Web Analytics Course

Matt Bailey SiteLogic [email_address] Fun with Stats The Joy of Analytics

Crew of 500
125 “Security” Personnel

59 total deaths in the 5 year mission
= 12 % mortality rate

Of the 59 Deaths:
Yellow shirts 13.5%
Blue Shirts 8.5%
Red Shirts 78.0% (46)

If you beamed down with Captain Kirk,
and wore a red shirt –
57.5% - death rate!

However,
If Captain Kirk hooks up with an alien babe,
The red shirt survival rate increases to 84%!

Captain Kirk “conquest” Rate?
30%

Website Analytics
Definitions & Concepts
Goals
Questions
Comparisons
Evaluation

Concepts
Log File v. Page “Tagging”

Host Provider
IP Address
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

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

Accuracy

Can ONLY be tracked by two methods:
Cookie
Client-Side Tagging (JavaScript)

Visits/Visitors

The number of times visitors view your website
Additional Details
Total visitor sessions made up by two groups:
Visitors who visited once
Visitors who visited more than once

The number of visitors 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??

The number of users 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!

The number of visitors 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

0 100,000 200,000 300,000 400,000 500,000

Abandonment Rate

Abandonment Rate
Logged on 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 “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

Abandonment Rate
Logged on 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”
Entered all payment information
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

Abandonment Rate Stats are NOT just about numbers!

Forget What You Know

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

Definitions
Page Views
Path Analysis
Hits
Monthly Visitors
Top 10 Pages
Top 10
keywords

Website Analytics
Definitions & Concepts
Goals
Questions
Comparisons
Evaluation - KPI

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

Goals “ life without this sort of examination is not worth living . . .” -Socrates

Goals
What is the ONE thing I want people to do?
If they do not do that – then what?
Do I have Data Integrity?

Goals
Sales
Leads
Contact forms
Downloads
Revenue Generating Activities

Website Analytics
Definitions
Forget what you know
Goals
Questions
Comparisons
Evaluation - KPI

Questions
Key Performance 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

Questions Abandonment Rate
HomePage
Shopping Cart
Contact Forms
Support Documentation
Secondary Conversions

Questions Conversion Rate
Overall
Segmented
Referring URL
Phrase
Product Group
Campaign
Acquisition Method
Returning v. New

Courtesy: Joe Kraus, JotSpot, http://www.longtail.com

Referrals per keyword Top 30 terms referred: 2,916 visitors Keyword Phrases Children’s music publisher

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

Keyword Phrases Referrals per keyword Children’s music publisher Most sales generated from these key phrases . . .

Digital camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs

Website Analytics
Definitions
Goals
Questions
Comparisons
Evaluation

Objective: Find What Works
Time on Site
Pages Viewed
Conversions
Segmentation
Blogs
Social News
Search

Engagement for Content Based Site (conversions = subscriptions)

Comparison Links Holy Cow! Links drive sales too!

Engagement for The Lactivist Pork C&D + Two Months

Engagement for Cre8PC.com Hit by 2 Diggs – “I Don’t Digg Being Dugg”

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 . . .

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. . .

How Traffic Compares

Comparison Content
Content Popularity
20% (which 20%?)

Comparison Site Entry
% of Visitors that reach the homepage
% that enter other places
Track by keyword, URL

Comparison

Website Analytics
Definitions
Goals
Questions
Comparisons
Evaluation

Evaluation
How Why

Evaluation Context
Numbers without Context are Just Numbers.
More data points give more context.

Evaluation Context
Build 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

Evaluation Reporting
It’s how YOU report the data
Is it Understandable?
Is it Clear?
Is it Comprehensive?
Does it report performance according to YOUR Goals?

Evaluation KPI
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

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

Evaluation Reporting Pie Charts

Start at top-level
Work down to actionable info

Evaluation Reporting How you say it Avinash Kaushik - Excellent Analytics Tip#4

Evaluation Reporting Comparison
Anchor 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)

Evaluation Reporting Segmentation
Keyword group
URL Group
TOS
Actions
Goal based on entry point
Abandonment rate by source
Influence

Evaluation Reporting Reporting
6 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

Steps for Stats
Start with a Question.
Segment by Verticals & Acquisition Method.
Measure each Segment.
Compare the Results.
Put the Results in Context.
Focus on Business Value.

1 st rule – It should be Fun!
Web Analytics

Matt Bailey [email_address] www.SiteLogic.com

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Web Analytics Course

by Sitelogic on Apr 16, 2007

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Web Analytics Course — Presentation Transcript