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Web Analytics
 

Web Analytics

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  • Note the articles posted.
  • Some terms and definitions of web analytics, words that we will be using throughout the presentation that we would like to make sure you understandGive an overview of Google Analytics, how it works, some of the pros and cons, we chose to focus on Google analytics because its free and the most widely used.Next we will talk about setting goals to test, target and optimizeAnd lastly Amar will take through two examples of companies that used analytics tools to optimize their sites.
  • Web Analytics does not purely focus on the amount of traffic which might only be helpful in evaluating your bandwidth usage and server’s capabilities. Instead it focuses on in-depth comparison of available visitor data, referral data, and site navigation patterns as well as being able to tell us the amount of traffic we receive over any specified period of time.Off-Site and On-Site Analytics. Off site is just as important, because without a proper PR campaign so to speak, you wont have any data to measure if nobody is visiting your site.
  • Bounces = in and out
  • **Page visits = if they leave and come back its counted twice**Average time on site = total average of all visitors during a session, however doesn’t include visit to last page, because data is not available when they leave
  • Examples of analytics:Google Analytics, Piwik, Webtrends, Logaholic, Omniture (Adobe), Compete and ClickTaleSome companies have their own enterprise analytics programs for large scale projects
  • Google Analytics is offered free by Google, it functions completely separate of your servers and is only capable of using cookies and a small snippet of JavaScript code that you place on pages you want to track.Web Cookies: web cookies are a tiny text file sent from the web server to a visitor’s browser and on returning visits to that site, sent back again, unchanged to provide some information about that visitor. Cookies are used to maintain information about visitors’ previous interactions with a web site, for authentication, or for simple tracking purposes.
  • Mostly Free, Online (doesn’t take up space on your server), you can use it anywhereGoogle Analytics has a wonderful graphical representation (which we will show some examples of later), especially of the geographical data, and the ability to preset conversion funnels to track marketing goals on the site.Google has all your data. One of the reasons Google is giving analytics away is that by doing so it can collect massive amounts of data on web site performance, much of it tied to Google Adwords. Some search marketers are concerned that handing over that much valuable business information isn’t wise. If I were a Fortune 100 company, I’d have second thoughts, but then I’d probably be using an enterprise level analytics tool rather than Google Analytics.You can’t analyze historical data, nor can you re-analyze data based on changed settings. If you’ve been collecting data for a year in GA and decide to set up a goal for conversion tracking today, you will only be able to see the conversion data starting tomorrow. If something happens to Google’s data, well, you’re out of luck.
  • Unique code to put in html code and java script
  • To get the best results with your web analytics, you must know your goals, or what you want your website to accomplish. Goals will vary from site to site. Depending on your site, you may want users to complete a contact form, make an ecommerce purchase, subscribe to a newsletter, or view advertisements. Goals must be clearly stated in order to properly use web analytics and gauge the effectiveness of your site.
  • Once your goals are stated, you should create a clear user-path. A user-path is the route a user must travel in order to complete their goal. That may be the journey from the landing page to the contact form. Every successful journey through your user-path is considered a conversion. A conversion rate is the percentage of users who visit your site to the users who complete your goal.Some examples of good conversion goals are:A 'thank you' page after a user has submitted information through a form. This can track newsletter signups, email list subscriptions, job application forms, or contact forms.A purchase confirmation page or receipt pageAn 'About us' pageA particular news article 
  • FunnelsA funnel represents the path that you expect visitors to take on their way to converting to the goal. Defining these pages allows you to see how frequently visitors abandon goals, and where they go. For example, funnels in an e-commerce goal may include the first page of your checkout process, then the shipping address info page, and finally the credit card information page. In google analytics Funnel Visualization report displays this information.Checking availability Booking Process  Reservation Booke
  • Those areas where we lost visitors along a path are considered sinkholesBy testing ways to fill in the sinkholes, you can learn a lot about your user, your product and your website. Most of the time, you will need to simply optimize your content, make intelligent changes and observe the difference in user behavior. Optimizing content could be anything from the text on your site to the colors you use for your buttons.An effective user-path will allow you to see where users are falling off. Maybe your site does not clearly state “Click Here” to visit your contact form or maybe your contact form is too long for users to complete. These are called sinkholes. Google Analytics will allow you to see the sinkholes in your site so that you can patch them up!
