Oeresund Business Club Web Analytics Presentation

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This presentation shows how the popularity of various tracking systems has developed during the last years, why correct tracking and web analytics is important, how to get started with web analytics and some interesting questions you will be able to find answers on in your web analytics system.

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www.misura.dk

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Oeresund Business Club Web Analytics Presentation

  1. 1. Website Tracking How to measure User behavior and Success on Websites By Chrilles Wybrandt Owner of www.misura.dk
  2. 2. About Chrilles Wybrandt Specialized in web analytics and certified in Google Analytics and SiteCatalyst from Omniture (Adobe) • Webmaster and IT project manager at Copenhagen Business School • Instructor in data analysis at ACNielsen AIM • 2 years in Themilk and Guava (Online Communication Agencies) • 1 ½ years as independent with Misura.dk Clients: • L'EASY, Stibo, Roskilde Festival, OK, DTU • Sub contractor with other online agencies
  3. 3. Agenda To draw a picture of the purpose, opportunities and challenges when tracking websites • Examples of tracking systems - and their popularity • Why Tracking is Important • Measuring visitor success, content performance and online campaigns • Getting started with web analytics • Quick Wins on your website
  4. 4. What do you already know…? • What is your knowledge of web analytics and website tracking today? • How many of you have worked with Google Analytics, SiteCatalyst, Webstends?
  5. 5. Popular Tracking Tools
  6. 6. Search Interest for Tracking Systems Source: Google Trends Commercial tools Omniture has an increasing share of search compared to Webtrends. The true popularity of web analytics tools and website optimization based on quantitative data is clearly reflected in the popularity of Google Analytics. The free tool from Google
  7. 7. Why Tracking is Important?
  8. 8. When The Tracking is Missing I am the BOSS = Websites with no tracking What does this man know about his customers and their behavior in the store? 90% of all websites in general - No tracking 10 % is - Incorrect tracking OK - Data not applicable Source: Personal experience
  9. 9. Measuring visitor success, content performance and online campaigns • Set up Goals (Key Performance Indicators) • Track all your online campaigns And you will be able to get • A visualization of your visitors success on your website • General understanding of the user behavior on your website • Strong indicators of your content performance (Bounce Rate and $value) • Quality measurement /Conversion Rates of traffic sources to your website • Indicators showing how your website is developing
  10. 10. A Simplified Overview Where Visitors are coming What they do and if they are Where they go next … from successful (reach a goal) Search Engines/Keywords Online Campaigns - Newsletters - Banners Facebook/Twitter AdWords Exits… Partners
  11. 11. Your Web Analytics Information Center Banner Newsletters Advertizing Compare all your online activities in your analytics system. Continue with your well performing Referrals/ campaigns – and eliminate or Partners AdWords improve the once with poor performance. Use: Google Analytics Webtrends Omniture Downloads Search Engines Search Engine Optimized Pages (SEO-Pages)
  12. 12. Getting Started With Web Analytics You do not benefit from tracking before you have the correct setup Smart decisions are only based on valid data A Practical Approach to Web Tracking
  13. 13. Getting Started – Step 1 • Ensuring correct data – Filtering your own traffic and tracking of all pages • Setting Up KPIs (goals) ie. measurement of achieved successes on the website – Newsletters signups – Product sheets or white paper downloads – Product sales – RSS feeds subscriptions
  14. 14. Getting Started – Step 2 • Tracking internal search – A good source to the visitors mind. See what they expect to find on your website (or cannot find!) • Proper integration with AdWords – Compare ad costs and revenue • Tracking file downloads – Product sheets and white papers • Tracking online campaigns - incl. Newsletters – Compare your campaigns. Continue with the good once and fix the poor once
  15. 15. Step 1 & 2 is never part of a basic implementation. That is what most companies have, and they usually don’t know.
  16. 16. Quick Wins for Your Website Focus on the data you can act on – eg. • Poor performing Landing pages – High Bounce Rates • Poor performing campaigns – Banners, Adwords, E-mail marketing • Poor performing keywords • Goal optimization – Usability (eg. navigation, search, error-pages) – Call to Action
  17. 17. Ask Questions – and Get Answers • How is the distribution of traffic between my product pages and support pages? – is 80 % of the traffic going to the support pages • Why is none of the visitors using the internal search buying any products? – Is my internal search good enough? • How much does my newsletter recipients increase my sale? – Is that satisfactory? • How many of the visitors to who see the front page bounces? – Is 60% too much?
  18. 18. Ask Questions – and Get Answers • What percentage of my sales stand my 10 most important keywords for? – 2% is ok? (Is my site good enough search engine optimized?) • How long and how many pages, does a customer visit in average? • What traffic sources has the best conversion rate – Should I spend more on SEO? • Where in the buying process do I loose my potential customers?
  19. 19. Thank You If you need help to 1. Get a valid tracking of your website 2. Track and compare your online campaigns 3. Get information on how successful you are with your website 4. Improve the user experience on your website Contact:

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