ABSTRACT
In this study, we investigated a web development practice that implements data-driven design. Results show that data-driven development is an iterative process integrating web analytics using Google Analytics and Google Optimize as well as heuristic and usability analyses as experience-based assessments. The expertise of the web analyst is crucial to experience-based assessments, which consider relevance, trust, orientation, stimulance, security, convenience, confirmation, and web usability as standards. We evaluated the performance of a website after being improved using the data-driven approach. The case studies reveal that the improved website performs better than the original. However, good traffic to the website, ample time to run experiments, and availability of a live website are necessary for the approach to be applicable. Future work may explore other web analytics tools, employ qualitative research in data gathering, evaluate the performance of other websites, examine other data-driven approaches, and derive a general data-driven web development methodology.
