Web Analy*cs basics:

Web analy)cs is the process of collec%ng, analyzing, and interpre%ng data about website usage and
user behavior. It helps businesses understand how users interact with their site, iden)fy areas for
improvement, and measure the effec)veness of their digital marke)ng efforts.

Need for Web Analy)cs:

Understanding User Behavior
Improving Conversion Rates: Conversion rates refer to the percentage of website visitors who take a
desired ac)on, such as making a purchase, filling out a form, or signing up for a newsleCer.
Measuring Marke%ng Effec%veness: By tracking metrics such as website traffic, referral sources, and
user engagement, businesses can evaluate the success of their marke)ng campaigns, channels, and
strategies
Iden%fying Areas for Improvement: Improvement in various aspects of a website, including page load
%mes, mobile responsiveness, site search func%onality, and more.
Making Data-Driven Decisions

What kind of insights can web analy%cs provide?

Traffic Sources, User Demographics, User Behavior, Conversion Rates, E-commerce Performance,
Content Performance

There are 4 Primary Methods of conduc%ng Web analysis:

• Descrip%ve: The interpreta)on of historical data to iden)fy trends and paCerns
• Diagnos%c: The interpreta)on of historical data to determine why something has happened
• Predic%ve: The use of sta)s)cs to forecast future outcomes
• Prescrip%ve: The applica)on of tes)ng and other techniques to determine which outcome will yield
the best result in a given scenario

Metrics tracked in Web Analy%cs:

Users, New Users, Sessions, Bounce Rate, Pages/Session, Average Session Dura%on

Limita%on of Web Analysis:

Data accuracy: User intent, mo)va)ons, external influences, etc. are difficult to measure solely
through web analy)cs.
Data privacy: Web analy)cs tools may collect and store personal user data without proper consent or
privacy policies.
Limited insights
Cost: Web analy)cs tools can be expensive, especially for small businesses or individuals.
Complexity: Web analy)cs tools can be complex and difficult to use, especially for those without
technical exper)se.
Incomplete data: Web analy)cs relies on various tracking mechanisms such as cookies, tags, and
scripts to collect data. However, these mechanisms may not capture data from all user devices or
accurately track certain interac)ons, especially in cases where users block cookies or disable
JavaScript.
ASribu%on challenges: Web analy)cs oNen struggle with accurately aCribu)ng conversions to specific
marke)ng channels or touchpoints. This is par)cularly challenging in mul)-channel marke)ng
campaigns where users interact with mul)ple touchpoints before conver)ng.
Cross-device tracking: Web analy)cs may face challenges in accurately tracking user behavior across
mul)ple devices.
Onsite Vs Offsite Analy%cs:
● Offsite Analy%cs: refers to the process of collec)ng and analyzing data from external sources and
plaRorms to understand the performance, visibility, and impact of your online presence beyond your
own website or app. It involves monitoring and assessing various online channels, including social
media, search engines, referral websites, and third-party content, to gain insights into how your brand,
content, or products are perceived and interacted with in the broader digital ecosystem.
● Onsite Analy%cs: process of collec)ng and analyzing data directly from your website or app to gain
insights into how users interact with your digital property. It focuses on understanding user behavior,
tracking various on-site ac)vi)es, and measuring the performance of your website or applica)on.

UX Analy%cs:
•UI (User Interface): visual elements of a digital product, including layout, buSons, icons, typography,
colors, and overall design. It focuses on how the user interacts with and perceives the product's
interface.
•UX (User Experience): overall experience a user has while interac)ng with a digital product. It
includes all aspects of the user's interac)on, from their ini)al impression to how they complete tasks
and achieve their goals within the product.

Qualita%ve aspects of UX Analy%cs:

Why, Understanding Behavior, Anecdotal analysis, Individual Sessions, Usability tes)ng, Heatmaps,
Focus Groups, Diary Studies, Session Recordings, feedback.
Quan%ta%ve aspects of UX Analy%cs:
What, Detec)ng Facts, In Numbers, Sta)s)cs, Web analy)cs, Form Analy)cs, A/B tes)ng, Click Tes)ng.

