- Complete Web Monitoring
- Transactional Sites
- Collaboration Sites
- Software-as-a-Service Applications
- 3. What Could We Watch?
- How Much Did Visitors Benefit My Business?
- Where Is My Traffic Coming From?
- What’s Working Best (and Worst)?
- How Good Is My Relationship with My Visitors?
- How Healthy Is My Infrastructure?
- How Am I Doing Against the Competition?
- Where Are My Risks?
- What Are People Saying About Me?
- How Are My Site and Content Being Used Elsewhere?
- The Tools at Our Disposal
- 4. The Four Big Questions
- II. Web Analytics, Usability, and the Voice of the Customer
- 5. What Did They Do?: Web Analytics
- Dealing with Popularity and Distance
- The Core of Web Visibility
- A Quick History of Analytics
- The Three Stages of Analytics
- Implementing Web Analytics
- Sharing Analytics Data
- Choosing an Analytics Platform
- The Up-Front Work
- Web Analytics Maturity Model
- 6. How Did They Do It?: Monitoring Web Usability
- Web Design Is a Hypothesis
- Seeing the Content: Scrolling Behavior
- Proper Interactions: Click Heatmaps
- Data Input and Abandonment: Form Analysis
- Individual Visits: Replay
- Stalking Efficiently: What You Replay Depends on the Problem You’re Solving
- Post-launch usability testing: Are my designs working?
- Conversion optimization: why aren’t conversions as good as they should be?
- Helpdesk support: Why is this visitor having issues?
- Incident diagnosis: Why is this problem happening?
- Test case creation: What steps are needed to test the app?
- Dispute resolution: How do I prove it’s not my fault?
- Retroactive Segmentation: Answering “What If?”
- Stalking Efficiently: What You Replay Depends on the Problem You’re Solving
- Implementing WIA
- 5. What Did They Do?: Web Analytics
- Web Interaction Analytics Maturity Model
- 7. Why Did They Do It?: Voice of the Customer
- The Travel Industry’s Dilemma
- They Aren’t Doing What You Think They Are
- What VOC Is
- What VOC Isn’t
- Four Ways to Understand Users
- Kicking Off a VOC Program
- Planning the Study
- The Kinds of Questions to Ask
- Designing the Study’s Navigation
- Why Surveys Fail
- Don’t ask for frequency of visits
- Don’t ask about subscription rates
- Don’t ask what they just did
- Don’t use VOC to determine web performance
- Don’t ask about loyalty
- Don’t ask for demographic data that you can get from other sources
- Don’t ask questions they can’t answer
- Don’t ask too many questions
- Don’t ask a question that won’t reveal anything
- Always give visitors an out
- Discourage lingering
- Provide room for subjective feedback when no answer applies
- Integrating VOC into Your Website
- Trying the Study
- Choosing Respondents
- Deciding Who to Ask
- Encouraging Participation
- Advantages, Concerns, and Caveats
- III. Web Performance and End User Experience
- 8. Could They Do It?: End User Experience Management
- What’s User Experience? What’s Not?
- The Anatomy of a Web Session
- Wrinkles: Why It’s Not Always That Easy
- DNS Latency
- Multiple Possible Sources
- Slow Networks
- Fiddling with Things: The Load Balancer
- Server Issues
- Server OS: Handling networking functions
- Web service: Presentation layer, file retrieval
- Dynamic tier: Application logic
- Storage tier: Data, state persistence
- Third-party components: Web services, transaction processing
- Permissions and authentication
- The relationship between workload and performance
- The end result: Wide ranges of server responsiveness
- Client Issues
- Other Factors
- Measuring by Hand: Developer Tools
- Places and Tasks in User Experience
- Conclusions
- 9. Could They Do It?: Synthetic Monitoring
- Monitoring Inside the Network
- Monitoring from Outside the Network
- Different Tests for Different Tiers
- Beyond a Simple GET: Compound Testing
- Configuring Synthetic Tests
- Aggregation and Visualization
- Advantages, Concerns, and Caveats
- Synthetic Monitoring Maturity Model
- 10. Could They Do It?: Real User Monitoring
- RUM and Synthetic Testing Side by Side
- How We Use RUM
- Capturing End User Experience
- Deciding How to Collect RUM Data
- RUM Reporting: Individual and Aggregate Views
- RUM Concerns and Trends
- Real User Monitoring Maturity Model
- 8. Could They Do It?: End User Experience Management
- IV. Online Communities, Internal Communities, and Competitors
- 12. Why Care About Communities?
- 13. The Anatomy of a Conversation
- The Participants: Who’s Talking?
- The Topics: What Are They Talking About?
- The Places: Where Are They Talking?
- 14. Tracking and Responding
- Searching a Community
- Joining a Community
- Moderating a Community
- Running a Community
- Putting It All Together
- Measuring Communities and Outcomes
- Reporting the Data
- Responding to the Community
- Community Listening Platforms
- Community Monitoring Maturity Model
- 15. Internally Focused Communities
- 16. What Are They Plotting?: Watching Your Competitors
- Watching Competitors’ Sites
- Do I Have Competitors I Don’t Know About?
- Are They Getting More Traffic?
- Do They Have a Better Reputation?
- Are Their Sites Healthier Than Mine?
- Is Their Marketing and Branding Working Better?
- Are Their Sites Easier to Use or Better Designed?
- Have They Made Changes I Can Use?
- Preparing a Competitive Report
- Competitive Monitoring Maturity Model
- V. Putting It All Together
- 17. Putting It All Together
- 18. What’s Next?: The Future of Web Monitoring
- A. KPIs for the Four Types of Site
- Tailoring the Monitoring Mix to Media Sites
- How Much Did Visitors Benefit My Business?
- Where Is My Traffic Coming from?
- What’s Working Best (and Worst)?
- How Good Is My Relationship with My Users?
- How Healthy Is My Infrastructure?
- How Am I Doing Against the Competition?
- Where Are My Risks?
- What Are People Saying About Me?
- How Are My Site and Content Being Used Elsewhere?
- Tailoring the Monitoring Mix to Media Sites
- Tailoring the Monitoring Mix to Collaborative Sites
- How Much Did Visitors Benefit My Business?
- Where Is My Traffic Coming from?
- What’s Working Best (and Worst)?
- How Good Is My Relationship with My Users?
- How Healthy Is My Infrastructure?
- How Am I Doing Against the Competition?
- Where Are My Risks?
- What Are People Saying About Me?
- How Are My Site and Content Being Used Elsewhere?
- Tailoring the Monitoring Mix to SaaS Sites
- How Much Did Visitors Benefit My Business?
- Where Is My Traffic Coming from?
- What’s Working Best (and Worst)?
- How Good Is My Relationship with My Users?
- How Healthy Is My Infrastructure?
- How Am I Doing Against the Competition?
- Where Are My Risks?
- What Are People Saying About Me?
- How Are My Site and Content Being Used Elsewhere?
- Index
- Colophon
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