This document discusses tools and methods for analyzing user behavior on websites. It describes how tools like ClickTale and server log files can track user mouse movements, scroll reach, hot zones on pages and other behaviors. The data collected can then be used to understand user engagement, troubleshoot issues, and improve conversions. Various analysis methods are mentioned like funnel visualization, click vs view metrics, measuring visitor loyalty, recency, time on site and page depth. Filters, trends, predictive analytics and custom reports are highlighted as ways to gain insights from the behavior data.

1. Analysis of USER BEHAVIOUR
www.about.me/eashwar

2. Some of the
famous tools in
market for the
analysis of user
behavior

3. What Is available with us
Real-time user behavior data on the website
Server behavior towards the user
our technology with click tale:
Will get the user behavior from the webpage
supported by Splunk’st technology:
Will get the server(one) OR servers(many) behavior towards the user on the webpage

4. HOW?
WEB LOGS
Access patterns
Our JS
SCRIPT
User behavior
With the page

5. CLICK TALE JS script
User Behavior on the page
Data collected:
User mouse movement
Scroll reach
Hot zone in the page

6. Web log
Number of visits and number of unique visitors
Visits duration and last visits
Authenticated users, and last authenticated visits
Days of week and rush hours
Domains/countries of host's visitors
Hosts list
Number total page views
Most viewed, entry and exit pages
Files type
OS used
Browsers used
Robots
HTTP referrer
Search engines, key phrases and keywords used to find the analyzed web
site
HTTP errors
Some of the log analyzers also report on who's on the site, conversion
tracking, visit time and page navigation.

7. Web log
Data collected
LogFormat "%h %l %u %t "%r" %>s %b" common
109.230.246.148 - - [07/Sep/2011:00:00:00 +0800] "POST /ucp.php?mode=register HTTP/1.0"
200 27873
"http://www.sgevoclub.com/ucp.php?mode=register&sid=ea40bb9c24c6fe0b237a98d89335
a2c7" "Mozilla/4.0 (compatible; MSIE 5.5; Windows 95; BCD2000)"
94.228.34.207 - - [07/Sep/2011:00:00:02 +0800] "GET
/forum/read_msg.php?tid=349&forumid=seriousth HTTP/1.1" 200 3751 "-" "magpie-
crawler/1.1 (U; Linux amd64; en-GB; +http://www.brandwatch.net)"

8. What can be done with the
information?
See everything visitors do on a website!
Discover what page elements, images and content visitors like and pay attention
to.
Troubleshoot a site quickly and effectively to find frustration points, improve
visitor engagement and help visitors get what they want.
Analyze the performance of the online forms, and all kind of input elements

9. What are we capable of doing with
available resources?
Search
Mobile OS(touch tracking)
Multi-domain tracking
Website speed
Event tracking
E-commerce
User-defined variables
Forms and fields analytics

10. Data Analysis Methods
Funnel visualization
Click vs View
Measuring Visitors
On-page analysis
Visitor path
prospective & retrospective
Filters
Trends
Predictive
Internal search
Alerts and flagging
Custom reports
Multi-user dashboards
Customizable dashboards
Source: http://www.aboutanalytics.com/select-tools
Red titles not completed

11. Funnel visualization

12. Click vs View
Clicks vs. Visits
Visits vs. Visitors
Pageviews vs. Unique Pageviews

13. Measuring Visitors
Loyalty Recency Length of Visit Depth of Visit
http://www.siliconbeachtraining.co.uk/free-resources/google-analytics-measuring-success-using-visitor-loyalty/

14. Measuring Visitors
Loyalty Recency Length of Visit Depth of Visit

15. Measuring Visitors
Loyalty Recency Length of Visit Depth of Visit

16. Measuring Visitors
Loyalty Recency Length of Visit Depth of Visit
Understanding your customer, listening to them, talking with them, and giving them what they want = Visitor Loyalty

17. OnPage Analysis
Titles
Meta descriptions
Meta keywords
Page relevant keywords
keyword phrases
URL extensions
Headings
Phrase elements
Measures the performance of a website in a commercial perspective, as data is
characteristically compared against key performance indicators for performance, and
used to advance a web site. This usually includes its drivers and conversions to attain
a high search engine status. To achieve this you actually need to undertake some
onpage analysis and verify each page to guarantee it is correctly optimized for a
targeted keyword.

18. Visitor path
A B C D
A
1000 250 90
B
C
100
D
500
A is Home page D is contact us page

19. prospective & retrospective
STUDY
A retrospective study is a study that A prospective study looks forward in time. For
looks backwards in time. For example, we select a group of subjects and sit
example, we find people that are already around and watch them for a decade. A
dead and try to figure out why they died. prospective study is slow. Unless you are
A retrospective study is fast. Since the studying a rapidly fatal disease, you have to
subjects are already dead; we just have wait years or even decades to accumulate
to tabulate all the results. The one sufficient data to draw any strong conclusions.
problem is that it's hard to interview a On the other hand, live subjects make for a
dead person. more informative interview.
http://www.childrensmercy.org/stats/definitions/retrospective.htm

20. Filter
Text string or regular expression that is applied
to incoming traffic data. Filters are used to
manipulate this data before it appears in
Analytics reports, either by excluding certain
page views or by rewriting data to make
reports more readable or relevant.

21. Predictive Analytics
Improve Our Future Based On What We Know From Our Past
Business Intelligence
1) Data cleaning takes 80% of the time -- Analyzing takes 20%
2) BE aware of GIGO (garbage in, garbage out).
Data cleaning Analyzing GIGO
It an important procedure It is done with the Selective about the
during which the data are unique our analysis Theory data you feed into
inspected, and erroneous your model
data are corrected(if
necessary, preferable, and
possible)
“Give me the grace to accept the things I cannot measure, the courage to measure
the things I can, and the wisdom to know the difference”
"If we do this then we start small, see what we find, if it is actionable then build on
it some more and then check again for actionability. If we don't find actionability
then scrap it and do other things."

22. INTERNAL SITE SEARCH
http://www.kaushik.net/avinash/kick-butt-with-
internal-site-search-analytics/

23. What is our plus?
No information loss because all original data is recorded and stored
Every analysis and every filter is executed based on the complete data set and
always in real time. This means that the data is not aggregated (summarized) and
not sampled.
Retrospective segmentation is possible at any time. All data and analyses can be
evaluated retrospectively, on-the-fly, and
at any time with any correlations and links that you wish, and can be filtered
using multiple filters.
Change filter criteria whenever you want and take account of other
analyses, e.g., for the previous month or a different keyword.
Drill down analytics to the lowest granular level, the individual
user, i.e., analytics data can be evaluated in terms of individual user behavior.

24. What is splunk?
Splunk is software to search, monitor and
analyze machine-generated data by
applications, systems and IT infrastructure at
scale via a web-style interface. Splunk captures,
indexes and correlates real-time data in a
searchable repository from which it can
generate graphs, reports, alerts, dashboards
and visualizations.

25. THANK YOU