A quick praise for a book I’m currently reading, Actionable Web Analytics: Using Data to Make Smart Business Decisions by Atchison and Burby. It discusses what to measure on a company website and how to leverage it to improve its performance.
It’s a book aimed at managers. It tells what to do, not how to do it. Still, programmers can learn a lot from it, in particular how to speak the same language as their boss. Examples are interesting, although they are taken from major companies. I do think most of the the lessons learned can be applied to startup websites, but the authors assume large resources (money, time, team size) to analyze the data. Anyway, the main goal is to make your think about your own company website and which user flows can be improved.
Overall, if like me you’re new to web analytics, it’s a good place to start and an easy read.