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Web Analytics

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Create and manage effective websites to meet intended goals.

Publicado en: Tecnología, Empresariales
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Web Analytics

  1. 1. Dennis Deacon [email_address]
  2. 2. <ul><li>What is Web Analytics </li></ul><ul><li>Why should I track metrics on my site(s) </li></ul><ul><li>What you can do with Web Analytics </li></ul><ul><li>Special Case Studies </li></ul>
  3. 3. <ul><li>The study of the online experience in order to improve it. </li></ul>“ Web analytics is the assessment of a variety of data, Including web traffic, web-based transactions, web server performance, usability studies, user submitted information and related sources to help create a generalized understanding of the visitor experience online.” — Web Analytics Demystified Eric T. Peterson
  4. 4. <ul><li>Business Reporting / Proof of Return on Investment </li></ul><ul><li>Understanding Site Visitors </li></ul><ul><li>Identifying problems </li></ul><ul><li>Identifying opportunities </li></ul>
  5. 5. <ul><li>Web traffic data </li></ul><ul><li>Web transaction data </li></ul><ul><li>Web server performance data </li></ul><ul><li>Phone / call center activity </li></ul><ul><li>Usability studies </li></ul><ul><li>User submitted information </li></ul>
  6. 6. <ul><li>Web Server Logs </li></ul><ul><ul><li>Software used to turn raw data into meaningful information </li></ul></ul><ul><li>Page “Tags” </li></ul><ul><ul><li>JavaScript code placed on all pages to be tracked </li></ul></ul><ul><ul><li>Transparent image loads, sending data to analytic software/service </li></ul></ul>
  7. 7. <ul><li>Valuable data that can be collected by server logs and their use: </li></ul>Item Description Item Requested This is the file that was requested via HTTP (includes, html, jpg, gif, pdf, etc.). Date Date of the Request. Time Time of the Request. Client IP Address Used to determine uniqueness of visitor. Referrer Previous site/page the visitor visited. Very helpful when determining were traffic to your site is coming from. User Agent The client software (browser) used to make the request. URI Query Information on dynamically generated pages. HTTP Status For tracking errors, broken links. Cookie Improved method for tracking unique visitors.
  8. 8. <ul><li>Most of what server logs provide, PLUS additional client-side data and custom data. </li></ul><ul><ul><li>Browser data </li></ul></ul><ul><ul><li>Operating System data </li></ul></ul><ul><ul><li>User data (SessionID, UserID, etc.) </li></ul></ul><ul><ul><li>Conversion data </li></ul></ul><ul><ul><li>Custom tags (determined by business) </li></ul></ul>
  9. 9. <ul><li>Web Server Logs </li></ul><ul><li>Pros </li></ul><ul><li>Counts every request to server* </li></ul><ul><li>You own the data </li></ul><ul><li>Cons </li></ul><ul><li>Expensive initial investment </li></ul><ul><li>Things / events cause counts to be inaccurate: </li></ul><ul><ul><li>Search engine spiders </li></ul></ul><ul><ul><li>Proxies </li></ul></ul><ul><ul><li>Dynamic IP Addresses </li></ul></ul><ul><ul><li>Cache </li></ul></ul><ul><li>Data parsing required before analyzing </li></ul><ul><li>Cumbersome management of Server Logs </li></ul><ul><li>Storage intensive </li></ul><ul><li>Page tags </li></ul><ul><li>Pros </li></ul><ul><li>Cheaper to set up / Pay as you go </li></ul><ul><li>Believed to be more accurate than server logs </li></ul><ul><li>Speed of data reporting </li></ul><ul><li>Flexibility of data collection </li></ul><ul><li>Cons </li></ul><ul><li>Dependant on JavaScript & Cookies </li></ul><ul><li>Implemented required for every tracked page </li></ul><ul><li>Sometimes complex tag implementations </li></ul><ul><li>Who owns the data? </li></ul><ul><li>Privacy issues </li></ul><ul><li>Slight performance issues </li></ul>
  10. 10. <ul><li>Sorry folks, there are no single, perfect, accurate solutions. </li></ul>
  11. 11. <ul><li>Don’t try to balance the books with the numbers; take the data with a grain of salt. </li></ul><ul><li>Pay closer attention to the bigger picture & trends. </li></ul><ul><li>Consider leveraging both server log data and page tag data into a hybrid approach. </li></ul>
  12. 13. <ul><li>Each request to a web server. </li></ul><ul><li>A web page may create several individual hits. </li></ul><ul><ul><li>Web Page </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>Other supportive files </li></ul></ul><ul><li>Using hits would be like using the number of times a welcome mat is stepped on. </li></ul>
