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An Introduction to Web Analytics

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To know more about web analytics and internet marketing log on to: …

To know more about web analytics and internet marketing log on to:

http://www.iexpertsforum.com/smf/index.php

Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
To assess the performance and to improve your website , it is imperative that you understand the key performance indicators of your site like the traffic, hits, and many more concepts.
Web analytics help you in having a thorough analysis, of how your site is performing which helps you to optimize your site to suit your needs as well as your customer's and clients.

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  • Offices in UK, USA & India
  • Transcript

    • 1. An Introduction To Web Analytics
    • 2.
      • Web Analytics???
      • Why use Web Analytics ??
      • Web analytics Parlance
      • Web analytics and categories
      • Major Tools Of Web Analytics
      What??
    • 3.
      • Web analytics is the study of visitor, navigation, and traffic patterns to determine the success of a given web site.
      • Focussing only on the amount of traffic might only be helpful in evaluating your bandwidth usage and server’s capabilities, which is not its only purpose.
      • Web analytics focuses on in-depth comparison of available visitor data, referral data, and site navigation patterns .
      • It also tells us the amount of traffic we receive over any specified period of time.
      What is Web Analytics
    • 4.
      • Within search engine marketing campaigns your "investment" can, and must, be broken down to an extremely granular level in order to measure - and more importantly - maximize, your results.
      • Web analytics :
      • 1) Measures and maximizes ROI
      • Identifies which referral sources generate the most revenue and orders for your business
      • 2) 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?
    • 5.
      • 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
      Why do we need Web Analytics?
    • 6.
      • 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 user's 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.
      Web Analytics Jargon
    • 7.
      • The Web analytic tools can be categorized into two parts:
      • 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
      Categorization
    • 8.
      • 2. Usability: If a site is usable, it fits its purpose. This typically means that it's convenient to use. Now there are some tools which can be used to assess the usability of a website.
      • We have discussed two important usability tools:
      • ClickTale
      • Crazyegg
      Categorization
    • 9.
      • 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)
    • 10.
      • 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)
    • 11.
      • 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)
    • 12.
      • 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 Analytics Tools(Conversion)
    • 13.
      • 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 Analytic Tools(Conversion)
    • 14.
      • 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 analytics Tools(Usability)
    • 15.
      • 2) Crazyegg: I t 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.
      Web Analytic tools (usability)
    • 16. Thank you!! For watching the presentation To know more about Web Analytics and Conversion Optimization Techniques Please visit www.iexpertsforum.com/smf/