Making Better Decisions with Web Analytics

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We all know web analytics is important to track website performance. But how do we move beyond “tracking” to making informed decisions? In order to find answers, gain analytics insights, we need to …

We all know web analytics is important to track website performance. But how do we move beyond “tracking” to making informed decisions? In order to find answers, gain analytics insights, we need to ask the right questions. Data alone is meaningless. It only counts if it affects decision making. In this session, learn to pair key metrics with meaningful questions including: How do we decide what content to publish on our website? How do we decide if our web content is effective? How do we prioritize web projects? - http://www.epublishmedia.com

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  • - How do we decide what new content to publish?
    - How do we decide what content to update?
  • - How do we decide what new content to publish?
    - How do we decide what content to update?
  • - How do we decide what new content to publish?
    - How do we decide what content to update?
  • - How do we decide what new content to publish?
    - How do we decide what content to update?
  • - How do we prioritize web projects?
    - How do we decide what technology to use?
  • - How do we prioritize web projects?
    - How do we decide what technology to use?
  • - How do we prioritize web projects?
    - How do we decide what technology to use?
  • - How do we prioritize web projects?
    - How do we decide what technology to use?
  • - How do we decide where to target ads?
    - How do we know if our content is effective?
    I want to pause on this last question for a second. I would argue that analytics alone acn’t answer that question. You have to include a qualitative analysis. But analytics is needed to help answer that question.
  • - How do we decide where to target ads?
    - How do we know if our content is effective?
    I want to pause on this last question for a second. I would argue that analytics alone acn’t answer that question. You have to include a qualitative analysis. But analytics is needed to help answer that question.
  • - How do we decide where to target ads?
    - How do we know if our content is effective?
    I want to pause on this last question for a second. I would argue that analytics alone acn’t answer that question. You have to include a qualitative analysis. But analytics is needed to help answer that question.
  • - How do we decide where to target ads?
    - How do we know if our content is effective?
    I want to pause on this last question for a second. I would argue that analytics alone acn’t answer that question. You have to include a qualitative analysis. But analytics is needed to help answer that question.



  • 1. Tracking what people look for on our site gives us insight into what content visitors consider valuable. We can also learn if they find that information or not.

    2. Understanding who are visitors are--where they come from--allows us to provide more relevant content.

    3. Monitoring visitor engagement for copy vs. images vs. video vs. Flash we can create content in a format that is most effective for the message and the audience.
  • Even more important than creating new content, how do we properly maintain our existing content? How do we know what’s important?

  • 1. Understand how visitors value our content by tracking exit rate and bounce rate. When they land on a page, do they stay and dig deeper or leave because the content was confusing or not what they expected?

    2. Understanding if a visitor is new or returning is a gauge on the quality of the content. If it‚Äôs valuable, people will return. If it’s useless, people won’t return. Good to know, right?

    3. When we update a page and include a call-to-action are people more or less responsive?
  • How do we know what’s important? What changes will have the greatest impact and ROI?
  • 1. Understanding where our traffic is on our site, and who those visitors are allow us to properly set priorities. If the admissions events page is attracting 4x as many unique visitors (most of which are prospective students) as our about page, that’s likely a higher priority. More challenging comparison might be prioritizing an admissions events page and a SEM landing pages.

    2. Correcting broken links and misinformation is a high priority.

    3. If our peak web traffic is weekdays from 1pm-3pm, we should consider that time to publish news and events. If we are making a significant upgrade, we should choose a day and time that has the least amount of traffic.
  • How do we know what’s important? What changes will have the greatest impact and ROI?

  • How do we know what’s important? What changes will have the greatest impact and ROI?

  • How do we know what’s important? What changes will have the greatest impact and ROI?








