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

Crew of 500 125 “Security” Personnel

Crew of 500

125 “Security” Personnel

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

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)

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!

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%!

However,

If Captain Kirk hooks up with an alien babe,

The red shirt survival rate increases to 84%!

Captain Kirk “conquest” Rate? 30%

Captain Kirk “conquest” Rate?

30%

Website Analytics Definitions & Concepts Goals Questions Comparisons Evaluation

Definitions & Concepts

Goals

Questions

Comparisons

Evaluation

Concepts Log File v. Page “Tagging”

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

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

Accuracy

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

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 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 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)

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 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

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

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

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 “Continue” button Reviewed order again 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

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 “Continue” button

Reviewed order again

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” Reviewed order again Locate and click on the “Continue” button Entered all payment information Locate and click on the “Continue” button Reviewed order again 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

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

Locate and click on the “Continue” button

Reviewed order again

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

Page Views

Path Analysis

Hits

Monthly Visitors

Top 10 Pages

Top 10

keywords

Website Analytics Definitions & Concepts Goals Questions Comparisons Evaluation - KPI

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?

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

Sales

Leads

Contact forms

Downloads

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

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

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

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

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 Forget what you know Goals Questions Comparisons Evaluation

Definitions

Forget what you know

Goals

Questions

Comparisons

Evaluation

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

Key Performance Indicators

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%?)

Content Popularity

20% (which 20%?)

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

% of Visitors that reach the homepage

% that enter other places

Track by keyword, URL

Comparison

Website Analytics Definitions Forget what you know Goals Questions Comparisons Evaluation

Definitions

Forget what you know

Goals

Questions

Comparisons

Evaluation

Evaluation How Why

How Why

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

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?

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 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

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

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

Evaluation Reporting Start at top-level Work down to actionable info

Start at top-level

Work down to actionable info

Evaluation Reporting

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)

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

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

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.

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

1 st rule – It should be Fun!

Matt Bailey [email_address] www.SiteLogic.com