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Basic web analytics


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Basis of Web Analytics. Online metric : Visit, Visitors, Pageviews, Conversion rate, Average Order Value etc.

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Basic web analytics

  1. 1. Basic Web Analytics
  2. 2. What is web analytics? • Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. - Wikipedia
  3. 3. Why is web analytics important? “If you can measure it, you can manage it”
  4. 4. Know your audience
  5. 5. Who are they?
  6. 6. Where do they come from?
  7. 7. Language
  8. 8. Technology
  9. 9. Search
  10. 10. Key Metrics (1) • Visit / Session represent the number of times the website was visited, without regard to repeat visitors. • Visitor / Unique Visitor / Unique User represent the number of actual people that visited our site. • Pageview represent the total number of pages that visitors looked at on our site.
  11. 11. Visitors Visits Pageviews
  12. 12. Key Metrics (2) • Audience o Geolocation o Behavior • New visitors VS Return visitors o Technology • Browser • Devices o Visitors flow / Path
  13. 13. New Visitors VS Returning Visitors New 85% Return 15% New 20% Return 80% - A new website, OR website is unable retain users - Need a plan to retain new users - Monetizing through repeat users - Need to a plan to acquire new users
  14. 14. Key Metrics (3) • Traffic Source o Direct Traffic o Search Engine o Referring Site
  15. 15. Analysis • Example o Strong brand but low search engine traffic o Need to improve SEO&SEM 65% 10% 25% Direct Search Engine Reffer
  16. 16. Analysis • Example o Weak brand o Need to improve brand awareness 15% 40% 45% Direct Search Engine Reffer
  17. 17. Analysis • Example o Too reliant on search engine traffic o Need to diversify traffic sources 20% 70% 10% Direct Search Engine Reffer
  18. 18. Key Metrics (4) • E-Commerce o Conversion Rate (CVR) is defined as the percentage of visitors who end up buying from your store. For example: Your conversion rate is 2% if 2 out of 100 visitors buy from your store. o Average Order Value (AOV) is the average size of an order on your store. For example: Your AOV is $35 per each order if you made $140 from 4 orders. o Sale / Revenue
  19. 19. Conversion Funnel
  20. 20. Web Analytics Tools