UX check-list: Page Load Speed, Content Quality, Design Aesthe)c, Func)onality, Navigability,
Responsiveness, Accessibility, Searchability, User Friendliness.

How to collect quan%ta%ve UX data:

Surveys
User Feedback Widget: graphical element or interac)ve tool integrated into a website, applica)on, or
digital product that allows users to provide feedback on their experiences or express their opinions. It
typically appears as a small pop-up or a fixed icon on a webpage, invi)ng users to share their thoughts,
sugges)ons, or report issues directly to the website or app administrators.
Heatmaps: Heatmaps visually represent user interac)ons with a product. They show which areas of a
webpage or applica)on receive the most aCen)on, clicks, or engagement. It shows how website users
click, scroll, and move on the page. The 'heat' part of the name comes from the color scale: red
depicts popular (hot) areas of the page, and blue less popular (cold) areas.
Session Recording
Funnels: Funnels in UX analy)cs are a way to visualize and analyze the user journey through a website
or app. They show the different steps that users take to complete a desired goal, such as signing up for
a service or making a purchase. Funnels can be used to iden)fy areas where users are dropping off, so
that UX designers and product managers can make improvements.
Heuris*c Analysis:
Purpose:
Discover Usability Issues: By applying well-defined heuris)cs, evaluators can systema)cally examine
the design and func)onality of the product and detect problems or areas where the user experience
may be compromised. This includes issues related to naviga)on, content presenta)on, interac)on
design, and other usability concerns.
Uncover Hidden Opportuni%es: Evaluators can pinpoint areas where the product can be enhanced to
beCer meet user needs, exceed user expecta)ons, or provide unique value. This could involve
sugges)ng new features, beCer user flows, or innova)ve design elements.
Find Obstacles and key roadblocks: These obstacles might be in the form of confusing naviga)on,
unclear instruc)ons, or cumbersome workflows. Iden)fying these issues is crucial for streamlining the
user journey and improving task comple)on rates.
Priori%es op%miza%on needs: By assigning priori)es, organiza)ons can focus their resources on
addressing the most cri)cal issues first, ensuring that the most impacRul improvements are made.

2 points/concepts poin%ng out flaws with usability:

1. Heuris%c evalua%ons are conducted by industry professionals who find flaws based on preset
guidelines. The evaluators inspect the interface on their own terms, then provide the
development team with a list of sugges)ons.
2. Usability tests observe target consumers while they're using the website or app. These tests
give the user a specific task to perform.

Pros and Cons of Heuris%c Evalua%on:

Jakob Nielson’s 10 Principles:

1. Visibility of System Status:
• Users should always be aware of what's happening within the system. This means providing real-
)me feedback on ac)ons.
• Users shouldn't be leN guessing about the status of their requests, especially in )me-sensi)ve
processes.
• Visual cues should indicate loading, progress, or comple)on of tasks.
Examples:
• When booking a train )cket on the Indian Railways website, users receive immediate confirma)on
of their reserva)on, complete with a PNR (Passenger Name Record) number.
• While wai)ng for a taxi on an OLA ride-sharing app, users can see the real-)me loca)on of their
assigned driver on a map.
• An HDFC payzap app displays a loading spinner and status updates when processing a fund transfer
to reassure users that their request is being processed.
2. Match Between System and the Real World:
•The system's language, symbols, and concepts should align with users' mental models and real-world
experiences.
• Use familiar terminology and avoid technical jargon that users may not understand.
• Naviga)on and labels should be intui)ve and relatable.
Examples:
• An Amazon website uses "Add to Cart" and "Checkout" buCons, mirroring the ac)ons users would
take in a physical store.
• A banking app uses the term "Account Statement" instead of "Financial Report" to describe a user's
transac)on history.
• A health and wellness app uses symbols of fruits and vegetables to represent nutri)on goals, making
it relatable to users.

