Web Analytics Course

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Teaching the basics of website analytics, including segmentation, context, comparison, and measurement.

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  • Web Analytics Course

    1. Matt Bailey SiteLogic [email_address] Fun with Stats The Joy of Analytics
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    4. <ul><li>Crew of 500 </li></ul><ul><li>125 “Security” Personnel </li></ul>
    5. <ul><li>59 total deaths in the 5 year mission </li></ul><ul><li>= 12 % mortality rate </li></ul>
    6. <ul><li>Of the 59 Deaths: </li></ul><ul><li>Yellow shirts 13.5% </li></ul><ul><li>Blue Shirts 8.5% </li></ul><ul><li>Red Shirts 78.0% (46) </li></ul>
    7. <ul><li>If you beamed down with Captain Kirk, </li></ul><ul><li>and wore a red shirt – </li></ul><ul><li>57.5% - death rate! </li></ul>
    8. <ul><li>However, </li></ul><ul><li>If Captain Kirk hooks up with an alien babe, </li></ul><ul><li>The red shirt survival rate increases to 84%! </li></ul>
    9. <ul><li>Captain Kirk “conquest” Rate? </li></ul><ul><li>30% </li></ul>
    10. Website Analytics <ul><li>Definitions & Concepts </li></ul><ul><li>Goals </li></ul><ul><li>Questions </li></ul><ul><li>Comparisons </li></ul><ul><li>Evaluation </li></ul>
    11. Concepts <ul><li>Log File v. Page “Tagging” </li></ul>
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    13. <ul><li>Host Provider </li></ul><ul><li>IP Address </li></ul><ul><li>Operating System (Windows, Mac) </li></ul><ul><li>Browser (IE, Netscape) </li></ul><ul><li>Screen Resolution </li></ul><ul><li>Pages visited, time viewed </li></ul><ul><li>Total time spent on site </li></ul><ul><li>Files downloaded </li></ul><ul><li>Cookie information (Returning Visitors) </li></ul><ul><li>Origination of Visitor: </li></ul><ul><ul><li>Search Engine </li></ul></ul><ul><ul><li>Term Used </li></ul></ul><ul><ul><li>Link from another site </li></ul></ul><ul><li>Ad Click </li></ul><ul><li>Pages Bookmarked </li></ul><ul><li>Error Messages </li></ul><ul><li>Search engine spider activity </li></ul>
    14. website Website creator Goal: 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
    15. <ul><li>Accuracy </li></ul>
    16. <ul><li>Can ONLY be tracked by two methods: </li></ul><ul><li>Cookie </li></ul><ul><li>Client-Side Tagging (JavaScript) </li></ul>
    17. Visits/Visitors
    18. <ul><li>The number of times visitors view your website </li></ul><ul><li>Additional Details </li></ul><ul><li>Total visitor sessions made up by two groups: </li></ul><ul><ul><li>Visitors who visited once </li></ul></ul><ul><ul><li>Visitors who visited more than once </li></ul></ul>
    19. <ul><li>The number of visitors generated by search engines </li></ul><ul><li>Search Engine Referral Rate (%) = Search Engine Referrals / Unique Visitors </li></ul><ul><li>Average Search Engine Referral Rates are 12-14% </li></ul><ul><li>Additional Details </li></ul><ul><ul><li>Search Engine Visitors by Engine (which engines are working for you) </li></ul></ul><ul><ul><li>Search Engine Terms (what keywords are working for you) </li></ul></ul>Where’s everybody else??
    20. <ul><li>The number of users viewing the homepage and then leaving . . . </li></ul><ul><li>Exit Rate: Homepage = (# of one page visits to HomePage) / </li></ul><ul><li> (# of visits beginning on the homepage) </li></ul><ul><li>63% = 361 / 573 </li></ul>That site stinks!
