Web Analytics - From Data to Action
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Web Analytics - From Data to Action

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This presentation was given on December 10, 2009 to a group at DigiKnow's offices in Cleveland. ...

This presentation was given on December 10, 2009 to a group at DigiKnow's offices in Cleveland.

The hour and a half presentation was cut down to 30 minutes of audio for use on SlideShare.

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  • 1. Web Analyticsfrom Data to Action
    Presented by Scott Chapin
  • 2. What is Web Analytics?
    Website analytics broadly covers all work done to use data collected through visitor interactions with the website with the goal of learning about behaviors and improving website performance.
    Analytics starts with determining metrics for targeted goals, and tracking for these metrics are implemented as part of the configuration.
    As part of an ongoing process, regular reports are generated, insights are discovered and testing is done to optimize and improve performance.
    2
  • 3. Top Industry Players
    3
  • 4. Forrester Wave – Q3-2009
    4
  • 5. Free vs. Fee-Based Solutions
    5
  • 6. What Information Can Web Analytics Provide?
    6
  • 7. Basic Traffic Data
    7
  • 8. Visitor Profile Analysis
    8
  • 9. Geographic Analysis
    9
  • 10. Goal pages identify the target action for a site interaction or campaign
    Funnels visualize the conversion process and identify areas for adjustment
    Goals and Conversion Funnels
    10
  • 11. What can we do beyond website data?
    11
  • 12. In-Page Analytics
    Eye-tracking and Mouse-tracking provide an additional layer of data on top of the actual page interactions
    12
  • 13. A/B and Multivariate Testing let the data decide which image, copy or layout produce the best results
    Website Optimization
    A/B Testing
    Multivariate Testing
    13
  • 14. Surveys help identify visitors intent
    Surveys complement success metrics like conversion and bounce rate
    Surveys
    14
  • 15. Site Search
    Searches on your side show what visitors want and/or what they can’t find
    A high percentage of search us may indicate unclear navigation
    Products searches can inform decisions in what to add to the site/catalog
    Search abandonment and exit indicate poor results or lack of content
    15
  • 16. Case Studies/Examples
    16
  • 17. Identifying Traffic Spikes
    3/12 & 14
    Email & Event
    3/28
    Sweepstakes Sites
    4/15
    Email
    8/18
    Media
    9/1
    Email
    9/24 & 28
    Event
    2/26
    Media starts
    17
  • 18. Conversion Path
    119 Coupon Completions
    73 Registrations
    61% new consumers
    39% existing consumers
    Promotions
    14%
    Coupon
    33%
    21%
    Register
    57%
    Thank You
    18
  • 19. Comparing Markets
    Visitors
    Page Views
    19
  • 20. User Interactions
    Most Clicked Elements
    Item #2
    Item #4
    Video Viewership
    % of viewers starting clip varied between 5% and 8%
    38% completion for Tuscan Chicken is the highest
    Note: Numbers on the left are the percentage of in-page interactions combining data from all 7 product pages. Tracked interactions include tabs, download, video player and nutrition information.
    8%
    N/A
    N/A
    11%
    13%
    5%
    22%
    17%
    24%
    <1%
  • 21. Landing Page Optimization
    Individual Messages
    21
  • 22. Landing Page Optimization
    Individual Messages
    22
  • 23. Other Analysis Areas
    Form Conversion
    Navigation/Product Optimization
    AdWords/Keyword Testing
    23
  • 24. Setup conversion funnels to track website contact completion
    Leveraged Google Analytics segments and alerts to provide sales with daily updates on who visited the site
    Monitor traffic sources including search keywords and referring websites
    DigiKnow
    24
  • 25. So now What?
    25
  • 26. Where to Invest
    The 10/90 Rule:
    For every $10 spent on tools and professional services, $90 should be spent on analysts, analysis and intelligence
    - Avinash Kaushik in May, 2006
    26
  • 27. Measure Success
    Identify what you want to know and what you will consider a successful outcome to your campaign, contest or update
    Determine what events will lead to the successful outcome
    Identify and measure site interactions that generate the desired events
    Track and compare metrics over time and across campaigns
    27
  • 28. Prioritize Your Attack
    Know what’s working (or not working)
    Look for untapped opportunities
    Assess the costs of each opportunity
    Test and Measure
    28
  • 29. Prioritize Your Attack
    29
  • 30. Keep Analyzing and Testing
    Website analysis is an ongoing effort
    Any time a new campaign, promotion or tool is put into place, determine how success will be measured
    Daily, weekly or monthly, review what has changed, what is working and what is underperforming
    Any time you dive into analytics tools, have an objective of what you are trying to learn
    Keep experimenting with optimization of content, layout and offers
    30
  • 31. Recommended Reading
    Books
    Web Analytics – An Hour A Day (Kaushik)
    Web Analytics 2.0 (Kaushik)
    Always Be Testing: The Complete Guide to Google Website Optimizer (Eisenberg)
    Advanced Web Metrics with Google Analytics (Clifton)
    Blogs
    Practical Analytics - analytics.digiknow.com
    Web Analytics Association - webanalyticsassociation.org
    Occam's Razor by Avinash Kaushik - kaushik.net/avinash/
    Google Analytics Blog - analytics.blogspot.com
    Web Analytics Demystified - webanalyticsdemystified.com
    Web Analysis, Behavioral Targeting and Advertising - webanalysis.blogspot.com
    31
  • 32. Questions?
    32
  • 33. For more information about Web Analytics,
    please contact:
    Scott Chapin
    Director of Consulting Services
    216-325-1981
    schapin@digiknow.com
    33