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Using Google Analytics to evaluate the usability of e-commerce sites

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journal contribution
posted on 2009-12-16, 16:49 authored by Layla Hasan, Anne Morris, Stephen Probets
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.

History

School

  • Science

Department

  • Information Science

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.

Publisher

© Springer-Verlag

Version

  • AM (Accepted Manuscript)

Publication date

2009

Notes

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

ISBN

9783642028052

ISSN

0302-9743

Language

  • en

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