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Uploaded byMatt Bailey
Web Analytics Course
The document discusses website analytics, emphasizing the importance of tracking metrics such as visitor sessions, conversion rates, and abandonment rates. It presents various definitions and concepts related to web analytics, aiming to help users understand and evaluate their site's performance. Additionally, it highlights the significance of setting clear goals and using key performance indicators to drive business decisions and improve site effectiveness.
Web Analytics Course
- 1. Matt Bailey SiteLogic[email_address] Fun with Stats The Joy of Analytics
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- 4. Crew of 500125 “Security” Personnel
- 5. 59 total deathsin the 5 year mission = 12 % mortality rate
- 6. Of the 59Deaths: Yellow shirts 13.5% Blue Shirts 8.5% Red Shirts 78.0% (46)
- 7. If you beameddown with Captain Kirk, and wore a red shirt – 57.5% - death rate!
- 8. However, If CaptainKirk hooks up with an alien babe, The red shirt survival rate increases to 84%!
- 9. Captain Kirk “conquest”Rate? 30%
- 10. Website Analytics Definitions& Concepts Goals Questions Comparisons Evaluation
- 11. Concepts Log Filev. Page “Tagging”
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- 13. Host Provider IPAddress Operating System (Windows, Mac) Browser (IE, Netscape) Screen Resolution Pages visited, time viewed Total time spent on site Files downloaded Cookie information (Returning Visitors) Origination of Visitor: Search Engine Term Used Link from another site Ad Click Pages Bookmarked Error Messages Search engine spider activity
- 14. website Website creatorGoal: Search engine determines relevance and rank Goal: Persuade visitors to take action Measurement: File requests recorded for analysis Measurement: Sales, emails, and leads Analytics program creates charts & graphs Questions asked for human understanding of machine data
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- 16. Can ONLY betracked by two methods: Cookie Client-Side Tagging (JavaScript)
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- 18. The number oftimes visitors view your website Additional Details Total visitor sessions made up by two groups: Visitors who visited once Visitors who visited more than once
- 19. The number ofvisitors generated by search engines Search Engine Referral Rate (%) = Search Engine Referrals / Unique Visitors Average Search Engine Referral Rates are 12-14% Additional Details Search Engine Visitors by Engine (which engines are working for you) Search Engine Terms (what keywords are working for you) Where’s everybody else??
- 20. The number ofusers viewing the homepage and then leaving . . . Exit Rate: Homepage = (# of one page visits to HomePage) / (# of visits beginning on the homepage) 63% = 361 / 573 That site stinks!
- 21. The number ofvisitors who make the intended action Conversion Rate (%) = Conversions / Unique Visitors Average Search Engine Conversion Rate is 1.8% Additional Details Product Literature Downloads Bookmarked Pages Contact Forms / Emails / Information Requests Orders / Purchases
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- 25. 0 100,000 200,000300,000 400,000 500,000
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- 27. Abandonment Rate Loggedon to “www.amazon.com Locate and click on “Books” tab on top navigation Find search box and typed “Net Words” in the “Search Books” search box Locate and click “Go” button Browsed results for the correct book Clicked on books title to see more details Read through book details and customer reviews Decided to purchase the book Locate and click the “Add to Shopping Cart” button Browsed through recommendations for related books Decided I was happy with just the one I chose Locate and click on the “Proceed To Checkout” button Had to enter login information (I already had an account set-up from previous purchases) Filled out shipping address Locate and click on the “Ship to This Address” button Chose a shipping speed by clicking on the “Standard Shipping” radio button” Reviewed order again Locate and click on the “Continue” button Entered all payment information (credit card type, credit card number, expiration date, cardholder’s name) Locate and click on the “Continue” button Reviewed order again Locate and Click on the “Place the Order” button Reviewed special promotion “Share the Love” Decided I wasn’t interested Clicked on the “No Thanks, Just Place My Order” button Reviewed confirmation message
- 28. Abandonment Rate Loggedon to “www.amazon.com Locate and click on “Books” tab on top navigation Find search box and typed “Net Words” in the “Search Books” search box Locate and click “Go” button Browsed results for the correct book Clicked on books title to see more details Read through book details and customer reviews Decided to purchase the book Locate and click the “Add to Shopping Cart” button Browsed through recommendations for related books Decided I was happy with just the one I chose Locate and click on the “Proceed To Checkout” button Had to enter login information (I already had an account set-up from previous purchases) Filled out shipping address Locate and click on the “Ship to This Address” button Chose a shipping speed by clicking on the “Standard Shipping” radio button” Reviewed order again Locate and click on the “Continue” button Entered all payment information Locate and click on the “Continue” button Reviewed order again Locate and Click on the “Place the Order” button Reviewed special promotion “Share the Love” Decided I wasn’t interested Clicked on the “No Thanks, Just Place My Order” button Reviewed confirmation message
- 29. Abandonment Rate Statsare NOT just about numbers!
