The Failure of Web Analytics - 3 Alternative Solutions
Saturday, December 1st, 2007Just the other night, my wife wanted to buy a purse on an eCommerce site that I have done extensive work for. Just out of curiosity, I decided to stand behind her and watch her interact with the website. As I jotted down notes as she went about shopping, I began to notice things I had never considered before. She tried clicking on things that weren’t intended to be clicked on. Certain areas of the pages caught her attention that I didn’t consider noteworthy.
I was surprised by how much I learned from this simple situation. As I thought about it, I realized that my Google Analytics are not telling me the whole story.
In my opinion, traditional web analytics fail in the following areas:
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