Web Analytics 101 - ChicagoCOUNTS
Upcoming SlideShare
Loading in...5
×
 

Web Analytics 101 - ChicagoCOUNTS

on

  • 1,425 views

Presentation for ChicagoCOUNTS unconference

Presentation for ChicagoCOUNTS unconference

Statistics

Views

Total Views
1,425
Views on SlideShare
1,393
Embed Views
32

Actions

Likes
0
Downloads
33
Comments
0

4 Embeds 32

http://www.netsquared.org 12
http://www.linkedin.com 9
http://netsquared.org 8
https://www.linkedin.com 3

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

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

Web Analytics 101 - ChicagoCOUNTS Web Analytics 101 - ChicagoCOUNTS Presentation Transcript

  • Web Analytics 101 Presented by: The Web Farm
  • Web Analytics in a nutshell • Web analytics software tracks metrics – or, measurements – of web traffic • Web analytics can help you get into the heads of your visitors • Analytics can give you info that can make your website’s design and content better and more relevant to your audience • HUMANS do web analytics, not software
  • What Web Analytics won’t do: • Act as a replacement for CRM • Drive traffic to your website • Perform magic
  • How your organization can use web analytics • Find out what campaigns (e-mail, social media, paid search - even print!) bring in traffic/activity • Identify what websites hold the key to your core supporters • Monitor what website content is popular & most effective • in site errors (broken links, etc.)
  • Web Analytics Key Terms • Visitor: An individual user of your site • Visit/Session: Time from when a visitor enters and leaves your website • Pageviews: Every time a visitor views a web page on a site • Site Referrer: External web page that brought visitor to you • Conversion: When a visitor completes an action (buys a product, subscribes to newsletter) • Bounce Rate: Percentage of visitors that exit after only viewing one page of a website (or 10 seconds)
  • Planning a Web Analytics Strategy • What is the purpose of your organization’s site? (ex. sell products, gather donations or content?) • What visitor actions on the site will help achieve your goals? (ex. signing up, buying something?) • What do visitors want to do when they come to your site? • What information will decision-makers want to know?
  • Metrics and your site You don’t have to pay attention to every metric! Identify key metrics! • Blog: time on site, pages/visit • Non-profit website: Visitor to donor ratio, referring sites/bounce rate What metrics you follow depend on the goals of your site.
  • SMART Goals! Specific Measurable Attainable Realistic Timely
  • Web Analytics Troubleshooting Are you: • Measuring goal conversion? • Filtering your data? • Segmenting your data? • Reporting your data to all who could use it? • Acting on your data?
  • Going Further: Testing and Tagging • A/B Testing (testing test samples against a baseline) • Multivariate Testing (testing multiple page elements) • Heat Maps • Campaign tagging and measurement (PPC, email, social media) • Surveys and focus groups
  • Going Further: Books/Blogs Books • Google Analytics 2.0 – Mary E. Tyler • Web Analytics an Hour a Day — Avinash Kaushik • Web Analytics 2.0 — Avinash Kaushik Blogs/Websites (Google ‘em!) • Conversion University • Web Analytics World • Web Analytics Demystified
  • Thanks! keidra@thewebfarmers.com @thewebfarmers