On this blog we have talked about the importance of the “Why” often. Web Analytics usually simply helps us understand the “What”. Clickstream data typically does not tell us why something happened. We have stressed how important it is to know the Why in order to derive actionable insights around customer behavior on the website and outcomes from that behavior.
Essentially people do weird stuff on our websites, clickstream won’t tell us why, so we have to ask them why. That’s your Eureka moment.
Early on in the blog I had talked about using surveys as a great way to have a continuous listening methodology when it comes to website visitors.…
Keep reading: Lab Usability Testing: What, Why, How Much. »