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An Introduction to Web Analytics

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Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
To assess the performance and to improve your website , it is imperative that you understand the key performance indicators of your site like the traffic, hits, and many more concepts.
Web analytics help you in having a thorough analysis, of how your site is performing which helps you to optimize your site to suit your needs as well as your customer's and clients.

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An Introduction to Web Analytics

  1. 1. An Introduction To Web Analytics
  2. 2. <ul><li>Web Analytics??? </li></ul><ul><li>Why use Web Analytics ?? </li></ul><ul><li>Web analytics Parlance </li></ul><ul><li>Web analytics and categories </li></ul><ul><li>Major Tools Of Web Analytics </li></ul>What??
  3. 3. <ul><li>Web analytics is the study of visitor, navigation, and traffic patterns to determine the success of a given web site. </li></ul><ul><li>Focussing only on the amount of traffic might only be helpful in evaluating your bandwidth usage and server’s capabilities, which is not its only purpose. </li></ul><ul><li>Web analytics focuses on in-depth comparison of available visitor data, referral data, and site navigation patterns . </li></ul><ul><li>It also tells us the amount of traffic we receive over any specified period of time. </li></ul>What is Web Analytics
  4. 4. <ul><li>Within search engine marketing campaigns your &quot;investment&quot; can, and must, be broken down to an extremely granular level in order to measure - and more importantly - maximize, your results. </li></ul><ul><li>Web analytics : </li></ul><ul><li>1) Measures and maximizes ROI </li></ul><ul><li>Identifies which referral sources generate the most revenue and orders for your business </li></ul><ul><li>2) Helps in Targeting Your Marketing Efforts Better </li></ul><ul><li>Determine which visitor groups are most likely to convert into customers, members or subscribers </li></ul>Why do we need Web Analytics?
  5. 5. <ul><li>3 ) Optimize Conversions </li></ul><ul><li>Tracking to maximize the rate at which your Web site visitors convert into customers, subscribers or members. </li></ul><ul><li>4) Save On Customer Support </li></ul><ul><li>Improving the efficiency of your online support to dramatically reduce your offline costs. </li></ul><ul><li>5) Pinpoint Online Revenue-Enhancing Opportunities </li></ul><ul><li>Determine upward and downward trends in a particular product, and which products would function best as loss leaders to attract new customers </li></ul>Why do we need Web Analytics?
  6. 6. <ul><li>Hit - A request for a file from the web server. The number of hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically over-estimates popularity. </li></ul><ul><li>Impression - An impression is each time an advertisement loads on a user's screen. Anytime you see a banner, that is an impression. </li></ul><ul><li>Bounce Rate - The percentage of visits where the visitor enters and exits at the same page without visiting any other pages on the site in between. </li></ul><ul><li>Visitor / Unique Visitor / Unique User - The uniquely identified client generating requests on the web server (log analysis) or viewing pages (page tagging) within a defined time period (i.e. day, week or month). Here, the same person visiting from two different computers will count as two Unique Visitors. </li></ul><ul><li>Page View Duration / Time on Page - Average amount of time that visitors spend on each page of the site. </li></ul>Web Analytics Jargon
  7. 7. <ul><li>The Web analytic tools can be categorized into two parts: </li></ul><ul><li>Conversion: Conversion rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators. </li></ul><ul><li>Some major tools that help assess the conversion rate are: </li></ul><ul><li>Google analytics </li></ul><ul><li>Web Trends </li></ul><ul><li>Compete </li></ul><ul><li>Stat Counter </li></ul><ul><li>Quantcast </li></ul>Categorization
  8. 8. <ul><li>2. Usability: If a site is usable, it fits its purpose. This typically means that it's convenient to use. Now there are some tools which can be used to assess the usability of a website. </li></ul><ul><li>We have discussed two important usability tools: </li></ul><ul><li>ClickTale </li></ul><ul><li>Crazyegg </li></ul>Categorization
  9. 9. <ul><li>Google Analytics: </li></ul><ul><li>Excellent Graphical Representation of Data </li></ul><ul><li>Provides for Marketing-Based Analysis </li></ul><ul><li>Helps you to see what a visitor put into your internal search box and what page they were on when they made the search. </li></ul><ul><li>Helps you create a filter to not count anyone from specific domains you add in. </li></ul><ul><li>Lets you create and save your own custom reports. </li></ul><ul><li>Lets you pick and choose the metrics you want to track as well as the categories to keep drilling down for further analysis. </li></ul><ul><li>While Google Analytics goal conversions are defined by a specific URL, event tracking lets you track and analyze specific actions that are triggered by clicks.  </li></ul><ul><li>With Site Overlay, you can view user activities and conversions as a visual layer on your site.  </li></ul>Web Analytics Tools(Conversion)
