Web Analytics: Tools and Best Practices<br />Brian Massey<br />The Conversion Scientist<br />www.ConversionScientist.com<b...
The Five O’s ofBrian Massey<br />OLD<br />Fifteen years online marketing experience<br />Out There<br />National Speaker<b...
Why Analytics?<br />http://www.sxc.hu/profile/phre3a<br />
The Company Who Knows Grows<br />http://www.sxc.hu/profile/augustyn<br />
Spend More on Things that Do Work<br />http://www.sxc.hu/profile/nosheep<br />
Stop Spending on Things that Don’t Work<br />
Why Bounce Hurts<br />Search<br />Google Ad<br />PR<br />Referral<br />Networking<br />Social Media<br />
Why Bounce Hurts<br />Search<br />Google Ad<br />PR<br />Referral<br />Networking<br />Social Media<br />$6<br />Cost of L...
Why Bounce Hurts<br />Search<br />Google Ad<br />PR<br />Referral<br />Networking<br />Social Media<br />$3<br />Cost of L...
Sources of Web Analytics<br />Sales Reports<br />Phone Bill<br />http://www.sxc.hu/profile/sateda<br />http://www.sxc.hu/p...
Sources of Web Analytics<br />Sales Reports<br />Phone Bill<br />Email Service Provider<br />
Sources of Web Analytics<br />Sales Reports<br />Phone Bill<br />Email Service Provider<br />Analytics Software<br />
Sources of Web Analytics<br />Sales Reports<br />Phone Bill<br />Email Service Provider<br />Analytics Software<br />URL S...
Sources of Web Analytics<br />Sales Reports<br />Phone Bill<br />Email Service Provider<br />Analytics Software<br />URL S...
Sources of Web Analytics<br />Sales Reports<br />Phone Bill<br />Email Service Provider<br />Analytics Software<br />URL S...
The Big Questions That Web Analytics Answer<br />http://www.sxc.hu/profile/immrchris<br />
How Many People are Coming to My Web Site?<br />Good Question!<br />We don’t know.<br />http://www.sxc.hu/profile/nickobec...
Traffic as Measured by Four Analytics Packages<br />
Better Question:<br />How am I doing as an online business?<br />
Are MORE or FEWER people coming?<br />Am I getting better at telling people about my business?<br />
Which of These Graphs is Better?<br />A<br />B<br />
It Depends<br />$<br />
Hierarchy of Visitors<br />Also called “Unique Visitors”<br />Visitors<br />Visits<br />Page Views<br />
“Eyeballs” or “Traffic”<br />Impressions (Ads)<br />Recipients (Email)<br />Visitors<br />Visits<br />Page Views<br />http...
Ecommerce: Two Years of Data<br />
Are the people coming sticking around?<br />More Good Questions<br />
Visit Duration<br />Average number of pages a visitor views<br />Length of visit (time)<br />Time on page<br />Time on Sit...
Bounce Rate<br />Number of Unique Visitors who do not visit another page.<br />Number of Unique Visitors who leave site be...
Are the people coming the kind of people I want to come?<br />What do you want them to do to prove themselves?<br />http:/...
Actions<br />Clicks<br />Forms Completed<br />Purchases<br />Downloads<br />Calls<br />http://www.sxc.hu/profile/ugaldew<b...
Conversion Rate<br />Actions / Eyeballs<br />If 1,000 visit and 15 take action, what is my Conversion Rate?<br />1.5%<br /...
Goals<br />How do you know when someone has taken action?<br />How do you know when someone started to take action, then l...
Funnel Conversion Rate<br />Number of Completions /<br />Number of Starts<br />
Abandonment Rate<br />How Many Start a Conversion Process<br />But Don’t Finish It<br />http://www.sxc.hu/profile/hortongr...
Each Step Offers an Opportunity to Abandon<br />38.78% Funnel Conversion Rate<br />61.22% Funnel <br />Abandonment<br />Ra...
Searches<br />Ads<br />Visits<br />Referrals<br />Email<br />Analytics on One Slide<br />Thanks to Alistair Croll and Sean...
Searches<br />New Visitors<br />Growth<br />Ads<br />Visitors<br />Visits<br />Referrals<br />Loss<br />Bounce Rate<br />E...
