Using Website Statistics To Stimulate Sales


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The "Using website statistics to stimulate sales" web marketing seminar was held on Thursday the 16th October 2008 and provided the attendees easy to apply tips to help them:

- Learn how to read their website statistics - what it all means.
- Discover who their website users are.
- Find out what information their users are most interested in.
- Identify where their advertising may be failing.
- Put in place systems to track both online and offline advertising.

For more infromation or assistance translating your website statistics, go to

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Using Website Statistics To Stimulate Sales

  1. 1. Using Web Statistics to Stimulate Sales Presented by: Wendy Schollum October 2008
  2. 2. <ul><li>How to read your website statistics </li></ul><ul><li>Who your website users are </li></ul><ul><li>What your users are interested </li></ul><ul><li>Where your advertising is failing </li></ul><ul><li>How to use your web stats to track the success of both online and offline advertising </li></ul>Today you will learn…
  3. 3. Feel you can’t afford website statistics?
  4. 4. No more excuses… most are free
  5. 7. What marketing works for your business?
  6. 9. With the web… … you can track online and offline marketing
  7. 10. <ul><li>Find out what advertising works for you </li></ul><ul><li>Find out what doesn’t work </li></ul><ul><li>Find out why some methods don’t work </li></ul>What use are web stats to you?
  8. 13. <ul><li>Hits </li></ul><ul><li>Pages views/impressions </li></ul><ul><li>Bounces </li></ul><ul><li>Visits </li></ul><ul><li>Unique Visitors </li></ul><ul><li>Referrals </li></ul><ul><li>Search Strings </li></ul><ul><li>Landing pages </li></ul><ul><li>Exit pages </li></ul><ul><li>Time trends </li></ul><ul><li>Visitor loyalty </li></ul><ul><li>And configurable stats </li></ul>Common statistics
  9. 16. <ul><li>NOT a visitor </li></ul><ul><li>A hit is created when a file is delivered to a browser </li></ul><ul><li>ONE page may be made up of dozens of files … generating dozens of hits, per page </li></ul>What are website hits?
  10. 18. <ul><li>A page will achieve a count for each time it is viewed. </li></ul><ul><li>However, if one user views the page 30 times, this will be counted as 30 different page views. </li></ul><ul><li>Allows you to measure your most popular website content. </li></ul>What are page views/impressions?
  11. 19. Portfolio page … 512 page views last month
  12. 20. web tools page … 2 page views last month
  13. 21. What's the difference? There are several links to the portfolio from the home page
  14. 22. What's the difference? There are no direct links to the Web Tools page
  15. 24. <ul><li>A percentage of your website visitors who left your site after looking at just one page. </li></ul><ul><li>Your home page will often have a high bounce rate. </li></ul><ul><li>Can alert you if certain pages aren’t grabbing your users attention. </li></ul><ul><li>Should be read in conjunction with new visits and time trend statistics </li></ul>What are bounces?
  16. 26. <ul><li>A visit begins when a user enters your website </li></ul><ul><li>A visit ends when the user leaves or is idle </li></ul><ul><li>BUT, if a user enters your site, leave and returns again, they will be counted as two visits. </li></ul>What are visits?
  17. 27. Increase in visits following Xmails
  18. 29. <ul><li>Each person visiting your site is only counted ONCE </li></ul><ul><li>Unique Visitor tracking is completed using cookies </li></ul><ul><li>On Google Analytics you can track if a user is a new or returning unique visitor. </li></ul><ul><li>Should not be read on it’s own as a measure of the overall success of the website. </li></ul>What are unique visitors?
  19. 31. <ul><li>A visit to your website that was achieved by someone linking to your site from theirs. </li></ul><ul><li>Referrals can be from Search Engines </li></ul><ul><li>This statistics allows you to track what online marketing is working for you. </li></ul>What are referrals?
  20. 33. <ul><li>Also known as “Keywords” </li></ul><ul><li>Lists phrases that your users entered into search engines and found your website with. </li></ul><ul><li>Useful in what they don’t show… if a keyword you think you should rank well under isn’t on the list, this alerts you to a potential problem. </li></ul>What are search strings?
  21. 34. Reading search strings
  22. 36. <ul><li>Shows you where users entered your site </li></ul><ul><li>Not all users will enter your website on the home page </li></ul><ul><li>Popular landing pages on your website should be setup like mini home pages, to capture your users attention. </li></ul>What are landing pages?
  23. 38. <ul><li>Pages that your are losing uses on. </li></ul><ul><li>“ Thank you” pages etc will have high exit rates </li></ul><ul><li>Can show you if content or offers need revision </li></ul>What is an Exit page?
  24. 40. <ul><li>Measurement of the amount of time a user spent on a specific page </li></ul><ul><li>Shows the quality of a visit to a page. </li></ul><ul><li>Generally users won’t spend more than 2 mins on a page. Remember, users are impatient. </li></ul>What are time trends?
  25. 42. <ul><li>Shows the number of new vs returning visitors. </li></ul><ul><li>Tracks your users engagement with your website and brand. </li></ul><ul><li>High number of new visitors = good recruitment tactics. </li></ul><ul><li>How often you update your website will influence the number of returning visitors you have. </li></ul>What is visitor loyalty?
  26. 44. <ul><li>Track the number of searches conducted on your site, what they looked for and where they went after the search </li></ul><ul><li>Track how many people subscribed to your newsletter </li></ul><ul><li>Track how many people were put off from subscribing </li></ul>What are configurable stats? Track stats unique to your website. For example: This gives you the ability to make website changes, where necessary.
  27. 45. Seminar registration funnel
  28. 46. <ul><li>Dedicate resource to regularly check and assess your website statistics </li></ul><ul><li>Determine what you need to measure on an going basis. </li></ul><ul><li>Compare your statistics </li></ul>So, how do you apply this?
  29. 47. Case Study: My
  30. 52. Auckland users respond best to the site, when referred by Facebook.
  31. 58. <ul><li>How to read your website statistics </li></ul><ul><li>Who your website users are - using map overlay and returning visitor stats </li></ul><ul><li>What your users are interested - using page views, time trends, bounces etc </li></ul><ul><li>Where your advertising is failing - using landing pages, referrals, search strings etc </li></ul><ul><li>How to use your web stats to track the success of both online and offline advertising </li></ul>Now you know…
  32. 59. Want to know more? <ul><li>Call: NZ Freephone 0800 100 900 or +64 (0)6 8342482 </li></ul><ul><li>Email: </li></ul><ul><li>Visit: </li></ul><ul><li>Follow: </li></ul><ul><li>Become a fan of : </li></ul>