What is Web Analytics• Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage• Web analytics is not just a tool for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a web site.• Web analytics applications can also help companies measure the results of traditional print advertising campaigns.• It helps one to estimate how the traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.
The Value of Web Analytics “It has long been said you cannot manage whatyou cannot measure. Nowhere is this more truethan on the Web – where examining what worksand what doesn’t directly influences the bottom line.”
Why do we need Web Analytics?Web analytics:1) Measures and maximizes ROI • Identifies which referral sources generate the most revenue and orders for your business2) Helps in Targeting Your Marketing Efforts Better • Determine which visitor groups are most likely to convert into customers, members or subscribers
Why do we need Web Analytics?3) Optimize Conversions • Tracking to maximize the rate at which your Web site visitors convert into customers, subscribers or members.4) Save On Customer Support • Improving the efficiency of your online support to dramatically reduce your offline costs.5) Pinpoint Online Revenue-Enhancing Opportunities • Determine upward and downward trends in a particular product, and which products would function best as loss leaders to attract new customers
How do we intent to use itThe data that is being captured will be used to:• Better understand site traffic and page click patterns• Better understand the user base and their behaviors• Actively manage content additions/removals• Expose and Drive proactive enhancements• Serve as the foundational supporting data for roadmap prioritizations• Leadership reporting – operational, adoption, and results metrics
How can it help a website?• Helps with development and optimization of landing pages – How relevant were they to the visitor?• Identifies navigation challenges that may prevent visitors from getting to your goal• Optimization of AdWords performance – keywords – timing – geographic differences
Web Analytics Jargon• Hit - A request for a file from the web server. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically over-estimates popularity.• Impression - An impression is each time an advertisement loads on a users screen. Anytime you see a banner, that is an impression.• Bounce Rate - The percentage of visits where the visitor enters and exits at the same page without visiting any other pages on the site in between.• Visitor / Unique Visitor / Unique User - The uniquely identified client generating requests on the web server (log analysis) or viewing pages (page tagging) within a defined time period (i.e. day, week or month). Here, the same person visiting from two different computers will count as two Unique Visitors.• Page View Duration / Time on Page - Average amount of time that visitors spend on each page of the site.
CategorizationThe Web analytic tools can be categorized into two parts:1) Conversion: Conversion rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators. Some major tools that help assess the conversion rate are:• Google analytics• Web Trends• Compete• Stat Counter• Quantcast
Categorization2. Usability: If a site is usable, it fits its purpose. This typically means that itsconvenient to use. Now there are some tools which can be used to assess theusability of a website.We have discussed two important usability tools:• ClickTale•Crazyegg
Web Analytics Tools(Conversion)1) Google Analytics:• Excellent Graphical Representation of Data• Provides for Marketing-Based Analysis• Helps you to see what a visitor put into your internal search box and what page they were on when they made the search.• Helps you create a filter to not count anyone from specific domains you add in.• Lets you create and save your own custom reports.• Lets you pick and choose the metrics you want to track as well as the categories to keep drilling down for further analysis.• While Google Analytics goal conversions are defined by a specific URL, event tracking lets you track and analyze specific actions that are triggered by clicks.• With Site Overlay, you can view user activities and conversions as a visual layer on your site.
Web Analytics Tools(Conversion)2) Compete:It is good for checking out the competition. Compare your site against multiple competitors in one easy-to-read report.• You can enter up to five competing Web sites for a detailed report comparing their amount of visitors and growth percentage for the month and year.• One can find out which keywords are sending traffic to a Web site or a category, which sites get the most clicks from a keyword, and how two sites compare for competing keywords.• You can see where your site stands with customizable ranked lists of up to 500,000 domains.• The Compete Toolbar automatically creates three alerts for every Web site you visit. a) Trust Scores warns you of potentially malicious Web sites; b) Site Profiles tells you the site’s popularity, rank, and growth rate; c) Deal Light lights up if there are any special promotions or coupons offered on the Web site.• One can see the latest stats, including the number of unique visitors for up to three sites at a time.
Web Analytics Tools (Conversion)3) Quantcast:Quantcast is good for accurately measuring your audience reach and composition, information that can help you attract advertisers.• Graphs for the following demographics: Gender, Age, Household Income, Ethnicity, Education, Estimated Household Income• Traffic overview - Visitors passing through -versus- Regulars and Addicts.• Monthly unique U.S. visitors.• They provide a central repository for local reporting.• The “holistic” model combines panel-based and directly measured data with its own algorithm.• It has a free service that measures the usage of your videos, widgets, and games, both on your Web site and elsewhere on the Web.• Unlike many services that offer just the traffic ranking of a Web site, Quantcast delivers a one-sentence summary, such as "The site caters to a slightly female, older, fairly wealthy following.“
Web Analytics Tools(Conversion)4) StatCounter:• It offers charts and graphs to help users visualize their statistics.• The stats are invisible. There is no need for webmasters to place a little icon somewhere on their website.• Provides drilldown functionality in many of its reports. The Keyword Analysis report allows to see which words users used to find the site.• Using the magnify tool, you can a) ‘Zoom In on individual visitors b) Get a detailed report on where they are from c) Most importantly, what link referred them to your site and their navigation path through your site.• Allows users to set up multiple projects.• Excellent for beginners.• The exit pages tools shows you the most common Exit Pages, allowing you to optimise those pages to keep visitors on your site.
