The role of website analytics in identifying user experience (UX) improvements
Goeva, Anna (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060214093
https://urn.fi/URN:NBN:fi:amk-2019060214093
Tiivistelmä
This thesis is based on the research on how web analytics data can be helpful for website User Experience (UX) optimization. The aim of the research was to showcase how it can show gaps in the current UX state of a business’s website and what kind of conclusions can be done based on web analytics data.
There were several books and journal articles used in order to understand the connection between Digital Measurement, Design Thinking, User Experience and Web Design.
The research has been carried out in a qualitative manner and consisted of two parts: interviews and a case study. The aim of the interviews was to gain an understanding of how web analytics is used in different companies for UX improvement. The aim of the case study was to showcase how web analytics data can show gaps in a website’s UX.
Based on the research results, it is clear that web analytics data is a meaningful source of information about website UX when working on a company’s website design. Web analytics data helps to point to the existing problems on the website which can lead to the worse User Experience as well as it allows to see how visitors interact with the website over time.
One of the main challenges of using web analytics data for UX improvement is that while the data might show the gaps in the website UX, a direct answer on how much users are satisfied with the website cannot be gotten by using analytics data only. Another challenge is the fast pace of website technologies development, which makes it hard for the web analytics industry to keep up with the progress in order to provide a wide range of metrics which can be tracked.
There were several books and journal articles used in order to understand the connection between Digital Measurement, Design Thinking, User Experience and Web Design.
The research has been carried out in a qualitative manner and consisted of two parts: interviews and a case study. The aim of the interviews was to gain an understanding of how web analytics is used in different companies for UX improvement. The aim of the case study was to showcase how web analytics data can show gaps in a website’s UX.
Based on the research results, it is clear that web analytics data is a meaningful source of information about website UX when working on a company’s website design. Web analytics data helps to point to the existing problems on the website which can lead to the worse User Experience as well as it allows to see how visitors interact with the website over time.
One of the main challenges of using web analytics data for UX improvement is that while the data might show the gaps in the website UX, a direct answer on how much users are satisfied with the website cannot be gotten by using analytics data only. Another challenge is the fast pace of website technologies development, which makes it hard for the web analytics industry to keep up with the progress in order to provide a wide range of metrics which can be tracked.