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An Introduction To Web
Analytics
Zach Olsen
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Remote Usability Testing
A/B, Multivariate Testing
Personalization
Two Sides To Web Analytics Jobs
Analyst
Create and maintain standardized reports
and dashboards
Identify traffic and conversion trends
Provide ongoing optimization, revenue
opportunities, lost-opportunity analysis to
increase sales/revenue and customer
satisfaction
Implementation
Responsible for accurate reporting and
tracking
Like a programmer
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Two Sides To Web Site Analysis
Marketing Optimization
Conversion rate by marketing channel - paid
search, display, retargeting, affiliate, email,
social
Landing page improvements
Optimize allocation of marketing budget
User Experience
The site is a machine, each page has a
purpose
Reduce friction, increase conversion rate
Business Objectives & Key Performance Indicators
Business Objective Action On Site/KPI
Reach revenue targets Sales
Expand brand name recognition Clicks on social share buttons
Increase customer loyalty Return visits/orders
Increase customer loyalty Promotional email signups
Increase customer satisfaction Net Promoter Score
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Introduction to Web Analytics - Zach Olsen Stukent Expert Session
Where to start?
Get a website
Make one
Find a family member with one
Install Google Analytics
google: set up google analytics
Install Hotjar
google: hotjar
Set up goals
Figure out how to drive traffic to your site/get more conversions
Thanks!
ByDataBeDriven.com
ZachOlsen.net
@zacholsen

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Introduction to Web Analytics - Zach Olsen Stukent Expert Session

  • 1. An Introduction To Web Analytics Zach Olsen
  • 12. Two Sides To Web Analytics Jobs Analyst Create and maintain standardized reports and dashboards Identify traffic and conversion trends Provide ongoing optimization, revenue opportunities, lost-opportunity analysis to increase sales/revenue and customer satisfaction Implementation Responsible for accurate reporting and tracking Like a programmer
  • 14. Two Sides To Web Site Analysis Marketing Optimization Conversion rate by marketing channel - paid search, display, retargeting, affiliate, email, social Landing page improvements Optimize allocation of marketing budget User Experience The site is a machine, each page has a purpose Reduce friction, increase conversion rate
  • 15. Business Objectives & Key Performance Indicators Business Objective Action On Site/KPI Reach revenue targets Sales Expand brand name recognition Clicks on social share buttons Increase customer loyalty Return visits/orders Increase customer loyalty Promotional email signups Increase customer satisfaction Net Promoter Score
  • 19. Where to start? Get a website Make one Find a family member with one Install Google Analytics google: set up google analytics Install Hotjar google: hotjar Set up goals Figure out how to drive traffic to your site/get more conversions