Using information for the best online experience.

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Donation of the Month: February

This month’s recipient is The ACLU of Virginia. But it’s not for the reason you think (kind of). The ACLU is all over the place right now. They are breaking...

Donation of the Month: January

This year, I made three resolutions – blog more, donate more, and be more productive. I’m going to hit all three with my new blog feature, Donation of the Month....

Sketch of browsers showing 3 minutes on one, 3 minutes on the other and 15 minutes on one = 6 minutes


18th Oct 2016


I Don’t Trust Session Duration, and Neither Should You.

I think session duration is a crap metric. It’s not just because it’s a misused measure of engagement (and I’m not the only one who thinks so – the Gurus...

Various browser icons


09th Sep 2016


Don’t Look at Browser Reports: Some Blasphemy for a Friday Afternoon

As a numbers gal, I dig a good list. Optimizely’s 71 A/B Testing ideas? #6 is my favorite. 15 Mobile UX Facts and Insights for 2016. #13 makes my life...



30th Aug 2016


Just Say No to Screen Reader Analytics

Do you know what a screen reader is? It’s a piece of software that allows the visually impaired to read text on their digital devices. Digital law specialist Heather Burns...

Archery Bullseyes


05th Aug 2016


Fear Not the Target

A few years ago, I was working with a team on a website redesign. I was in charge of working with the client create KPIs for new site. The client...

Infographic: Every Element Has 1 Job: Screenshot to Infographic


15th Apr 2016


In a Word: Better Conversions

My tenth grade English teacher taught me that every word an author writes is deliberate. She chooses every noun, verb, article, and adjective with precision to create a masterpiece. We...

Mug that says I Heart Spreadsheets


16th Mar 2016


Happy Fun Time with Google Spreadsheets

About three years ago, Google introduced custom dashboards to Google Analytics. And I rejoiced. I was more than ready to cast off MS Excel for the bounty of beautiful, custom...

Screenshot of the Epilepsy Foundation About Epilepsy Website. With a left navigation and content.


11th Dec 2015


In Defense of Navigation

For several years I’ve been hearing variations on the theme “Navigation is dead.” As screen-size and attention spans get smaller, we shove navigation out of the way. We’ve ditched our...

Empty Book


23rd Oct 2015


Documentation is Hard

Documentation. It’s not fun. It’s not pretty. And most definitely not easy. Writing documentation for online projects is seldom enjoyable. You just want to move forward and build the darn...