Using web analytics to predict user behavior is like a sending a jury to deliberate a trial without hearing any witnesses. Web analytics will give you the facts, such as the "who," the "when," the "what," and the "where," but it will never answer the "why." To under stand user behavior - a.k.a the "why", you have to start with the users themselves. Usability tests, contextual inquiry, and interviews are always the best methods for user behavior analysis and is really the only way to understand motivation.
Web analytics, however, are a great compliment to these real user behavior studies, and create a solid basis when establishing a usability test plan. Understanding what users did on your site, where they went (or didn't go), when they did it, and who they were, will help pinpoint exactly what to focus on during real user studies.
The opinions expressed here are my personal opinions.Content published here is not read or approved in advance by RSA and does not necessarily reflect the views and opinions of RSA nor does it constitute an official communication of RSA.
Web analytics, however, are a great compliment to these real user behavior studies, and create a solid basis when establishing a usability test plan. Understanding what users did on your site, where they went (or didn't go), when they did it, and who they were, will help pinpoint exactly what to focus on during real user studies.
The opinions expressed here are my personal opinions.Content published here is not read or approved in advance by RSA and does not necessarily reflect the views and opinions of RSA nor does it constitute an official communication of RSA.
No comments:
Post a Comment