  • Once you’ve discovered where you sinkholes are and have figured out the best way to fix them, you will need techniques to test those changesA/B TestingUse Google Website OptimizerMultivariate TestingMake sure you have an accurate system to measure which aspects of each site are sticking to each demographic.
  • Thanks Diana!Here we have an example of breakthecrates.com, a online resource for DJ’s which is based on a subscription based service.So first off let me clarify what their goals were. As other groups mentioned last week its extremely important to know your goals of your marketing initiative.Breakthecrates.com had two goals.Have more people complete the application form and have additional subscribers and/or logins.
  • First we’ll look atthe original landing pages for breakthecrates.com.The original landing page had a high bounce rate of 78% which is considered extremely poor. This meant that 78% of people visiting their main landing page were exited directly from that page instead of going on to any other pages within the site. Bounces are the number of entrances to a page that result in an immediate exit from the web site. Only 1 page viewed. (Exits include bounces!)
  • However, after improving and simplifying the look and feel and clearly defining the website’s unique selling proposition the website was able to decrease its bounce rate to 55%.
  • Now going back to those goals I mentioned previously. Here we have the original landing page for the site. And as you can see there is a link to sign up for a subscription. However as you can see its extremely bare bones and not clearly identified.
  • Here you have the new landing page with a much more clear sign up link. So here by optimizing the sign up link on the main landing page the website was able to improve their number of application forms completed which I will talk about again in a bit.
  • Here we have the original application form. It looks fairly basic and common to most e-commerce sites. However, you should note the high exit rate of 60% from this page.
  • So in order to attempt to decrease the exit rate breakthecrates implemented a new campaign and optimized their landing page by discounting their 1 month membership fee by $10 and also including additional value with the sticker pack
  • As you can see the new payment terms and campaign are clearly listed on the new application form page. So to compare the original application page with the new one... The original had too many options, with no alignable differences for consumers. Therefore this led consumers to not make any choice when faced with soo many options.And as you can see the exit rate improved dramatically to 13%.
  • Now lets look at the impact to the bottom line using a price per customer comparison. Keep in mind that some of this data is layered with multiple campaigns ongoing which makes it a bit more difficult to extract the true costs/benefits of each campaign or optimization. When the last campaign was introduced the exit rate from the application form page decreased from 60% to 13%. However, the costs associated with the campaign increased COGS from $0.63 to $10.00.Furthermore, the number of completed applications increased from a high of 1 on August 19th, prior to the implementation of the campaign to a high of 4 on August 23rd.
  • Next we’ll look at how the implementation of how Facebookcampaigns can improve the number of site visits and how you can determine the effectiveness of such campaigns using Google analytics.Breakthecrates.com ran two Facebook campaigns. One in July and one in August.The July campaign resulted in 49 new visits in 19 days or approximately 2.6 visits per day to their site.In addition average time on site was 47 minutes. This means that the average duration of visits (sessions) to their site for the selected time frame was 47 minutes._______________________________________________________________________________________________________________________ Additional info:Session time is calculated by adding up time on page for each page in the session except for the last page in the session.Example: Page 1 (10:00 a.m.) --> Page 2 (10:05) --> Page 3 (10:06) --> ExitPage 1 (9:00 a.m.) --> Page 2 (9:01) --> Page 3 (9:06) --> ExitPage 1 (2:00 p.m.) --> Page 2 (2:15 p.m.) --> Page 3 (2:16) --> ExitIn this example, the calculations would be:Total time on site: 21 minutesAverage time on site (21/3): 7:00
  • After implementing a different campaign in August the website attracted 29 new visitors in 8 days or approx. 3.6 new visitors/day.Clearly the August Facebook campaign was more effective at driving more new visitors to their site and keeping them there for longer with average time on site now up to 1hour 48 minutes.
