Statistics Review and Design Implications [TEMPLATE]

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Overview

• Site traffic• Visitors• Usage• Search terms• Referrers

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Site Traffic: How Many People Visit?

• [Graphs/tables showing visits over time, including repeat visitors if information is available]

• [Implications for design or conclusions – for example:o Number of visits is increasing by X% each year, on averageo There was a dip in traffic in 2011, probably due to XX]

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Visitors: Who is Coming to the Site?

• [Graphs/tables showing available information on site visitors – for example, states/countries they come from, languages, screen resolutions, browsers, operating systems]

• [Implications for design or conclusions – for example:o Currently the site is designed for 800 x 600 resolution. According to this data,

most users access the site at a higher resolution. Therefore, it may be appropriate to design for the higher resolution.

o An increasing number of people are accessing our site via mobile platforms; we should use responsive design when we redesign to ensure that our site can be easily viewed on a wide range of screen sizes.]

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Usage: How do People Use the Site?

• [Graphs/tables showing visit frequency, length of time spent per visit, number of page views, single page visits, popular pages, top paths through the site]

• [Implications for design or conclusions – for example:o Popular pages and top paths should be revisited as possible indicators of visitor

top tasks.o Investigate reasons for single page visits during upcoming usability study.o 81% of our customers only visited once. We should investigate ways to increase

our customer loyalty.]

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Search Terms: What Keywords Do Visitors Use?

• [Graphs/tables showing total number of searches, keywords visitors entered that led them into your site, frequency of key words or phrases]

• [Can also include an analysis of your site’s search logs here, which provide insight on the keywords people enter into your site’s search box while visiting your site]

• [Consider including a word cloud to visually show frequency of key terms – see the Many Eyes word cloud generator, for example]

• [Implications for design or conclusions – for example:o Top search phrases/keywords should be investigated as possible indicators of

visitor top tasks.o Search is a popular finding strategy for our visitors; we need to be sure it works

effectively and efficiently.]

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Referrers: How to People Find the Site?

• [Graphs/tables showing top referring sites and search engines used]• [Implications for design or conclusions – for example:

o Most people are using Google to find our site. Recommend we review top search terms via Google and optimize our site to ensure that top key words lead customers to the best page on our site.]