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Index
Researching UX: Analytics
Notice of Rights
Notice of Liability
Trademark Notice
About Luke Hay
About SitePoint
Preface
Who Should Read This Book
Conventions Used
Tips, Notes, and Warnings
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
Heatmapping and Session Recording Tools
Split Testing Tools
Other Useful Analytics Tools
Using Tools Together
Analytics Tools Summary
Getting Set Up
Checking Your Setup
Accounts, Properties and Views
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?
Is Ecommerce Tracking Set Up?
Is Internal Site Search Set Up?
Have Demographic Reports Been Enabled?
How Much Data Do You Have Available?
Does Your Analytics Data Match Other Data Sources?
Is Your Analytics Account Well Annotated?
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
Analyzing for UX
Finding Problems with Analytics
Individual Pages
Bounce and Exit Rates
Time on Page
Page Value
Leakage
404 Error Pages
Underperforming Content
Content Grouping
User Journeys
Identifying Drop-off Points
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
Creating Persona-based Segments
Using Persona-based Segments
Benchmarking Against Competitors
Benchmarking in Google Analytics
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
Targeting Your Test
Choosing Your Goals
Duration of Test
Analyzing Split Test Results
Statistical Significance
Segmenting Your Results
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
Using Analytics for Continuous Improvement
Measuring and Reporting are Crucial
Conclusion
Next Steps
Google Analytics Glossary
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