Extend the Efficiency of a Website Using Web Analytics

Transcription

1 1, 2, 3.4 Extend the Efficiency of a Website Using Web Analytics 1 Mr.S.Balamurugan, 2 Mrs.M.Vasuki, 3 Mrs.A.Angayarkanni, 4 Mrs.P.Aurchana Assistant Professor, Sri Manakula Vinayagar Engineering college, Madagadipet, Pondicherry India, Abstract-In the internet, numerous data were transferred across the world without the permission or knowledge of the user, in which case particularly with third party cookies which can be shared between different web sites it can be a break of privacy. Web analytics solutions provide a complete vision of user interactions with your Web site and other online schemes such as campaigns and online advertising. Web analytics is not just an implement for measuring privacy of data but can be used as a tool for business and market research, and to assess and improve the effectiveness of a web site. By understanding how and when your projection and clients are interacting with your content and applications, you can successfully optimize your online presence according to both their needs and your business goals. Keywords- web analytics, web usage, website, privacy, improve, user interaction, measuring I.INTRODUCTION Web analytics applications can also assist many software industry analyses the outcome of conventional print or broadcast advertising campaigns. It helps individual to estimate how changes traffic to a website after the initiate of a new advertising campaign. Web analytics offer information about the number of visitors to a website and the number of page views. It aid determine traffic and popularity trends which is useful for advertise explore. There are two categories web analytics; off-site and on-site web analytics. Off-site web analytics refers to web measurement and investigation regardless of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole. On-site web analytics measure a visitor's behavior once on your website. Web analytics are used to evaluate the usage of websites. It mainly focuses: Who is utilizing the website? What they are responsibility on the website. Where the users are coming from and going to before and after visiting the website along with where they leave on the website. When the website is accessed and used along with how long. An increasing need to drive company profitability with an effective online presence for web analytics is a tricky domain. Attracting website visitors in a cruelly aggressive world depends on sustaining user interest and creation of alert content. Marketers have conventionally used very old techniques such as telemarketing, trade shows, direct mail, blasts, print and TV/Radio Ads. The Internet has fundamentally changed the dynamics of user interaction. Businesses now use more current techniques including Search Engine Optimization/Search Engine Marketing (SEO/SEM), blogging, social media, Really Simple Syndication (RSS), free tools and trials to exchange more projection into leads and customers. Website blueprint also tracks the important principles of simplicity, ease-of-navigation, and discovery relevant information quickly. Attention period are inadequate, and in an outsourced world, users settle towards immediately reachable and actionable knowledge. II.WEB ANALYTICS PROCESS The process projected which enable companies to produce a potent data-driven culture, to determine customer interaction with the website, to section visitors and recognize how each group behave, to analyze operation and to optimize the website in order to increase profitability. ISSN: Page 1693

2 Implement the Data Define the Data Test the data Develop the Role Act Pointer Analyze the data Collect the Data Fig.1 Web Analytics Process Construction 1. Begin with a clear classification of business targets. 2. Build a set of Role Act Pointer to track target reaching. 3. Accumulate accurate and absolute data. 4. Analyze Data to remove insights. 5. Test Alternatives based on statement learned from data analysis. 6. Implement insights based on either data analysis or website testing III.COMPONENTS OF WEB ANALYTICS 3.1 Defining Website Goals The first step on any website optimization proposal, everyone understand our goals in organize to improve your website. Each website has its own unique objectives. For some, the objective is an amplify pages viewed in order to sell added advertising. On the other hand the objective is a decrease pages viewed because they want their guests to find bears sites. In the final, the objective is to buy as fast as possible and to sell only if the product fits the requirements of the customer. As we discussed in the above construction that is Web Analytics Process, the objectives are totally required in order to start the process, only after they are define we can ensue to build the Role Act Pointer(RCI). It is also very significant to continuously re-examine the goals in the light of website analyses and optimization to well tune them. 3.2 Building Role Act Pointer (RAPs) In arrange to calculate goal success; the dealer should create Role Act Pointer (RAPs) to recognize whether the website is going up or down. RAPs must be like a achievement effort of talent: it always get up you up. In some situation it makes you pleased and sometimes it makes you miserable; but it should never depart you intact, because in that case we are not using the accurate RAPs. Good RAPs should contain four features: Simple: Choices in companies are made by people in some departments with dissimilar environments. If the web analyst is the only person that recognize the RAPSs, it is doubtful that conclusion makers across the company use them. Relate: Each company has its unique objectives, therefore they should also have their own set of RAPSs to measure improvement. Timely: Huge metrics must be provided promptly so that decision makers can make timely decisions. Even brilliant RAPSs are useless if it takes a month to get information when your industry modify every week. Directly useful: it is vital to understand quickly what the RAPS is, so that one can find the first blush of insights as soon as s/he look at it. 3.3 Gathering Website Data When a company starts to collect website data or reviews its data collection two things should know whether collecting accurate data or all the data which are relevant to website. 3.4 Analyzing Data Many unusual dealer supply on-site web analytics software and services. There are two main technical ways of collecting the data. The first and older method, server log file analysis, reads the log files in which the web server records file requests by browsers. The second method, page tagging, uses JavaScript embedded in the site page code to make image requests to a third-party analytics-dedicated server, whenever a page is rendered by a web browser or, if desired, when a mouse click occurs. Both collect data that can be processed to produce web traffic reports. ISSN: Page 1694

