Actionable Analytics
Stephanie Lummis
Senior Web Consultant

Actionable Analytics
• Why is this important?
• Analytics top 5
What data is worthy of analysis?
What does the data mean?
How do I act on it?
• Custom Reports
• Questions

Why Analyze Stats?
• Unlike offline advertising, everything
is measureable
• Justify investment in your web assets
with hard data

Using the Statistics
• Identify trends and anomalies
Do not rely on absolute numbers
• Track campaign effectiveness

Measuring Success
• Take benchmarks with a grain of salt
• Did you improve over last week?
• Did your actions have the desired
result?

Website Objectives
• Attract more qualified visitors
• Convert visitors into stakeholders

Analytics Top 5
• Only a small amount of the data is worthy
of action
• 5 keeps it realistic, manageable, doable
• 5 allows others to care about the
numbers too

Analytics Top 5
• Visitors & Visits
• Top Content
• Top Landing Pages
• Top Keywords
• Top Referring Sites

Visitors & Visits
Raw traffic data for a given period – how
many people came to the site
• New vs. returning
• Average page views
• Time on site

Visitors & Visits
Goal: Move these numbers up
• Buy traffic: PPC, advertising etc.
• Quality content that speaks their
language
• Strong, persuasive link structure

Top Content
Pages that receive the most visits on
your site in a given time period
• Homepage will likely always be
number one
• What are your conversion pages?
• What are your critical path pages?

Top Content
Goal: Move conversion and critical path
pages up the list
• What are the typical paths a user might
follow?
• Do these pages have calls to action?
• What pages can you lure people from?

Top Landing Pages
Page that the visitor lands on when they
go to your website
• Homepage will likely always be #1
• Niche-content pages rank next

Top Landing Pages
Goal: Increase the number of non-
homepage entry pages
• Optimize for relevant keywords
• Have referrer sites link deeper within
your site

Top Keywords
Keyword phrases that send the most traffic
• Display 100
• Ignore all proper names
• Identify all generic phrases that delivered
traffic

Top Keywords
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Top Referring Sites
Other sites that send traffic to you
• Referral traffic tends to be more qualified
• Contributes to page rank, which
improves Google rankings

Top Referring Sites
Goal: Optimize referrals and get more
• Click the link and view listing on the site
• Is it a keyword rich text link?
• Research similar sites; request more
links

Taking Action
Customize your dashboard
Schedule email delivery of dashboard report
Book a regular time for analytics

Thank you
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