  13. 14. <ul><li>The number of times a web page has been displayed. </li></ul><ul><li>An improved page counter. </li></ul><ul><li>Can represent popularity site-wide or for particular content. </li></ul><ul><li>Only somewhat valuable to determine overall site activity levels. </li></ul>
  14. 15. <ul><li>A visit equates to any activity by a visitor during a set time period (usually 30 minutes). </li></ul><ul><li>Answers “how many times do people come to my site?” </li></ul><ul><li>Could be same person multiple times. </li></ul><ul><li>Good to understand what people do during a visit (i.e. pages per visit, time per visit) </li></ul>
  15. 16. <ul><li>A unique individual, typically based on IP address or cookie. </li></ul><ul><li>Uniquely identified visitors are based on a list or database of names. </li></ul><ul><li>Improved metric on how many people visit a web site. </li></ul><ul><li>Can track how many new visitors compared to repeat visitors. </li></ul> 120.106.15. 196 LeAnn Ng Rachel Vasquez Ellis Winfred
  16. 17. <ul><li>Bounce Rate </li></ul><ul><li>Referrers </li></ul><ul><li>Client Technical Stats </li></ul><ul><li>Conversions </li></ul>
  17. 18. <ul><li>Number of times a visitor arrives at a page, then immediate either hits the back button or leaves the site. </li></ul><ul><li>This metric could illustrate a problem with relevancy. </li></ul>
  18. 19. <ul><li>What sites send visitors to the site? </li></ul><ul><li>What search engines send visitors to the site? </li></ul><ul><li>What search terms send visitors to the site? </li></ul><ul><li>What ad campaigns send visitors to the site? </li></ul>You’ll find what you’re looking for over there…
  19. 20. <ul><li>Browser type, version, size </li></ul><ul><li>Operating system, version </li></ul><ul><li>Screen colors & resolution </li></ul><ul><li>Flash versions </li></ul><ul><li>Java & JavaScript Support </li></ul><ul><li>Connection type </li></ul><ul><li>Connection speed </li></ul>
  20. 21. <ul><li>Conversions are select tasks that are completed successfully by your site visitor. </li></ul><ul><li>Conversions are typically beneficial to the company’s bottom line. </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Requesting a brochure </li></ul></ul><ul><ul><li>Subscribing to a newsletter </li></ul></ul><ul><ul><li>Purchasing a product or service online </li></ul></ul><ul><ul><li>Calling a toll-free number for more info </li></ul></ul>
  21. 22. <ul><li>Tracking conversions </li></ul><ul><ul><li>Conversions are tracked via a pre-determined conversion path. </li></ul></ul><ul><ul><li>The path is entered into the web analytics tool. </li></ul></ul><ul><ul><li>The web analytics tool begins tracking conversions as they take place. </li></ul></ul>
  22. 23. <ul><li>Used to define, measure and determine progress towards an organization’s online goals. </li></ul><ul><li>Unique to the situation. </li></ul><ul><li>Measured over time to obtain patterns, trends. </li></ul><ul><li>Manner in determining KPIs </li></ul><ul><ul><li>What are the business goals for the site? </li></ul></ul><ul><ul><li>How are you going to determine whether you’re making progress towards a goal? What questions are you going to answer? And how? </li></ul></ul>
  23. 24. <ul><li>Example: Best Buy </li></ul><ul><li>Supporting Online Activities </li></ul><ul><li>Search for products </li></ul><ul><li>View products </li></ul><ul><li>Add products to shopping cart </li></ul><ul><li>Complete checkout process </li></ul><ul><li>Business goal: sell products, services; provide customer support </li></ul><ul><li>KPIs </li></ul><ul><li>% of visitors who search </li></ul><ul><li>Browse to buy ratio </li></ul><ul><li>Cart add rate </li></ul><ul><li>Checkout start rate </li></ul><ul><li>Checkout completion rate </li></ul><ul><li>Order conversion rate </li></ul><ul><li>Average order value </li></ul>
  24. 25. <ul><li>Tracking Conversions </li></ul><ul><li>Tracking E-mail Campaigns through to web site activity & conversions </li></ul><ul><li>Web site redesign & search engine optimization efforts </li></ul>
  25. 26. <ul><li>Business Goal: Increase the number of leads. </li></ul><ul><li>KPI: # of completed inquiry form completions. </li></ul>Step 1. Visitor arrives on product detail page and clicks the Inquiry button. Step 2. Visitor completes the web form, then submits. Step 3. The site displays a confirmation page and sends a confirmation e-mail..
