This presentation was given on December 10, 2009 to a group at DigiKnow's offices in Cleveland. The hour and a half presentation was cut down to 30 minutes of audio for use on SlideShare.

1. Web Analyticsfrom Data to Action Presented by Scott Chapin

2. What is Web Analytics? Website analytics broadly covers all work done to use data collected through visitor interactions with the website with the goal of learning about behaviors and improving website performance. Analytics starts with determining metrics for targeted goals, and tracking for these metrics are implemented as part of the configuration. As part of an ongoing process, regular reports are generated, insights are discovered and testing is done to optimize and improve performance. 2

3. Top Industry Players 3

4. Forrester Wave – Q3-2009 4

5. Free vs. Fee-Based Solutions 5

6. What Information Can Web Analytics Provide? 6

7. Basic Traffic Data 7

8. Visitor Profile Analysis 8

9. Geographic Analysis 9

10. Goal pages identify the target action for a site interaction or campaign Funnels visualize the conversion process and identify areas for adjustment Goals and Conversion Funnels 10

11. What can we do beyond website data? 11

12. In-Page Analytics Eye-tracking and Mouse-tracking provide an additional layer of data on top of the actual page interactions 12

13. A/B and Multivariate Testing let the data decide which image, copy or layout produce the best results Website Optimization A/B Testing Multivariate Testing 13

14. Surveys help identify visitors intent Surveys complement success metrics like conversion and bounce rate Surveys 14

15. Site Search Searches on your side show what visitors want and/or what they can’t find A high percentage of search us may indicate unclear navigation Products searches can inform decisions in what to add to the site/catalog Search abandonment and exit indicate poor results or lack of content 15

16. Case Studies/Examples 16

17. Identifying Traffic Spikes 3/12 & 14 Email & Event 3/28 Sweepstakes Sites 4/15 Email 8/18 Media 9/1 Email 9/24 & 28 Event 2/26 Media starts 17

18. Conversion Path 119 Coupon Completions 73 Registrations 61% new consumers 39% existing consumers Promotions 14% Coupon 33% 21% Register 57% Thank You 18

19. Comparing Markets Visitors Page Views 19

20. User Interactions Most Clicked Elements Item #2 Item #4 Video Viewership % of viewers starting clip varied between 5% and 8% 38% completion for Tuscan Chicken is the highest Note: Numbers on the left are the percentage of in-page interactions combining data from all 7 product pages. Tracked interactions include tabs, download, video player and nutrition information. 8% N/A N/A 11% 13% 5% 22% 17% 24% <1%

21. Landing Page Optimization Individual Messages 21

22. Landing Page Optimization Individual Messages 22

23. Other Analysis Areas Form Conversion Navigation/Product Optimization AdWords/Keyword Testing 23

24. Setup conversion funnels to track website contact completion Leveraged Google Analytics segments and alerts to provide sales with daily updates on who visited the site Monitor traffic sources including search keywords and referring websites DigiKnow 24

25. So now What? 25

26. Where to Invest The 10/90 Rule: For every $10 spent on tools and professional services, $90 should be spent on analysts, analysis and intelligence - Avinash Kaushik in May, 2006 26

27. Measure Success Identify what you want to know and what you will consider a successful outcome to your campaign, contest or update Determine what events will lead to the successful outcome Identify and measure site interactions that generate the desired events Track and compare metrics over time and across campaigns 27

28. Prioritize Your Attack Know what’s working (or not working) Look for untapped opportunities Assess the costs of each opportunity Test and Measure 28

29. Prioritize Your Attack 29

30. Keep Analyzing and Testing Website analysis is an ongoing effort Any time a new campaign, promotion or tool is put into place, determine how success will be measured Daily, weekly or monthly, review what has changed, what is working and what is underperforming Any time you dive into analytics tools, have an objective of what you are trying to learn Keep experimenting with optimization of content, layout and offers 30

31. Recommended Reading Books Web Analytics – An Hour A Day (Kaushik) Web Analytics 2.0 (Kaushik) Always Be Testing: The Complete Guide to Google Website Optimizer (Eisenberg) Advanced Web Metrics with Google Analytics (Clifton) Blogs Practical Analytics - analytics.digiknow.com Web Analytics Association - webanalyticsassociation.org Occam's Razor by Avinash Kaushik - kaushik.net/avinash/ Google Analytics Blog - analytics.blogspot.com Web Analytics Demystified - webanalyticsdemystified.com Web Analysis, Behavioral Targeting and Advertising - webanalysis.blogspot.com 31

32. Questions? 32

33. For more information about Web Analytics, please contact: Scott Chapin Director of Consulting Services 216-325-1981 schapin@digiknow.com 33