Using Google Analytics to evaluate the usability of e-commerce sites

The success of an e-commerce site is, in part, related to how easy it is to use. This research investigated whether advanced web metrics, calculated using Google Analytics software, could be used to evaluate the overall usability of e-commerce sites, and also to identify potential usability problem...

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Bibliographic Details
Main Authors: Layla Hasan, Anne Morris, Stephen Probets
Format: Default Article
Published: 2009
Subjects:
Other information and computing sciences not elsewhere classified
Web Analytics
Google Analytics
Usability
E-commerce web sites
Information and Computing Sciences not elsewhere classified
Online Access:https://hdl.handle.net/2134/5685
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