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Web Analytics: Tools and Best Practices

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You are invited to get to know your Web visitors through the eyes of Web analytics. "Analytics" is the information collected by a number of software packages about how users are using your …

You are invited to get to know your Web visitors through the eyes of Web analytics. "Analytics" is the information collected by a number of software packages about how users are using your site. You can learn from them:

1. How many people are coming to your site each day?
2. Are visitors finding the information they are looking for?
3. How many of your visitors start to buy? How many don’t make it through?
4. Which pages cause people to leave altogether?

Ultimately, your analytics help you answer the question, "Why?"

Brian Massey walks you through the things you should measure and shows you how they impact your business.

Published in: Business

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  • 1. Web Analytics: Tools and Best Practices
    Brian Massey
    The Conversion Scientist
    www.ConversionScientist.com
    @bmassey on Twitter
    #AENetwork
  • 2. The Five O’s ofBrian Massey
    OLD
    Fifteen years online marketing experience
    Out There
    National Speaker
    Opinionated
    Columnist for ClickZ and Search Engine Land
    OCD
    Obsessive Conversion Disorder
    Open for Business
    Analyzed Online Strategies for Businesses of All Sizes
    4
  • 3. Why Analytics?
    http://www.sxc.hu/profile/phre3a
  • 4. The Company Who Knows Grows
    http://www.sxc.hu/profile/augustyn
  • 5. Spend More on Things that Do Work
    http://www.sxc.hu/profile/nosheep
  • 6. Stop Spending on Things that Don’t Work
  • 7. Why Bounce Hurts
    Search
    Google Ad
    PR
    Referral
    Networking
    Social Media
  • 8. Why Bounce Hurts
    Search
    Google Ad
    PR
    Referral
    Networking
    Social Media
    $6
    Cost of Lead/Sale
  • 9. Why Bounce Hurts
    Search
    Google Ad
    PR
    Referral
    Networking
    Social Media
    $3
    Cost of Lead/Sale
  • 10. Sources of Web Analytics
    Sales Reports
    Phone Bill
    http://www.sxc.hu/profile/sateda
    http://www.sxc.hu/profile/jpsdg
  • 11. Sources of Web Analytics
    Sales Reports
    Phone Bill
    Email Service Provider
  • 12. Sources of Web Analytics
    Sales Reports
    Phone Bill
    Email Service Provider
    Analytics Software
  • 13. Sources of Web Analytics
    Sales Reports
    Phone Bill
    Email Service Provider
    Analytics Software
    URL Shorteners
  • 14. Sources of Web Analytics
    Sales Reports
    Phone Bill
    Email Service Provider
    Analytics Software
    URL Shorteners
    Online Services
  • 15. Sources of Web Analytics
    Sales Reports
    Phone Bill
    Email Service Provider
    Analytics Software
    URL Shorteners
    Online Services
    Site Host
  • 16. The Big Questions That Web Analytics Answer
    http://www.sxc.hu/profile/immrchris
  • 17. How Many People are Coming to My Web Site?
    Good Question!
    We don’t know.
    http://www.sxc.hu/profile/nickobec
  • 18. Traffic as Measured by Four Analytics Packages
  • 19. Better Question:
    How am I doing as an online business?
  • 20. Are MORE or FEWER people coming?
    Am I getting better at telling people about my business?
  • 21. Which of These Graphs is Better?
    A
    B
  • 22. It Depends
    $
  • 23. Hierarchy of Visitors
    Also called “Unique Visitors”
    Visitors
    Visits
    Page Views
  • 24. “Eyeballs” or “Traffic”
    Impressions (Ads)
    Recipients (Email)
    Visitors
    Visits
    Page Views
    http://www.sxc.hu/profile/Ayla87
    http://www.sxc.hu/profile/emilbacik
  • 25. Ecommerce: Two Years of Data
  • 26. Are the people coming sticking around?
    More Good Questions
