The document discusses web analytics and how it can be used to understand user behavior on a website, optimize the user experience, track the effectiveness of marketing efforts, and increase conversions and returns on investment. It provides definitions and examples of key metrics that can be measured through analytics tools like Google Analytics, and gives a case study showing how one company used analytics to improve seasonal online sales.

1. Jenny Rankin, Kinetic Communications

2.  What are Web Analytics
 Why is this Important
 Getting Started
 Case Study Example
 Google Analytics 101

3.  Broad Definition: The monitoring and reporting of how users
interact with a website.
 Specific definition varies based on goals and objectives of
each website.
 Don’t just measure for the sake of measuring.

4.  General awareness of the audience visiting your site
 Make improvements to your site
◦ Enhance the user experience
◦ Help you get more out of your website
◦ Help your audience get more out of your website
 Track and increase your return on investment
◦ Tie interactive marketing efforts to conversions

5.  Website traffic patterns
 Visitor behavior and profiling
 Conversions and leads
 Tying conversions back to various marketing efforts,
including:
◦ Search engine marketing
◦ Email marketing
◦ Display advertising
◦ Social media efforts
◦ Special promotions

6.  Set goals and objectives for your website.
 Set goals and objectives for any interactive marketing efforts
you engage in.
 How will you measure success?
 Make sure your site is optimized for measurement.
 Find the right analytics tools.
 Set aside time to monitor each month.
 Plan a reporting mechanism.

7.  Ultimate interactive purpose: Drive sales
 Interactive marketing in place:
◦ E-commerce website
◦ Email marketing
◦ Pay-per-click advertising
◦ Homepage sliders advertising sales, new products, etc.
◦ Social media presence on Facebook & Twitter

9.  The website accounts for 35% of Priester’s annual direct-to-
consumer sales.
◦ Seasonal product: 45% of site traffic and 74% of revenue comes in
November & December
◦ They have seen a 39% increase in online sales over the past 5 years, even
with the slow economy.
◦ One in 14 visitors to the site makes a purchase (conversion rate of 7.32%)

10.  E-news: the past 12 months
◦ Email marketing accounted for 17% of the website’s traffic and 25% of the
site’s revenue last year.
◦ The conversion rate for e-news traffic is 10.99% compared to 7.32% for
the entire site.
◦ 812 new subscribers through the site, bringing our list to more than
22,000 subscribers
◦ Average open rate of 10.27%
◦ Average click-through rate of 19.81%

11.  Pay-Per Click Advertising: the past 12 months
◦ Google AdWords accounted for 6% of site traffic and 8% of its revenue for
the entire year.
 82% of that traffic and 89% of the revenue came from November and December
alone.
 Priester’s return on investment from AdWords for the past year was 1,784.2%.
 The conversion rate for Google CPC traffic is 9.78% compared to 7.32% for the
entire site.
◦ Shopzilla.com (A pay-per-click referral engine for shoppers)
 Sends very affordable traffic our way at only $0.25 per click
 8th highest non-search engine referring site
 Conversion rate of 1%

12.  Homepage Sliders
◦ Changed at least once a month to advertise a new product or promotion
◦ Once visitors arrive at the home page, over 98% enter the site through one
of the sliders.
◦ New sliders determined by top searched items, top selling items and
previous performance of slider message bringing in revenue
 Social Media
◦ 3,100 Facebook Fans; 2,697 Twitter Followers
◦ Facebook is the 4th top non-search engine referring site to Priesters.com
with nearly a 2% conversion rate

13. Making an Impact for
Priester’s Pecan’s

14.  Google Analytics 101
◦ Visitor Information
◦ Geography Detail
◦ Traffic Sources
◦ Top Content
◦ E-Commerce Overview
◦ AdWords Overview
◦ Internal Search Engines
◦ Funnel Analysis

15.  Visitors Overview:
◦ The most basic information
available through Google
Analytics.
◦ Track over time if your goal
is to increase traffic, etc.
◦ Use the technical profile to
know how your users are
accessing your site

19.  All Traffic Sources:
◦ Which sources send visitors
who are more likely to be
qualified leads
◦ Site Usage
◦ Goals Set
◦ Ecommerce
◦ Shows whether your paid
investments are qualified
leads

27.  Ecommerce
◦ Only visible if you are selling
through your site.
◦ Which products are selling
best.
◦ Which sources are bringing in
the most sales

28.  AdWords in Analytics:
◦ Which campaigns and
keywords are performing
best based on site goals
◦ AdWords MUST be linked to
Analytics to get this
information.
◦ Note: Graphs are
customizable

29.  Top Content:
◦ Which pages are being
viewed most often
◦ Note the URL names – this is
done in the coding of the site
to assure ease of
measurement
◦ Can dig into these numbers
for multiple reasons

32.  Site Search Engine:
◦ Check to see if you have
keywords with high search
numbers.
◦ Helps to make desired
content more readily
available to your audience.

33.  Goal Funnels:
◦ Set Conversion Goals within
Analytics
◦ Track how many people you
convert
◦ How many people abandoned
the conversion and where
along the process
◦ Can help make the process
easier on users

34. Connect after the conference:
Jenny@kinetic.com