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'How Our Websites Are Used' - Analytics

'How Our Websites Are Used' - Analytics

Presentation discussing website analytics and the behavior of visitors on our websites

Carys Jenkins

February 04, 2015
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  1. 66   Lots of DATA   to be collected, measured,

    analysed, and reported UNDERSTAND and OPTIMISE web usage to… TRENDS 66   TR AFFIC (Market Research)
  2. WEBSITE ANALYTICS OFF-SITE ON-SITE Opportunity: Website’s potential audience Visibility: Website’s

    share of voice Comment: Website’s buzz Behavior of Visitor once on the website. Measures the performance of the site in a commercial context.
  3. OFF-SITE metrics Page Ranking V isits Demo- graphic Compare related

    sites ON-SITE metrics New or Retur ning visitors Duration of visit location of visit (which page)
  4. ON-SITE OFF-SITE Historically, web analytics has referred to on-site visitor

    measurements. But! Vendors are now producing tools that span both categories. The combination of both shows how our websites are being used at a large and individual scale.
  5. Generated site Analytics New or Returning visitors Bounce Rate: %

    visitors who enter the site and leave the site rather than continue to the next site. Where the visitors land on the page (homepage, services etc.) How long visitors spent on the site WHAT CAN THIS TELL US? Are there some pages that are not working? Is there content that needs to be changed?
  6. SITE Analysis Tools But we want to look at the

    behavior, how our websites are used by it’s visitors: Google Analytics* Alexa* *the big players Spring Metrics Woopra
  7. COOKIE Want a ? Can add precision to tracking ‘Persistent

    Cookie’ Set Maximum Age Evolved to ‘Tracking Cookies’ They don’t all taste bad Remember login’s
  8. Accuracy of Analytics? Not 100% OK. What do we do

    now? Competitor Research! Key Words Site Comparisons
  9. Let’s have a look at how a web analytics vendor

    displays compiled reports: Alexa.com
  10. So, now we know about Cookies, the bite-size chunks of

    data your browser is sharing with your favorite websites. We know that there are two categories of data analysis: Off-site and On-site, which when combined can provide a somewhat reliable description of how are websites are used. It now depends on how we use this information to optimise the web experience for the user.