Data-driven design: Using web analytics to validate heuristics

Andrea Wiggins

Research output: Contribution to specialist publicationArticle

8 Scopus citations


The use of Web analytics in the website design to validate heuristics is discussed. Web analytics, the practice of web traffic analysis, provides intelligence for marketers and executives responsible for proving return on investment (ROI). It helps in improving the online user experience. Web analytic data is mined from site activity logs and can offer a lot of information about user behavior. Rubinoff's audit is a flexible assessment tool, with which the site development team selects audit statements for each factor and uses them to evaluate how well the site serves its users. A selection of audit statements provides the basis for the discussion of the role web analytics can play in evaluating the validity of the assessment. Web analytics user data can serve as a verification for information architecture heuristics. Information architects and web analysts will achieve greatest success by consulting on the evaluative points that will be most verifiable and valuable for each website.

Original languageEnglish (US)
Number of pages5
Specialist publicationBulletin of the American Society for Information Science and Technology
StatePublished - Jun 2007
Externally publishedYes

ASJC Scopus subject areas

  • Library and Information Sciences


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