Web Analytics - From Data to Action


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This presentation was given on December 10, 2009 to a group at DigiKnow's offices in Cleveland.

The hour and a half presentation was cut down to 30 minutes of audio for use on SlideShare.

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Web Analytics - From Data to Action

  1. 1. Web Analyticsfrom Data to Action<br />Presented by Scott Chapin<br />
  2. 2. What is Web Analytics?<br />Website analytics broadly covers all work done to use data collected through visitor interactions with the website with the goal of learning about behaviors and improving website performance. <br />Analytics starts with determining metrics for targeted goals, and tracking for these metrics are implemented as part of the configuration. <br />As part of an ongoing process, regular reports are generated, insights are discovered and testing is done to optimize and improve performance.<br />2<br />
  3. 3. Top Industry Players<br />3<br />
  4. 4. Forrester Wave – Q3-2009<br />4<br />
  5. 5. Free vs. Fee-Based Solutions<br />5<br />
  6. 6. What Information Can Web Analytics Provide?<br />6<br />
  7. 7. Basic Traffic Data<br />7<br />
  8. 8. Visitor Profile Analysis<br />8<br />
  9. 9. Geographic Analysis<br />9<br />
  10. 10. Goal pages identify the target action for a site interaction or campaign<br />Funnels visualize the conversion process and identify areas for adjustment<br />Goals and Conversion Funnels<br />10<br />
  11. 11. What can we do beyond website data?<br />11<br />
  12. 12. In-Page Analytics<br />Eye-tracking and Mouse-tracking provide an additional layer of data on top of the actual page interactions<br />12<br />
  13. 13. A/B and Multivariate Testing let the data decide which image, copy or layout produce the best results<br />Website Optimization<br />A/B Testing<br />Multivariate Testing<br />13<br />
  14. 14. Surveys help identify visitors intent<br />Surveys complement success metrics like conversion and bounce rate<br />Surveys<br />14<br />
  15. 15. Site Search<br />Searches on your side show what visitors want and/or what they can’t find<br />A high percentage of search us may indicate unclear navigation<br />Products searches can inform decisions in what to add to the site/catalog<br />Search abandonment and exit indicate poor results or lack of content<br />15<br />
  16. 16. Case Studies/Examples<br />16<br />
  17. 17. Identifying Traffic Spikes<br />3/12 & 14<br />Email & Event<br />3/28<br />Sweepstakes Sites<br />4/15<br />Email<br />8/18<br />Media<br />9/1<br />Email<br />9/24 & 28<br />Event<br />2/26 <br />Media starts<br />17<br />
  18. 18. Conversion Path<br />119 Coupon Completions<br />73 Registrations<br />61% new consumers<br />39% existing consumers<br />Promotions<br />14%<br />Coupon<br />33%<br />21%<br />Register<br />57%<br />Thank You<br />18<br />
  19. 19. Comparing Markets<br />Visitors<br />Page Views<br />19<br />
  20. 20. User Interactions<br />Most Clicked Elements<br />Item #2<br />Item #4<br />Video Viewership<br />% of viewers starting clip varied between 5% and 8%<br />38% completion for Tuscan Chicken is the highest<br />Note: Numbers on the left are the percentage of in-page interactions combining data from all 7 product pages. Tracked interactions include tabs, download, video player and nutrition information. <br />8%<br />N/A<br />N/A<br />11%<br />13%<br />5%<br />22%<br />17%<br />24%<br /><1%<br />
  21. 21. Landing Page Optimization<br />Individual Messages<br />21<br />
  22. 22. Landing Page Optimization <br />Individual Messages<br />22<br />
  23. 23. Other Analysis Areas<br />Form Conversion<br />Navigation/Product Optimization<br />AdWords/Keyword Testing<br />23<br />
  24. 24. Setup conversion funnels to track website contact completion<br />Leveraged Google Analytics segments and alerts to provide sales with daily updates on who visited the site<br />Monitor traffic sources including search keywords and referring websites<br />DigiKnow<br />24<br />
  25. 25. So now What?<br />25<br />
  26. 26. Where to Invest<br />The 10/90 Rule:<br />For every $10 spent on tools and professional services, $90 should be spent on analysts, analysis and intelligence<br /> - Avinash Kaushik in May, 2006<br />26<br />
  27. 27. Measure Success<br />Identify what you want to know and what you will consider a successful outcome to your campaign, contest or update<br />Determine what events will lead to the successful outcome<br />Identify and measure site interactions that generate the desired events<br />Track and compare metrics over time and across campaigns<br />27<br />
  28. 28. Prioritize Your Attack<br />Know what’s working (or not working)<br />Look for untapped opportunities<br />Assess the costs of each opportunity<br />Test and Measure<br />28<br />
  29. 29. Prioritize Your Attack<br />29<br />
  30. 30. Keep Analyzing and Testing<br />Website analysis is an ongoing effort<br />Any time a new campaign, promotion or tool is put into place, determine how success will be measured<br />Daily, weekly or monthly, review what has changed, what is working and what is underperforming<br />Any time you dive into analytics tools, have an objective of what you are trying to learn<br />Keep experimenting with optimization of content, layout and offers<br />30<br />
  31. 31. Recommended Reading<br />Books<br />Web Analytics – An Hour A Day (Kaushik)<br />Web Analytics 2.0 (Kaushik)<br />Always Be Testing: The Complete Guide to Google Website Optimizer (Eisenberg)<br />Advanced Web Metrics with Google Analytics (Clifton)<br />Blogs<br />Practical Analytics - analytics.digiknow.com<br />Web Analytics Association - webanalyticsassociation.org<br />Occam's Razor by Avinash Kaushik - kaushik.net/avinash/<br />Google Analytics Blog - analytics.blogspot.com<br />Web Analytics Demystified - webanalyticsdemystified.com<br />Web Analysis, Behavioral Targeting and Advertising - webanalysis.blogspot.com<br />31<br />
  32. 32. Questions?<br />32<br />
  33. 33. For more information about Web Analytics, <br />please contact:<br />Scott Chapin<br />Director of Consulting Services<br />216-325-1981<br />schapin@digiknow.com<br />33<br />