Transcript of "Web Analysis of an non E-commerce business-Viviana Talledo"
Web Analytics Report:Occam’s RazorViviana Talledo03/22/2013
Introduction• This document presents a web analysis for the Occam’s Razor blog(http://www.kaushik.net/avinash/).• The analysis is based on the following business goals:– Increasing awareness of the website– Engaging visitors to the website– Generating revenue• The following page shows the Web Analytics Measurement Model(WAMM), which lists:– The strategies decided upon to accomplish these business goals– The key-performance indicators (KPIs) used to measure them– The target values for the KPIs– The way in which the KPIs are segmented to obtain insight into the data2
Web Analytics Measurement Model for Occams RazorBusinessobjectives Website Goals KPIs Targets Segments1IncreaseAwarenessIncrease organic search traffic intothe website by improving the sitesSEOSearch engine rank (forkeywords related to webanalytics) compared withcompetitors Top 20 Search engines (Google, Bing, Yahoo!)Become an authority in the WebAnalytics fieldNumber of inbound links tothe site, vs. competitors Beat Competitors Followed vs. non-followedNumber of social mediashares Beat CompetitorsSocial media site (Facebook, Twitter,Google+)2 Engage visitorsIncrease visitor engagementVisitor engagement (uniquevisitors with visitengagement) 2% increase per month New vs returning visitorsPost interesting articles# of visitors that click on blogposts 2% increase per month Visit duration3GenerateRevenue /EconomicValueIncrease micro conversion revenue:comment on blog, subscription toblog, etc.Economic value from micro-conversions 1% increase per monthTraffic source category (search,referral, direct, campaign)Visitor EngagementIncrease macro conversion revenue:Sign-ups to Market Motive and saleof booksRevenue from macro-conversions 1% increase per monthTraffic source category (search,referral, direct, campaign)Visitor Engagement3
Executive SummaryAnalysis shows that Occam’s Razor is an authoritative blog in the field of web analytics. The blog meets its growth targets for visitors clicking on blog articlesand most visitors spend on average 3 to >=30 minutes reading the articles. However, the blog could generate more revenue by increasing its presence in socialmedia (Facebook and Google+) to attract more visitors, and focusing on engaging new visitors with interesting articles. Over the last year, the number ofvisitors clicking on blog posts has increased, but the % of new visitors that click on these posts is trending downward. In addition, the generation of revenuefrom the sale of the Web Analytics 2.0 book and enrollment in Market Motive class is also trending downward.4Dashboard3056521 3022825474 266Inbound Links from Root DomainsTotal Linking Root Domains Followed Linking Root Domains241 10 20135093 1002051827373Social Media Shares of Occams Razor ArticlesTimes shared on Facebook Times shared on TwitterTimes shared on Google+050,000100,000150,000All Visitors vs. Engaged Visitors (one year)Unique Visitors Engaged Unique Visitors05001000150020002500Visitors that click on Blog Posts(new vs. returning)New Returning Target$0.00$50,000.00$100,000.00$150,000.00Micro-conversions economic value(Segmented by visitor engagement)Revenue from Engaged VisitorsRevenue from other visitorsTarget (1% increase per month)$0.00$2,000.00$4,000.00$6,000.00$8,000.00$10,000.00$12,000.00Macro-Conversion Revenue(segmented by visitor engagement)Revenue from Engaged Visitors Revenue from other visitorsTarget (1% increase per month)
Business Objective: Increase AwarenessGoal: Increase organic search trafficKPI: Search engine rank for keywords related to website’s contentTarget: Top 20 search rankSegments: Search engines2823 235044 441 1 1618 1850 50 50361281235 3550 50 505 4 4Google Bing Yahoo! Google Bing Yahoo! Google Bing Yahoo!Web Analytics Marketing Blog Analytics BlogKeywordsSearch Rank Comparison (lower is better)kaushik.net webanalyticsdemystified.com webanalyticsworld.netNote: 50 indicates asearch rank >= 50Analysis:• Occams Razor ranks higher in most keywords exceptin its most important source of traffic (Google) for thekeyword Web analytics“. Is not in the 10 top rank.• Occam’s Razor has poor SEO on the keyword“Marketing Blog”; While this is a more generic termthan web analytics, nonetheless it would be good toattract visitors using this keyword.Recommendations:• Increase the amount of SEO for the keyword “webanalytics” (e.g., create content using those keywords,links, referrals and social media).Impact to the business:• If blog increases ranking in search, high visibility willcreate more visitors therefore higher economic valuefor the blog.Source: SEOMoz5
Business Objective: Increase AwarenessGoal: Become an authority in the Web Analytics fieldKPI #1: Number of inbound links to the site vs. competitors, segmented by followed vs. non-followed linksKPI #2: Number of Social Media Shares, segmented by social media sites.Target: Beat competitors30565213022825474266Kaushik.net webanalyticsdemystified.com webanalyticsworld.netRoot Domains that link to Occams Razor (kaushik.net)Total Linking Root Domains Followed Linking Root Domains24110 20135093 1002051827373Kaushik.net webanalyticsdemystified.com webanalyticsworld.netSocial Media Shares of Occams Razor ArticlesTimes shared on Facebook Times shared on Twitter Times shared on Google+Source: SEOMozAnalysis:• The number of inbound links per root domain toOccam’s Razor blog are very high compared tocompetitors, indicating that the blog has authority.• High advantage of shared Twitter links compared tocompetitors.• Low number of Facebook shares, and very lownumber of Google+ shares compared to competitors.Recommendations:• Increase presence in Google+ (500 million users)• Increase presence in Facebook (~ 1 billion users)Business Impact• Increased presence on social media has potential tosignificantly increase number of visitors to the site andtherefore revenue.6