3. User Control and Freedom:

• Users should have the freedom to explore the system without feeling trapped in a specific flow.
• Provide easy-to-access exit points or "Cancel" op)ons to allow users to backtrack or change their
minds.
• Avoid forcing users into irreversible ac)ons.
Examples:
• An Myntra website allows users to easily remove items from their shopping cart or return to the
product lis)ng from the checkout page.
• A food delivery app lets users cancel their food order if they change their mind before the restaurant
starts preparing the food.
• On skyscanner, users can review their flight details before confirming their reserva)on to ensure
accuracy.

4. Consistency and Standards:

• Maintain consistency in design elements, layout, and interac)ons throughout the website.
• Adhere to established industry standards and conven)ons for beCer user comprehension.
• Consistency ensures that users can predict the behavior of elements.
Examples:
• The TOI website consistently places naviga)on menus at the top of the page, making it easy for users
to find news categories and ar)cles.
• The Indian government website follows the Web Content Accessibility Guidelines (WCAG) to ensure
that all users, including those with disabili)es, can access informa)on effec)vely.
• A shopping app maintains uniform placement of filters and sor)ng op)ons across product categories,
ensuring a predictable shopping experience.

5. Error Preven%on:
• The system should proac)vely prevent errors by guiding users and providing clear instruc)ons.
• Use input valida)on to catch and rec)fy mistakes before users submit forms.
• Error preven)on reduces user frustra)on and the need for error recovery.
Examples:
• A job portal website uses real-)me valida)on to ensure that job seekers enter a valid email address
when crea)ng an account.
• The Indian tax filing app provides step-by-step guidance with prompts and examples to help users
avoid common errors while submifng their income tax returns.
• A mobile recharge website highlights mandatory fields and provides error messages when users
aCempt to submit an incomplete recharge request.
6. Recogni%on Rather than Recall:
• Present informa)on and op)ons in a way that minimizes users' cogni)ve load.
• Avoid forcing users to remember informa)on from one part of the system to another.
• Provide visible cues, labels, and reminders to assist users in their decision-making process.
Examples:
• An educa)onal app displays course progress, upcoming assignments, and deadlines on the user
dashboard, elimina)ng the need for students to remember these details.
• A travel booking website lists upcoming trips with departure dates and )mes prominently, allowing
users to quickly reference their travel plans.
• A recipe website provides a "Favorites" feature, allowing users to save recipes for later without
relying on memory.

7. Flexibility and Efficiency of Use:

• Design interfaces that cater to both novice and expert users.
• Offer shortcuts or features that allow experienced users to perform tasks more efficiently.
• Ensure that the interface adapts to user preferences or experience levels.
Examples:
• A banking app provides a simplified "Quick Transfer" op)on for novice users to send money with
minimal steps, while advanced users can access the full range of banking services.
• A shopping website offers personalized product recommenda)ons based on a user's browsing and
purchase history, streamlining the shopping process for returning customers.
• A news aggregator app allows users to customize their news feed by selec)ng specific topics and
sources, tailoring the experience to individual preferences.

8. Aesthe%c and Minimalist Design:

• Strive for an appealing and visually pleasing design that engages users.
• Avoid cluCer and unnecessary elements that could distract or overwhelm users.
• Focus on presen)ng essen)al content and features in a clean and organized manner.
Examples:
• A travel booking website uses high-quality images of des)na)ons and accommoda)ons but
maintains a clean and uncluCered layout to enhance the visual appeal.
• A restaurant reserva)on app showcases food images and reviews prominently, ensuring that users
can quickly access the most relevant informa)on without distrac)ons.
• An e-learning plaRorm uses a minimalist design with clear typography and minimal use of colors to
create a distrac)on-free learning environment.