3 3.5 Testing Alternatives When the test process is going on, we lower the risk of a loss in revenue due to a unfortunate new design and we fetch science to the decision making process in the organization. The web analyst must try endlessly and learn to be wrong quickly, learn to test everything and understand that the customer should choose, not the designer or the website manager. Testing is not limited to landing pages: It should be implemented across the website, wherever visitors are abandoning the website and wherever the website is leaving money on the table. Try your tool (and your skills) with a small experiment in a page that does not require the CEO approval to change. Sometimes it is wise to start small and then grow. Once you are familiar with your tool, try a test in an important page but for a small (or less profitable) segment. Then head for the jackpot! Measure multiple goals: Although you progress primary conversions you might be decreasing registrations or newsletter signups which might have a negative impact in the long run. Test for different segments: It can have completely different behaviors, so the tests should also be segmented in order to understand those differences. 3.6 Implementation A Web Analyst that conquer all preceding steps effectively and then gets caught on the implementation of insights is disappearing on the solution. No implementation means of no Web Analytics. Below are some tips that can help you overcome implementation bottlenecks: Level support: where organization precedence must be set and resources allocated. Start small: Starting small helps situation the potential, people recognize the tools and what is required from them. Be friendly: Be a user friendly in nature IV.MEASURING THE EFFECTIVENESS OF YOUR WEB SITE Measurement is attractive more and more important in any marketing program. With budgets tight knowhow marketers and business owners want to know that their marketing is working. Measurement can be hard, making many marketers shy away from it. Now, with new tools and techniques, measurement is becoming easier and easier. One of the best places to start is with measuring your Web site. It s easy to gather relevant information and put it to immediate use. Often, it can also be used to measure the effectiveness of your offline marketing efforts, too. MONITOING TAKE ACTION TO IMPROVE ANALYZE AND SET GOALS Take Action to Improve Your Site's Performance The first step you need to take is to call us. We will analyze your goals and develop a plan of action. Implement the Plan Once we develop a plan of action we will implement it. The plan will continue over time. Analyzing Goals The goals of your web analytics need to be reviewed regularly. We will determine whether the goals set will meet the desired outcome for your site's performance. Taking Action Changes need to be made to your website regularly to meet the goals set. We will make content and development changes that will grow your site and improve its performance. Monitor Progress We will provide you with regular reports that will show you how the traffic to your website is improving over time. A hit is really a request for a file made by a useragent (such as a web browser like Mozilla Firefox or a search engine spider). Each time one of your web pages is viewed, the user agent requests all of the files that make up the webpage of which there can be ISSN: Page 1695