Business Objective: Engage VisitorsGoal: Increase visitor engagementKPI: Visitor engagement (unique visitors with visit engagement 1)Target: 2% increase per monthSegments: New vs. returning visitors0200040006000800010000120001400016000Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13Engaged Visitors , New vs. ReturningEngaged New Visitors Engaged Returning VisitorsEngagement Target (2% per month)Analysis:• % of engaged visitors remains low since last year(~12% of all visitors are engaged) . Ideally, the % ofengaged visitors would be a higher % of the totalvisitors.• However, % of engaged visitors did meet the growthtarget (2% per month).• For engaged visitors, the % of new visitors that areengaged has remained at ~50%, which implies thatwebsite is doing a good job of engaging new visitors.• The fluctuation between Oct 2012 and Jan 2013 inthe number of all visitors (top graph) is also reflectedin the number of engaged visitors (bottom graph). Thiscould be due to seasonality effects.Recommendations:• Consider increasing the target growth for engagedvisitors, in order to make engaged visitors a higher %of the total number of visitors.020,00040,00060,00080,000100,000120,000All Visitors vs. Engaged Visitors (one year)Unique Visitors Engaged Unique VisitorsSource: Google Analytics1. Visit engagement is determined by using the “Engaged Visits (Goal 6 Completions)”in the Occam’s Razor profile in Google Analytics.7
Business Objective: Engage VisitorsGoal: Post interesting articlesKPI: # of visitors that click on blog postsTarget: 2% increase per monthSegments: Visit durationAnalysis:• Number of visitors that click on blog articles has mettarget increase of 2% per month• The proportion of new visitors clicking on blogs isshowing a decreasing trend, whereas the proportionof returning visitors clicking on the blog is growing.Thus, the blog articles are not engaging new visitors aswell as they should.• The breakdown of visit duration to blog articlesshows a healthy distribution, with a 42% of peoplestaying between 3 and 30 minutes in each article.Recommendations:• Post articles that attract new visitors. Table 1 showsblog posts that had more new visits than returningvisits. These articles typically describe basic webanalytics concepts. Similar articles should be posted toattract new visitors.• Give posted articles titles that attract new visitors byusing keywords that are trending up in tools likeGoogle Trends, for example online marketing, webmarketing strategies, etc.Source: Google Analytics05001000150020002500Visitors that click on Blog Posts(new vs. returning)New Returning Target8Table 1. Blog articles with more new visits than returning visits/avinash/videos-podcasts//avinash/beginners-guide-web-data-analysis-ten-steps-tips-best-practices//avinash/rules-choosing-web-analytics-key-performance-indicators//avinash/multi-channel-attribution-definitions-models//avinash/google-analytics-custom-reports-paid-search-campaigns-analysis/33%15%21%21%10%Visit Durations to Blog Postings< 1 minute1 to 3 mins3 to 10 mins10 to 30 mins> 30 mins
Business Objective: Generate Revenue / Economic ValueGoal: Generate micro conversions 1.KPI: Economic value from micro-conversionsTarget: 1% increase per monthSegments: Traffic source category (search, referral, direct, campaign)Analysis:• Micro conversions economic value accounts for 94%of all economic value.• On average, the blog is meeting its 1% targetincrease per month.• The majority (~75%) of micro-conversions comefrom engaged visitors.• The highest increase of economic value in a yearfrom visitors was Jan-13. An article released at thetime created almost 2000 social media shares andover 400 likes.Recommendations:• Focus on engaging visitors, as these account for~75% of all micro-conversion economic value.• Create popular articles that drive visitors to the siteand result in micro-conversions.• Target to organic traffic which accounts for 55% ofmicro economic value to the blog.Source: Google Analytics$0.00$20,000.00$40,000.00$60,000.00$80,000.00$100,000.00$120,000.00$140,000.00$160,000.00Micro-conversions economic value(Segmented by visitor engagement)Revenue from Engaged Visitors Revenue from other visitorsTarget (1% increase per month)Economic value (Feb 2012 - Feb 2013)All economicvalueeconomic valuefrom micro-conversions %$1,368,538 $1,291,616 94%55%17%20%8%Micro-Conversion economicvalue SourcesSearchReferralDirectCampaign1. Micro-conversion economic value is defined as all economic value not arising frommacro-conversions. Macro-conversions are defined as the following goal completions:“Market Motive”, “Web Analytics 2.0”, and “Web Analytics Hour”.9
Business Objective: Generate Revenue / Economic ValueGoal: Generate macro conversions: Sign-ups to Market Motive and sale of booksKPI: Number of macro conversionsTarget: 1% increase per monthSegments: Traffic source category (search, referral, direct, campaign)Analysis:• Macro conversions accounts for ~6% of all economicvalue.• Macro-conversion revenue is not meeting its statedtarget, and is trending downward.• Visitor engagement is important: on average, 65% ofmacro conversion revenue comes such visitors.• Lost revenue in 2012 of $22,669 for not meeting our1% monthly target.• Search traffic accounts for large majority of macro-conversions.Recommendations:• Increase revenue from macro-conversions byengaging more visitors.• Consider increasing advertisement of products (WebAnalytics 2.0 book, Market Motive class).• Target to organic traffic which accounts for 58% ofmicro economic value to the blog.Source: Google AnalyticsRevenue (Feb 2012 - Feb 2013)All RevenueRevenue frommacro-conversions %$1,368,538 $76,922 5.62%$0.00$2,000.00$4,000.00$6,000.00$8,000.00$10,000.00$12,000.00Macro-Conversion Revenue(segmented by visitor engagement)Revenue from Engaged Visitors Revenue from other visitorsTarget (1% increase per month)58%16%20%6%Macro-Conversion RevenueSourcesSearchReferralDirectCampaigns10
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