usability Testing -- Test Planning -- Using Goals -- Prioritizing Tasks -- Identifying Potential Problem Areas -- Test Analysis -- What if You Find Out Something isn't a Common Problem? -- Usability Test Reports -- Usability Inspection -- Identifying Potential Problems -- Evidence for Problems -- Design and Design Objectives -- How Much Will You Improve a Number? -- Key Takeaways -- 11 Measuring the Effects of Changes -- Introduction -- Reframe As a Rate -- Choose What to Measure -- Choose When to Measure -- Types of Changes -- Conversion Rate -- Other Rates -- Redirect Traffic -- Did Users Reach a Single Page from Any Other Page? -- Did Users Reach a Single Page from a Specific Page? -- Did Users Reach Any of a Group of Pages from Any Other Page?.

More Variations -- Time on Page and Other Continuous Metrics -- Changing Many Things at Once -- Reporting -- New Designs Don't Always Work -- Key Takeaways -- 3 Advanced Topics -- 12 Measuring Behavior within Pages -- Introduction -- Google Analytics In-Page Analytics -- Click Analytics Tools -- Making Clicks Measureable In Page Tagging Analytics Tools -- Defining Events -- Example 1: What Videos Did Users Watch? -- Example 2: Where Did Users Click on a Page? -- Example 3: Did Users Get Any Search Results? -- Putting It Together -- Analyzing Event Data -- Pages and Events-What Happened Where? -- On What Pages Did an Event Happen? -- What Events Happened on the Page? -- Making Rates -- Segmentation -- Virtual Pageviews -- Key Takeaways -- 13 A/B Testing -- Introduction -- Designing An Experiment -- Select a Page That You Wish to Improve -- Determine a Metric for Judging Improvement -- Design One or More Alternatives -- Tracking Code -- Tools -- Google Content Experiments -- Specialized Tools -- Estimating the Length of a Test -- Monitoring and "Winning" -- Ending a Test Early -- Key Takeaways -- 14 Analytics Profiles -- Introduction -- Profiles -- What are Profile Filters? -- Making URLs Easier to Read -- Easier Click-path Analysis by Combining Pages -- A Profile for UX Data -- Key Takeaways -- 15 Regular Reporting and Talking to Stakeholders -- Introduction -- Reporting Culture -- Why You Report Analytics Data -- Why You Monitor Analytics Data -- Choosing Metrics to Report -- Reporting Frequency -- Keep It Concise -- Making The Case for Usability Activities -- Making the Case for Design Changes -- Making the Case for User Research -- Key Takeaways -- 16 Web Analytics in the Near Future -- Introduction -- Mobile Application Analytics -- Cross-Device Measurement -- Better Measurement of On-Page Behavior -- Connecting to Other Data Sources.

The Continuing Dominance of Google -- Things Will Keep Changing -- Index.