  10. 10. <ul><li>Compete: It is good for checking out the competition. Compare your site against multiple competitors in one easy-to-read report. </li></ul><ul><li>You can enter up to five competing Web sites for a detailed report comparing their amount of visitors and growth percentage for the month and year. </li></ul><ul><li>One can find out which keywords are sending traffic to a Web site or a category, which sites get the most clicks from a keyword, and how two sites compare for competing keywords. </li></ul><ul><li>You can see where your site stands with customizable ranked lists of up to 500,000 domains. </li></ul><ul><li>The Compete Toolbar automatically creates three alerts for every Web site you visit. </li></ul><ul><li>a) Trust Scores warns you of potentially malicious Web sites; </li></ul><ul><li>b ) Site Profiles tells you the site’s popularity, rank, and growth rate; </li></ul><ul><li>c) Deal Light lights up if there are any special promotions or coupons offered on the Web site. </li></ul><ul><li>One can see the latest stats, including the number of unique visitors for up to three sites at a time. </li></ul>Web Analytics Tools(Conversion)
  11. 11. <ul><li>3) Quantcast: Quantcast is good for accurately measuring your audience reach and composition, information that can help you attract advertisers. </li></ul><ul><li>Graphs for the following demographics: Gender, Age, Household Income, Ethnicity, Education, Estimated Household Income </li></ul><ul><li>Traffic overview - Visitors passing through -versus- Regulars and Addicts. </li></ul><ul><li>Monthly unique U.S. visitors. </li></ul><ul><li>They provide a central repository for local reporting. </li></ul><ul><li>The “holistic” model combines panel-based and directly measured data with its own algorithm. </li></ul><ul><li>It has a free service that measures the usage of your videos, widgets, and games, both on your Web site and elsewhere on the Web. </li></ul><ul><li>Unlike many services that offer just the traffic ranking of a Web site, Quantcast delivers a one-sentence summary, such as &quot;The site caters to a slightly female, older, fairly wealthy following.“ </li></ul>Web Analytics Tools (Conversion)
  12. 12. <ul><li>4) StatCounter: </li></ul><ul><li>It offers charts and graphs to help users visualize their statistics. </li></ul><ul><li>The stats are invisible. There is no need for webmasters to place a little icon somewhere on their website. </li></ul><ul><li>Provides drilldown functionality in many of its reports. The Keyword Analysis report allows to see which words users used to find the site. </li></ul><ul><li>Using the magnify tool, you can </li></ul><ul><li>a) ‘Zoom In' on individual visitors </li></ul><ul><li>b) Get a detailed report on where they are from </li></ul><ul><li>c) Most importantly, what link referred them to your site and their navigation path through your site. </li></ul><ul><li>Allows users to set up multiple projects. </li></ul><ul><li>Excellent for beginners. </li></ul><ul><li>The exit pages tools shows you the most common Exit Pages, allowing you to optimise those pages to keep visitors on your site. </li></ul>Web Analytics Tools(Conversion)
  13. 13. <ul><li>5) WebTrends: </li></ul><ul><li>Web analytics reporting is useful .It has some quality features such as: </li></ul><ul><li>User behaviour on each particular page of the site </li></ul><ul><li>User navigational behaviour between pages on the site </li></ul><ul><li>Task execution by users </li></ul><ul><li>Referrals from search engines </li></ul><ul><li>One can go beyond pre-defined segments such as &quot;new visitors&quot; vs. &quot;repeat visitors&quot; and define your own custom segments based on demographics. </li></ul><ul><li>Drill-Across Related Reporting takes your data exploration to a new level with the related reporting elements in WebTrends. </li></ul><ul><li>The quick-query tool focuses on reports and identifies your top performing initiatives. </li></ul>Web Analytic Tools(Conversion)
  14. 14. <ul><li>ClickTale : Unlike traditional web analytics that produce only pure statistics, ClickTale gives webmasters the ability to watch movies of users’ individual browsing sessions. </li></ul><ul><li>Some essential features: </li></ul><ul><li>Every mouse movement, every click and every keystroke are recorded for convenient playback. </li></ul><ul><li>With ClickTale, webmasters can improve website usability, enhance navigation, and increase website effectiveness. </li></ul><ul><li>Its New Advanced Search functionality Optimises your landing pages by watching the visitors who arrive at specific pages </li></ul><ul><li>Marketing Campaign Tracking watches how visitors respond to your landing pages, and improve the effectiveness of your email and marketing campaigns. </li></ul>Web analytics Tools(Usability)
  15. 15. <ul><li>2) Crazyegg: I t is a very powerful tool to analyse where visitors click on your website, on what pages they click on and where or which page do they most click on. </li></ul><ul><li>Some core features: </li></ul><ul><li>‘ Overlay’ is one of Crazyegg’s unique features, each link on your website has a little + sign where Crazyegg shows the amount of times this button has been clicked as a percentage, no other stats application does this. </li></ul><ul><li>The list feature is some what similar to other statistic applications and is just a basic form of displaying numbers. </li></ul><ul><li>The brilliant feature of Heatmap reveals the most visited places with different colours as compared to the less frequented one. </li></ul>Web Analytic tools (usability)
  16. 16. Thank you!! For watching the presentation To know more about Web Analytics and Conversion Optimization Techniques Please visit