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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/5685

Title: Using Google Analytics to evaluate the usability of e-commerce sites
Authors: Hasan, Layla
Morris, Anne
Probets, Steve
Keywords: Web Analytics
Google Analytics
E-commerce web sites
Issue Date: 2009
Publisher: © Springer-Verlag
Citation: HASAN, L., MORRIS, A. and PROBETS, S., 2009. Using Google Analytics to evaluate the usability of e-commerce sites. IN: Kurosu, M. (ed.). Human Centered Design, HCII 2009, Lecture Notes in Computer Science 5619, pp. 697-706.
Abstract: The success of an e-commerce site is, in part, related to how easy it is to use. This research investigated whether advanced web metrics, calculated using Google Analytics software, could be used to evaluate the overall usability of e-commerce sites, and also to identify potential usability problem areas. Web metric data are easy to collect but analysis and interpretation are time-consuming. E-commerce site managers therefore need to be sure that employing web analytics can effectively improve the usability of their websites. The research suggested specific web metrics that are useful for quickly indicating general usability problem areas and specific pages in an e-commerce site that have usability problems. However, what they cannot do is provide in-depth detail about specific problems that might be present on a page.
Description: This article was published in the series, Lecture Notes in Computer Science [© Springer-Verlag] and the definitive version is available at: http://dx.doi.org/10.1007/978-3-642-02806-9_81
Version: Accepted for publication
DOI: 10.1007/978-3-642-02806-9_81
URI: https://dspace.lboro.ac.uk/2134/5685
ISBN: 9783642028052
ISSN: 0302-9743
Appears in Collections:Conference Papers (Information Science)

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