Web Analytics for User Experience

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.

Topics in this workshop include:
- How to infer intent from the way users get to websites
- How to analyze the paths users take through their websites
- The basics of segmenting usage data to focus on just the right users
- How to understand quantitative data

In this workshop, you’ll practice interpreting real-world examples of data. This workshop is for people with little or no web analytics experience. Access to web analytics data is not required, but will help make the concepts in this workshop more meaningful.