Exploring the benefits and uses of web analytics tools for non-transactional websites

Website owners use web analytics tools to better understand their visitors for a range of purposes. However, there is limited understanding of how owners of non-transactional websites use and benefit from web analytics. Through semi-structured interviews (n=18) with non-transactional web analytics users we explore these uses and benefits. Participants tend to use web analytics to improve site design, by optimizing site structure, content, or technical specifications. However, participants also use web analytics to understand their audiences without a directed purpose, often for curiosity or entertainment. The design of web analytics tools should account for this full range of functionality.