  26. 27. <ul><li>In Google Analytics, we set up a Goal, to track conversions on particular tasks. </li></ul><ul><li>Let’s set up Goal #1 to track inquiries. </li></ul>
  27. 28. <ul><li>The goal page (the page that acts as completion for the task) is entered. </li></ul>
  28. 29. <ul><li>If a series of pages lead up to the goal page, you would then enter them here. Once finished, click Save Changes. </li></ul>
  29. 30. <ul><li>After some site traffic, you can begin to view your reports. </li></ul>
  30. 31. <ul><li>If we take a closer look, there is a problem with our site and our conversions. </li></ul><ul><li>We can take a look at the conversion funnel to see where the problem might be. </li></ul>
  31. 32. <ul><li>What’s a Conversion Funnel? </li></ul><ul><ul><li>Ideally, every site visitor would complete the path to conversion on your site. </li></ul></ul><ul><ul><li>Realistically, some visitors will not complete the conversion due to </li></ul></ul><ul><ul><ul><li>Personal choice </li></ul></ul></ul><ul><ul><ul><li>Confusion </li></ul></ul></ul><ul><ul><ul><li>Broken functionality </li></ul></ul></ul><ul><ul><ul><li>Usability </li></ul></ul></ul>Completed Tasks Site Visitors
  32. 33. <ul><li>In Google Analytics, we can see the conversion funnel, from what pages visitors are coming from, each step of the Inquiry Form process, and where they exited to if they didn’t complete the form. </li></ul><ul><li>The conversion funnel points out that we have a problem, not what the problem is. </li></ul><ul><li>Problem identification likely to come from usability tests. </li></ul>
  33. 34. <ul><li>Business Goal: Increase the number of inquiries and sales from email campaigns. </li></ul><ul><li>KPI: # of email opens, # of clickthroughs, # of completed inquiry forms from email campaigns </li></ul><ul><li>E-mail system (ConstantContact) has metrics on </li></ul><ul><ul><li>Opens (for HTML email & clicked Text emails) </li></ul></ul><ul><ul><li>Clickthroughs </li></ul></ul><ul><ul><li>Forwards </li></ul></ul><ul><li>Web Site has metrics on </li></ul><ul><ul><li>Pages </li></ul></ul><ul><ul><li>Visitors </li></ul></ul><ul><ul><li>Visits </li></ul></ul><ul><ul><li>Goal Conversions </li></ul></ul>
  34. 35. <ul><li>Question: How can I tell what e-mail recipients do after they clickthrough the e-mail message and visit my site? </li></ul><ul><ul><li>What did they do? </li></ul></ul><ul><ul><li>What did they look at? </li></ul></ul><ul><ul><li>How many converted? </li></ul></ul><ul><li>Answer: Tie the e-mail campaign to the website using custom variable tracking. </li></ul>utm_source=CW-Alaska-102008 utm_medium=email utm_content=CWAlaskaInsidePassage utm_campaign=CW-Alaska-102008
  35. 36. <ul><li>Create unique Google Analytic identifiers to track web site activity from each link. </li></ul><ul><li>Google Analytics URL Builder provide easy coding of links. </li></ul>
  36. 37. <ul><li>We then implement the email system tracking and the Google Analytics tracking for each link in the email. </li></ul><SimpleURLProperty name=&quot;CWAlaskaInsidePassage&quot; type=&quot;plain&quot; href=&quot; utm_campaign=CW-Alaska-102008&quot; label=&quot;Alaska's Inside Passage&quot; track=&quot;true&quot;> <a href=&quot; ?utm_source=CW-Alaska-102008&utm_medium=email&utm_content=CWAlaskaInsidePassage &utm_campaign=CW-Alaska-102008 &quot;> Alaska's Inside Passage </a> </SimpleURLProperty> <ul><li>Email System Tracking Code </li></ul><ul><li>Google Analytics Tracking parameters </li></ul>
  37. 38. <ul><li>After the email campaign is completed, </li></ul><ul><ul><li>Our email system provides us with totals on emails sent, opens, clickthroughs… </li></ul></ul>
  38. 39. <ul><li>After the email campaign is completed, </li></ul><ul><ul><li>Our email system provides us with totals on emails sent, opens, clickthroughs. </li></ul></ul><ul><ul><li>Google Analytics provides us with information from the web site on number of visits, pages viewed, and most important: Conversions </li></ul></ul>
