The document discusses the goals and challenges of web analytics. It outlines four main goals of web analytics: to better understand users, make decisions based on data, improve the website by removing barriers, and improve conversions and sales. It also discusses challenges such as acting on findings and identifying the most important metrics to focus on.

1. Web Analytics

3. Information super highstreet…

4. Geography 101

5. Which begs the question… Should they spend money on localising their website?

6. These guys did… “ While we're on the subject of international adventures, it should be noted that Twitter has officially launched in Japan. We noticed a significant percent of Twitter usage consistently originating from Japan despite the fact that our service is in English . This highlighted an opportunity for us to make Twitter better so we worked with our partner in Japan, Digital Garage to launch a Japanese version of Twitter”. Biz Stone

8. Where it should fit (in our view)

9. The real world?

11. The conversion story… 1. Analytics setup 2. Analytics review 3. Client makes web site changes Without GA Analytics will tell you the where and the what , not the why

13. Art and sole of design Exhibit A Exhibit B Source: Jared Spool, User Interface Engineering “What Users Want”, uie.com

14. Measuring the search experience

15. Measuring the search experience

16. Measuring the search experience

17. Measuring the search experience Now let’s test our search engine based on the data (then buy a better one)

19. Where do we start?

20. Goal 1: sell car insurance online

21. A speed bump for our customers

22. What was our goal again? WTF?

23. Removing obstacles Last Monday at 5:13 PM we removed CAPTCHA from Sampa. The result: 9.2% improvement on our conversion rate! Marcelo Calbucci http://marcelo.sampa.com/

24. Removing obstacles

26. Implementing analytics

30. Access

31. Digestible data: visualisation

32. Regular updates