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Prioritize Usability Testing and Web Analytics

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Prioritize Usability Testing and Web Analytics by Bryan Eisenberg at ClickZ networks

If you’ve performed usability tests and tried to reconcile those results with your current site metrics, you’ve probably been left scratching your head. Usability respondents find something wrong on a particular page, yet the same “problem” isn’t evident in the site analytics.

This leaves you with a rather big question: How do you justify Web analytics and usability, and what role does each play in the conversion equation?

Visitors don’t make decisions in a vacuum. They participate in multiple conversion scenarios, whether you plan them or not. They move through your site in the context of those scenarios, and their decisions are affected.

Usability tests can show where technology or interfaces can stand improvement, but only Web analytics can measure how well a site addresses a visitor’s needs.

Using both Web analytics and usability testing correctly makes for an explosive, one-two optimization punch.

Via: Column Two

Written by anol

February 24th, 2005 at 5:10 am

Posted in Usability & Design

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