8. Learning objectives
• Basics of web analytics and conversion optimization
• Understand why web analytics are important to eMarketing
• Understand why conversion optimization is important to eMarketing
• Understand why tracking and data collection is important to eMarketing
• Gain an understanding of data analysis and why it is important to eMarketing
9. How does it work?
• Web analytics and conversion optimization is about preparation
• Collecting the data
• Analyzing the data
• A website or an online campaign can be successful, if it is designed with clear goals
• The goal is intrinsically linked to the action that you want visitors to perform
• The process of achieving the ultimate goal can be broken down into several steps,
called events or microconversions
10. Funnel analysis
Event: A step a visitor takes in the conversion process
Analyzing each step in the process is called funnel analysis
Funnel: A defined path that visitors should take to reach the final
objective
Funnel analysis is critical to understanding where problems in the
conversion process may lie
Click path: The clicks taken by a visitor to a website in one visit
11. Tracking and collecting data
Key metrics:
Hit — A request to the server
Page — Unit of content
Page views — The number of times a
page was successfully requested
Visit or session — An interaction by an
individual with a Web site consisting of
one or more page views within a
specified period of time
Unique visitors — The number of
individual people visiting the Web site
one or more times within a period of
time
New visitor
Repeat visitor
Return visitor
Click-through
• Click-through rate
Page views per visit