Social Media & Web Analytics (AD-703 (D)) Unit 5 Notes

How unit 5 is examined

This unit covers the qualitative methods that explain why visitors behave as they do (heuristic evaluation, site visits, surveys), then Web Analytics 2.0, competitive intelligence and website traffic analysis. No topic was asked in the supplied papers, so each is short but complete.

Heuristic Evaluations

Not asked since 2022

Definition. A heuristic evaluation is an expert review in which a few usability experts inspect a website against accepted usability rules of thumb (such as Nielsen's ten heuristics) and list the problems they find.

Key points.

To conduct it, define the user tasks, let 3-5 evaluators inspect the site independently, and then merge their findings.
Each problem is mapped to a heuristic, such as visibility of system status, consistency, error prevention or help and documentation, and given a severity rating.
It is quick and cheap because it needs no real visitors, and it finds obvious usability problems before launch.
It is opinion-based, so it cannot replace testing with real users.

Site Visits

Definition. A site visit (field study) is qualitative research in which the analyst observes users in their own environment, such as home or office, to see how they actually use the website.

Key points.

To conduct it, choose representative users, visit them, observe real tasks silently and note the context, interruptions and workarounds.
Notes are taken on what users do rather than only what they say, and the visit is followed by a short interview.
Its benefit is that it reveals real behaviour and needs that data tools and surveys cannot show.
It is costly and slow, and covers only a small sample.

Surveys

Definition. A survey collects direct answers from visitors through a questionnaire, to learn their intent, satisfaction and reasons, the "why" behind the clickstream.

Key points.

A website survey is shown on the site during the visit, for example as a pop-up, to capture the visitor's task and satisfaction at that moment.
A post-visit survey is sent after the visit, for example by email, and suits longer questions about the overall experience.
To create and run one, set the goal, write short and unbiased questions, choose the sample and timing, collect enough responses and analyse the results.
Benefits are cheap and large-scale feedback, and reasons that behaviour data cannot give; the limit is that respondents are self-selected.

Web Analytics 2.0

Definition. Web Analytics 1.0 counts clickstream data (hits, page views, visits) from logs and tags, while Web Analytics 2.0 (Avinash Kaushik) combines clickstream, outcomes, experimentation, voice of customer and competitive intelligence to explain why visitors behave as they do.

Key points.

The limitations of 1.0 are that it shows what happened but not why, is mostly counting, and ignores competitors and customer opinion.
WA 2.0 adds clickstream, multiple outcomes analysis, experimentation and testing, voice of customer, and competitive intelligence.
It focuses on customer-centric insight and actions rather than reports.

Competitive Intelligence Analysis and Data Sources

Definition. Competitive intelligence analysis is the study of competitors' websites and audiences, using external data to benchmark your own performance against them.

Key points.

It answers what competitors get in traffic, keywords and audience, and how you compare, so you can find gaps.
The data sources are panel-based measurement, ISP-based measurement and search engine data.
These are sampled estimates, so use them for trends and relative comparison rather than exact numbers.

Website Traffic Analysis

Definition. Website traffic analysis studies the volume and sources of visits to a site, and to competitor sites, to find trends and growth opportunities.

Key points.

Traffic trends show how visits rise and fall over time, including seasonality, so you can plan campaigns.
Site overlap shows which other sites your visitors also visit, revealing where your audience goes.
Opportunities come from those overlapping sites and from sources competitors use that you do not, such as partner sites or keywords for advertising.
Compare trends against competitors to tell a market-wide change from your own.

Last-minute revision

Heuristic evaluation: 3-5 experts inspect a site against Nielsen's usability heuristics, with severity ratings.
Site visit: observe users in their own setting to see real behaviour.
Website survey is shown during the visit; post-visit survey is sent afterwards.
Survey steps: goal, questions, sample and timing, collection, analysis.
WA 1.0 counts clickstream (what); WA 2.0 adds the why.
WA 2.0 parts: clickstream, outcomes, experimentation, voice of customer, competitive intelligence.
Competitive data sources: panel, ISP, search engine data.
Site overlap: other sites your visitors also visit.
Traffic trends: visits over time, seasonality.

Memory hooks

HSSW-CT: Heuristic, Site visit, Survey, WA 2.0, Competitive, Traffic.
WA 1.0 = what, WA 2.0 = why.
Expert reviews, Visit watches, Survey asks.

Coverage checklist

Heuristic Evaluations: Conducting a Heuristic Evaluation, Benefits of Heuristic Evaluations: no past questions.
Site Visits: Conducting a Site Visit, Benefits of Site Visits: no past questions.
Surveys: Website Surveys, Post-Visit Surveys, Creating and Running a Survey, Benefits of Surveys: no past questions.
Web analytics 2.0: Web Analytics 1.0 & its Limitations, Introduction to WA 2.0: no past questions.
Competitive Intelligence Analysis and Data Sources: no past questions.
Website Traffic Analysis: Traffic Trends, Site Overlap and Opportunities: no past questions.

Account

Social Media & Web Analytics (AD-703 (D)) - Unit 5 Short Notes

How unit 5 is examined

Heuristic Evaluations

Site Visits

Surveys

Web Analytics 2.0

Competitive Intelligence Analysis and Data Sources

Website Traffic Analysis

Last-minute revision

Memory hooks

Coverage checklist