Case Studies - Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics - page 267

taught Computing, but the Technology faculty taught Information Technology.
The revised organization aligns with visitor expectations and needs and has per-
formed well (with a few tweaks) ever since.
10.4.2 Example 2: Site-Tracking Data
The usability test described in Section 10.4.1 was a major initiative that required
a lot of data to persuade many different stakeholders—the type of thing you
only want to do occasionally.
This second example is more typical of our everyday work. Some stakeholders
came to Viki Stirling, who looks after analytics and optimization, with a problem:
they weren't getting the expected level of conversion from part of their website.
Viki took the site-tracking data and fed the appropriate tracking data into
NodeXL, a visualization tool.
Looking at the flows by visits, the problem jumped out at her immediately: A
lot of visits arrive at a particular page, but few continue after that (highlighted in
red in Figure 10.22 ). The big arrows from node to node should continue, getting
Figure 10.22 This view of flows by visit shows one page where plenty of visits arrive, but few move on to the next step.