Scroll depth
Understand how scroll behavior reveals whether important content and calls-to-action are actually being seen, and how to use this information to refine page structure and the hierarchy of your content.
Resource Item
Website analytics 101: What it is and why it's worth your time
Orient yourself around the concept of website analytics, dispel intimidation, and set expectations for the rest of this series.
Device type
Understand why splitting data by device type is essential, and why overlooking device type differences can mask major usability problems.
Heatmaps
Learn how to utilize a visual method of observing behavior, engagement, and attention to better understand and improve your website experience.
Pages per session
Lean to interpret pages per session counts as a signal of either healthy exploration or navigational confusion, depending on context.
Vanity Metrics
Distinguish between metrics that are satisfying to watch and metrics that actually inform business decisions; direct your focus towards data that matters most.
Drop-off points
Learn how to pinpoint the specific step, page, or field where visitors abandon a process and how to distinguish minor friction from a usability failure.
Quantitative vs. Qualitative Data
Understand the strengths and weaknesses of each type of data; learn how numeric data and human insight work together.
Sample size
Recognize when your data pool is too small to draw reliable conclusions. Avoid common traps for small businesses with lower traffic volumes.
Segments and cohorts
Explore the practice of breaking down data into meaningful groups. Learn why site-wide averages can hide important differences in segment and cohort specific behavior.
Micro-conversions
Meaningful immediate actions are still worth tracking, especially for businesses where the main conversions (such as a sale or booking) are infrequent or slow to occur.
Accessibility
Web accessibility makes websites usable for people with visual, hearing, motor, or cognitive disabilities—reducing legal risk and improving UX and SEO. Start with an automated scan, fix basics like alt text and contrast, and layer in manual testing or expert help.