  • Our last comparison analytic we will review is optimizing ad clicks.If you look at the two ad’s on the screen you will see two very distinct presentation of Breakthecrates.com adsAs you can see by using google analytics Ad #1 had 131 clicks as opposed to Ad #2 which had only 49 clicks.Clearly Ad#1 is more effective and more attention grabbing than Ad#2.http://www.wilsonweb.com/analytics/henson-ad-tracking-google-analytics.htm
  • To conclude our exciting presentation on web analytics we’ll leave you with a few key points to consider……Design your website with goals in mind  as you’ve heard many times this is incredibly important in being able to evaluate the success of any marketing initiative. Create a clear user-path  this helps to create a stronger goal funnel which helps to identify and fill sinkholesFocus only on the data relevant to your goals  many businesses can get bogged down with all the data that is available. It is important to hone in and focus on those that matter in you particular circumstances.And finally, When you have overlapping campaigns it can make interpreting web analytics difficult
  • Note the articles posted.
  • Thanks Diana!Here we have an example of a home furnishing site. We will use it as an example of content optimization, a technique that Diana mentioned previously. On your left is the original landing page of the website and on the right is the new landing page. As an example...If too many visitors are bouncing from your landing page, try simplifying the content (which is what was done in the new and improved landing page on the right). If you clearly define the value of your website, users will be more inclined to browse around.The next example we have is ....If the majority of your visitors are displayed as direct traffic (no referring sources like search engine like google or yahoo), you may want to consider optimizing your site for search (in this case they added a search tool bar on their site to aid visitors in finding what they are looking for on the website) , or driving additional traffic through online marketing.Another example which is not explicitly shown on the slide is ....If not enough visitors are traveling to your conversion page (i.e. your contact form), its important to make that journey dummy-proof. Try enlarging the “Click Here” button or guiding users to a link with colors and contrast.

Web Analytics Web Analytics Presentation Transcript

  • Web AnalyticsSocial Media Class Leadership ReportDiana Sisto & Amar Powar @DianaSistoMKTG 6226 @AmarPowarFebruary 15, 2012
  • Q&A• Post Questions Throughout the Presentation Live to Twitter#SchulichWebAnalytics@DianaSisto@AmarPowar #SchulichWebAnalytics
  • Agenda1. What are Web Analytics? Terms and Definitions2. Google Analytics Pros & Cons3. Test, Target and Optimize Optimization Techniques4. Examples #SchulichWebAnalytics
  • Web Analytics• Web Analytics is the collection, measurement, analysis and reporting of internet data for purposes of understanding and optimizing web usage.• Macro-Analytics (Off-site Analytics) includes the measurement of a websites potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.• Micro-Analytics (On-site Analytics) measures a visitors journey once on your website. #SchulichWebAnalytics
  • Terms & DefinitionsPage View •Request to load a single page of a website.New Visitors •Hits to a webpage from a first time session (IP address).Visit (Session) •Series of page requests from the same IP address.Time On Site •Total time a visitor spends on a website per visit.Exits •Last page viewed on a visitors path through a site.Bounces •Number of entrances to a page that result in an immediate exit from the web site. Only 1 page viewed. (Exits include bounces!) #SchulichWebAnalytics