Searches<br />New Visitors<br />Growth<br />Ads<br />Visitors<br />Visits<br />Referrals<br />Loss<br />Bounce Rate<br />E...
Searches<br />New Visitors<br />Time/Visit<br />Pages/Visit<br />Growth<br />Ads<br />Visitors<br />Visits<br />Referrals<...
Searches<br />ActionStarted<br />New Visitors<br />Time/Visit<br />Pages/Visit<br />Growth<br />Ads<br />Visitors<br />Vis...
Searches<br />ActionStarted<br />New Visitors<br />Time/Visit<br />Pages/Visit<br />Growth<br />Ads<br />Visitors<br />Vis...
Conversion Rate<br />Searches<br />ActionStarted<br />New Visitors<br />Time/Visit<br />Pages/Visit<br />Growth<br />Conve...
Engagement<br />Conversion Rate<br />Searches<br />ActionStarted<br />New Visitors<br />Time/Visit<br />Pages/Visit<br />G...
Conversion<br />Conversion Rate<br />Searches<br />ActionStarted<br />New Visitors<br />Time/Visit<br />Pages/Visit<br />G...
Where did a visitor come from to reach me?<br />Referrer Madness<br />or “Referring Site”<br />Knowing where visitors come...
Referring Sources<br />www.woopra.com<br />
What are they looking for?<br />
Search Keywords<br />
Which advertising is working for me?<br />Good Questions<br />
Entry Pages or Landing Pages<br />Where are people entering the site?<br />It’s not always the Home Page<br />
Create Special Pages to See What  WorksDon’t just send traffic to your home page<br />
Which pages are chasing my visitors away?<br />Good Questions<br />
Exit Pages<br />Where are people leaving the site?<br />
Which pages are most popular?<br />Good Questions<br />
Making Design Decisions<br />Full Posts on Home Page<br />Teasers <br />Require <br />a Click<br />
How Do We Know it Worked?<br />
Knowing What People Like<br />Full Post on Home Page<br />Teasers on Home Page<br />
How Often Should I Send Email to My Prospects?<br />As often as the quality of your content allows.<br />Watch your Unsubs...
Click-through Rate (CTR)<br />Number of Clicks / Visits<br />Number of Clicks / Unique Visitors<br />Number of Clicks / Re...
Email<br />Analytics<br />Dear Friend of the Conversion Scientist,<br />If you've followed the Conversion Scientist for an...
Should I Invest in Social Media Marketing?<br />
URL Shorteners<br />http://2010aenshortcourse1-bmassey.eventbrite.com<br />http://budurl.com/AENShort1<br />
URL Shorteners<br />URL Shorteners<br />BudURL.com<br />Bit.ly<br />TinyURL.com<br />
Social Network Metrics<br />Social Network Statistics<br />Facebook Insights<br />YouTube Insights<br />
Social Search<br />Social Search Engines<br />SocialMention.com<br />Google Alerts<br />SocialOomph.com<br />BuzzStream<br...
Recommendations<br />
Start Collecting Analytics Data Now<br />
Get Curious About Your Site<br />
Don’t Get Hung Up on “Analysis”<br />
Always ask “How Can I Measure This?”There is probably a way.<br />
Free 45-Minute Consultation<br />Let The Conversion Scientist <br />take a look at your site and tell you how you can impr...
TheConversionScientistBlog<br />ConversionScientist.com<br />To Request Slides: brian@conversionscientist.com<br />Twitter...
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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. &quot;Analytics&quot; 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&rsquo;t make it through?
4. Which pages cause people to leave altogether?

Ultimately, your analytics help you answer the question, &quot;Why?&quot;

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

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Transcript of "Web Analytics: Tools and Best Practices"

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

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