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Survival of the Fittest Analyzing Web Site Traffic to Optimize Performance
Track Your Traffic and Visitors <ul><li>Free… </li></ul><ul><ul><li>Google Analytics (google.com/analytics/) </li></ul></u...
Track Your Errors   <ul><li>Httpd logs, error logs </li></ul><ul><li>Google Webmaster Central </li></ul><ul><li>Google Ana...
What am I supposed to be looking at? <ul><li>Patterns </li></ul><ul><ul><li>Short term, monthly, seasonal, annual, etc. </...
 
 
 
 
More detail…
Why multiple analytics programs? <ul><li>Depending on how the data is gathered, some information can be missed. </li></ul>...
Why multiple analytics programs? <ul><li>Sometimes you need to see more detail. </li></ul><ul><li>Sometimes you need to se...
Beyond straight up traffic <ul><li>Watch your 404s  (Webmaster Central, Mint) </li></ul><ul><ul><li>Fix them. Redirect the...
Who the heck am I? <ul><li>Carolyn Shelby </li></ul><ul><li>http://cshel.com/about/ </li></ul><ul><li>Twitter: @cshel </li...
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Survival Of The Fittest

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Carolyn Shelby covers how to analyze web traffic to optimize your website performance in her session at the 2009 MarketSTL Conference

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Transcript of "Survival Of The Fittest"

  1. 1. Survival of the Fittest Analyzing Web Site Traffic to Optimize Performance
  2. 2. Track Your Traffic and Visitors <ul><li>Free… </li></ul><ul><ul><li>Google Analytics (google.com/analytics/) </li></ul></ul><ul><ul><li>AXS by XAV ( xav.com/scripts/axs / ) </li></ul></ul><ul><ul><li>Httpd Log Files (ask your geek!) </li></ul></ul><ul><li>Cheap </li></ul><ul><ul><li>Mint (haveamint.com) $30/site license </li></ul></ul>
  3. 3. Track Your Errors <ul><li>Httpd logs, error logs </li></ul><ul><li>Google Webmaster Central </li></ul><ul><li>Google Analytics </li></ul><ul><li>Mint </li></ul><ul><li>WebCEO (audit site for broken links, javascript errors, other problems) </li></ul><ul><li>This is not an exhaustive list… </li></ul>
  4. 4. What am I supposed to be looking at? <ul><li>Patterns </li></ul><ul><ul><li>Short term, monthly, seasonal, annual, etc. </li></ul></ul><ul><li>Deviations from the patterns </li></ul><ul><ul><li>Spikes, dips, abnormal behavior </li></ul></ul><ul><li>Bounce Rates </li></ul><ul><li>Keywords driving traffic </li></ul><ul><li>Top Entrance and Exit pages </li></ul><ul><li>Traffic sources (engines, direct, referral) </li></ul>
  5. 9. More detail…
  6. 10. Why multiple analytics programs? <ul><li>Depending on how the data is gathered, some information can be missed. </li></ul><ul><ul><li>Server logs (httpd logs) are the most accurate </li></ul></ul><ul><ul><li>Javascript triggered tracking (GA, Mint) catch most. Stats usually reflect “qualified” traffic. </li></ul></ul><ul><ul><ul><li>GA/Mint is usually ~30% less than server logs. </li></ul></ul></ul><ul><ul><li>Compete.com, Quantcast.com, etc. triangulate by sampling 1% of all Internet traffic from various peering points. </li></ul></ul><ul><ul><ul><li>If traffic is generally national/international, stats are ~30% less than GA/Mint, ~60% less than server logs. </li></ul></ul></ul>
  7. 11. Why multiple analytics programs? <ul><li>Sometimes you need to see more detail. </li></ul><ul><li>Sometimes you need to see higher level overviews. </li></ul><ul><li>Different programs catch different things and process/display the information differently. </li></ul>
  8. 12. Beyond straight up traffic <ul><li>Watch your 404s (Webmaster Central, Mint) </li></ul><ul><ul><li>Fix them. Redirect them. Make new content. </li></ul></ul><ul><li>Watch your inbound links </li></ul><ul><ul><li>Siteexplorer.search.yahoo.com </li></ul></ul><ul><ul><li>WebCEO </li></ul></ul><ul><li>A/B test your UI (CrazyEgg.com) </li></ul>
  9. 13. Who the heck am I? <ul><li>Carolyn Shelby </li></ul><ul><li>http://cshel.com/about/ </li></ul><ul><li>Twitter: @cshel </li></ul>
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