- 30. Forget What YouKnow
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- 33. Definitions General StatisticsHits Entire Site (Successful) 1,019,671 Average per Day 32,892 Home Page N/A Page Views Page Views 219,391 Average per Day 7,077 Average per Unique Visitor 22 Document Views 109,012 Visits Visits 31,945 Average per Day 1,030 Average Visit Length 0:07:46 Median Visit Length 0:01:36 International Visits 0.00% Visits of Unknown Origin 100.00% Visits from United States 0.00% Visits Referred by Search Engines 3,887 Visits from Spiders 1,839 Visitors Unique Visitors 9,712 Visitors Who Visited Once 7,088 Visitors Who Visited More Than Once 2,624
- 34. Definitions Page ViewsPath Analysis Hits Monthly Visitors Top 10 Pages Top 10 keywords
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- 36. Website Analytics Definitions& Concepts Goals Questions Comparisons Evaluation - KPI
- 37. Goals “ Webanalytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-hoc basis.” -Eric Peterson
- 38. Goals “ lifewithout this sort of examination is not worth living . . .” -Socrates
- 39. Goals What isthe ONE thing I want people to do? If they do not do that – then what? Do I have Data Integrity?
- 40. Goals Sales LeadsContact forms Downloads Revenue Generating Activities
- 41. Website Analytics DefinitionsForget what you know Goals Questions Comparisons Evaluation - KPI
- 42. Questions Key PerformanceIndicators Actions that lead to revenue Actions that lead to business objectives Actions that reinforce branding Actions that lead to site rejection Focus on Context and Comparison
- 43. Questions AbandonmentRate HomePage Shopping Cart Contact Forms Support Documentation Secondary Conversions
- 44. Questions ConversionRate Overall Segmented Referring URL Phrase Product Group Campaign Acquisition Method Returning v. New
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- 46. Courtesy: Joe Kraus,JotSpot, http://www.longtail.com
- 47. Referrals per keywordTop 30 terms referred: 2,916 visitors Keyword Phrases Children’s music publisher
- 48. Keyword Phrases Referralsper keyword Next 4,640 unique terms referred: 8,366 visitors Children’s music publisher Avg. term referral rate: 2.4 visitors
- 49. Keyword Phrases Referralsper keyword Children’s music publisher Most sales generated from these key phrases . . .
- 50. Digital camera MegapixelsFuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs
- 51. Website Analytics DefinitionsForget what you know Goals Questions Comparisons Evaluation
- 52. Objective: Find WhatWorks Key Performance Indicators Time on Site Pages Viewed Conversions Segmentation Blogs Social News Search
- 53. Engagement for ContentBased Site (conversions = subscriptions)
- 54. Comparison Links HolyCow! Links drive sales too!
- 55. Engagement for TheLactivist Pork C&D + Two Months
- 56. Engagement for Cre8PC.comHit by 2 Diggs – “I Don’t Digg Being Dugg”
- 57. Traffic for Cre8PC.comHit by 2 Diggs – “I Don’t Digg Being Dugg” All Visitors compared to Digg.com referrals. Four major blog referral sources during the “Digg Event” and after. . . Don’t Digg . . .
- 58. Engagement for TheLactivist C&D Received + Two Months Digg, Reddit, Stumbleupon referrals. Pork Problem Four major blog referral sources during the “Pork Event” and after. . .
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- 60. Comparison Content ContentPopularity 20% (which 20%?)
- 61. Comparison Site Entry% of Visitors that reach the homepage % that enter other places Track by keyword, URL
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- 63. Website Analytics DefinitionsForget what you know Goals Questions Comparisons Evaluation
- 64. Evaluation How Why
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- 71. Evaluation ContextNumbers without Context are Just Numbers. More data points give more context.
- 72. Evaluation ContextBuild a Successful Reporting Strategy: Show Comparisons (compared to what?) Show Causality (explanations, mechanics) Show Multi-Variate Data (more than one set of factors) Credibility Passion
- 73. Evaluation Reporting It’show YOU report the data Is it Understandable? Is it Clear? Is it Comprehensive? Does it report performance according to YOUR Goals?
- 74. Evaluation KPI KeyPerformance Indicators Actions that lead to revenue Actions that lead to business objectives Actions that reinforce branding Actions that lead to site rejection Focus on Context and Comparison
- 75. Evaluation Reporting PathAnalysis A B C D E B A C D E C A B D E D A B C E 120
- 76. Evaluation Reporting PieCharts
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- 80. Evaluation Reporting Startat top-level Work down to actionable info
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- 82. Evaluation Reporting Howyou say it Avinash Kaushik - Excellent Analytics Tip#4
- 83. Evaluation Reporting ComparisonAnchor Term: UPS 2.7 minutes Avg. TOS 46% of visits less than 20 sec. Term Conversion Rate: 2.2% 52.4% (2,682) enter at the Home Page (1.8% conversion) 34.5% (1,007) enter at product category page (4.3% conversion) Anchor Term: Brand Name 3.2 minutes Avg. TOS 36% of visits less than 20 sec. Brand Conversion Rate: 5.3% 59.4% (16,967) enter at the Home Page (2.1% Convert) 14% (3,820) enter at product category page (6.2% Convert)
- 84. Evaluation Reporting SegmentationKeyword group URL Group TOS Actions Goal based on entry point Abandonment rate by source Influence
- 85. Evaluation Reporting Reporting6 Initial Reports Top Segments from Search Engines Top Referring URL’s Content Popularity % of Visitors who visit the Home Page Click Density / Overlay Site Bounce Rate
- 86. Steps for StatsStart with a Question. Segment by Verticals & Acquisition Method. Measure each Segment. Compare the Results. Put the Results in Context. Focus on Business Value.
- 87. 1 st rule – It should be Fun! Web Analytics
- 88. Matt Bailey [email_address]www.SiteLogic.com