This document provides an introduction to web analytics basics. It discusses measuring traffic sources, page visits, duration on pages, page depth, and conversions. Traffic sources include organic search, paid search, paid ads, referrals, and direct traffic. Page analytics can reveal which pages are most popular and how long users spend on different pages. Tracking conversions helps determine what content and traffic sources are most effective at influencing user behavior. The document emphasizes testing hypotheses to improve analytics and better understand website audiences and goals.

1. Web Analytics 101

2. Web Analytics 101
Just the basics.

3. What is the web?
Just kidding.

4. What are analytics?
A statement of results on a process.

5. “You can expect what you inspect”
-W. Edwards Deming

6. Traffic?
The number of hits you get does not
necessarily mean success.

7. It’s about audience!
Who are the audiences that you want visiting
your site?
What do you want them to do?

8. It’s about purpose!
• Sales
• Influence behavior
• Provide Service
• Entertainment
• Impressions

9. So…how do I measure that?
1. Traffic Sources
2. Page visits
3. Duration on Page
4. Page Depth
5. Conversion

10. Traffic Sources
• Where Does my traffic come from?
• Organic Search
• Paid Search
• Paid Ad
• Referral
• Direct

11. Traffic Sources: Organic
• SEO
• Domain Strength
• Content and Tagging
• Back links
• Traffic

12. Traffic Sources: Paid Search
• Google Ad Words
• Bing Ads
• Yahoo Search Advertising

13. Traffic Sources: Paid Ad
• Direct Relationships
• Social
• Ad Placement Companies

14. Traffic Sources: Referral
• Social Media
• Partner Sites
• Directories
• Blog Mentions

15. Traffic Sources: Direct
• Radio / Television
• Billboard
• Flyers
• Magazines
• Business Cards
• Word of Mouth

16. Page Visits
• What pages are getting the most traffic?
• What pages are getting no traffic?
• Do I have the content that people are looking
for?

17. Page Duration
• How much time do visitors spend on each
page?
• What pages get lots of traffic and lots of
bounce outs?
• Use Traffic Estimator to determine what
words may make pages more attractive.

18. Page Depth
• Attract, Engage, Inform
• Create multiple layers of content.
• Click through = Engagement.

19. Conversion
• What click can you use to determine
successful influence?
• Use funnels for multi-step processes
• Learn from sources that provide the best
conversions.

20. Testing
• Hypothetical Changes
• A/B Experiments
• New Test Content

21. Questions?