  • 27. Visit Duration
    Average number of pages a visitor views
    Length of visit (time)
    Time on page
    Time on Site
    http://www.sxc.hu/profile/fodor
  • 28. Bounce Rate
    Number of Unique Visitors who do not visit another page.
    Number of Unique Visitors who leave site before ____ seconds.
    http://www.sxc.hu/profile/nazreth
  • 29.
  • 30. Are the people coming the kind of people I want to come?
    What do you want them to do to prove themselves?
    http://www.sxc.hu/profile/harrykeely
  • 31. Actions
    Clicks
    Forms Completed
    Purchases
    Downloads
    Calls
    http://www.sxc.hu/profile/ugaldew
  • 32. Conversion Rate
    Actions / Eyeballs
    If 1,000 visit and 15 take action, what is my Conversion Rate?
    1.5%
    If I increase that to just 2%, how many more sales do I get?
    5
    http://www.sxc.hu/profile/thisismike
  • 33. Goals
    How do you know when someone has taken action?
    How do you know when someone started to take action, then left?
    http://www.sxc.hu/profile/sh0dan
  • 34. Funnel Conversion Rate
    Number of Completions /
    Number of Starts
  • 35. Abandonment Rate
    How Many Start a Conversion Process
    But Don’t Finish It
    http://www.sxc.hu/profile/hortongrou
  • 36. Each Step Offers an Opportunity to Abandon
    38.78% Funnel Conversion Rate
    61.22% Funnel
    Abandonment
    Rate
  • 37. Searches
    Ads
    Visits
    Referrals
    Email
    Analytics on One Slide
    Thanks to Alistair Croll and Sean Powers
    “Communilytics” presentation on Slideshare
    Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice
  • 38. Searches
    New Visitors
    Growth
    Ads
    Visitors
    Visits
    Referrals
    Loss
    Bounce Rate
    Email
    Analytics on One Slide
    Thanks to Alistair Croll and Sean Powers
    “Communilytics” presentation on Slideshare
    Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice
  • 39. Searches
    New Visitors
    Growth
    Ads
    Visitors
    Visits
    Referrals
    Loss
    Bounce Rate
    Email
    Analytics on One Slide
    Thanks to Alistair Croll and Sean Powers
    “Communilytics” presentation on Slideshare
    Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice
  • 40. Searches
    New Visitors
    Time/Visit
    Pages/Visit
    Growth
    Ads
    Visitors
    Visits
    Referrals
    Loss
    Bounce Rate
    Email
    Analytics on One Slide
    Thanks to Alistair Croll and Sean Powers
    “Communilytics” presentation on Slideshare
    Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice
  • 41. Searches
    ActionStarted
    New Visitors
    Time/Visit
    Pages/Visit
    Growth
    Ads
    Visitors
    Visits
    Referrals
    Loss
    Bounce Rate
    Email
    ActionComplete
    Analytics on One Slide
    Thanks to Alistair Croll and Sean Powers
    “Communilytics” presentation on Slideshare
    Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice
  • 42. Searches
    ActionStarted
    New Visitors
    Time/Visit
    Pages/Visit
    Growth
    Ads
    Visitors
    Visits
    Referrals
    Loss
    Abandonment
    Rate
    Bounce Rate
    Email
    ActionComplete
    Analytics on One Slide
    Thanks to Alistair Croll and Sean Powers
    “Communilytics” presentation on Slideshare
    Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice
  • 43. Conversion Rate
    Searches
    ActionStarted
    New Visitors
    Time/Visit
    Pages/Visit
    Growth
    Conversion
    Ads
    Visitors
    Visits
    Referrals
    Loss
    Abandonment
    Rate
    Bounce Rate
    Email
    ActionComplete
    Analytics on One Slide
    Thanks to Alistair Croll and Sean Powers
    “Communilytics” presentation on Slideshare
    Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice
  • 44. Engagement
    Conversion Rate
    Searches
    ActionStarted
    New Visitors
    Time/Visit