4 many. So even though only one webpage may have been viewed several hits could have been recorded. Visits: Visits simply means the total number of visits to your Web site in a given period of time. This number includes multiple visits by the same visitor. Unique Visitors: Unique visitors represents the number of unduplicated (counted only once) visitors to your Web site over the course of a specified time period. A unique visitor is determined using cookies. Returning Visitors: How many visitors returned to your site over a specified period of time. Exit Pages: The page the Web site visitor left your Web site from. Traffic sources: Traffic sources simply refer to where your Web site traffic is coming from. This is generally broken down into three categories: Direct Traffic: The visitor typed your URL directly into their browser window or accessed your site through a bookmark. Search Engines: Traffic that came from search engines, including Google, Yahoo, MSN, Ask, and others. Referring Sites: Traffic comes from other sites that link to your banner ads or campaigns, blogs, affiliates, etc. V.WEB USAGE There are a variety of tools available to measure your Web site statistics. Most hosting providers offer basic Web site monitoring tools like AW Stats, but these can provide limited data and can be hard to interpret. There are a variety of paid tools available, but these can be expensive an expense many business owners just can t justify right now. Several Web sites offer free traffic metrics like alexa.com, quantcast.com, and compete.com but these can have incomplete data, and they often don t have data available for small sites. Visits: Track the number of visits to your Web site over time. Is your traffic increasing? Great! If your traffic isn t increasing over time, think about what you can do to increase your Web traffic. Can you post more content to your Web site? Create and send out an enewsletter that links back to your Web site? If you ran an offline campaign that used your Web site as a call to action, did your traffic increase immediately following the campaign? What about right after a trade show? Consider using your Web site traffic as one indicator of your offline marketing efforts success but only if your call to action was clear: "visit our Web site!" Returning Visitors: If your number of returning visitors is low or is decreasing consider your content strategy. It may be that you re not updating your Web site frequently enough; or with enough relevant, interesting content. If part of your marketing strategy is to draw visitors to your Web site frequently, you need to be committed to posting new content. Otherwise, there s no draw for them to return. Use your returning visitors metric as a gauge for finding the right frequency for posting new content to your site. Exit Pages: Pay attention to what pages visitors are leaving your site from. It could mean that they re not finding what they re looking for. If they re exiting from a Contact Us, Locations, or Your Order Is Complete page, that s ok these are likely pages for people to leave from. But if they re leaving from a page with a clear call to action such as Buy Now, Click to Learn More, or from some other page where they shouldn't exit from, then you need to review your Web site content. Is the content too long, or not well-written? Is the call to action clear, or is it hard to find or understand? Are you not providing what you said you would provide on the page? Review your content and try a different strategy to get visitors to complete the call to action, instead of abandoning the page. Traffic Sources: Where is your Web site traffic coming from? If you re not getting a significant amount of traffic from search, maybe you need to invest in search engine optimization so your Web site shows up higher in the SERPS (search engine results pages). You can also use this metric to track how your online advertising is doing. If it s not sending enough traffic to justify the cost, switch your ad dollars to somewhere else or revise your keyword targeting strategy! VI.ANALYTICS Determine your KPIs. Setup reporting to track your KPIs Establish baselines for each KPI. ISSN: Page 1696

5 Analyze and optimize your site to drive improvement Let s look at some must-track analytics, called Key Performance Indicators (KPIs) that you should be watching to see how successful your efforts are. Here are a few of the usual KPI suspects and some questions to ask yourself as you look at the numbers. The KPIs that drive your business may be different. Google Analytics is a powerful tool, but with so much data it can be tough to see the trends of the key drivers of your business over time. That s why many people create easy-to-track dashboards using Microsoft Excel or other spreadsheet programs to separate critical KPIs from the other analytics. By isolating your top KPIs you get a very clear look at how your core metrics are performing over the long haul. So start with setting up a report that you ll use to track and analyze your KPIs. Isolate the critical KPIs so you can get a clear picture of what drives your business Track the KPIs over time so you can see trends Be easy enough to update so that you can update it at least weekly, if not on a daily basis VI.CONCLUSION Web analytics solutions provide a detailed view of user interactions with your Web site and other online initiatives such as campaigns and online advertising. By understanding how and when your prospects and clients are interacting with your content and applications, you can effectively optimize your online presence according to both their needs and your business goals. Our web analytic services consist of analyzing your web marketing progress. It is a continuous process and is customized to meet your needs. The first step is to analyze your goals. Next, we analyze your progress in reaching those goals. Then we set a plan of action to improve your marketing performance. VII.REFERNECES [1]The Official WAA Definition of Web Analytics [2]Web Traffic Data Sources and Vendor Comparison by Brian Clifton and Omega Digital Media Ltd [3]Increasing Accuracy for Online Business Growth - a web analytics accuracy whitepaper [4]"Revisiting log file analysis versus page tagging": McGill University Web Analytics blog article Archive [5]IPInfoDB ( ). "IP geolocation database". IPInfoDB. Retrieved [6]Web analytics integrated into web software itself [7]Naor, M.; Pinkas, B. (1998). "Secure and efficient metering". Advances in Cryptology EUROCRYPT'98. Lecture Notes in Computer Science [8]Naor, M.; Pinkas, B. (1998). "Secure accounting and auditing on the Web". Computer Networks and ISDN Systems 30 [9]Franklin, M. K.; Malkhi, D. (1997). "Auditable metering with lightweight security". Financial Cryptography. Lecture Notes in Computer Science [10]Johnson, R.; Staddon, J. (2007). "Deflation-secure web metering". International Journal of Information and Computer Security. ISSN: Page 1697