This document provides an overview and introduction to web analytics. It discusses key terms like bounce rate and goals. It demonstrates several analytics tools like Google Analytics, Omniture, and Chartbeat. It emphasizes that analytics can help identify areas for improvement like popular entrance pages and traffic sources. However, the most important aspect is developing insights and testing hypotheses to optimize metrics like conversions and revenue. The document stresses iterating and testing constantly to improve site performance.

1. Intro to Web Analytics Amit Klein March ’10 #isbsm www.amitklein.com twitter.com/amitklein

2. Agenda Key Terms Bunch of Tools Developing Insights A/B Testing A lot of demos, will need you to stop me with questions

3. Key Terms Bounce Rate – The percentage of visits where the visitor enters and exists the same page without visiting any other page in between Goal – i.e. purchase confirmation Funnel – The series of steps (pages) leading to a goal

4. Google Analytics Demo Basic: Measurement AdWords Integration Visitors Overview Map Overlay Traffic Sources Content Setting up Goals / Funnels / Revenue Advanced Segmentation Custom Reporting

5. Link Tagging

6. But what about this? “ I want to know how many women from Mumbai over 40 who have been to the site at least 4 times and added items to their shopping cart but haven’t completed the checkout process ”

7. Omniture – The Cadillac Realtime Permissions Automated delivery of reports Clickmap / RevenueMap Path flow analysis Import external data / Integration Segmentation – Create profiles, track certain demographic behavior (abandoned carts, heavy purchasers) Expensive - Starts at 2k/month

8. Omniture – Dashboard

9. Omniture – Clickmap / Revenuemap

10. Omniture – Conversion Tracking

11. Omniture – Path Flow Analysis

12. Omniture – Twitter

13. Omniture – Facebook

14. Omniture – Facebook

15. Chartbeat – Real-time Monitoring

16. ClickTale Playback Heatmaps Form Analytics

17. Bit.ly

18. What metrics should you optimize?

19. Optimize Depends on your objectives Revenue Goals Bounce Rate Awareness campaign – new visitor % increase Avoid Intermediate Metrics: Visitors - Quality is way more important then number Duration - I can remove site search and time will go up

20. Insights

21. Improving Bounce Rate High bounce rates indicate people’s intent did not match website purpose *source: http://www.kaushik.net/avinash/

22. How do you improve bounce rate?

23. Improving Bounce Rate Find popular entrance pages with low bounce rates Identify how people got to these pages (entrances and keywords)

25. Improving Bounce Rate Are people finding what they are looking for?

26. BBCAmericaShop.com

27. BBCAmericaShop.com

28. Optimizing Adwords Campaigns Keyword Nonpaid keywords Location Source

29. ClickEquations

30. Developing Insights Check entry pages with high bounce rates (top landing pages report) Identify top 10 unpaid keywords with high bounce rates, add content? Traffic sources – try to extend partnership deals, additional comments, etc…

31. But what about non-ecommerce sites, what should you optimize?

32. CodeChef.com

33. CodeChef.com

34. Developing Insights Avoid intermediary goals and focus on objectives Develop goals (registrations, submissions to problem) Optimize based on goals

35. Iterate and Test Constantly

36. Quick Example - RClub You’re the product manager of Directi’s RClub You’re digging up the data and find many aren’t completing registration You do some hallway testing You look at analytics You come up with a hypothesis But you can’t just roll it out What do you do?

37. A/B Testing

38. A/B Testing - A

39. A/B Testing – B

40. A/B Testing

41. Buckets Run analysis based on: Geography Site usage (frequent users, light purchasers) Demographics (age, sex) Traffic Sources Etc…

42. But… what works for one group might not work for the other

45. Conclusion

46. Conclusion Analytics can help you: Find out who people are getting to your site and what they are doing Improve the effectiveness of ad campaigns Improve conversions on your site You need to use this data to develop insights/hypothesis (90% people / 10% tools) Iterate and test constantly You can always improve…

47. Additional Resources Avinash Kaushik – Occam’s Razor

48. Next Class We’re off next weekend Project How many teams are there? Use one channel and one easily measurable metric Will send over Google Adwords info later today Each team to prepare a 5-10min presentation for 3/21 Next class Indian Social Media? Future of Facebook and Twitter / Monetization models?

49. Questions?