Figures produced by analytics programs such as Google Analytics, Webtrends or Omniture that give KPIs on particular areas of a site.

Used at the beginning of the analysis process and in parallel with a heuristic evaluation. It allows presentation of real data alongside expert opinion and illustrates how effective a site is at addressing user needs and any gaps in strategy. This tool should always be used in combination with other methods, and not standalone.

Allows ROI to be shown when you can compare how the site performed pre and post design. During heuristic evaluation certain observations will be made that can then be clarified through web analytics data. These user experience statements can be verified by KPIs, that act as point of reference in the evolution of a site.