Practical Web Analytics for User Experience

Michael Beasley is a user experience designer at ITHAKA and has eight years of experience in usability testing, user interface design, and web analytics. Previously, he was the measurement team lead at Pure Visibility, where he fused web analytics with traditional user experience activities to better answer clients' questions about their customers. Mike earned his MSI degree in human-computer interaction at the University of Michigan School of Information and was active for several years on the board of the Michigan chapter of the User Experience Professionals' Association. Mike has written articles for User Experience magazine and has given talks and workshops on web analytics geared toward user experience professionals.

• Chapter 1 IntroductionChapter 2 Analysis ProcessChapter 3 How it WorksChapter 4 GoalsChapter 5 Visitor AnalysisChapter 6 Traffic AnalysisChapter 7 How People Use ContentChapter 8 Clickpath AnalysisChapter 9 SegmentationChapter 10 Putting it TogetherChapter 11 TestingChapter 12 Measuring Behavior within PagesChapter 13 AB TestingChapter 14 ProfilesChapter 15 CultureChapter 16 Conclusion

"…the book is [a] manual, albeit an excellent constructed manual, for anyone looking to learn about Google Analytics… The book in turn will help you learn how to use Web Analytics data… All in all a good book to have, especially if you are a freelancer looking to expand his/her service portfolio." --Actual Insights blog, October 26, 2013"User experience designer Beasley explains to fellow practitioners how they can add web analytics to their tool kit and have an additional source of data about users." --Reference & Research Book News, October 2013