Transcript
Web Analytics 101
Web Analytics 101
Just the basics.
What is the web?
Just kidding.
What are analytics?
A statement of results on a process.
“You can expect what you inspect”-W. Edwards Deming
Traffic?
The number of hits you get does not necessarily mean success.
It’s about audience!
Who are the audiences that you want visiting your site?What do you want them to do?
It’s about purpose!
• Sales• Influence behavior• Provide Service• Entertainment• Impressions
So…how do I measure that?
1. Traffic Sources2. Page visits3. Duration on Page4. Page Depth5. Conversion
Traffic Sources
• Where Does my traffic come from?• Organic Search• Paid Search• Paid Ad• Referral• Direct
Traffic Sources: Organic
• SEO• Domain Strength• Content and Tagging• Back links• Traffic
Traffic Sources: Paid Search
• Google Ad Words• Bing Ads• Yahoo Search Advertising
Traffic Sources: Paid Ad
• Direct Relationships• Social• Ad Placement Companies
Traffic Sources: Referral
• Social Media• Partner Sites• Directories• Blog Mentions
Traffic Sources: Direct
• Radio / Television• Billboard• Flyers• Magazines• Business Cards• Word of Mouth
Page Visits
• What pages are getting the most traffic?• What pages are getting no traffic?• Do I have the content that people are looking
for?
Page Duration
• How much time do visitors spend on each page?
• What pages get lots of traffic and lots of bounce outs?
• Use Traffic Estimator to determine what words may make pages more attractive.
Page Depth
• Attract, Engage, Inform• Create multiple layers of content.• Click through = Engagement.
Conversion
• What click can you use to determine successful influence?
• Use funnels for multi-step processes• Learn from sources that provide the best
conversions.
Testing
• Hypothetical Changes• A/B Experiments• New Test Content
Questions?
top related