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Using Website Statistics To Stimulate Sales
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Using Website Statistics To Stimulate Sales

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The "Using website statistics to stimulate sales" web marketing seminar was held on Thursday the 16th October 2008 and provided the attendees easy to apply tips to help them: ...

The "Using website statistics to stimulate sales" web marketing seminar was held on Thursday the 16th October 2008 and provided the attendees easy to apply tips to help them:

- Learn how to read their website statistics - what it all means.
- Discover who their website users are.
- Find out what information their users are most interested in.
- Identify where their advertising may be failing.
- Put in place systems to track both online and offline advertising.

For more infromation or assistance translating your website statistics, go to www.xplore.net

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Transcript

  • 1. Using Web Statistics to Stimulate Sales Presented by: Wendy Schollum October 2008
  • 2.
    • How to read your website statistics
    • Who your website users are
    • What your users are interested
    • Where your advertising is failing
    • How to use your web stats to track the success of both online and offline advertising
    Today you will learn…
  • 3. Feel you can’t afford website statistics?
  • 4. No more excuses… most are free
  • 5.  
  • 6.  
  • 7. What marketing works for your business?
  • 8.  
  • 9. With the web… … you can track online and offline marketing
  • 10.
    • Find out what advertising works for you
    • Find out what doesn’t work
    • Find out why some methods don’t work
    What use are web stats to you?
  • 11.  
  • 12.  
  • 13.
    • Hits
    • Pages views/impressions
    • Bounces
    • Visits
    • Unique Visitors
    • Referrals
    • Search Strings
    • Landing pages
    • Exit pages
    • Time trends
    • Visitor loyalty
    • And configurable stats
    Common statistics
  • 14.  
  • 15.  
  • 16.
    • NOT a visitor
    • A hit is created when a file is delivered to a browser
    • ONE page may be made up of dozens of files … generating dozens of hits, per page
    What are website hits?
  • 17.  
  • 18.
    • A page will achieve a count for each time it is viewed.
    • However, if one user views the page 30 times, this will be counted as 30 different page views.
    • Allows you to measure your most popular website content.
    What are page views/impressions?
  • 19. Xplore.net Portfolio page … 512 page views last month
  • 20. Xplore.net web tools page … 2 page views last month
  • 21. What's the difference? There are several links to the portfolio from the home page
  • 22. What's the difference? There are no direct links to the Web Tools page
  • 23.  
  • 24.
    • A percentage of your website visitors who left your site after looking at just one page.
    • Your home page will often have a high bounce rate.
    • Can alert you if certain pages aren’t grabbing your users attention.
    • Should be read in conjunction with new visits and time trend statistics
    What are bounces?
  • 25.  
  • 26.
    • A visit begins when a user enters your website
    • A visit ends when the user leaves or is idle
    • BUT, if a user enters your site, leave and returns again, they will be counted as two visits.
    What are visits?
  • 27. Increase in visits following Xmails
  • 28.  
  • 29.
    • Each person visiting your site is only counted ONCE
    • Unique Visitor tracking is completed using cookies
    • On Google Analytics you can track if a user is a new or returning unique visitor.
    • Should not be read on it’s own as a measure of the overall success of the website.
    What are unique visitors?
  • 30.  
  • 31.
    • A visit to your website that was achieved by someone linking to your site from theirs.
    • Referrals can be from Search Engines
    • This statistics allows you to track what online marketing is working for you.
    What are referrals?
  • 32.  
  • 33.
    • Also known as “Keywords”
    • Lists phrases that your users entered into search engines and found your website with.
    • Useful in what they don’t show… if a keyword you think you should rank well under isn’t on the list, this alerts you to a potential problem.
    What are search strings?
  • 34. Reading search strings
  • 35.  
  • 36.
    • Shows you where users entered your site
    • Not all users will enter your website on the home page
    • Popular landing pages on your website should be setup like mini home pages, to capture your users attention.
    What are landing pages?
  • 37.  
  • 38.
    • Pages that your are losing uses on.
    • “ Thank you” pages etc will have high exit rates
    • Can show you if content or offers need revision
    What is an Exit page?
  • 39.  
  • 40.
    • Measurement of the amount of time a user spent on a specific page
    • Shows the quality of a visit to a page.
    • Generally users won’t spend more than 2 mins on a page. Remember, users are impatient.
    What are time trends?
  • 41.  
  • 42.
    • Shows the number of new vs returning visitors.
    • Tracks your users engagement with your website and brand.
    • High number of new visitors = good recruitment tactics.
    • How often you update your website will influence the number of returning visitors you have.
    What is visitor loyalty?
  • 43.  
  • 44.
    • Track the number of searches conducted on your site, what they looked for and where they went after the search
    • Track how many people subscribed to your newsletter
    • Track how many people were put off from subscribing
    What are configurable stats? Track stats unique to your website. For example: This gives you the ability to make website changes, where necessary.
  • 45. Seminar registration funnel
  • 46.
    • Dedicate resource to regularly check and assess your website statistics
    • Determine what you need to measure on an going basis.
    • Compare your statistics
    So, how do you apply this?
  • 47. Case Study: My World.co.nz
  • 48.  
  • 49.  
  • 50.  
  • 51.  
  • 52. Auckland users respond best to the site, when referred by Facebook.
  • 53.  
  • 54.  
  • 55.  
  • 56.  
  • 57.  
  • 58.
    • How to read your website statistics
    • Who your website users are - using map overlay and returning visitor stats
    • What your users are interested - using page views, time trends, bounces etc
    • Where your advertising is failing - using landing pages, referrals, search strings etc
    • How to use your web stats to track the success of both online and offline advertising
    Now you know…
  • 59. Want to know more?
    • Call: NZ Freephone 0800 100 900 or +64 (0)6 8342482
    • Email: support@xplore.net
    • Visit: www.xplore.net
    • Follow: www.twitter.com/xploreNET
    • Become a fan of : www.facebook.com/xploreNET