Complete Web Monitoring - Community 2.0
by Alistair Croll and Sean Power
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@seanpower presented "Complete Web Monitoring" at Community 2.0. The presentation covers the entire monitoring ecosystem and covers how you can use it to your benefit while avoiding information ...
@seanpower presented "Complete Web Monitoring" at Community 2.0. The presentation covers the entire monitoring ecosystem and covers how you can use it to your benefit while avoiding information overload.
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if you want to get our attention and discuss stuff, use the #cwm tag and we’ll catch it.
feel free to ask us questions, comment, discuss.
We wrote a book for O’Reilly that we’ll get to in a minute
and O’Reilly books generally have an animal on the front cover - we were given the Raven.
We didn’t know what to make of it initially but it grew on us.
We decided to crack open Edgar Allen’s Poe the Raven and found some eeriely appropriate sentences in it like: “I betook myself to linking”
{ explain what the book is }
As we were researching it, we found patterns and similarities within the growth of particular types of monitoring, which leads us to believe that Adam Smith was right.
we believe that there are four types of sites
What i mean by that is your intention should determine the tool and not the other way around. So often, we say “let’s install Google Analytics and see what it gives us” which, in our opinion, is the wrong way to look at things.
ex, if you wanted to know how your visitors benefited your business, you’d take a look at internal analytics, which is usually governed by some web analytics tool.
if you wanted to see what was working best and worst on your site, you would want to set up some sort of WIA tool.
all of these questions tie into 6 fundamental questions
the big picture splits neatly into 6 major questions:
communities are just a means of interaction and a small component of the big picture. Folks in marketing in charge of analytics are proving their worth already by giving answers to management looking to better direct the company.
If you want to remain relevant, you’re going to need to do the same thing for your turf first, and then learn how it meshes with all the other components before someone else does it in your place.
Basic web analytics looks at three major areas
instead of letting an analytics platform walk you through a site that it doesn’t understand, you should already know before hand what the most important business priorities are and optimize those paths that lead to its success.
a place is a page where a user is going to pause for a second to consume information, like reading a blog entry, voting on relevant content, reading technical information and so on.
tasks are a series of steps that a user needs to accomplish in order to achieve something, like a sign up process, a shopping cart experience, adding a contact in a SaaS portal and so on.
by mapping out your most important places and tasks in your website, it forces you to concentrate on the things that drive the most value of your business instead of analyzing whatever happens to catch your eye.
Once you’ve gotten a handle of places and tasks, the last thing you’ll want to look at are exits.
web analytics is important, because it helps you understand what your community is doing once they reach your site.
they consume data,
they follow links,
they try and give you data
or they interact with data served on your site
at each step along the way, something can go wrong
web interaction analytics is also really important because it helps you understand if the design changes that you’re making on your website is impacting your business goals in a positive or negative way.
for example, a leading travel site that we were talking to was trying in vain to figure out why their visitors would come to their site, check rates and availability then leave.
discounts, changing layouts, modifying text - nothing helped changed the high abandonment rate. but by asking their visitors open ended questions like “why did you come to the site”, they were quickly able to determine that for most of us, it was all about seeing if things were available. once we were ready to purchase, we’d simply compare brands to those that matched our loyalty programs.
in other words, the reason why they though thought people visited their site were wrong. so, the site changed - they decided to offer deep discounts on hotels, but instead hid the name of the hotel until you’d purchased, which drastically increased conversion rates.
{explain graph}
by working with your operation team, this graph alone can set the tone for the type of page load time
in the end, someone in your company is looking at this type of data, and it’s important for you to understand if the performance of your website is impacting you in any way.
A dashboard can dramatically reduce support call volume and can increase your brand trust and awareness