Fun with Stats Analytics . . . in 20 Minutes
General Statistics Hits Entire Site (Successful) 1,019,671 Average per Day 32,892 Home Page N/A Page Views Page Views 219,...
“ Web analytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-ho...
“ life without this sort of examination is not worth living . . .”   -Socrates
<ul><li>Page Views </li></ul><ul><li>Path Analysis </li></ul><ul><li>Hits </li></ul><ul><li>Monthly Visitors </li></ul><ul...
 
If they can’t find you – you’re not there. If they can’t find it – it’s not there. What the  just happened?
 
 
 
<ul><li>Crew of 430 </li></ul><ul><li>(Startrek.org) </li></ul>
<ul><li>59 total deaths in the 5 year mission </li></ul><ul><li>= 13.7 % mortality rate </li></ul>
<ul><li>Of the 54 Deaths: </li></ul><ul><li>Yellow shirts   10% </li></ul><ul><li>Blue Shirts   7.2% </li></ul><ul><li>Red...
<ul><li>If you beamed down with Captain Kirk,  </li></ul><ul><li>and wore a red shirt –  </li></ul><ul><li>57.5%  - death ...
<ul><li>However, </li></ul><ul><li>If Captain Kirk hooks up with an alien babe,  </li></ul><ul><li>The red shirt survival ...
<ul><li>Captain Kirk “conquest” Rate? </li></ul><ul><li>30% </li></ul>
 
Digital Camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs
Secret to Analytics?
The Three C’s of Analytics
Objective: Find What Works <ul><li>Key Performance Indicators </li></ul><ul><ul><li>Time on Site </li></ul></ul><ul><ul><l...
<ul><li>Anchor Term: (primary keyword) </li></ul><ul><li>2.7 minutes Avg. TOS </li></ul><ul><li>46% of visits less than 20...
Engagement for Content Based Site (conversions = subscriptions)
How Traffic Compares
Steps for Stats <ul><li>Start with a Question </li></ul><ul><li>Segment by Verticals & Acquisition Method </li></ul><ul><l...
Matt Bailey President [email_address] www.SiteLogic.com
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Website Analytics

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Building the basic principles of an analytics program; Context, Comparison, and Contrast.

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  • Website Analytics

    1. 1. Fun with Stats Analytics . . . in 20 Minutes
    2. 2. General Statistics Hits Entire Site (Successful) 1,019,671 Average per Day 32,892 Home Page N/A Page Views Page Views 219,391 Average per Day 7,077 Average per Unique Visitor 22 Document Views 109,012 Visits Visits 31,945 Average per Day 1,030 Average Visit Length 0:07:46 Median Visit Length 0:01:36 International Visits 0.00% Visits of Unknown Origin 100.00% Visits from United States 0.00% Visits Referred by Search Engines 3,887 Visits from Spiders 1,839 Visitors Unique Visitors 9,712 Visitors Who Visited Once 7,088 Visitors Who Visited More Than Once 2,624
    3. 3. “ Web analytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-hoc basis.” -Eric Peterson
    4. 4. “ life without this sort of examination is not worth living . . .” -Socrates
    5. 5. <ul><li>Page Views </li></ul><ul><li>Path Analysis </li></ul><ul><li>Hits </li></ul><ul><li>Monthly Visitors </li></ul><ul><li>Top 10 Pages </li></ul><ul><li>Top 10 </li></ul><ul><li>keywords </li></ul>
    6. 7. If they can’t find you – you’re not there. If they can’t find it – it’s not there. What the just happened?
    7. 11. <ul><li>Crew of 430 </li></ul><ul><li>(Startrek.org) </li></ul>
    8. 12. <ul><li>59 total deaths in the 5 year mission </li></ul><ul><li>= 13.7 % mortality rate </li></ul>
    9. 13. <ul><li>Of the 54 Deaths: </li></ul><ul><li>Yellow shirts 10% </li></ul><ul><li>Blue Shirts 7.2% </li></ul><ul><li>Red Shirts 72.8% (43) </li></ul>
    10. 14. <ul><li>If you beamed down with Captain Kirk, </li></ul><ul><li>and wore a red shirt – </li></ul><ul><li>57.5% - death rate! </li></ul>
    11. 15. <ul><li>However, </li></ul><ul><li>If Captain Kirk hooks up with an alien babe, </li></ul><ul><li>The red shirt survival rate increases to 84%! </li></ul>
    12. 16. <ul><li>Captain Kirk “conquest” Rate? </li></ul><ul><li>30% </li></ul>
    13. 18. Digital Camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs
    14. 19. Secret to Analytics?
    15. 20. The Three C’s of Analytics
    16. 21. Objective: Find What Works <ul><li>Key Performance Indicators </li></ul><ul><ul><li>Time on Site </li></ul></ul><ul><ul><li>Pages Viewed </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>Goals </li></ul></ul><ul><li>Segmentation </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>In-market links </li></ul></ul><ul><ul><li>Social News </li></ul></ul><ul><ul><li>Search </li></ul></ul>
    17. 22. <ul><li>Anchor Term: (primary keyword) </li></ul><ul><li>2.7 minutes Avg. TOS </li></ul><ul><li>46% of visits less than 20 sec. </li></ul><ul><li>Term Conversion Rate: 2.2% </li></ul><ul><li>52.4% (2,682) enter at the Home Page (1.8% conversion) </li></ul><ul><li>34.5% (1,007) enter at product category page (4.3% conversion) </li></ul><ul><li>Anchor Term: (secondary keyword) </li></ul><ul><li>85% of visits less than 20 sec. </li></ul><ul><li>Term Conversion Rate: 0.4% </li></ul><ul><li>83.4% (2,346) enter at 404 Error Page (0.3% conversion) </li></ul><ul><li>Anchor Term: Brand Name </li></ul><ul><li>3.2 minutes Avg. TOS </li></ul><ul><li>36% of visits less than 20 sec. </li></ul><ul><li>Brand Conversion Rate: 5.3% </li></ul><ul><li>59.4% (16,967) enter at the Home Page (2.1% Conversion) </li></ul><ul><li>14% (3,820) enter at product category page (6.2% Conversion) </li></ul>Find Focus for Optimization
    18. 23. Engagement for Content Based Site (conversions = subscriptions)
    19. 24. How Traffic Compares
    20. 25. Steps for Stats <ul><li>Start with a Question </li></ul><ul><li>Segment by Verticals & Acquisition Method </li></ul><ul><li>Measure each Segment </li></ul><ul><li>Compare & Contrast the Results </li></ul><ul><li>Put the Results in Context </li></ul><ul><li>Focus on Business Value </li></ul>
    21. 26. Matt Bailey President [email_address] www.SiteLogic.com

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