Main conference presentation

Integrating web analytics into information architecture and user-centered design

Hallie Wilfert

Saturday April 12 2008, 10:30 - 11:15AM

Web statistics data provides quantitative information about what people do on a web site—24 hours a day, 7 days a week—but many organizations have still not instituted a process for analyzing this data. A web analytics program is essential to a strong user centered design practice, as analytics can inform and direct more qualitative user research methods and can provide quick feedback on site changes.

Following up on the 2007 IA Summit presentations on analytics, I will use real world examples of how I implemented analytics for our clients. I will provide attendees with an overview of how to get the most from the data they capture and how to use web analytics as a first step to improving a site’s user experience.

My presentation should be useful for anyone who doesn’t already use web analytics regularly. It will address:

• how to analyze statistics quickly and easily;
• what to look for in an analytics report and what to ignore;
• how to deal with not using cookies due to privacy concerns;
• how to present the data in a way that is understandable; and
• how to set the stage for additional, more qualitative, research.