    21. <ul><li>The number of visitors who make the intended action </li></ul><ul><li>Conversion Rate (%) = Conversions / Unique Visitors </li></ul><ul><li>Average Search Engine Conversion Rate is 1.8% </li></ul><ul><li>Additional Details </li></ul><ul><ul><li>Product Literature Downloads </li></ul></ul><ul><ul><li>Bookmarked Pages </li></ul></ul><ul><ul><li>Contact Forms / Emails / Information Requests </li></ul></ul><ul><ul><li>Orders / Purchases </li></ul></ul>
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    24. 0 100,000 200,000 300,000 400,000 500,000
    25. 0 100,000 200,000 300,000 400,000 500,000
    26. Abandonment Rate
    27. Abandonment Rate <ul><li>Logged on to “www.amazon.com </li></ul><ul><li>Locate and click on “Books” tab on top navigation </li></ul><ul><li>Find search box and typed “Net Words” in the “Search Books” search box </li></ul><ul><li>Locate and click “Go” button </li></ul><ul><li>Browsed results for the correct book </li></ul><ul><li>Clicked on books title to see more details </li></ul><ul><li>Read through book details and customer reviews </li></ul><ul><li>Decided to purchase the book </li></ul><ul><li>Locate and click the “Add to Shopping Cart” button </li></ul><ul><li>Browsed through recommendations for related books </li></ul><ul><li>Decided I was happy with just the one I chose </li></ul><ul><li>Locate and click on the “Proceed To Checkout” button </li></ul><ul><li>Had to enter login information (I already had an account set-up from previous purchases) </li></ul><ul><li>Filled out shipping address </li></ul><ul><li>Locate and click on the “Ship to This Address” button </li></ul><ul><li>Chose a shipping speed by clicking on the “Standard Shipping” radio button” </li></ul><ul><li>Reviewed order again </li></ul><ul><li>Locate and click on the “Continue” button </li></ul><ul><li>Entered all payment information (credit card type, credit card number, expiration date, cardholder’s name) </li></ul><ul><li>Locate and click on the “Continue” button </li></ul><ul><li>Reviewed order again </li></ul><ul><li>Locate and Click on the “Place the Order” button </li></ul><ul><li>Reviewed special promotion “Share the Love” </li></ul><ul><li>Decided I wasn’t interested </li></ul><ul><li>Clicked on the “No Thanks, Just Place My Order” button </li></ul><ul><li>Reviewed confirmation message </li></ul>
    28. Abandonment Rate <ul><li>Logged on to “www.amazon.com </li></ul><ul><li>Locate and click on “Books” tab on top navigation </li></ul><ul><li>Find search box and typed “Net Words” in the “Search Books” search box </li></ul><ul><li>Locate and click “Go” button </li></ul><ul><li>Browsed results for the correct book </li></ul><ul><li>Clicked on books title to see more details </li></ul><ul><li>Read through book details and customer reviews </li></ul><ul><li>Decided to purchase the book </li></ul><ul><li>Locate and click the “Add to Shopping Cart” button </li></ul><ul><li>Browsed through recommendations for related books </li></ul><ul><li>Decided I was happy with just the one I chose </li></ul><ul><li>Locate and click on the “Proceed To Checkout” button </li></ul><ul><li>Had to enter login information (I already had an account set-up from previous purchases) </li></ul><ul><li>Filled out shipping address </li></ul><ul><li>Locate and click on the “Ship to This Address” button </li></ul><ul><li>Chose a shipping speed by clicking on the “Standard Shipping” radio button” </li></ul><ul><li>Reviewed order again </li></ul><ul><li>Locate and click on the “Continue” button </li></ul><ul><li>Entered all payment information </li></ul><ul><li>Locate and click on the “Continue” button </li></ul><ul><li>Reviewed order again </li></ul><ul><li>Locate and Click on the “Place the Order” button </li></ul><ul><li>Reviewed special promotion “Share the Love” </li></ul><ul><li>Decided I wasn’t interested </li></ul><ul><li>Clicked on the “No Thanks, Just Place My Order” button </li></ul><ul><li>Reviewed confirmation message </li></ul>
