This document outlines 10 ways to analyze website traffic: 1. Analyze visitors by mapping user locations, new vs returning visitors, languages, mobile usage, and browser capabilities. 2. Analyze traffic sources like direct traffic, referring sites, search engines, AdWords campaigns, and keywords. 3. Analyze content through in-page analytics, navigation summaries, content drilldowns, top landing/exit pages, and site search. 4. Analyze goals like conversions, funnels, and goals completion.

1. 10 WAYS
to analyze
Your Website Traffic

2. Email: mloban@infotrustllc.com
LinkedIN: linkedin.com/in/mloban
Twitter: @iwanttobesocial
Facebook facebook.com/infotrust
Website: infotrustllc.com
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5. At InfoTrust, we
Analyze, Increase & Convert Web Traffic
Build Sites, Blogs, Portals & Applications
Help Organizations Become Social
Integrate and Customize SalesForce
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6. expectations?
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8. GA – The Basics
52% of enterprise companies using free
WA solutions like GA fail to effectively use
more than half of the tools capabilities.
71% of enterprises surveyed said WA data
plays a significant role in driving decisions.
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9. GA Dashboard
Integrated Digital Marketing
Digital Marketing and Social Media Education
Social Media and Viral Marketing
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11. 1. Visitors
• Map Overlay (Product Reseller)
• New vs. Returning (Hosting Company)
• Languages (Global Chemical Manufacturer)
• Mobile (University Application)
• Browser Capabilities (Dealership)

12. 1. Visitors

13. 2. Traffic Sources
• Direct Traffic – Brand Awareness
• Referring Traffic (Hosting Company, Manufacturer)
• Search Engines
• AdWords (Health Insurance)
• Keywords (Everyone)

14. 2. Traffic Sources

15. 3. Content
• In Page Analytics (Dealership)
• Navigation Summary (University)
• Content Drilldown (Health Insurance)
• Top Landing Pages (Dealership)
• Top Exit Pages (Everyone)
• Site Search (Non-Profit)

16. 3. Content

17. 3. Content

18. 4. Goals
• Goals (Health Insurance)
• Funnels (Health Insurance)
• Conversions (Health Insurance, Dealership)

19. 4. Goals

20. Exercise
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22. What
do we want
our website to accomplish?

23. Analytics
• Educate (read, subscribe)
• Sell
• Acquire leads (contact-us forms)
• Form a relationship (newsletter, updates, RSS)
• Engage (share, like, comment)

25. Who is
our audience?

26. Analytics
• Map Overlay
• Search Keywords
• Landing Pages
• Sources of Traffic
• Languages
• TRENDS

28. Why are they
on our website?

29. Measurement

30. Measurement
26%
increase in
sales within
6 months.

31. Analytics
• Navigation Analysis
• Top Content
• Underperforming content (Health Insurance)
• Internal Search (Foundation)
• Search Keywords
• Survey – JUST ASK

32. Navigation

34. Where
do they come from?

36. When Swanson improved their visibility of its product pages
reviews, they became more accessible to search engines. The
result was a 163% increase in search engine traffic to product
pages.
Blogs, Twitter, online video and communities all boost search
performance, because the links and changes in these sites
help Google.

38. Analytics
• Traffic Sources (Hosting Company)
• Source Determines Intent
• Advanced Segmentation
– Social networks vs.
– AdWords vs.
– SEO vs.
– Blog Marketing vs.
– Display Advertising
• Time Comparison

39. Traffic Sources
• Traffic Sources (Hosting Company)
• Source determines intent

40. Segmentation

42. How
do they use my website?

43. Analytics
• Top exit pages
• Completed conversions
• In-Page Analytics
• Segmentation (Dealership)
• Conversion Funnels

44. In-Page Analytics

45. Top Exit Pages

48. And
then what?

49. Analytics
• Conversions
• Bounce Rates
Goal Value

51. Value of a Customer
and
Long Term Customer Value

53. Short Term Metrics
vs.
Long Term Metrics

54. Measurement
Directly Financial
Short Term Long Term
Indirectly Financial

56. 10. 10/90 Rule
“10% of budget should be
spent on tools, and 90% spent
on a smart analyst”
Avinash Kaushik,
Analytics Evangelist for Google

57. What Have
We Learned?
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59. DO THINGS THE RIGHT WAY:
Website Analytics Assessment
– Internal Review –
– External Assessment –
– Prioritized List of Improvements –
– Actionable Marketing Strategy –
– 30/60 Day Plan –
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