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2020 | OriginalPaper | Buchkapitel

5. Using Google Analytics to Examine the Website Traffic

verfasst von : Tereza Semerádová, Petr Weinlich

Erschienen in: Website Quality and Shopping Behavior

Verlag: Springer International Publishing

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Abstract

User-friendly websites providing the highest level of user experience nowadays are a necessity for online entrepreneurs. However, user experience testing may often be very time-consuming, expensive, and quite subjective, since the number of testers tends to be on the low side. In this chapter, we propose an analytical procedure based on the available data in Google Analytics (GA). The proposed method builds upon the features and tools provided by the GA interface and introduces the concept of virtual pageviews as a user attention indicator. We demonstrate its effectiveness over three months of data collection during A/B/C testing of a newly redesigned eshop. We also compare the results with information from an eye-tracking experiment organized in a laboratory environment with 20 college students.
Literatur
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Zurück zum Zitat Hu, L., Zhang, W., & Xu, Q. (2013, May). The determinants of online payment method choice: Insight from an eye-tracking study. In WHICEB (p. 80). Hu, L., Zhang, W., & Xu, Q. (2013, May). The determinants of online payment method choice: Insight from an eye-tracking study. In WHICEB (p. 80).
Zurück zum Zitat Yu, A., & Elvesjo, J. M. H. (2016). U.S. Patent No. 9,507,418. Washington, DC: U.S. Patent and Trademark Office. Yu, A., & Elvesjo, J. M. H. (2016). U.S. Patent No. 9,507,418. Washington, DC: U.S. Patent and Trademark Office.
Metadaten
Titel
Using Google Analytics to Examine the Website Traffic
verfasst von
Tereza Semerádová
Petr Weinlich
Copyright-Jahr
2020
DOI
https://doi.org/10.1007/978-3-030-44440-2_5