  39. 40. <ul><li>Web analytics can be used to obtain information to gain insight into a web site’s audience. </li></ul><ul><li>Excellent tool for web redesigns, where there is an existing site with web analytics active </li></ul><ul><li>Web Design </li></ul><ul><ul><li>How’s the navigation currently being used? </li></ul></ul><ul><ul><li>What content is currently popular? </li></ul></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><ul><li>How are people finding the site? </li></ul></ul><ul><ul><li>What terms are people using to find the site? </li></ul></ul>
  40. 41. <ul><li>Web Design </li></ul><ul><li>Current Popular Pages </li></ul><ul><ul><li>Determines what content should be kept / enhanced; content to be edited or deleted </li></ul></ul><ul><ul><li>Often find some interesting facts </li></ul></ul>
  41. 42. <ul><li>Web Design </li></ul><ul><li>Navigation </li></ul><ul><ul><li>Site overlay allows you to visual see the number / percentage of clicks on a page. </li></ul></ul><ul><ul><li>If multiple links to same URL exist, then tag links with extra unique parameter. </li></ul></ul>
  42. 43. <ul><li>Search Engine Optimization </li></ul><ul><li>Keyword research </li></ul><ul><ul><li>Obtain keywords currently bringing in traffic </li></ul></ul><ul><ul><li>Use for developing new targeted keywords for optimization efforts </li></ul></ul>
  43. 44. <ul><li>Search Engine Optimization </li></ul><ul><li>Referrers </li></ul><ul><ul><li>Where is your traffic coming from… </li></ul></ul><ul><ul><li>… from where you expect or want? </li></ul></ul><ul><ul><li>Search Engines: Google, Yahoo, MSN, etc. </li></ul></ul><ul><ul><li>Referring Sites: Other sites linking to your site. </li></ul></ul><ul><ul><li>Direct traffic: directly typing URL into browser address bar, browser bookmarks/favorites </li></ul></ul>
  44. 45. <ul><li>Search Engine Optimization </li></ul><ul><li>Referrers </li></ul><ul><ul><li>What sites are sending you traffic today </li></ul></ul><ul><ul><li>Based on types of referrers, who could be sending you traffic in the future </li></ul></ul>
  45. 46. <ul><li>Search Engine Optimization </li></ul><ul><li>Paid Ad Campaigns </li></ul><ul><ul><li>What campaigns are performing? Which aren’t? </li></ul></ul><ul><ul><li>What happens once visitors arrive on my site? </li></ul></ul><ul><ul><li>Which ads are converting? Which aren’t? </li></ul></ul><ul><ul><li>Which landing pages are performing? Which aren’t? </li></ul></ul>
  46. 47. <ul><li>Use data to drive design, online business decisions </li></ul><ul><li>Web Analytics Methodology </li></ul><ul><ul><li>Define your business goals and metrics (KPIs) </li></ul></ul><ul><ul><li>Implement / create / obtain reports </li></ul></ul><ul><ul><li>Analyze the data </li></ul></ul><ul><ul><li>Take action and optimize for improvement </li></ul></ul><ul><ul><li>Repeat </li></ul></ul><ul><li>Don’t just implement web analytics because it’s cool or everyone is doing it; act upon the results. </li></ul>
  47. 49. <ul><li>Web Server Log Analyzers </li></ul><ul><ul><li>Analog (free) - </li></ul></ul><ul><ul><li>AWStats (free) - </li></ul></ul><ul><ul><li>Webalizer (free) - </li></ul></ul><ul><ul><li>Sawmill ($) - </li></ul></ul><ul><ul><li>Urchin ($) - </li></ul></ul><ul><ul><li>Webtrends ($) - </li></ul></ul><ul><li>Web Analytics Software (Tagging) </li></ul><ul><ul><li>Google Analytics (free) - </li></ul></ul><ul><ul><li>Yahoo! Web Analytics (free) - </li></ul></ul><ul><ul><li>Visistat ($) - </li></ul></ul><ul><ul><li>Mint ($) - </li></ul></ul><ul><ul><li>Omniture Site Catalyst ($) – </li></ul></ul>
  48. 50. <ul><li>Online Tools </li></ul><ul><ul><li>Google Analytics URL Builder - </li></ul></ul><ul><li>Further Reading </li></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><ul><li>Web Analytics Demystified - </li></ul></ul></ul>
  49. 51. <ul><li>Further Reading </li></ul><ul><ul><li>Books </li></ul></ul><ul><ul><ul><li>Web Analytics Demystified – Eric T. Petersen </li></ul></ul></ul><ul><ul><ul><li>Web Site Measurement Hacks: Tips & Tools to Help Optimize Your Online Business - Eric Peterson </li></ul></ul></ul><ul><ul><ul><li>Actionable Web Analytics: Using Data to Make Smart Business Decisions - Jason Burby </li></ul></ul></ul><ul><ul><ul><li>Web Metrics: Proven Methods for Measuring Web Site Success - Jim Sterne </li></ul></ul></ul><ul><ul><ul><li>Advanced Web Metrics with Google Analytics - Brian Clifton </li></ul></ul></ul><ul><ul><ul><li>Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads - Lance Loveday </li></ul></ul></ul>