Conducting quantitative research for website evaluation is useful as actionable statistics are drawn out that paint a broad picture of the usage of a website. Qualitative research techniques enable us here newfocus to test the usability, functionality, and user-friendliness of the website. Web Clinics which are mixed modal are a useful methodology conducting both quantitative and qualitative research that reveals insight about the usage of a website.
One useful measure is the Systems Usability Scale (SUS) which can be used in a variety on contexts to measure the usability of website interfaces. newfocus can modify measures such as the SUS and put them into a understandable context.
Web metrics can be determined that can reveal the behaviour of a visit to a website:
|Objectives and metrics||What it measures||How it is used||What it is used for|
|Visits||Number of user sessions||Measures site exposure||To evaluate the message of exposure|
|Average time per unique visitor||Time spent on site||Measures usefulness and comparison over time||Evaluates usefulness and interest|
|Stickiness||Composes number of users, frequency, average time per visit||Measure of stickiness||Evaluation of advertising and appeals|
|Clicks||Number of clicks from originating links||Measure of communality with other sites||Evaluate marketing patterns|
|Path analysis||Paths taken through site by visitors||Indicates most popular paths to site||Review and change content and site navigation|
|Global geographic||Visitor’s country||Assess exposure by country||Evaluate and improve targeting of message by country|
|Observed profiling||Visitor’s previous site behaviour||Understand what visitors do on the site||Improve the targeting of messages|
Send this to friend