Web analytics 101


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Web analytics 101

  1. 1. Web Analytics 101
  2. 2. Web Analytics 101 Just the basics.
  3. 3. What is the web? Just kidding.
  4. 4. What are analytics?A statement of results on a process.
  5. 5. “You can expect what you inspect” -W. Edwards Deming
  6. 6. Traffic?The number of hits you get does notnecessarily mean success.
  7. 7. It’s about audience!Who are the audiences that you want visitingyour site?What do you want them to do?
  8. 8. It’s about purpose!• Sales• Influence behavior• Provide Service• Entertainment• Impressions
  9. 9. So…how do I measure that?1. Traffic Sources2. Page visits3. Duration on Page4. Page Depth5. Conversion
  10. 10. Traffic Sources• Where Does my traffic come from? • Organic Search • Paid Search • Paid Ad • Referral • Direct
  11. 11. Traffic Sources: Organic• SEO• Domain Strength• Content and Tagging• Back links• Traffic
  12. 12. Traffic Sources: Paid Search• Google Ad Words• Bing Ads• Yahoo Search Advertising
  13. 13. Traffic Sources: Paid Ad• Direct Relationships• Social• Ad Placement Companies
  14. 14. Traffic Sources: Referral• Social Media• Partner Sites• Directories• Blog Mentions
  15. 15. Traffic Sources: Direct• Radio / Television• Billboard• Flyers• Magazines• Business Cards• Word of Mouth
  16. 16. Page Visits• What pages are getting the most traffic?• What pages are getting no traffic?• Do I have the content that people are looking for?
  17. 17. Page Duration• How much time do visitors spend on each page?• What pages get lots of traffic and lots of bounce outs?• Use Traffic Estimator to determine what words may make pages more attractive.
  18. 18. Page Depth• Attract, Engage, Inform• Create multiple layers of content.• Click through = Engagement.
  19. 19. Conversion• What click can you use to determine successful influence?• Use funnels for multi-step processes• Learn from sources that provide the best conversions.
  20. 20. Testing• Hypothetical Changes• A/B Experiments• New Test Content
  21. 21. Questions?