Web Analytic Tools(Conversion)5) WebTrends: Web analytics reporting is useful .It has some quality features such as:• User behaviour on each particular page of the site• User navigational behaviour between pages on the site• Task execution by users• Referrals from search engines• One can go beyond pre-defined segments such as "new visitors" vs. "repeat visitors" and define your own custom segments based on demographics.• Drill-Across Related Reporting takes your data exploration to a new level with the related reporting elements in WebTrends.• The quick-query tool focuses on reports and identifies your top performing initiatives.
Web analytics Tools(Usability)1) ClickTale: Unlike traditional web analytics that produce only pure statistics, ClickTale gives webmasters the ability to watch movies of users’ individual browsing sessions.Some essential features:• Every mouse movement, every click and every keystroke are recorded for convenient playback.• With ClickTale, webmasters can improve website usability, enhance navigation, and increase website effectiveness.• Its New Advanced Search functionality Optimises your landing pages by watching the visitors who arrive at specific pages• Marketing Campaign Tracking watches how visitors respond to your landing pages, and improve the effectiveness of your email and marketing campaigns.
Web Analytic tools (usability)2) Crazyegg: It is a very powerful tool to analyse where visitors click on your website, on what pages they click on and where or which page do they most click on.Some core features:• ‘Overlay’ is one of Crazyegg’s unique features, each link on your website has a little + sign where Crazyegg shows the amount of times this button has been clicked as a percentage, no other stats application does this.• The list feature is some what similar to other statistic applications and is just a basic form of displaying numbers.• The brilliant feature of Heatmap reveals the most visited places with different colours as compared to the less frequented one.
Types of decisions can be madeEditorial, online teams • Types of content to feature • Placement of links and prioritizing content • Defining an audience and opportunity • Staffing online • Social media efforts - Flash effortsAdvertising, business teams• Know the best days for advertisers to reach audience• Know which businesses tune in• Know how you compare to competitions reach• Know why prospects dont convert to customers
Challenges in the Market1. Scalability As data volumes increase, business analysts are becoming overwhelmed trying to understand how it all maps together.2. Insight-to-effort ratio Enterprises are challenged that high-end solutions require so much effort. At the same time, entry-level solutions typically offer little in-depth reporting. same time, entry-level solutions typically offer little in-depth reporting.3. Aligning the organization to the technology Technology is only part of the solution, organizations must coordinate across departmental boundaries to be successful at utilizing web analytics to impact change.
5 Key Areas1. Top Referrers2. Content Groups3. Top Paths4. Technical Stats5. Qualified Visits (by product)
How are people finding your site? Gain insight into your SEO strategy• What search phrases or terms are people using to find your site?• Which search engines or directories are driving the most visitors to your site?• What sites are referring traffic to yours?
What content are your visitors most interested in?Gain insight into:• What specific or top pages are people accessing?• What content areas are they visiting most?• Are there areas of my site that people are interested in but are buried too deep?• What content should you consider positioning on the homepage?
Is the navigation through your site effective?Gain insight into:• Is your navigation leading visitors to desired actions? (top paths through site)• Are they getting to the content you want them to? (top destination paths)• Where are people dropping off? (top exit pages)
Top Destination Paths• Forward path analysis -- Isolate a page and track where visitors go after that page• Reverse path analysis – Isolate a page and track where they came from to reach that page Where is this important? Leveraging path analysis to optimize conversion events – Check-out process – Registration process
Is your site optimized and free of errors?Gain insight into:• Did any visitors experience errors submitting registration or order forms?• Were there any problems with the servers?• Are any visitors experiencing the forbidden 404 ‘Page Not Found’ error?
Is your site supporting your business objectives?• Are you attracting “qualified visits”?• Are you converting visitors to desired actions?• Which “products” are your visitors most interested in?• Are you increasing or decreasing conversion when you make changes to your site?Note:• A “qualified visit” is one that results in specific actions that you define.• A “product” can be any action you wish to track.
Qualified Visitor Conversion Ratio• Conversion Formula – (Qualified visits) / (Total visits)• Understand if you’re successfully converting visitors to your desired actions
Visitor Conversion: ROI Summary• ROI Formula – (Total Revenue Forecast) – (Cost this period)• Understand if your return on a specific deliverable outweighs the investment 15.5 $30,000.00 $61,100.00 103.6% $31,100.00 $30,000.00 $61,100.00 103.6% $31,100.00
Agenda 3 Comparison of Tools 2 Features 1Type of Tools
Types of Web Analytics Tools Web Analytics Tools Paid Free
Omniture Social Media Analytics Video Analytics Web 2.0 Effectiveness Crucial to fast and flexible data analysis Mobile Analytics and Mobile Reporting Allow visualize and understand the flow of traffic through site
Webtrends Up-to-the Minute Website Analytics Get flexible reporting, unlimited dashboards Mobile Analytics Social Media Analytics Filter traffic by IP Address
Google Analytics Advertising ROI Cross Channel and Multimedia Tracking Sharing and Communicating Data Visualization Google Integration and Reliability
Clickstream / Pathing – On a Scale Visitor coming from Cumulative Click Page-wise Clickstream “Previous” and going Paths to “Next” Page Omniture Sitecatalyst Webtrends Google Analytics
What Products do Customers Use? Data Classification Free tools Paid tools Google Analytics – 94% Omniture - 28% Yahoo Analytics – 11% Webtrends – 17%