Transcript

  • 1. Making Better Decisions with Web Analytics Rick Allen Babson College F.W. Olin Graduate School of Business Canadian Post-Secondary Web Conference May 27, 2010 Rick Allen • @epublishmedia #pseweb • #analytics
  • 2. Hi, I’m Rick. Rick Allen • @epublishmedia #pseweb • #analytics
  • 3. Hi, I’m Rick. Rick Allen • @epublishmedia #pseweb • #ContentStrategy
  • 4. This is not a talk about data. @epublishmedia #pseweb
  • 5. This is a talk about web strategy. @epublishmedia #pseweb
  • 6. What I’m talking about 1. Using analytics data in context is a process 2. Ask the right questions to find the right answers 3. Align web strategy with web metrics @epublishmedia #pseweb
  • 7. It’s Not a Step Objectives Metrics @epublishmedia #pseweb
  • 8. It’s a Process Objectives Questions Metrics @epublishmedia #pseweb
  • 9. It’s a Process ‣ Define objectives ‣ Ask questions ‣ Establish metrics and KPIs @epublishmedia #pseweb
  • 10. Web analytics Business Effective Key goals decisions metrics @epublishmedia #pseweb
  • 11. Data doesn’t answer questions. @epublishmedia #pseweb
  • 12. Data helps people answer questions. @epublishmedia #pseweb
  • 13. “ Often numbers don't speak as loudly as they should because you are missing one simple ingredient: context. Avinash Kaushik Author, Web Analytics 2.0 @epublishmedia #pseweb
  • 14. “ Data doesn't automate [design and content] decisions...Data will never replace human judgment. Colleen Jones Content Science @epublishmedia #pseweb
  • 15. Questions that need answers: @epublishmedia #pseweb
  • 16. @epublishmedia #pseweb
  • 17. How do we decide what new content to publish? @epublishmedia #pseweb
  • 18. How do we decide what new content to publish? How do we decide what content to update? @epublishmedia #pseweb
  • 19. @epublishmedia #pseweb
  • 20. How do we prioritize web projects? @epublishmedia #pseweb
  • 21. How do we prioritize web projects? How do we decide what technology to use? @epublishmedia #pseweb
  • 22. @epublishmedia #pseweb
  • 23. How do we decide where to target ads? @epublishmedia #pseweb
  • 24. How do we decide where to target ads? How do we know if our website is effective? @epublishmedia #pseweb
  • 25. Aligning web strategy with key metrics and KPIs @epublishmedia #pseweb
  • 26. How do we decide what new content to publish? @epublishmedia #pseweb
  • 27. New Content that you need content strategy. Response Metric(s) Determine if people Keyword searches successfully find content Create content that Track referring websites caters to new audiences and search engine traffic Create attractive content Track and compare using appropriate types content types @epublishmedia #pseweb
  • 28. How do we decide what content to update? @epublishmedia #pseweb
  • 29. Update Content that you need content strategy. Response Metric(s) Determine if content is Exit and bounce rates engaging or confusing Gauge content quality–is New vs. returning visitors it useful? Determine if recent Track newly updated updates increase or pages decrease traffic @epublishmedia #pseweb
  • 30. How do we prioritize web projects? @epublishmedia #pseweb
  • 31. Project Priorities that you need content strategy. Response Metric(s) Prioritize updates by Site traffic and unique impact on web strategy visitors Quickly correct 404 Error page reports errors and broken links Publish during peak Traffic cycles traffic periods to maximize visibility @epublishmedia #pseweb
  • 32. How do we decide what technology to support? @epublishmedia #pseweb
  • 33. Technical Support that you need content strategy. Response Metric(s) Optimize site for user Technical capabilities technical capabilities Determine if content is Flash and JavaScript accessible by visitors Determine optimal page Screen size and network dimensions and file size speed limits @epublishmedia #pseweb
  • 34. How do we decide where to target ads? @epublishmedia #pseweb
  • 35. Targeting ads that you need content strategy. Response Metric(s) Track volume and quality Map overlay metrics by region Modify campaign target Track email campaigns regions by user interest Cater ad campaigns to Track online and offline relevant, high-quality ads customers @epublishmedia #pseweb
  • 36. How do we know if our content is engaging? @epublishmedia #pseweb
  • 37. “ The more a user engages with a page, the more relevant he or she finds it...a user engages with a page if she clicks a link on it. Audience, Relevance, and Search Authors, James Mathewson, Frank Donatone, Cynthia Fishel @epublishmedia #pseweb
  • 38. Engaging Content that you need content strategy. Response Metric(s) Track page views, visits, Traffic (within date range) repeat visits Track % of users who User comment rate comment on content Track length of time Time on page users remain on pages. @epublishmedia #pseweb
  • 39. How do we measure success? @epublishmedia #pseweb
  • 40. Measuring Success that you need content strategy. Response Metric Types Track goal conversions, Business metrics exits, leads, subscribers Track repeat visits, pages Usability metrics per visit, bounce rate Track inbound links, SEO metrics Google index, page ranking @epublishmedia #pseweb
  • 41. Recommendations ‣ Gain support for analytics through education (and shame). ‣ Track KPIs to measure performance over time based on goals. ‣ Understand what analytics can't tell you. ‣ The best way to understand what your web visitors want is to ask them. ‣ Start now and don't stop. @epublishmedia #pseweb
  • 42. Questions? Rick Allen • @epublishmedia #pseweb • #analytics
  • 43. Thanks. Rick Allen • @epublishmedia #pseweb • #analytics
  • 44. Rick Allen @epublishmedia http://www.epublishmedia.com Rick Allen • @epublishmedia #pseweb • #analytics