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Surveys & Reports

Website evaluation

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 metricsWhat it measuresHow it is usedWhat it is used for
VisitsNumber of user sessionsMeasures site exposureTo evaluate the message of exposure
Average time per unique visitorTime spent on siteMeasures usefulness and comparison over timeEvaluates usefulness and interest
StickinessComposes number of users, frequency, average time per visitMeasure of stickinessEvaluation of advertising and appeals
ClicksNumber of clicks from originating linksMeasure of communality with other sites Evaluate marketing patterns
Path analysisPaths taken through site by visitorsIndicates most popular paths to siteReview and change content and site navigation
Global geographicVisitor’s countryAssess exposure by countryEvaluate and improve targeting of message by country
Observed profilingVisitor’s previous site behaviourUnderstand what visitors do on the siteImprove the targeting of messages

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