ISBSM #4 - Intro to Web Analytics

Intro to Web Analytics Amit Klein March ’10 #isbsm www.amitklein.com twitter.com/amitklein

Agenda
Key Terms
Bunch of Tools
Developing Insights
A/B Testing
A lot of demos, will need you to stop me with questions

Key Terms
Bounce Rate – The percentage of visits where the visitor enters and exists the same page without visiting any other page in between
Goal – i.e. purchase confirmation
Funnel – The series of steps (pages) leading to a goal

Google Analytics Demo
Basic:
Measurement AdWords Integration
Visitors Overview
Map Overlay
Traffic Sources
Content
Setting up Goals / Funnels / Revenue
Advanced
Segmentation
Custom Reporting

Link Tagging

But what about this?
“ I want to know how many women from Mumbai over 40 who have been to the site at least 4 times and added items to their shopping cart but haven’t completed the checkout process ”

Omniture – The Cadillac
Realtime
Permissions
Automated delivery of reports
Clickmap / RevenueMap
Path flow analysis
Import external data / Integration
Segmentation – Create profiles, track certain demographic behavior (abandoned carts, heavy purchasers)
Expensive - Starts at 2k/month

Omniture – Dashboard

Omniture – Clickmap / Revenuemap

Omniture – Conversion Tracking

Omniture – Path Flow Analysis

Omniture – Twitter

Omniture – Facebook

Chartbeat – Real-time Monitoring

ClickTale
Playback
Heatmaps
Form Analytics

Bit.ly

What metrics should you optimize?

Optimize
Depends on your objectives
Revenue
Goals
Bounce Rate
Awareness campaign – new visitor % increase
Avoid Intermediate Metrics:
Visitors - Quality is way more important then number
Duration - I can remove site search and time will go up

Insights

Improving Bounce Rate
High bounce rates indicate people’s intent did not match website purpose
*source: http://www.kaushik.net/avinash/

How do you improve bounce rate?

Find popular entrance pages with low bounce rates
Identify how people got to these pages (entrances and keywords)

Are people finding what they are looking for?

BBCAmericaShop.com

Optimizing Adwords Campaigns
Keyword
Nonpaid keywords
Location
Source

ClickEquations

Developing Insights
Check entry pages with high bounce rates (top landing pages report)
Identify top 10 unpaid keywords with high bounce rates, add content?
Traffic sources – try to extend partnership deals, additional comments, etc…

But what about non-ecommerce sites, what should you optimize?

CodeChef.com

Developing Insights
Avoid intermediary goals and focus on objectives
Develop goals (registrations, submissions to problem)
Optimize based on goals

Iterate and Test Constantly

Quick Example - RClub
You’re the product manager of Directi’s RClub
You’re digging up the data and find many aren’t completing registration
You do some hallway testing
You look at analytics
You come up with a hypothesis
But you can’t just roll it out
What do you do?

A/B Testing

A/B Testing - A

A/B Testing – B

A/B Testing

Buckets
Run analysis based on:
Geography
Site usage (frequent users, light purchasers)
Demographics (age, sex)
Traffic Sources
Etc…

But… what works for one group might not work for the other

Conclusion

Conclusion
Analytics can help you:
Find out who people are getting to your site and what they are doing
Improve the effectiveness of ad campaigns
Improve conversions on your site
You need to use this data to develop insights/hypothesis (90% people / 10% tools)
Iterate and test constantly
You can always improve…

Additional Resources
Avinash Kaushik – Occam’s Razor

Next Class
We’re off next weekend
Project
How many teams are there?
Use one channel and one easily measurable metric
Will send over Google Adwords info later today
Each team to prepare a 5-10min presentation for 3/21
Next class
Indian Social Media?
Future of Facebook and Twitter / Monetization models?

Questions?

ISBSM #4 - Intro to Web Analytics

by Amit Klein on Mar 07, 2010

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