© 2013 Catalyst
9/26/2013
Which Web Analytics
Matter Most?
A Three-Step Primer
By Kathy Olson, Senior Web Marketing Analyst
What is Web Analytics?
2
Official Definition:
The measurement, collection, analysis and reporting of
internet data for pur...
The Right Tool, The Right Plan
3
Although it’s easy to feel
deluged by data from
whatever tool you are using…
…without Web...
3-Step Process
Define Why
Your Site
Exists
Set Up
Goals
Get
Organized
and Collect
the Metrics
First, A Word About Metrics
5
Basic metrics—visitors, visits, page views, time
on site—are easiest to collect and importan...
Step 1:
6
BEFORE deciding which key web
metrics to track, determine the
primary reason your website exists.
Ask yourself:
...
Step 2:
7
With an ecommerce
site, get your visitors from:
Product pages Shopping
cart Through the
purchase funnel
Define W...
Setting Site Goals
8
For a B2C site without ecommerce,
get your visitors to:
Read a blog
Look up store locations
Download ...
Step 3:
9
Build a simple framework for collecting and
reporting on your metrics and goals to keep
you organized and focuse...
Create an Easy-to-Use Dashboard
10
Group metrics into sections
This ―Monthly Insights
Summary‖ has the most
important lear...
Key Sections of Your Dashboard
11
Traffic Trends
Basic, easy-to-get metrics
Visits, visitors, page views
Most important wh...
Key Sections of Your Dashboard
12
Visitor Behavior
Choose metrics that tell the
story of what visitors are
doing on your s...
Key Sections of Your Dashboard
13
Key Outcomes
The most important metrics:
Track directly back to goals that
measure succe...
Web Analytics Packages
14
Which one should you use?
Google Analytics – my preference
Easy to use
Free!
Webtrends
SiteCatal...
Remember!
Define Why
Your Site
Exists
Set Up
Goals
Get
Organized
and Collect
the Metrics
Comments or Questions?
16
Email Kathy Olson at
info@catalystinc.com
Kathy has 20 years of
experience in Web and
social med...
17
Catalyst is a direct and digital marketing
agency that knocks big data down to size.
We pair insight with analytics to ...
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Which web analytics matter most? A 3-step primer

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Many people use the wrong Web metrics to evaluate their website's performance. Learn the right metrics, how to use them, when to use them, and what they all mean.

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Which web analytics matter most? A 3-step primer

  1. 1. © 2013 Catalyst 9/26/2013 Which Web Analytics Matter Most? A Three-Step Primer By Kathy Olson, Senior Web Marketing Analyst
  2. 2. What is Web Analytics? 2 Official Definition: The measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Real-World Definition: Your key to understanding the experience visitors have on your website.
  3. 3. The Right Tool, The Right Plan 3 Although it’s easy to feel deluged by data from whatever tool you are using… …without Web analytics and a plan for which metrics to follow and react to, you are flying blind. Let’s get started!
  4. 4. 3-Step Process Define Why Your Site Exists Set Up Goals Get Organized and Collect the Metrics
  5. 5. First, A Word About Metrics 5 Basic metrics—visitors, visits, page views, time on site—are easiest to collect and important for keeping an eye on changes or trends. But they are often the least valuable for determining how successful your site is.
  6. 6. Step 1: 6 BEFORE deciding which key web metrics to track, determine the primary reason your website exists. Ask yourself: Why do we have a website? How should it help our business grow? What do we really want people to do when they visit? Define Why Your Site Exists
  7. 7. Step 2: 7 With an ecommerce site, get your visitors from: Product pages Shopping cart Through the purchase funnel Define Why Your Site Exists Set Up Goals
  8. 8. Setting Site Goals 8 For a B2C site without ecommerce, get your visitors to: Read a blog Look up store locations Download a coupon For a B2B site, get visitors to: Generate leads: Number and quality of contacts identified Share content: Quantity of white papers downloaded
  9. 9. Step 3: 9 Build a simple framework for collecting and reporting on your metrics and goals to keep you organized and focused. Your metrics may change as new priorities appear, but the basic framework should stay the same Define Why Your Site Exists Set Up Goals Get Organized and Collect the Metrics
  10. 10. Create an Easy-to-Use Dashboard 10 Group metrics into sections This ―Monthly Insights Summary‖ has the most important learnings for the month Focus on goal outcomes Each section’s details build the visitor story
  11. 11. Key Sections of Your Dashboard 11 Traffic Trends Basic, easy-to-get metrics Visits, visitors, page views Most important when there is an unexplained change that you need to figure out Otherwise, they simply set the context for your site
  12. 12. Key Sections of Your Dashboard 12 Visitor Behavior Choose metrics that tell the story of what visitors are doing on your site Where do they land? How do they move around? How often do they come?
  13. 13. Key Sections of Your Dashboard 13 Key Outcomes The most important metrics: Track directly back to goals that measure success of your site Should be consistent over time The catalyst for changes and improvements These metrics let key stakeholders know your website is worth the investment!
  14. 14. Web Analytics Packages 14 Which one should you use? Google Analytics – my preference Easy to use Free! Webtrends SiteCatalyst
  15. 15. Remember! Define Why Your Site Exists Set Up Goals Get Organized and Collect the Metrics
  16. 16. Comments or Questions? 16 Email Kathy Olson at info@catalystinc.com Kathy has 20 years of experience in Web and social media analytics, primary research and survey design. Kathy Olson Senior Web Marketing Analyst Catalyst
  17. 17. 17 Catalyst is a direct and digital marketing agency that knocks big data down to size. We pair insight with analytics to take the guesswork out of marketing decisions. Think of it as Science + Soul. About Catalyst /scienceplussoul www.catalystinc.com info@catalystinc.com

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