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Web Analytics Course
 

Web Analytics Course

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

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

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Web Analytics Course Web Analytics Course Presentation Transcript

  • 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
  •  
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  • 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
  • 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
  • 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
    • 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
  • 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
    • Forget what you know
    • 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
    • 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
  • 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)
  • 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