Peer-reviewed research paper

Data driven design: Using Web analytics to improve information architectures

Research paper by: Andrea Wiggins, University of Michigan, School of Information

Saturday March 24 2007, 11:30 - 12:15PM

Web analytics, the practice of web traffic analysis, typically provides intelligence for marketers and executives responsible for proving Return On Investment (ROI). While valuable for proving ROI, web analytics. greatest potential lies in improving the online user experience. The use of web analytics to evaluate the online user experience is fueled by an increasing awareness of web analytics in general; however, the sharing of analytics data across units in an organization is not yet the business norm. When analytics data is shared with the design team, a subtler and more sophisticated user experience design can emerge.