Special Topics - Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics - page 209

CHAPTER 9
Special Topics

209

CONTENTS
9.1 LIVE WEBSITE DATA

209

9.1.1 Basic Web Analytics 210

9.1.2 Click-Through Rates 213

9.1.3 Drop-Off Rates 215

9.1.4 A/B Tests 216

9.2 CARD-SORTING DATA 218

9.2.1 Analyses of Open Card-Sort Data 219

9.2.2 Analyses of Closed Card-Sort Data 224

9.2.3 Tree Testing 227

9.3 ACCESSIBILITY DATA 228

9.4 RETURN-ON-INVESTMENT DATA 232

9.5 SUMMARY 236

This chapter introduces a number of topics related to the measurement or analy-
sis of user experience data not traditionally thought of as part of “mainstream”
UX data. These include information you can glean from live data on a produc-
tion website, data from card-sorting studies, data related to the accessibility of a
website, and UX return on investment (ROI). These topics didn't fit neatly into
the other chapters, but we believe they are an important part of a complete UX
metrics toolkit.

9.1 LIVE WEBSITE DATA
If you're dealing with a live website, there's a potential treasure trove of data
about what the visitors to your site are actually doing—what pages they're visit-
ing, what links they're clicking on, and what paths they're following through the
site. The challenge usually isn't getting raw data but making sense of it. Unlike
lab studies with perhaps a dozen participants or online studies with perhaps 100
participants, live sites have the potential to yield data from thousands or even
hundreds of thousands of users.

Entire topics have been written on only the subject of web metrics and web
analytics (e.g., Burby & Atchison, 2007; Clifton, 2012; Kaushik, 2009). There's
even a “For Dummies” topic on the topic (Sostre & LeClaire, 2007). So obviously