    29. Abandonment Rate Stats are NOT just about numbers!
    30. Forget What You Know
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    33. Definitions General Statistics Hits 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 <ul><li>Page Views </li></ul><ul><li>Path Analysis </li></ul><ul><li>Hits </li></ul><ul><li>Monthly Visitors </li></ul><ul><li>Top 10 Pages </li></ul><ul><li>Top 10 </li></ul><ul><li>keywords </li></ul>
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    36. Website Analytics <ul><li>Definitions & Concepts </li></ul><ul><li>Goals </li></ul><ul><li>Questions </li></ul><ul><li>Comparisons </li></ul><ul><li>Evaluation - KPI </li></ul>
    37. Goals “ Web analytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-hoc basis.” -Eric Peterson
    38. Goals “ life without this sort of examination is not worth living . . .” -Socrates
    39. Goals <ul><li>What is the ONE thing I want people to do? </li></ul><ul><li>If they do not do that – then what? </li></ul><ul><li>Do I have Data Integrity? </li></ul>
    40. Goals <ul><li>Sales </li></ul><ul><li>Leads </li></ul><ul><li>Contact forms </li></ul><ul><li>Downloads </li></ul>Revenue Generating Activities
    41. Website Analytics <ul><li>Definitions </li></ul><ul><li>Forget what you know </li></ul><ul><li>Goals </li></ul><ul><li>Questions </li></ul><ul><li>Comparisons </li></ul><ul><li>Evaluation - KPI </li></ul>
    42. Questions <ul><li>Key Performance Indicators </li></ul><ul><ul><li>Actions that lead to revenue </li></ul></ul><ul><ul><li>Actions that lead to business objectives </li></ul></ul><ul><ul><li>Actions that reinforce branding </li></ul></ul><ul><ul><li>Actions that lead to site rejection </li></ul></ul><ul><ul><li>Focus on Context and Comparison </li></ul></ul>
    43. Questions Abandonment Rate <ul><li>HomePage </li></ul><ul><li>Shopping Cart </li></ul><ul><li>Contact Forms </li></ul><ul><li>Support Documentation </li></ul><ul><li>Secondary Conversions </li></ul>
    44. Questions Conversion Rate <ul><li>Overall </li></ul><ul><li>Segmented </li></ul><ul><ul><li>Referring URL </li></ul></ul><ul><ul><li>Phrase </li></ul></ul><ul><ul><li>Product Group </li></ul></ul><ul><ul><li>Campaign </li></ul></ul><ul><ul><li>Acquisition Method </li></ul></ul><ul><ul><li>Returning v. New </li></ul></ul>
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    46. Courtesy: Joe Kraus, JotSpot, http://www.longtail.com
    47. Referrals per keyword Top 30 terms referred: 2,916 visitors Keyword Phrases Children’s music publisher
    48. Keyword Phrases Referrals per keyword Next 4,640 unique terms referred: 8,366 visitors Children’s music publisher Avg. term referral rate: 2.4 visitors
    49. Keyword Phrases Referrals per keyword Children’s music publisher Most sales generated from these key phrases . . .
    50. Digital camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs
    51. Website Analytics <ul><li>Definitions </li></ul><ul><li>Forget what you know </li></ul><ul><li>Goals </li></ul><ul><li>Questions </li></ul><ul><li>Comparisons </li></ul><ul><li>Evaluation </li></ul>
    52. Objective: Find What Works <ul><li>Key Performance Indicators </li></ul><ul><ul><li>Time on Site </li></ul></ul><ul><ul><li>Pages Viewed </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><li>Segmentation </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social News </li></ul></ul><ul><ul><li>Search </li></ul></ul>
    53. Engagement for Content Based Site (conversions = subscriptions)
    54. Comparison Links Holy Cow! Links drive sales too!
    55. Engagement for The Lactivist Pork C&D + Two Months
    56. Engagement for Cre8PC.com Hit by 2 Diggs – “I Don’t Digg Being Dugg”
    57. Traffic for Cre8PC.com Hit 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 The Lactivist C&D Received + Two Months Digg, Reddit, Stumbleupon referrals. Pork Problem Four major blog referral sources during the “Pork Event” and after. . .
