Web Analytics How to turn data into insights and how to turn insights into more readers

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Use Analytics to enhance and grow your blog traffic and readership. How to turn data into insights and how to turn insights into more readers

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Web Analytics How to turn data into insights and how to turn insights into more readers

  1. 1. Web Analytics How to turn data into insights and how to turn insights into more readers Blog Indiana - August 17, 2008
  2. 2. What we’ll cover today <ul><li>Why analytics is important </li></ul><ul><li>The tools </li></ul><ul><li>The definitions </li></ul><ul><li>Benchmarks and trends </li></ul><ul><li>What do we do now? </li></ul>Slide 2
  3. 3. <ul><li>“Chris argues that ‘engagement’ is not a measurable ROI measure for business. You have to apply the results to the bottom line!” – Hat tip to Doug Karr! </li></ul><ul><li>Can’t manage what you can’t measure </li></ul><ul><li>Are you on the right path? </li></ul><ul><li>Gives you insights </li></ul>Why analytics is important Slide 3
  4. 4. The tools <ul><li>Google Analytics </li></ul><ul><li>Feedburner </li></ul><ul><li>If we have time… </li></ul><ul><ul><li>Ranking reports </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>WordPress plugin </li></ul></ul>Slide 4
  5. 5. Slide 5
  6. 6. The definitions <ul><li>Visits </li></ul><ul><li>Page views per visit </li></ul><ul><li>Hits </li></ul><ul><li>Bounce rate </li></ul><ul><li>Time on site </li></ul><ul><li>Subscribers </li></ul><ul><li>Comments </li></ul>Slide 6
  7. 7. Visits Slide 7 1 visit, 1 unique visitor 2 visits, 1 unique visitor, 1 repeat visitor 3 visits, 2 unique visitors, 1 repeat visitor
  8. 8. Page views per visit Slide 8 1 visits, 2 page views = 2 page views/visit 2 visits, 3 page views = 1.5 page views/visit 3 visits, 6 page views = 2 page views/visit
  9. 9. Hits Slide 9
  10. 10. The rest… <ul><li>Bounce rate: Visit only a single page on your blog </li></ul><ul><li>Time on site: Amount of time visitors spend on the site (time/visit) </li></ul><ul><li>Subscribers: The # of people that read your blog via RSS or email updates </li></ul><ul><li>Comments: Response to a blog post </li></ul>Slide 10
  11. 11. Benchmarks and trends Slide 11
  12. 12. Benchmarks and trends #2 Slide 12
  13. 13. <ul><li>Visits </li></ul><ul><ul><li>10.2K (7-16 to 8-15) </li></ul></ul><ul><ul><li>8.6K (6-15 to 7-15) </li></ul></ul><ul><ul><li>9.5K (5-15 to 6-14) </li></ul></ul><ul><li>Page views </li></ul><ul><ul><li>21.9K (7-16 to 8-15) </li></ul></ul><ul><ul><li>19.4K (6-15 to 7-15) </li></ul></ul><ul><ul><li>19.6K (5-15 to 6-14) </li></ul></ul><ul><li>Page views/visit </li></ul><ul><ul><li>2.15 (7-16 to 8-15) </li></ul></ul><ul><ul><li>2.27 (6-15 to 7-15) </li></ul></ul><ul><ul><li>2.06 (5-15 to 6-14) </li></ul></ul>Benchmarks and trends #3 Slide 13
  14. 14. What do we do now? <ul><li>H2 increase page views per visit </li></ul><ul><li>H2 lower bounce rate </li></ul><ul><li>H2 increase time on site </li></ul><ul><li>H2 increase subscribers </li></ul><ul><li>H2 increase comments </li></ul>Slide 14
  15. 15. Some tactics… <ul><li>All-time best posts </li></ul><ul><li>Reader favorites, most commented </li></ul><ul><li>WordPress first-time visitor plugin </li></ul><ul><li>Increase references to previous posts </li></ul><ul><li>WordPress related posts plugin </li></ul><ul><li>Blog post series </li></ul>Slide 15
  16. 16. All-time best posts Slide 16
  17. 17. Reader favorites, most commented Slide 17
  18. 18. Doug Karr’s tweet from yesterday <ul><li>“B2B blogs are a different animal, most people don’t ‘subscribe’ or become continuous readers. Most are searching for an ANSWER via search.” </li></ul><ul><li>Why do readers subscribe? </li></ul>Slide 18
  19. 19. First-time visitor plugin Slide 19
  20. 20. Increase references to previous posts Slide 20
  21. 21. WordPress related posts plugin Slide 21
  22. 22. Blog post series Slide 22 686 subscribers to 801
  23. 23. Make the reports connectable <ul><li>Using language </li></ul><ul><li>“I know nothing about blogging…” </li></ul><ul><li>Subscribers = loyal readers </li></ul><ul><li>Visitors = readers </li></ul>Slide
  24. 24. Example… <ul><li>Chicago </li></ul><ul><ul><li>359 visits </li></ul></ul><ul><ul><li>3.16 pages per visit </li></ul></ul><ul><ul><li>5:25 time on site </li></ul></ul><ul><ul><li>24.79% new visits </li></ul></ul><ul><li>Chicago </li></ul><ul><ul><li>#1 city in May for PPC Hero </li></ul></ul><ul><ul><li>34.2% more articles read than average reader </li></ul></ul><ul><ul><li>55.7% more engagement than average reader </li></ul></ul><ul><ul><li>53.5% more loyal readers than average city </li></ul></ul><ul><ul><li>Could we do a seminar in Chicago? </li></ul></ul>Slide
  25. 25. Questions? www.hanapinmarketing.com www.ppchero.com [email_address] o - 812.330.3134 x106 | m - 317.965.2155

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