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1

Setting goals and measuring success for web sites

With this free e-book by Steve Jackson, editor of Conversion Chronicles, you can learn the basics of how to set up measurable goals for web site conversion, how to reach your goals through persuasive design and how to measure success with web site statistic tools.

You have to sign up for their newsletter to get the e-book (they are taking their own medicine and use the book to boost their newsletter conversion and prospect acquisition).

Links:

  • The e-book Learn before you spend

Henrik Olsen - November 22, 2005

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See also: Online books (5)  Books (32)  Persuasive design (12) 


 

2

Web Traffic Analytics and User Experience

Fran Diamond has written a nice primer on web traffic analytics. The method allows you to get a picture of user behaviour that doesn't come from an artificial test setting, but from the true user environment. It can help you find areas that need to be improved, and by looking at how a redesign affects user behaviour, it can help you learn whether redesigns really work.

Links:

  • The article Web Traffic Analytics and User Experience

Henrik Olsen - August 30, 2004

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3

How search query analysis can help us understand users

At Martin Belam's personal web-site, you'll find some very interesting articles on his search query analysis of the BBCi website. His findings shows us how such analysis can help us shape better interactions with websites.

Some of his major findings:
- Over 80% of the users make unique searches that never make the top 500 searches
- 1 in 12 searches are misspelled
- 1 in 5 attempts to use advanced search fail
- URLs make up around 3% of searches
- 36% of searches consisted of just one word, 35% two words, 16% contained 3 words

According to Belam, we can use such findings to:
- Discover misspellings, synonyms, non-conventional naming, URLs, and searches with few descriptive words and leverage this knowledge to provide the best possible content available within search results
- Spot popular content to be promoted more prominently and what non-existent content to provide
- Verify navigational labels against terms used by the visitors

Links:

  • The article How Search Can Help You Understand Your Audience
  • The article A Day In The Life Of BBCi Search

Henrik Olsen - May 23, 2003

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See also: Search (23) 


 

4

Guide on monitoring web visitor behaviour

Winning on the Web: The Executive Pocket Guide to SMARTER Marketing is a guide on analyzing web visitor behaviour in order to evaluate the effectiveness of a site's navigation, content and marketing campaigns.

Though it's published by NetIQ, which produces the web analytics tool WebTrends, the methods described applies equally to other tools.

Links:

Henrik Olsen - February 02, 2003

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See also: E-commerce (21) 


 

5

The Marketer's Common Sense Guide to E-metrics

This eBook by Bryan Eisenberg and Jim Novo takes web log analysis a step further than the "Gee, that's interesting" metrics. It explains the advantages of defining clear objectives about what you want with a site and how to measure success.

The book provides 22 metrics to measure content and commerce aspect of how a web site's visitors behave, and can be used as proof-of-concept for changes you need to make to design, copy, or navigation.

The book is a companion guide to the web site conversion calculators developed by Bryan Eisenberg, which has previously been posted at GUUUI.

Links:

Henrik Olsen - January 25, 2003

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See also: Books (32) 


 

6

Calculating market efficiency and business effects of a web site

If you want to know the market efficiency of a web site, web log analysis can be very effective. But most web analytic software doesn't provide you with easy-to-understand metrics and doesn't take business goals and outcomes such as conversion rates and return on investments into consideration.

At Future Now, an e-business consultancy, you can download a suite of calculators included in an Excel file. The calculators can help you measure the success of a site in terms of a few critical metrics on market efficiency and business effects.

Links:

  • Download the website conversion calculators

Henrik Olsen - November 07, 2002

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See also: Tools (50)  Cost-justification and ROI (18) 


 

7

Assessing Web Site Usability from Server Log Files

While web log file analysis in fact answers very few usability questions, it can be used in usability research to discover data that complements or spurs studies of greater depth using other usability methods.

This article by Tec-Ed, Inc. explores the limitations of log file data and presents ways to integrate it into the usability engineer's toolkit.

Links:

Henrik Olsen - September 09, 2002

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Browse GUUUI postings

Methods and the design process

Usability testing (29)  Prototyping and wireframing (30)  Cost-justification and ROI (18)  The design process (14)  Personas (13)  Requirement Analysis (12)  Card sorting (8)  Implementing user-centred design (7)  Expert reviews (6)  Web log analysis (7)  Eye-tracking (7)  Site and flow diagramming (4)  Use Cases (3) 

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E-commerce (21)  Accessibility (10)  Information architecture (11)  Persuasive design (12)  Visual design (14)  Search engines (7)  Credibility, Trust and Privacy (6)  Web applications (2)  Intranets (1) 

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