Suggestions for complementary uses of usability testing (UT) and in-page analytics for e-commerce

At a time when research is becoming increasingly important to many organizations, this study aims to provide suggestions on how to use in-page analysis quantitative data as a complement to usability evaluation qualitative data. The research methodology was to analyze the differences between quantitative and qualitative reports through a case study that utilized both usability evaluation and in-page analysis and to come up with complementary ways to use them. To utilize both qualitative usability evaluation and quantitative in-page analysis data, we selected '100yearshop,' a rice cake brand in the domestic e-commerce sector, and 'Beusable,' a service that supports domestic data visualization tools, and collected qualitative data from a usability evaluation conducted with new users, and collected and analyzed real-time data and accumulated quantitative data from users through the Beusable service at a certain time. By utilizing the data collected through the above two methods, we derived the differences between usability evaluation and in-page analysis results and proposed a method for complementary use of usability evaluation and in-page analysis results in the field of e-commerce by breaking it down into the design, implementation, and analysis stages. We expect that the resulting method, “Proposal for Complementary Use of Usability Evaluation and In-Page Analysis Tools for E-commerce,” will be suitable and effective in practice by applying it to actual work.