  • Terms & Definitions% New Visits •Percentage of visits by people who had never visited your site before.Pages/ Visits •Average number of pages viewed during a visit to your site. •Repeated views of a single page are counted.Average Time on Site •Average duration of a visit to your site.Bounce Rate (%) •Percentage of single-page visits to total visits. #SchulichWebAnalytics
  • Web Analytic ProgramsMany Analytical Tools #SchulichWebAnalytics
  • • Mostly Free Service ▫ Most widely used website statistics service (W3Techs, 2012) ▫ Used at around 49.95% of the top 1,000,000 websites (The Metric Mail Blog, 2010)• Uses cookies and JavaScript code to analyze web traffic #SchulichWebAnalytics
  • • Pros ▫ Excellent Graphical Representation of Data ▫ Provides for Marketing Based Analysis• Cons ▫ Google has all your data ▫ No Historical Data #SchulichWebAnalytics
  • Video• http://www.google.com/analytics/tour.html #SchulichWebAnalytics
  • What do you want to accomplish?• I want my visitors to… ▫ Complete A Contact Form ▫ Make an E-commerce Purchase ▫ Subscribe To A Newsletter ▫ View Advertisement(s)• Goals must be set in order to properly use Web Analytics and gauge the effectiveness of your site #SchulichWebAnalytics
  • Test, Target, & Optimize1. Create a Clear User-Path Identify /Fill Clear User-Path Goal Funnel Sink-Holes #SchulichWebAnalytics
  • Test, Target, & Optimize2. Develop a Goal Funnel Identify/Fill Clear User-Path Goal Funnel Sink-Holes #SchulichWebAnalytics
  • Test, Target, & Optimize3. Find the “Sinkholes” along your user-path & Goal Funnel4. Fill the “Sinkholes” ▫ Optimize Content ▫ Observe changes in behavior Identify/Fill Clear User-Path Goal Funnel Sink-Holes #SchulichWebAnalytics
  • Optimization Techniques• Content Optimizing ▫ Make changes to your site and track the difference in user behavior. ▫ This tests 1 site at a time.• A/B Testing ▫ Test a control site against a variation to determine similarities and differences in user behavior. ▫ This tests 2 sites at the same time.• Multivariate Testing ▫ Test sites with many variations to a very large audience. #SchulichWebAnalytics
  • Example 1• Breakthecrates.com – Online Resource for DJs• Business Model ▫ Subscription Based Service• Website Goals: ▫ Goal 1: Complete Application ▫ Goal 2: Pay for Subscription/ Log-In #SchulichWebAnalytics
  • Original Landing Page:High Bounce Rate 78% #SchulichWebAnalytics
  • New Landing Page:Bounce Rate 55% #SchulichWebAnalytics
  • Goal 1:Complete ApplicationOriginal Access Point #SchulichWebAnalytics
  • Goal 1: Complete ApplicationNew Improved Access Point #SchulichWebAnalytics
  • Application Form: Exit Rate 60% #SchulichWebAnalytics
  • New Campaign Implementation…• Reduced 1 Month Subscription Price• Free Sticker Pack #SchulichWebAnalytics
  • Application Form:Exit Rate Improved to 13% #SchulichWebAnalytics
  • Price Per Customer PPC Landing Completed New Date Cost Impress Page Bounces App Page Exits Apps Sign-Ins18-Aug 0 47 63% 5 60% 1 (not PPC)19-Aug $ 0.63 14,377 4 33% 15 25% 120-Aug $ 10.00 68,217 11 91% 2 50%21-Aug $ 10.00 47,618 14 58% 8 50% 122-Aug $ 5.00 23,238 7 57% 8 13% 123-Aug $ 14.99 801,138 61 70% 22 32% 4 124-Aug $ 11.00 404,340 37 65% 17 24% 3TOTALS $ 51.62 1,358,928 181 64% AVG 77 36% AVG 8 1 #SchulichWebAnalytics
  • Facebook Ad Campaign July 2010 #SchulichWebAnalytics
  • Facebook Ad Campaign August 2010 #SchulichWebAnalytics
  • Optimizing Ad Clicks Ad # 1 Ad # 2 #SchulichWebAnalytics
  • Key Takeaways• Design your website with goals in mind• Create a clear user-path• Focus only on the data relevant to your goals• Overlapping campaigns can make interpreting web analytics difficult #SchulichWebAnalytics
  • Q&A• Post Questions Throughout the Presentation Live to Twitter#SchulichWebAnalytics@DianaSisto@Amar Powar #SchulichWebAnalytics
  • Appendix #SchulichWebAnalytics