The document outlines best practices for tracking user behavior on websites to measure success and optimize performance, authored by Chrilles Wybrandt, an expert in web analytics. It emphasizes the importance of setting up accurate data tracking systems and utilizing key performance indicators to understand visitor behavior, content performance, and effectiveness of online campaigns. Recommendations include using tools like Google Analytics and ensuring correct implementation to facilitate informed decision-making and identify areas for improvement.

1. Website Tracking
How to measure User behavior and
Success on Websites
By Chrilles Wybrandt
Owner of www.misura.dk

2. About Chrilles Wybrandt
Specialized in web analytics and
certified in Google Analytics and SiteCatalyst from Omniture (Adobe)
• Webmaster and IT project manager at Copenhagen Business School
• Instructor in data analysis at ACNielsen AIM
• 2 years in Themilk and Guava
(Online Communication Agencies)
• 1 ½ years as independent with Misura.dk
Clients:
• L'EASY, Stibo, Roskilde Festival,
OK, DTU
• Sub contractor with other
online agencies

3. Agenda
To draw a picture of the purpose, opportunities and
challenges when tracking websites
• Examples of tracking systems - and their popularity
• Why Tracking is Important
• Measuring visitor success, content performance
and online campaigns
• Getting started with web analytics
• Quick Wins on your website

4. What do you already know…?
• What is your knowledge of web analytics and
website tracking today?
• How many of you have worked with Google
Analytics, SiteCatalyst, Webstends?

5. Popular Tracking Tools

6. Search Interest for Tracking Systems
Source: Google Trends
Commercial tools
Omniture has an increasing share of
search compared to Webtrends.
The true popularity of web analytics tools
and website optimization based on
quantitative data is clearly reflected in
the popularity of Google Analytics.
The free tool from Google

7. Why Tracking is Important?

8. When The Tracking is Missing
I am the BOSS
= Websites with no tracking
What does this man know about his customers and their behavior in the store?
90% of all websites in general
- No tracking 10 % is
- Incorrect tracking OK
- Data not applicable Source: Personal experience

9. Measuring visitor success, content
performance and online campaigns
• Set up Goals (Key Performance Indicators)
• Track all your online campaigns
And you will be able to get
• A visualization of your visitors success on your website
• General understanding of the user behavior on your website
• Strong indicators of your content performance (Bounce Rate and $value)
• Quality measurement /Conversion Rates of traffic sources to your website
• Indicators showing how your website is developing

10. A Simplified Overview
Where Visitors are coming What they do and if they are Where they go next …
from successful (reach a goal)
Search Engines/Keywords
Online Campaigns
- Newsletters
- Banners
Facebook/Twitter
AdWords
Exits…
Partners

11. Your Web Analytics Information Center
Banner Newsletters
Advertizing
Compare all your online
activities in your analytics system.
Continue with your well performing Referrals/
campaigns – and eliminate or Partners
AdWords improve the once with poor
performance.
Use:
Google Analytics
Webtrends
Omniture
Downloads Search
Engines
Search Engine
Optimized Pages
(SEO-Pages)

12. Getting Started With Web
Analytics
You do not benefit from tracking before you
have the correct setup
Smart decisions are only based on valid data
A Practical Approach to Web Tracking

13. Getting Started – Step 1
• Ensuring correct data
– Filtering your own traffic and tracking of all pages
• Setting Up KPIs (goals) ie. measurement of
achieved successes on the website
– Newsletters signups
– Product sheets or white paper downloads
– Product sales
– RSS feeds subscriptions

14. Getting Started – Step 2
• Tracking internal search
– A good source to the visitors mind. See what they
expect to find on your website (or cannot find!)
• Proper integration with AdWords
– Compare ad costs and revenue
• Tracking file downloads
– Product sheets and white papers
• Tracking online campaigns - incl. Newsletters
– Compare your campaigns. Continue with the good
once and fix the poor once

15. Step 1 & 2 is never part of a basic
implementation.
That is what most companies have, and they
usually don’t know.

16. Quick Wins for Your Website
Focus on the data you can act on – eg.
• Poor performing Landing pages
– High Bounce Rates
• Poor performing campaigns
– Banners, Adwords, E-mail marketing
• Poor performing keywords
• Goal optimization
– Usability (eg. navigation, search, error-pages)
– Call to Action

18. Ask Questions – and Get Answers
• How is the distribution of traffic between my product pages and support
pages?
– is 80 % of the traffic going to the support pages
• Why is none of the visitors using the internal search buying any products?
– Is my internal search good enough?
• How much does my newsletter recipients increase my sale?
– Is that satisfactory?
• How many of the visitors to who see the front page bounces?
– Is 60% too much?

19. Ask Questions – and Get Answers
• What percentage of my sales stand my 10 most important keywords for?
– 2% is ok? (Is my site good enough search engine optimized?)
• How long and how many pages, does a customer visit in average?
• What traffic sources has the best conversion rate
– Should I spend more on SEO?
• Where in the buying process do I
loose my potential customers?

20. Thank You
If you need help to
1. Get a valid tracking of your website
2. Track and compare your online campaigns
3. Get information on how successful you are with your
website
4. Improve the user experience on your website
Contact: