Web Analytics How to turn data into insights and how to turn insights into more readers Blog Indiana - August 17, 2008
Jan 11, 2015
Web AnalyticsHow to turn data into insights and how
to turn insights into more readers
Blog Indiana - August 17, 2008
What we’ll cover today
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• Why analytics is important
• The tools
• The definitions
• Benchmarks and trends
• What do we do now?
• “Chris argues that ‘engagement’ is not a measurable ROI measure for business. You have to apply the results to the bottom line!” – Hat tip to Doug Karr!
• Can’t manage what you can’t measure
• Are you on the right path?
• Gives you insights
Why analytics is important
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The tools
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• Google Analytics
• Feedburner
• If we have time…– Ranking reports– Twitter– WordPress plugin
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The definitions
• Visits
• Page views per visit
• Hits
• Bounce rate
• Time on site
• Subscribers
• Comments
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Visits
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1 visit, 1 unique visitor 2 visits, 1 unique visitor, 1 repeat visitor
3 visits, 2 unique visitors, 1 repeat visitor
Page views per visit
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1 visits, 2 page views = 2 page views/visit
2 visits, 3 page views = 1.5 page views/visit
3 visits, 6 page views = 2 page views/visit
Hits
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The rest…
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• Bounce rate: Visit only a single page on your blog
• Time on site: Amount of time visitors spend on the site (time/visit)
• Subscribers: The # of people that read your blog via RSS or email updates
• Comments: Response to a blog post
Benchmarks and trends
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Benchmarks and trends #2
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• Visits– 10.2K (7-16 to 8-15)– 8.6K (6-15 to 7-15)– 9.5K (5-15 to 6-14)
• Page views– 21.9K (7-16 to 8-15)– 19.4K (6-15 to 7-15)– 19.6K (5-15 to 6-14)
• Page views/visit– 2.15 (7-16 to 8-15)– 2.27 (6-15 to 7-15)– 2.06 (5-15 to 6-14)
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Benchmarks and trends #3
What do we do now?
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• H2 increase page views per visit
• H2 lower bounce rate
• H2 increase time on site
• H2 increase subscribers
• H2 increase comments
Some tactics…
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• All-time best posts
• Reader favorites, most commented
• WordPress first-time visitor plugin
• Increase references to previous posts
• WordPress related posts plugin
• Blog post series
All-time best posts
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Reader favorites, most commented
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Doug Karr’s tweet from yesterday
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• “B2B blogs are a different animal, most people don’t ‘subscribe’ or become continuous readers. Most are searching for an ANSWER via search.”
• Why do readers subscribe?
First-time visitor plugin
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Increase references to previous posts
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WordPress related posts plugin
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Blog post series
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686 subscribers to 801
Make the reports connectable
• Using language
• “I know nothing about blogging…”
• Subscribers = loyal readers
• Visitors = readers
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Example…
• Chicago– 359 visits– 3.16 pages per visit– 5:25 time on site– 24.79% new visits
• Chicago– #1 city in May for PPC Hero– 34.2% more articles read than
average reader– 55.7% more engagement than
average reader– 53.5% more loyal readers than
average city– Could we do a seminar in
Chicago?
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Questions?
www.hanapinmarketing.comwww.ppchero.com
[email protected] - 812.330.3134 x106 | m - 317.965.2155