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10 Truths and a Lie: Answers You Need to Understand Web Analytics


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My presentation from Midwest UX 2011.

Published in: Design
  • Thanks for teaching the web analytics in simplistic terms!
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  • This slide show is a mini tour-de-force; great job! However, I wish slide 16 were better explained regarding '% search refinements'.
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10 Truths and a Lie: Answers You Need to Understand Web Analytics

  1. 1. 10 Truths and a Lie<br />Answers You Need to Understand Web Analytics<br />Erin Jo Richey @erinjo<br />
  2. 2. 1<br />
  3. 3. Everyone has to leave sometime.<br />
  4. 4. Not everyone has to bounce.<br />
  5. 5. BOUNCE RATE<br />Percentage of people who only view one page.<br />
  6. 6. BOUNCE RATE<br />
  7. 7. 2<br />
  8. 8. Stickiness shows the landing pages that lead a visitor to explore a site further. <br />
  9. 9. STICKINESS<br />People Who Viewed Only This Page<br />Everyone Who Entered On This Page<br />=<br />Landing Page Stickiness<br />
  10. 10. 3<br />
  11. 11. Logs can record search terms.<br />
  12. 12. Search terms show your users’ language.<br />
  13. 13. INTERNAL SITE SEARCH<br />bridesmaid dress<br />the lizette<br />95% rayon<br />language from your customers<br />72% cotton<br />stone rose<br />torres shirt<br />chunky sweater dress<br />returns<br />bridal shop<br />tibibianca shift dress<br />belle fleur chemise<br />denim dress<br />love quotes lurex<br />cocktail dress<br />star coupon code<br />holiday returns<br />ship to Canada<br />designer apparel<br />blaque label<br />location<br />
  14. 14. INTERNAL SITE SEARCH<br />Attributes<br />Customer Service<br />Categories or Types<br />Products or Brands<br />the lizette<br />location<br />72% cotton<br />designer apparel<br />bridal shop<br />returns<br />95% rayon<br />tibibianca shift dress<br />ship to Canada<br />cocktail dress<br />torres shirt<br />star coupon code<br />denim dress<br />blaque label<br />bridesmaid dress<br />holiday returns<br />stone rose<br />chunky sweater dress<br />love quotes lurex<br />belle fleur chemise<br />organized into content types<br />
  15. 15. INTERNAL SITE SEARCH<br />Customers<br />Not Customers Yet<br />the lizette<br />torres shirt<br />cocktail dress<br />tibibianca shift dress<br />denim dress<br />blaque label<br />bridesmaid dress<br />returns<br />stone rose<br />chunky sweater dress<br />star coupon code<br />belle fleur chemise<br />72% cotton<br />love quotes lurex<br />location<br />95% rayon<br />ship to Canada<br />bridesmaid dress<br />star coupon code<br />or organized by types of people<br />holiday returns<br />designer apparel<br />bridal shop<br />
  16. 16. INTERNAL SITE SEARCH<br />Number of Searches<br />% Search Refinements<br />Search Term<br />4<br />16%<br />torres shirt<br />93<br />28%<br />blaque label<br />37<br />17%<br />with data to look for outliers or problems<br />stone rose<br />11<br />7%<br />belle fleur chemise<br />21<br />87%<br />location<br />12<br />7%<br />ship to Canada<br />43<br />52%<br />star coupon code<br />86<br />32%<br />holiday returns<br />52<br />11%<br />designer apparel<br />28<br />46%<br />bridal shop<br />
  17. 17. 4<br />
  18. 18. Analytics data is more meaningful when segmented.<br />
  19. 19. USER<br />SEGMENTS<br />Your users aren’t all identical.<br />
  20. 20. USER<br />SEGMENTS<br />Segmentation groups users by shared traits.<br />
  21. 21. USER<br />SEGMENTS<br />members<br />non-members <br />everyone using a PC running Windows 98 from Reno, NV<br />
  22. 22. 5<br />
  23. 23. Yes, you can integrate survey data with web analytics to drill into issues.<br />
  24. 24. INTEGRATED SURVEYS<br />Voice of Customer <br />+<br />Web Analytics<br />
  25. 25. INTEGRATED SURVEYS<br />
  26. 26. INTEGRATED SURVEYS<br />
  27. 27. 6<br />
  28. 28. Click path data maps what people do when no one is watching.<br />
  29. 29. CLICK PATH ANALYSIS<br />This is what you thought they should do.<br />
  30. 30. CLICK PATH ANALYSIS<br />This is what they actually did…<br />
  31. 31. 7<br />
  32. 32. You can catch usability problems with funnel visualizations.<br />
  33. 33. GOAL FUNNELS<br />Uh oh?<br />
  34. 34. 8<br />
  35. 35. Loyalty shows how strongly visitors are attached to your site.<br />
  36. 36. VISITOR LOYALTY<br />>8%<br /><4%<br />Content Site<br />Ecommerce Site<br />
  37. 37. 9<br />
  38. 38. Conversions don’t have to be just sales and signups.<br />
  39. 39. Measure micro conversions to measure customer successes.<br />
  40. 40. MICRO CONVERSIONS<br />
  41. 41. 10<br />
  42. 42. Everyone loves engagement right?<br />
  43. 43. There is no universal metric for user engagement.<br />
  44. 44. ENGAGEMENT<br />Σ(Ci + Di + Ri + Li + Bi + Ii + Pi)<br />CiClick Index: visits must have at least 6 pageviews, not counting photo galleries<br />DiDuration Index: visits must have spend a minimum of 5 minutes on the site<br />RiRecencyIndex: visits that return daily<br />LiLoyalty Index: visits that either are registered at the site or visit it at least three times a week<br />BiBrand Index: visits that come directly to the site by either bookmark or directly typing or come through search engines with keywords like “” or “inquirer”<br />IiInteraction Index: visits that interact with the site via commenting, forums, etc.<br />PiParticipation Index: visits that participate on the site via sharing, uploading pics, stories, videos, etc.<br />
  45. 45. And<br />A<br />Lie<br />
  46. 46. Standard analytics dashboards are all you really need.<br />
  47. 47. Not.<br />
  48. 48. DASHBOARDS<br />Generic.<br />
  49. 49. Instead try...<br />...asking your own questions<br />...choosing just a few key measurements<br />...focusing on areas you have an impact on<br />...diving in!<br />
  50. 50. {the end}<br />Erin Jo Richey<br />@erinjo<br /><br />
  51. 51. BOUNCE RATE<br />(Ooh, a bonus slide.)<br />Percentage of people visit for a short time (10 sec).<br />(There are actually two ways to calculate bounce rate. This is the second.)<br />