Using Google Analytics to Examine the Website Traffic

Tereza Semerádová () and Petr Weinlich
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Tereza Semerádová: Technical University of Liberec
Petr Weinlich: Technical University of Liberec

Chapter Chapter 5 in Website Quality and Shopping Behavior, 2020, pp 91-112 from Springer

Abstract: Abstract User-friendly websites providing the highest level of user experience nowadays are a necessity for online entrepreneurs. However, user experience testing may often be very time-consuming, expensive, and quite subjective, since the number of testers tends to be on the low side. In this chapter, we propose an analytical procedure based on the available data in Google Analytics (GA). The proposed method builds upon the features and tools provided by the GA interface and introduces the concept of virtual pageviews as a user attention indicator. We demonstrate its effectiveness over three months of data collection during A/B/C testing of a newly redesigned eshop. We also compare the results with information from an eye-tracking experiment organized in a laboratory environment with 20 college students.

Keywords: Google analytics; User experience analysis; Conversion funnel; UTM parameters; Behavior flow (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/978-3-030-44440-2_5

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