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Web Analytics

Web Analytics are the quantitative data gathered about a product’s use, which is accessible through software applications to support business decisions about the value of current and existing functionality. While Web Analytics are an excellent method for finding problems with digital products, they are less useful for explaining why users are having the problems. To understand the problem well enough to create solutions, requires the use of qualitative techniques included in the Practical UX Methods website. That being said, quantitative data, such as bounce rates and traffic sources, should be examined as part of any research effort for an existing product, particularly optimization projects.

Some analytics are tied to Key Performance Indicators (KPIs), a measure of the company’s overall performance, and are typically a focus for business stakeholders. Favorably impacting a KPI, such as the conversion rate, can be powerful demonstration of the efficacy of user experience.


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