TITLE

Measuring up

AUTHOR(S)
Howell, Nic
PUB. DATE
September 2004
SOURCE
New Media Age;9/23/2004 Supplement, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses web analytics and usability testing. Usability companies now combine various sources of qualitative and quantitative data to place these journeys in their real-world context. Businesses are becoming increasingly sophisticated about measuring their digital channels. The International Standards Organization defines usability as the effectiveness, efficiency and satisfaction with which a specified set of users can achieve a specified set of tasks in a particular environment. But often there is a lack of shared understanding within a company about what its web site has to do. Usability agencies help identify which metrics are most relevant to an efficient and satisfying user experience. Online user surveys can help highlight problem areas but the best way to understand user behavior is to actually observe it in a usability test. The latest generation of infra-red eye-tracking devices like Tobii plot exactly where a person is actually without the need for bulky headsets. By aggregating data on the gaze trails that users make on-screen, site owners can map a site's hotspots and how these influence customer journeys. Web analytic products can generate large amounts of quantitative data to be gathered quickly and even remotely. INSET: THE EYES HAVE IT DEVELOPMENTS IN EYE-TRACKING.
ACCESSION #
14600020

 

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