9. Help Users Recognize, Diagnose, and Recover from Errors:

• Error messages should be clear, specific, and suggest ac)onable solu)ons.
• Assist users in understanding the nature of errors and guide them on how to rec)fy or recover from
mistakes.
• Avoid technical or ambiguous language in error messages.
Examples:
• A mobile payment app displays a user-friendly error message, such as "Incorrect PIN. Please re-enter
your 4-digit PIN," helping users iden)fy the problem and take correc)ve ac)on.
• The Indian government portal offers step-by-step instruc)ons and a helpline number in error
messages
related to online form submission, ensuring users can seek assistance if needed.
• A travel booking website provides clear error messages for incorrect date formats during flight
reserva)ons, along with an example of the correct format for user reference.
10. Help and Documenta%on:
• Offer accessible help and documenta)on resources for users seeking assistance or informa)on.
• Provide clear naviga)on to help sec)ons or FAQs to address common ques)ons and issues.
• Ensure that help resources are wriCen in plain language and easily understood.
Examples:
• A e-commerce plaRorm features a prominently placed "Help Center" link in the website's header,
direc)ng users to a comprehensive FAQ sec)on and customer support contact details.
• An educa)onal website includes video tutorials and step-by-step guides in mul)ple Indian languages
to assist students in using the plaRorm effec)vely.
• A healthcare app offers a chat support feature with healthcare professionals for users seeking
medical advice or informa)on about symptoms and treatments.

Goals:
Clarity, Relevancy, Remove Fric)on, Remove Distrac)ons

How to Do Heuris%c Analysis:

● Func%onality:
1. Can People navigate and reach their goals easily and in minimum steps
2. Does main naviga)on indicate where people are in the process
3. Can people perform same ac)ons on sites and apps
4. Do instruc)on message appear on the same area of each page
● Content:
1. Does website communicate effec)vely
2. Does it use similar word, phrases and language
3. Language and tone of voice is consistent
4. Are CTA buCons links descrip)ve and mo)va)onal
● Design and layout:
1. Does website appear clear easy and intui)ve to use
2. Are pages quick to scan
3. Clear visual star)ng point
4. Each pages have consistent layouts
● Conversion Points:
1. ANer people have ac)oned a CTA, it visually shoes that they have completed the task
2. Thank you aNer comple)ng the task
3. Informa)on about addi)onal cost, shipping etc. is easily communicated

Traffic Metrics User Behavior

Content Analysis Mobile Op%miza%on

SEO Effec%veness Site Speed

Conversion Rate Op%miza%on Error Tracking

User Demographics Source Analysis

Website & App Surveys:
Website surveys or ‘Web Intercept Surveys’ are a means of gathering both qualita%ve and
quan%ta%ve user feedback on your website or products directly from the users.

Types of Surveys:
Pop-up surveys
Widget surveys
Collapsible Pop-up survey
Chat-bot surveys

Why should we conduct web surveys: High Response rate, Get Real )me Feedback, Reach relevant
demographic, Get feedback across funnel.

Homepage: What are you looking to do today?

Product page: Did you find what you’re looking for?
Product descrip)on page: Is there any other informa)on you feel is missing?
Cart page (exit intent): What is stopping you from proceeding with this purchase?
Payment page (exit intent): Are you experiencing any payment issues?
Post-purchase: Rate your purchase experience.

How do you conduct a survey:

1. Determine your Goal: To understand what your survey goals could be, ask yourself: What are
the ques)ons I want to answer or the problems I need to solve for my users?, What do I want
to learn about the user experience?, How am I going to use the data I collect from this survey?
2. Come up with your survey ques)ons: Open ended ques%on: leading to next ques)on, Close
ended ques%on: leading to quan)fiable data (Yes | No Ques)on), Likert scale ques%ons: these
ques)ons check the users’ level of agreement with a statement or the intensity of their
reac)on towards something, usually on a sliding scale of 1-7 or 1-5.

Survey tools: plain and simple survey-Google Forms, smart survey-paid tools like survey monkey,
hotjar etc.