    59. How Traffic Compares
    60. Comparison Content <ul><li>Content Popularity </li></ul><ul><ul><li>20% (which 20%?) </li></ul></ul>
    61. Comparison Site Entry <ul><li>% of Visitors that reach the homepage </li></ul><ul><li>% that enter other places </li></ul><ul><li>Track by keyword, URL </li></ul>
    62. Comparison
    63. Website Analytics <ul><li>Definitions </li></ul><ul><li>Forget what you know </li></ul><ul><li>Goals </li></ul><ul><li>Questions </li></ul><ul><li>Comparisons </li></ul><ul><li>Evaluation </li></ul>
    64. Evaluation <ul><li>How Why </li></ul>
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    71. Evaluation Context <ul><li>Numbers without Context are Just Numbers. </li></ul><ul><li>More data points give more context. </li></ul>
    72. Evaluation Context <ul><li>Build a Successful Reporting Strategy: </li></ul><ul><li>Show Comparisons (compared to what?) </li></ul><ul><li>Show Causality (explanations, mechanics) </li></ul><ul><li>Show Multi-Variate Data (more than one set of factors) </li></ul><ul><li>Credibility </li></ul><ul><li>Passion </li></ul>
    73. Evaluation Reporting <ul><li>It’s how YOU report the data </li></ul><ul><li>Is it Understandable? </li></ul><ul><li>Is it Clear? </li></ul><ul><li>Is it Comprehensive? </li></ul><ul><li>Does it report performance according to YOUR Goals? </li></ul>
    74. Evaluation KPI <ul><li>Key Performance Indicators </li></ul><ul><ul><li>Actions that lead to revenue </li></ul></ul><ul><ul><li>Actions that lead to business objectives </li></ul></ul><ul><ul><li>Actions that reinforce branding </li></ul></ul><ul><ul><li>Actions that lead to site rejection </li></ul></ul><ul><ul><li>Focus on Context and Comparison </li></ul></ul>
    75. Evaluation Reporting Path Analysis A B C D E B A C D E C A B D E D A B C E 120
    76. Evaluation Reporting Pie Charts
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    80. Evaluation Reporting <ul><li>Start at top-level </li></ul><ul><li>Work down to actionable info </li></ul>
    81. Evaluation Reporting
    82. Evaluation Reporting How you say it Avinash Kaushik - Excellent Analytics Tip#4
    83. Evaluation Reporting Comparison <ul><li>Anchor Term: UPS </li></ul><ul><li>2.7 minutes Avg. TOS </li></ul><ul><li>46% of visits less than 20 sec. </li></ul><ul><li>Term Conversion Rate: 2.2% </li></ul><ul><li>52.4% (2,682) enter at the Home Page (1.8% conversion) </li></ul><ul><li>34.5% (1,007) enter at product category page (4.3% conversion) </li></ul><ul><li>Anchor Term: Brand Name </li></ul><ul><li>3.2 minutes Avg. TOS </li></ul><ul><li>36% of visits less than 20 sec. </li></ul><ul><li>Brand Conversion Rate: 5.3% </li></ul><ul><li>59.4% (16,967) enter at the Home Page (2.1% Convert) </li></ul><ul><li>14% (3,820) enter at product category page (6.2% Convert) </li></ul>
    84. Evaluation Reporting Segmentation <ul><li>Keyword group </li></ul><ul><li>URL Group </li></ul><ul><li>TOS </li></ul><ul><li>Actions </li></ul><ul><li>Goal based on entry point </li></ul><ul><li>Abandonment rate by source </li></ul><ul><li>Influence </li></ul>
    85. Evaluation Reporting Reporting <ul><li>6 Initial Reports </li></ul><ul><li>Top Segments from Search Engines </li></ul><ul><li>Top Referring URL’s </li></ul><ul><li>Content Popularity </li></ul><ul><li>% of Visitors who visit the Home Page </li></ul><ul><li>Click Density / Overlay </li></ul><ul><li>Site Bounce Rate </li></ul>
    86. Steps for Stats <ul><li>Start with a Question. </li></ul><ul><li>Segment by Verticals & Acquisition Method. </li></ul><ul><li>Measure each Segment. </li></ul><ul><li>Compare the Results. </li></ul><ul><li>Put the Results in Context. </li></ul><ul><li>Focus on Business Value. </li></ul>
    87. <ul><li>1 st rule – It should be Fun! </li></ul>Web Analytics
    88. Matt Bailey [email_address] www.SiteLogic.com

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