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Title:
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USING GOOGLE ANALYTICS TO EVALUATE IMPROVEMENTS IN THE USABILITY AND PERFORMANCE OF E-COMMERCE WEBSITES |
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Author(s):
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Layla Hasan |
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ISBN:
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978-972-8939-52-6 |
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Editors:
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Katherine Blashki |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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Usability testing, Google Analytics, web analytics, user testing, e-commerce websites. |
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Type:
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Full Paper |
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First Page:
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45 |
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Last Page:
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52 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Despite the importance of good usability in e-commerce websites, few studies were found in the literature that evaluated the usability of such sites. Those that were found focused on the identification of usability problems and provided suggestions on how to improve the usability of the sites under investigation. Little research, however, investigated the effect of improving the usability of an e-commerce website in terms of its web usage and performance. This research used a matrix of advanced web metrics, calculated using Google Analytics software, to evaluate the improvements in usability of an e-commerce website after being redesigned based on an initial evaluation of its usability. The research showed that the matrix of advanced web metrics was a useful tool to illustrate the improvements of a site's usability and performance. The research also illustrated the significant influence of improving the usability of an e-commerce website on its web usage and performance. However, because the metrics provided potential indications of usability issues, a further research is required. The next step will be to employ user testing method to confirm the improvement indications provided by the metrics. |
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