What site analytics do you normally renew when considering a redesign? I'm working on a redesign for a major power sports site (motorcycle, atv, etc.) and have reviewed a year's worth of data for:
- Top On Site Search Terms
- Top Pages
- Screen resolutions
- Default Browsers
Is it worthwhile to determine top homepage paths if the page is really poorly designed? What information would top homepage paths give that top pages wouldn't?
What do you do when reports contradict each other? For example if top search terms are "parts", "part", and "helmet" but homepage user paths indicate a very low percentage click on "Accessories and Apparel" how do you rectify this?
Is it perhaps a nomenclature issue? Do you use alternative research methods like site survey, card sort, etc. to try fill in the blanks?