WEB ANALYTICS 101. March 20, 2015

Transcription

1 WEB ANALYTICS 101 March 20, 2015

2 AGENDA 1. Define web analytics 2. Explore how analytics tools work 3. Review best practices 4. Get to know your visitors 5. Identify traffic sources 6. Understand site interactions 7. Answer your questions 2 Web Analytics 101 Augusta Arts

3 WEB ANALYTICS

4 What is web analytics? Measure Innovate Report Digital Analytics Optimize Analyze a tool an activity 4 Web Analytics 101 Augusta Arts

5 It s more than just reporting. Architecture Design Copy Usability Web Analytics Marketing It s a way of understanding your online presence so that you can enhance performance. 5 Web Analytics 101 Augusta Arts

6 How do we use web analytics? Measure Capture conversions and other metrics Innovate Experiment with new ideas to drive traffic Report Generate reports on captured data Optimize Test and enhance effectiveness Analyze Evaluate site performance 6 Web Analytics 101 Augusta Arts

7 Why do we use web analytics? How are users engaging with my site? How do I improve site interaction? Am I creating effective content? Where and why are visitors abandoning my shopping cart? How can I make my marketing campaigns more effective & accountable? to answer difficult questions. 7 Web Analytics 101 Augusta Arts

8 Utility for an Entire Organization ü Executives ü Marketers Track ROI of online initiatives Identify long-term digital marketing trends Capture the most conversions at the lowest possible cost Target high-return regions and market segments Test and optimize ads, messaging and landing pages 8 ü Designers Web Analytics 101 Augusta Arts Demonstrate the value of site usability improvements Show how site design decisions improve website ROI Identify web design parameters like visitor connection speeds and browser types

9 Moving from What? to Why? Who are my visitors? User Segments Demographics Geographic Segments Where are they coming from? Traffic Sources Channels Referral Sites What are they doing on my site? Goals and Conversion Funnels E- commerce Events Where are they going acerwards? Exit Tracking Offsite Links Why is this important? How does it affect my strategy? 9 Web Analytics 101 Augusta Arts

10 HOW IT WORKS

11 Types of Analytics Tools AWStats (Log-Based) Google Analytics (Tag-Based) 11 Web Analytics 101 Augusta Arts

12 Solving the Tagging Problem 12 Web Analytics 101 Augusta Arts

13 When the Tools Don t Work No Tracking Code Cookies are Disabled JavaScript is Off 13 Web Analytics 101 Augusta Arts

14 Understand the Hierarchy User (Visitor) Session (Visit) Session (Visit) Session (Visit) Pageview Pageview Pageview Pageview Pageview Pageview 14 Web Analytics 101 Augusta Arts

15 The Data Behind the Metrics Visit (Session) A group of interactions within a given time frame Are more or fewer people coming to my site? % New Visits The percentage of first time visitors Am I gaining new users or more loyal users? Bounce Rate The percentage of visits where the visitor enters and exits after seeing only one page Does my site meet users expectations? Do users come to my site, do nothing, and leave? Pages/Visit The average number of page views a visitor sees per visit Are users engaging on my site? Is my site sticky? Can they find what they are looking for easily? Time on Site The average amount of time that a visitor spends on the site Are users spending time reading my content? Conversion Rate The average number of conversions per visit Are users ultimately completing a desired action? 15 Web Analytics 101 Augusta Arts

16 Universal Analytics 16 Web Analytics 101 Augusta Arts

17 Mobile App Analytics 17 Web Analytics 101 Augusta Arts

18 BEST PRACTICES

19 Google Analytics Google Analytics provides a lot of data. You can better understand user behavior by looking at trends in what users are doing on the website. Here are some metrics we are tracking: Pages Visited Goal Funnels Goal Completions Events 19 Web Analytics 101 Augusta Arts

20 Understanding Analytics Data Google Analytics provides data X,XXX Sessions X,XXX Users XX,XXX Pageviews X.XX Pages/Session XX:XX Avg. Session Duration XX.XX% Bounce Rate XX.XX% New Sessions 20 Web Analytics 101 Augusta Arts

21 Understanding Analytics Data However, data needs context Sessions by Month 1,200 1,000 1,000 1,000 1,000 1,000 1,000 1, Jan- 14 Feb- 14 Mar- 14 Apr- 14 May- 14 Jun Web Analytics 101 Augusta Arts

22 Understanding Analytics Data 5,000 Sessions January-March ,000 2,000 10,000 Direct Organic Search Referral Social 30,000 and the more context you have, the more informed your decisions will be. 22 Web Analytics 101 Augusta Arts

23 23 Web Analytics 101 Augusta Arts Creating Context Form Segments to Create Context Time Location Device Type Traffic Source Advertising Campaign Site Section Landing Page etc.

24 Business Goals Drive Analytics Increase Engagement Reading blog articles Submitting a comment Increasing pages per visit Downloading a document Generate Leads Calling for more information ing for more information Signing up for a newsletter Submitting a RFP Drive registrations Signup for a volunteer opportunity Registering for an event Decrease Failures Unsubscribing from the newsfeed Un-following on Twitter or Facebook Increase Brand Awareness Visiting the site from brand term or directly Reading an about us page Acquire Members Creating a user account Subscribing to the news feed Following on Twitter and/or Facebook 1. Name your business objectives and goals for your website 2. List success events that help you reach those goals 3. Identify your KPIs 4. Configure analytics to measure your performance against those goals 24 Web Analytics 101 Augusta Arts

25 Use a Dashboard to Diagnose 25 Web Analytics 101 Augusta Arts

26 LET S DIG IN!

27 RESOURCES

28 Google Analytics Blog 28 Web Analytics 101 Augusta Arts analytics.blogspot.com

29 Google Analytics Academy 29 Web Analytics 101 Augusta Arts analyticsacademy.withgoogle.com

30 Google Analytics Help 30 Web Analytics 101 Augusta Arts support.google.com/analytics

31 Google Analytics on YouTube 31 Web Analytics 101 Augusta Arts youtube.com/user/googleanalytics

32 Occam s Razor 32 Web Analytics 101 Augusta Arts kaushik.net/avinash/

33 Optimizely 33 Web Analytics 101 Augusta Arts blog.optimizely.com

34 TAKEAWAYS

35 Key Takeaways 1. Determine your business goals 2. Setup your personal dashboard 3. Review the data for key insights 4. Evaluate your performance 5. Test new ideas 6. Never stop learning 35 Web Analytics 101 Augusta Arts

36 THANK YOU