Web Analytics 101


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Do you know how many people visit your website daily? Or what they do once they get there? Web marketers need the answers to these questions, but getting them isn’t always easy.

With all the data available on the web, understanding which information is relevant for your business and how you can use it to optimize your web presence can be a difficult task. Leveraging web analytics data is essential for the ROI of any website, but many organizations just don’t know where to start.

This webinar covers:

• Why web analytics are so important
• The main metrics you need to be measuring
• How to use analytics to optimize your web presence

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Web Analytics 101

  1. 1. Web Analytics 101: How you can use web analytics to increase your website’s ROI July 29th 2010 Presented by: Richard Sharp and Amberlie Denny
  2. 2. 5 Things You Want to Know About this Presentation 1. The presentation will be 45 minutes including Q & A 2. You can send your questions to us via your GoToWebinar controls at any time during the presentation 3. We will answer timely, topic-specific questions during the presentation and save the rest for the Q & A period 4. We answer all the questions we don’t have time for during the presentation in a blog post later in the day 5. We will send out a link to the recording and a PDF of the presentation slides after the presentation
  3. 3. Web Analytics (noun) Pronunciation: /wɛb anə’lɪtɪks/ Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage
  4. 4. Why are Web Analytics Important? • They are tangible evidence of visitors actions on your site • They give you real insight into what your visitors are doing once they arrive • Measuring your website metrics is the only way to optimize your website • They give you proof of your website’s ROI • They tell you areas to need to improve to reduce barriers to sales and optimize your website for conversions
  5. 5. What are the Different Types of Web Analytics? • Web Logs – Web Log Expert – AWStats – WebTrends • JavaScript Driven Tools – Google Analytics – Piwik – Yahoo! Analytics – WebTrends (On-Demand)
  6. 6. How Does Google Analytics Work? • Google Analytics is a JavaScript driven tool • Google produces a tracking code which you place in the HTML of your website • The code looks something like this: <script src="https://ssl.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript">_uacct="UA-414726- 1";urchinTracker();</script>
  7. 7. The 4 Basic Element of Google Analytics • Visitors - number of visitors, number of page views, unique versus returning visitors • Traffic Sources – direct, referral, search engine • Content (Site Interactions) – top content, entry pages, exit pages, navigation paths • Goals (Outcomes) – conversion rates, conversion values, conversion paths, funnel analysis
  8. 8. What are the Basic Visitor Metrics to Look at? • Pageviews – The amount of views your website pages are getting • Visits – When someone arrives at your website and starts looking at your webpages • Unique Visitors – The number of distinct people that are visiting (making visits) to your website in a particular period • Time Spent – Indicates the amount of time a visitor spends on your website and webpages • Bounce Rate – Indicates the amount of people that upon arriving at your website immediately leave
  9. 9. Long term Visitor Trending
  10. 10. Map Overlay Canada = 72% USA= 28%
  11. 11. Time Spent On Site
  12. 12. Bounce Rate
  13. 13. What are the Basic Traffic Metrics to Look at? • Referring Sites– This tells you the places where people are finding your website and visiting from • Top Search Engines – Tells you which search engines people are visiting your site from • Direct Traffic - The number of visitors who come to your site without first visiting a search engine • Top Keywords – The top keywords people are typing into search engines to arrive at your website
  14. 14. All Traffic Sources
  15. 15. Direct Traffic
  16. 16. Referring Sites
  17. 17. Search Engines
  18. 18. What are the Basic Content Metrics You Can Look at? • Top Content – The most frequently viewed content page on your website • Exit Pages – The amount of “exits” from individual pages on your website • Entrance Pages – The pages which are most often use as “entrances” to your website • Navigation Paths – Allows you to view how visitors got to a page and where they navigated to after
  19. 19. Top Content
  20. 20. Top Landing Pages
  21. 21. Top Exit Pages
  22. 22. Navigation Paths
  23. 23. What are the Basic Goal Metrics You Can Look at? • Total Conversions – The total number of conversions for all of the goals you have created • Conversion Rate – The ratio of visitors to your site who convert website visits into desired actions • Funnel Visualization – Depicts the leaks your conversion funnel by showing which pages resulted in lost opportunities and where your customers go
  24. 24. Total Conversions
  25. 25. Conversion Rate
  26. 26. Funnel Visualization
  27. 27. What are the Most Important Metrics to be Tracking? • Unique Visitors • Traffic Sources • Referring Keywords • Top Content • Bounce Rate • Conversion Rate
  28. 28. How Often Should You be Looking at Your Analytics? • Google Analytics is updated every 24 hrs • It’s important that you keep an eye on what’s happening • The amount you need to check will vary by industry, but weekly is usual a good starting point
  29. 29. Web Analytics Tips • Set up IP filtering to exclude internal traffic • Set up filtering to track full referring URLs • Google Analytics URL Builder – Allows you to track clickthroughs on calls-to-action by creating a custom URL • Set up goal tracking • Schedule reports to be emailed – Useful for organization where not everyone has access to Google Analytics
  30. 30. Web Analytics 201 - Segmentation • Sometimes aggregate data can be too general for some users • The best way to get deeper insights is to segment your data by different dimensions • Ex. If you want to get better analysis of your traffic, segment it by geographic location as a % of all your visits
  31. 31. Segments Campus visitors Campus visitors Campus visitors Campus visitors Campus visitors Campus visitors
  32. 32. Takeaways 1. Configure your account correctly 2. Have targets that relate to your business 3. Look at the data regularly 4. Be curious 5. Focus on insights and outcomes 6. Not sure or don’t have time? – hire an expert
  33. 33. First three people to sign up for our feed via email win a free Website Analytics Audit Follow our blog at http://www.marqui.com/blog Follow us on Twitter @Marqui_CMS Richard Sharp, VP Marketing richard.sharp@marqui.com 604.484.8543