Web analytics. Website analysis with Google Analytics and Yandex Metrics

Abstract: The scope of my research is web analytics. This paper describes the process of usability analysis of the website belonging to a company Sharden Hus situated in Stockholm. From the many existing tools of web analysis I chose two the most popular ones, Google Analytics and Yandex Metrics. In similar projects that I have read, the website redesign was based on both quantitative, statistical, and qualitative (user interviews, user tests) data. In contrast to the previously carried out projects on websites improvement with the help of similar tools, I decided to base the changes on the website only on quantitative data obtained with Google and Yandex counters. This was done in order to determine whether and how Google and Yandex tools can improve the website performance. And to see if web analytics counters may provide with sufficient statistical data enough for it's correct interpretation by a web analytics designer which would lead to the improvement of the web site performance.The results of my study showed that Google and Yandex counters isolated from qualitative methods can improve the website performance. In particular, the number of visits from the territory of Sweden was increased to almost double; the overall bounce rate reduced; the number of visits to the page containing order forms significantly increased.