8. Web Analytics 2.0 之定義
你跟你的競爭者的質化跟量化的分析
• the analysis of qualitative and quantitative data from your
website and the competition,
目的是持續性改善用戶跟潛在用戶的線上體驗,精益求精
• to drive a continual improvement of the online experience of
your customers and prospects,
轉化成你想要的結果(包含線上跟離線的)
• which translates into your desired outcomes (online and offline)
9. 元素 & 問題
The What: Click Stream
•直接的基本資料-Visits, Visitors, Time on Site, Page Views,
Bounce Rate, Source, etc.
The How Much: Multiple Outcomes Analysis
•將公司目標、評量標準與分析結合起來才有用,通常一個網站
的產出有三種:增加營收、減少成本、加強客戶滿意或忠誠度
The Why: Experimentation and Testing
•測試並改正,才可以了解失敗,而且網路上的失敗通常是很快
就可以知道又相對不貴的學習
The Why: Voice of Customer
•質性研究
The What Else: Competitive Intelligence
•就是要知己知彼,比較才知道自己的位置
17. Bounce Rate
• The sexiest web metrics! The percentage of
sessions on your website with only one page view.
• 兩個衡量層次
– 全站的平均 bounce rate
– 熱門 landing page 的 bounce rate
• 其他應用(+維度)
– Top referrers 的 bounce rate
– 關鍵字(paid/organic)的 bounce rate
– Blog的bounce rate是否重要?
18. Adjusted Bounce Rate by Google
• 25 July Announcement
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXXXX-1']);
_gaq.push(['_trackPageview']);
setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript';
ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' :
'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>
19. Exit Rate
• How many people left your site from
a certain page.
• 使用者終究會離開網站,但他們是否是在
我們期許的情況下離開?
• Bounce Rate & Exit Rate 是相輔相成的。
20. Conversion Rate
• Outcomes divided by Unique Visitors
(or Visitors).
• Depends on your mind-set.
21. Engagement
• 參與、涉入:吸引更多喜好與關注。
– Time on site?Frequency?回訪?回購?
• 量化資料只能得知 Engagement 的程度,
無法得知類型(正面/負面)。
• 因地制宜,適時加入質性研究。
26. Metrics & KPIs for E-mail Marketing - 1
• Email List Size 寄件清單
– Net Sent =寄件清單-hard bounce-opt-outs(取消訂閱)
• New Email List Subscribers 新收件者
– Subscriber retention rate = # subscribers – bounce backs –
unsubscribes / # subscribers
• Unsubscribes 取消訂閱
• Bounce Rate 退信率
– Delivery rate = (# of emails sent – # of bounce backs) / # of
emails sent
• Growth Rate 成長率
– Growth Rate = (New Subscribers – Opt Outs – Hard
bounces)/List size
• Open Rate 開信率
– 可能會低估
27. Metrics & KPIs for E-mail Marketing - 2
• Click Rate 點擊率
• Open to Click Ratio 開信點擊率
– Click-to-deliver rate (CTDR) = # of clicks / # of emails
delivered
• Cost per Click 點擊成本
• Conversion Rate 轉換率
• Depth of Visit = percent of email campaign visits that last longer
than xx pages
• Actions Completed = percent of email campaign visits that
watched a video
• Average Revenue per Email Sent = total revenue / # of emails
sent
• Profitability = (revenue generated – campaign cost – cost of
goods sold) / # of emails sent
28. bounces
• Hard bounce (permanently)
– the recipient's address is invalid
– domain name doesn't
– the recipient is unknown
• Soft bounce
– the recipient's mailbox is full
– the mail server is temporarily unavailable
– the recipient no longer has an e-mail account
at that address
31. Google Website Optimizer
• 23 July Announcement
– Support for relative URLs. (Easy for cross domain.)
– Ability to copy experiments.
– Improvements to the experiments report.
45. 電子商務可追蹤哪些數字
Transaction Data Item Data
• Transaction ID: your • Transaction ID: same as in
internal transaction ID transaction data
[required] [required]
• Affiliate or store name • SKU
• Total • Product name
• Tax
• Product category or
• Shipping product variation
• City
• Unit price [required]
• State or region
• Quantity [required]
• Country
53. A/B testing in Online Advertising
至少換過五個圖
樣本數越多越好,至少每個ad有100個clicks
測試結果無法使用一輩子,但可以延伸
54. A/B testing in email marketing
Quick and Easy:
Subject Line / From / Time of Day / Day of the Week
A bit more involved:
Body Copy / Layout and Design / Call to Action
結果追蹤:
Open rate / Click through rate / Unsubscribes
55. 萬變不離其宗
• A/B testing your Website
• A/B testing your Mobile App
• …
59. 跨主題
Web Analytics 2.0 Google Analytics 流量的秘密
Avinash Kaushik 網頁分析 Brian Clifton
ISBN 0470529393 Justin Cutroni ISBN 9789572239087
ISBN 9789862762080
62. A/B Testing
• 使用 A/B Testing 工具引導你做網站設計,
http://ihower.tw/blog/archives/3974/
• Why A/B testing is essential to your startup’s campaigns,
http://thenextweb.com/entrepreneur/2012/08/04/why-ab-
testing-is-essential-to-your-startups-campaigns/
63. 參考資料(Google Analytics)
• Google Analytics E-Commerce Tracking Pt. 1: How It Works,
http://cutroni.com/blog/2008/01/13/google-analytics-e-commerce-
tracking-pt-1-how-it-works/
• Google Analytics电子商务追踪1—追踪代码定制和实施,
http://bluewhale.cc/2010-02-04/google-analytics-ecommerce-tracking-
code-customize.html
• Google Analytics功能篇—事件追踪,http://bluewhale.cc/2010-03-
15/google-analytics-event-tracking.html
• Making Google Analytics Content Experiments Even Better,
http://analytics.blogspot.tw/2012/07/making-google-analytics-content.html
• Tracking Adjusted Bounce Rate In Google Analytics,
http://analytics.blogspot.tw/2012/07/tracking-adjusted-bounce-rate-in-
google.html
• Understanding And Using Page Value,
http://analytics.blogspot.tw/2012/07/understanding-and-using-page-
value.html
• Google Analytics 新版 – 事件目標,http://www.szwebanalytics.com/google-
analytics-新版-事件目标.html
65. 補充資料(未在分享投影片中)
• Build a Conversion Rate Heatmap by Hour & Day
of Week in Google Docs (補充)
http://www.optimisationbeacon.com/analytics/b
uild-a-conversion-rate-heatmap-by-hour-day-
of-week-in-google-
docs/?utm_source=feedburner&utm_medium=f
eed&utm_campaign=Feed:+OptimisationBeaco
n+%28Optimisation+Beacon%29
• Google analytics教學手冊
http://www.slideshare.net/backtrue/google-
analytics-13875934