• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Website Analytics - A Non-Technical Introduction for Business Leaders
 

Website Analytics - A Non-Technical Introduction for Business Leaders

on

  • 473 views

Website analytics come in many flavors, but what really matters when you're running a business? When it comes down to the brass tacks of what's going to help you accomplish your goals, you have to be ...

Website analytics come in many flavors, but what really matters when you're running a business? When it comes down to the brass tacks of what's going to help you accomplish your goals, you have to be targeted in what you measure. You also have to use the information too.

View this slideshare to see what the best measurements are and how they should be used.

Statistics

Views

Total Views
473
Views on SlideShare
465
Embed Views
8

Actions

Likes
0
Downloads
4
Comments
0

2 Embeds 8

http://lequireconsulting.com 7
http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Website Analytics - A Non-Technical Introduction for Business Leaders Website Analytics - A Non-Technical Introduction for Business Leaders Presentation Transcript

    • Website analytics A NON-TECHNICAL INTRODUCTION for BUSINESS LEADERS
    • Hits and impressions do not matter!(unless you montetize your site through ads, which you probably don’t for your business)LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 2 • 37http://amandarudd.wordpress.com/2011/08/26/what-was-i-thinking/
    • DOES TRAFFIC MATTER?TRAFFIC VS GOALSUnless you stuff your site with ads and aim to get asmuch traffic as possible, you should never look atoverall volume of traffic as a success measurement.You should look at the path your users take to reachan end goal and use website metrics there to see howyou can get people to do what you want them to do. http://www.flickr.com/photos/nostri-imago/3137422976/LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 3 • 37
    • WHAT IS THE ULTIMATE GOAL FOR A COMPANY WEBSITE?TYPICAL AIMS‣ Sell (eCommerce) Companies typically aim to accomplish one or more of these goals with their websites.‣ Advertise Simply tracking bounces, exits, traffic sources, and‣ COMMUNICATE other similar types of metrics without these end goals in mind is a waste of time.‣ SupportLEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 4 • 37
    • WHAT ARE YOU TRYING TO GET PEOPLE TO DO ON YOUR SITE?STEP ONEDEFINE YOUR WEBSITE GOALS.SET THESE UP AND TRACK THEM,IF YOU HAVEN’T ALREADY.LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 5 • 37
    • WORK TOWARDS AN END TARGETHOW TO DEFINE GOALSBegin withthe end in mind.Stephen covey http://www.flickr.com/photos/athomeinscottsdale/5247714147/LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 6 • 37
    • WHY ANALYTICS?IT’S ALL ABOUT THE FLOW TO YOUR GOALSLEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 7 • 37http://www.flickr.com/photos/iandeth/2485322567/
    • ANALYTICS - THE RAISON D’ȆTREgo with the flowGOALS ALIGN WITH SPECIFIC FLOWS ONYOUR WEBSITE.your analytics will show you how toimprove your site for these goals.LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 8 • 37
    • A BASIC MODEL FOR HOW PEOPLE SHOULD NAVIGATE YOUR COMPANY’S WEBSITETARGETED flow ORGANIC SEARCH ENTRY PAGE (COULD BE THE SAME) CALL-TO-ACTION GOAL COMPLETION PAID SEARCH LANDING PAGE BOUNCE / EXITS COULD OCCUR ANYWHERE HERELEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 9 • 37
    • WAYS YOU CAN ANALYZE YOUR WEBSITE GOALSMEASUREMENT CATEGORIES Some of these look outside your site, but they are‣ BUSINESS important factors in driving traffic to your site.‣ SITE USE / FLOW This presentation focuses primarily on business‣ SEO metrics using site use / flow metrics to support and improve upon these. Within the business category, we‣ SOCIAL incorporate your advertising (AdWords & others).LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 10 • 37
    • THE BIG ONES THAT COUNT THE MOSTfocus measurements BUSINESS site use / flow• ROI • bounce rate• LEADS • visitors - unique, new, returning• sales • referral source (+ Location)• other CONVERSIONS • page views / visit + time on siteLEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 11 • 37
    • BUSINESS ANALYTICS FOR YOUR WEBSITELEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 12 • 37http://www.flickr.com/photos/consumerist/422359926/
    • WTF IS ROI?roi definitionRETURN ON INVESTMENT (ROI) =WHAT YOU MAKE (TOTAL INTAKE - TOTAL COSTS)- OR ÷YOUR INITIAL INVESTMENT IN THE PROJECTLEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 13 • 37
    • WEBSITE ROISo, i’m supposed to believeit is reallythat easyTO MEASURE ROI?LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 14 • 37
    • IS MEASURING ROI EASY? The answer is Yes and NoLEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 15 • 37
    • WHERE MEASURING WEBSITE ROI WORKSCONSTRAIN YOUR MEASURMENTS Measuring ROI for your whole website is painful. Measuring ROI for a specific TIME END GOAL purpose, bound by time, specific paths, and goals, is CAMPAIGN / INTENT PAT H actually quite easy. Calculate costs & returns on a campaign by campaign basis. The rest is overhead you can allocate to all.LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 16 • 37