    Pages/Visit
    Growth
    Conversion
    Ads
    Visitors
    Visits
    Referrals
    Loss
    Abandonment
    Rate
    Bounce Rate
    Email
    ActionComplete
    Analytics on One Slide
    Thanks to Alistair Croll and Sean Powers
    “Communilytics” presentation on Slideshare
    Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice
  • 45. Conversion
    Conversion Rate
    Searches
    ActionStarted
    New Visitors
    Time/Visit
    Pages/Visit
    Growth
    Conversion
    Ads
    Visitors
    Visits
    Referrals
    Loss
    Abandonment
    Rate
    Bounce Rate
    Email
    ActionComplete
    Analytics on One Slide
    Thanks to Alistair Croll and Sean Powers
    “Communilytics” presentation on Slideshare
    Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice
  • 46. Where did a visitor come from to reach me?
    Referrer Madness
    or “Referring Site”
    Knowing where visitors come from tells you where you should be showing up.
    http://www.sxc.hu/profile/ispap
  • 47. Referring Sources
    www.woopra.com
  • 48.
  • 49.
  • 50. What are they looking for?
  • 51. Search Keywords
  • 52.
  • 53. Which advertising is working for me?
    Good Questions
  • 54. Entry Pages or Landing Pages
    Where are people entering the site?
    It’s not always the Home Page
  • 55. Create Special Pages to See What WorksDon’t just send traffic to your home page
  • 56. Which pages are chasing my visitors away?
    Good Questions
  • 57. Exit Pages
    Where are people leaving the site?
  • 58. Which pages are most popular?
    Good Questions
  • 59.
  • 60.
  • 61. Making Design Decisions
    Full Posts on Home Page
    Teasers
    Require
    a Click
  • 62. How Do We Know it Worked?
  • 63. Knowing What People Like
    Full Post on Home Page
    Teasers on Home Page
  • 64. How Often Should I Send Email to My Prospects?
    As often as the quality of your content allows.
    Watch your Unsubscribe Rates
  • 65. Click-through Rate (CTR)
    Number of Clicks / Visits
    Number of Clicks / Unique Visitors
    Number of Clicks / Recipients
    Number of Clicks / Impressions
    http://www.sxc.hu/profile/emilbacik
  • 66. Email
    Analytics
    Dear Friend of the Conversion Scientist,
    If you've followed the Conversion Scientist for any length of time, you know I recommend that you install some free or inexpensive analytics software on your Web site, such as Google Analytics, Woopra, Clicky or SiteMeter.. "Analytics" tell you what is going on with your Web site, what is working for you and what is not.
  • 67. Should I Invest in Social Media Marketing?
  • 68. URL Shorteners
    http://2010aenshortcourse1-bmassey.eventbrite.com
    http://budurl.com/AENShort1
  • 69. URL Shorteners
    URL Shorteners
    BudURL.com
    Bit.ly
    TinyURL.com
  • 70. Social Network Metrics
    Social Network Statistics
    Facebook Insights
    YouTube Insights
  • 71. Social Search
    Social Search Engines
    SocialMention.com
    Google Alerts
    SocialOomph.com
    BuzzStream
    Radian6
  • 72. Recommendations
  • 73. Start Collecting Analytics Data Now
  • 74. Get Curious About Your Site
  • 75. Don’t Get Hung Up on “Analysis”
  • 76. Always ask “How Can I Measure This?”There is probably a way.
  • 77. Free 45-Minute Consultation
    Let The Conversion Scientist
    take a look at your site and tell you how you can improve your business.
    I Answer YOUR Questions
    Schedule Here:
    http://bit.ly/ScientistTime
    Email: brian@conversionscientist.com
    Phone: 512.961.6604
    TM
  • 78. TheConversionScientistBlog
    ConversionScientist.com
    To Request Slides: brian@conversionscientist.com
    Twitter: @bmassey
    LinkedIn:
    LinkedIn.com/in/BMassey
    Facebook Fan Page:
    Facebook.com/ConversionScientist
    Phone:
    512.961.6604

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