Pixel efficiency analysis: A quantitative web analytics approach

Abstract

We present a quantitative web analytics approach tailored towards academic libraries. We introduce the construct of pixel efficiency analysis and the metrics of pixel efficiency value and conversion efficiency value for quantitatively evaluating website changes. Pixel efficiency analysis is the practice of relating screen real estate measured in pixels to the achievement of organizational goals and key performance indicators as indicated by quantifiable user behavioral interactions on a webpage. The concepts and measures are employed through a case study at a major academic library focusing on four major webpages. The first level of analysis incorporates pixel efficiency analysis within an overarching web analytics investigation to identify key areas of improvement on the selected pages. The second level of analysis improves the identified weaknesses through A/B testing and highlights the usefulness of pixel efficiency analysis. Lastly, the third level of analysis employs the usage of the pixel efficiency value to elicit the added worth that potential website changes possess.