    • WHAT IS A LEAD?LEAD DEFINITIONGenerating leads from the web is a marketing tactic tocollect names, emails, and/or other contact informationfrom people interested in your business. http://www.jacksonvillelocalsearchmarketing.com/jacksonville-local-lead-generation/LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 17 • 37
    • AWESOME PRESENTATION TEMPLATEleads vs sales‣ Complexity of the product Why not just go ahead for the sale on your site? Do it, if you can. or service The factors on the left denote typical reasons why‣ Sales price people use websites to collect leads over simply‣ trust factor selling directly on the web.‣ Marketing / Sales Cycle Let’s face it - you just can’t sell some products and services online. Period.LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 18 • 37
    • WEBSITE LEAD GENERATIONKey Measurements‣ COST PER LEAD‣ COST PER SALE / opportunity (LEADS THAT CONVERT TO SALES)‣ quality of lead = ratio of cost per sale to cost per lead http://hankerings.wordpress.com/2010/06/01/for-a-self-weeding-garden/LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTCS 19 • 37
    • WHAT ABOUT WEBSITE ANALYTICS?support lead generationMONITOR: GOAL CONVERSION Rates(i.e. -“SUBMISSIONS” VS CLICKS),cost per click,SPLIT TESTSLEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 20 • 37
    • Split test exampleLEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 21 • 37
    • ANALYTICS SHOULD DRIVE YOUR GOALSTHE GOALMAXIMIZE CONVERSION RATESMINIMIZE COST PER CLICKMINIMIZE COST PER SALE (LEAD TO SALE)LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 22 • 37
    • HEY DUMMY - isn’t this about WEBSITE analytics?!?Why are you talking about ads and cpc???LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 23 • 37
    • It’s all part of the same chainLEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 24 • 37
    • HEY - IT’S NOT ABOUT YOUR AD, IT’S YOUR SITEFor Your informationTHE QUALITY OF YOUR landing PAGE(S),aka your website,IS 90%+ YOUR COST PER CLICK AND99% Your CONVERSION RATE**WE’LL LOOK AT THIS IN MORE DETAIL IN ANOTHER PRESENTATIONLEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 25 • 37
    • website analytics support your ultimate onlinegoals, not to sound like a broken record...LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 26 • 37
    • WEBSITE ANALYTICS TO MONITORwhAT MATTERS?Step 1: Design the flow you want your visitors to take.Step 2: Monitor these items for individual pages inyour flow: - unique visitors - traffic source (keywords, paid/organic, etc.) - action on page - action after page - time on page - bounce rateLEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 27 • 37
    • DON’T STUFF YOUR STATSUnique VisitorsThe same person who visits your site multiple timesdoes not count as a new unique visitor, even if he orshe views multiple pages at multiple intervals duringthe day.LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 28 • 37
    • DON’T STUFF YOUR STATSBounce RateThis is the percent of people who leave your site afterviewing just this one page.This is not the same as exit rate which is the percentof people who leave your website looking at a specificpage whether or not they have looked at other pageson your website.LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 29 • 37
    • TYPICAL CATEGORIESTraffic Sources Paid visitors come from your ads. Pay attention to where people find you through search‣ PAID - this is where a Search Engine Optimization (SEO) strategy comes into play. Pay extra attention to‣ ORGANIC (SEARCH KEYWORD) whether or not the page linked to these search terms‣ REFERRAL converts your visitors to your goals. The best source is when visitors arrive from a link into your site - when someone shares your page on their site or through a social media conversation. AKA social credibility. These also help your SEO, big time.LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 30 • 37
    • X ✓Look at the right statsLEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 31 • 37
    • (this is a heat map from crazyegg, it shows where people click on your page)Go beyond google analyticsLEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 32 • 37
    • (this a real-time dashboard with great social media info from chartbeat)Go beyond google analyticsLEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 33 • 37
    • THE MOST IMPORTANT LESSONUSE YOUR INFORMATIONYOUR ANALYTICS ARE ONLY AS GOOD AS YOUUSE THEM. TWEAK YOUR PAGES TO FLOWBETTER TO YOUR GOALS. MEASURE. REPEAT.LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 34 • 37
    • BEFORE THIS BECOMES INFORMATION OVERLOAD...THAT’S A WRAPwe hope you enjoyed thisnon-technical introductionto website analytics.LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 35 • 37
    • PLEASE VISIT OUR WEBSITELequire THANK YOUnew projects and customersmakes us HAPPY.LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 36 • 37
    • WHO IS LEQUIRE?JOSH LEQUIREI’m a husband, father, and nerdy guy who loves takingdata and making something really cool pop out of it.There is real opportunity to give your business a bigboost, just by analyzing your data. I’d love to showyou how.LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 37 • 37