Customer Experience Analytics: How Customers Can Better Guide Your Web and App Design Decisions

An unprecedented guide to user experience (UX) analytics, this book closes a mission-critical skill gap and enables business professionals in a digital-first world to make smart, effective, and quick decisions based on experience analytics.

Despite two decades of web metrics, customer experience has largely remained a black box. UX analytics tools help businesses to see themselves and their customers with a new lens, but decision-makers have had to depend on skilled analysts to interpret data from these tools, causing delays and confusion. No more: this book shows a wide range of professionals how to use UX analytics to improve the customer experience and increase revenue, and teaches the C-SUITE method for applying UX analytics to any digital optimization challenge. It provides 50 case studies and 30 cheat sheets to make this a daily reference, and includes ten mindmaps, one for each role discussed, from senior leaders to product managers to e-commerce specialists.

Managers across industries will regularly consult this book to help them guide their teams, and entry- to mid-level professionals in marketing, e-commerce, sales, product management, and more will turn to these pages to improve their websites and apps.

這本書是一本前所未有的使用者體驗（UX）分析指南，填補了一個關鍵技能的空缺，使數位優先的商業專業人士能夠根據體驗分析做出明智、有效且快速的決策。

儘管網路指標已經存在了二十年，但客戶體驗仍然是一個黑盒子。UX分析工具幫助企業以新的角度看待自己和客戶，但決策者必須依賴熟練的分析師來解讀這些工具的數據，這導致了延遲和混淆。這本書向各種專業人士展示如何使用UX分析來改善客戶體驗並增加收入，並教授了C-SUITE方法，以應用UX分析解決任何數位優化挑戰。它提供了50個案例研究和30個速查表，使其成為日常參考資料，並包括十個思維導圖，每個角色都有一個，從高級領導者到產品經理到電子商務專家。

各行各業的經理們將經常查閱這本書來幫助他們指導他們的團隊，而在營銷、電子商務、銷售、產品管理等方面的初級到中級專業人員將翻閱這些頁面來改善他們的網站和應用程式。

Akin Arikan has over 20 years of experience working with customers in the field of digital intelligence and is an award-winning industry speaker, a published author on multichannel marketing, a frequent contributor to magazines, and a blogger. Akin is a director of product at Contentsquare, a popular customer experience analytics and optimization solution, and a guest lecturer on the first-of-its-kind Cross-Channel Management certificate program at the University of St. Gallen.

Akin Arikan在數位智能領域擁有超過20年的客戶服務經驗，是一位屢獲殊榮的行業演講者、多渠道行銷的發表作品作者、雜誌常見撰稿人和部落客。Akin是Contentsquare的產品總監，Contentsquare是一個受歡迎的客戶體驗分析和優化解決方案，他還是聖加倫大學首個跨渠道管理證書課程的客座講師。