Usability Metrics – Measuring Usability Using Web Analytics Data
Usability Analytics: The four most key factors measured in website usability testing include: learnability, effectiveness, efficiency and satisfaction. Though, it is not a perfect alternative for the traditional one-to-one usability testing methodologies, but very economical and fast when we already have web analytics data with us in form of reports example, Google Analytics Data.
Learnability:
| Measure | Metric |
| How easy it is for users to accomplish basic tasks the first time they encounter the design? | First-time visitors click-stream analysis |
Effectiveness:
| Measure | Metric |
| Are users able to find information and accomplish tasks? | Successful completion rates |
| Are users able to select the correct path to find information? | Pathway or clickstream analysis |
Efficiency:
| Measure | Metric |
| How many pages do users visit before successfully finding information on the site?How does the number of pages viewed compare to the number of pages required to find the information? | Number of pages viewed |
| How many times does a user use the back button?How lost do users become in the site? | Pathway or clickstream analysis |
Satisfaction:
| Measure | Metric |
| Do users enjoy using the Web site? | Repeat Visits/Repeat Conversions |
| Are users frustrated or confused by the site? | User comments |
| Do users prefer a particular design? | Preference rating |
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