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A knowledge gap analysis will tell you what web analytics can't

from Search Engine Watch

Web analytics are like footprints in the sand. They tell you where someone went, but not who they were or why they went that way. Designers often place too much emphasis on website analytics to determine what changes to make to improve a website's conversion rates. Analytics are a valuable tool to measure the effect of any design changes, but they can't tell you what changes to make. more

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