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What is Web Analytics? The study of the online experience in order to improve it. “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

Why Analyze? • Web Programmers – Identify Technical Restrictions – Report on Broken Pages etc. • Web/Graphic/UI Designers – Report on Monitor Resolutions – Identify Usability Issues – Discover Visitor Patterns • Marketing Manager – Proof of Return on Investment – Identify Opportunities

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Google Analytics Version 5 Google.com/Analytics

Progression of Data

How to Analyze • Pay closer attention to the bigger picture & trends. • Consider leveraging both server log data and page tag data into a hybrid approach. • Compare data against itself

Traffic Sources Direct Traffic Referral Traffic -Paid / Organic -Social

Referral Traffic

How to Analyze • Pay closer attention to the bigger picture & trends. • Consider leveraging both server log data and page tag data into a hybrid approach. • Compare data against itself

Progression of Data

What does a qualified visitor look like • Bounce Ratio • Time on site • Avg Pages / Visit • Exit Ratio

Bounce Rate • Number of times a visitor arrives at a page, then immediate either hits the back button or leaves the site. • This metric could illustrate a problem with relevancy.

Conversion • Better ways to determining qualified visitors

Conversion • Simply – meeting your objectives or goals.

Conversion • 2 main types – Macro or overall • Sale – Micro, people don’t just come to buy • Research you or your products and services • Support • Read Blog

Conversion • What is measurable? – Macro • Orders placed – Micro • Page views • Click to share a link • Click to “print this”

Goals Defined by objectives

Goals • 4 types of goals

Goals • URL Destination – Specific location, such as a “Thank You” page. • Example would be a newsletter sign up for lead gen. • Needed for use with Funnels.

Goals • Visit Duration – Visits that last a specific amount of time. • Example would be user conducting research. • Reading blog posts.

Goals • Pages per Visit – Visitors view specific number of pages. • Example would be wanting users to view more products. • Read more blog posts.

Goals • Event – An action defined is triggered. • Example would be an ad click. • Social recomendation.

Goals • Set at profile level – Limited to 20 goals per profile • 4 sets of 5 goals • Add additional profile for more than 20 goals

Goals • Goal Sets – This is where goals are organized • Suggest Macro/Micro • Personal Preference • Show in default reports based on groups

Goals • Goal Values – Every action = $ – How do I determine value? • If 10% of newsletter subscribers eventually buy a $1000 product or service: • 10% of $1000 = $100 • Newsletter subscriber = $100 – Take time to determine and set values for ROI

Funnels • Goals are all defined, now what? – Define funnels • Set destination goal • Define steps to goal

Funnels • Visualization – Determine where in funnel where people exit • Tweak pages or process • A/B testing

Ecommerce • Advanced feature – Collect shopping cart data • Seek assistance from a SMCHI professional member.