Web Analyticsfrom Data to Action

Presented by Scott Chapin

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What is Web Analytics?• Website analytics broadly covers all work done to use

data collected through visitor interactions with the website with the goal of learning about behaviors and improving website performance.

• Analytics starts with determining metrics for targeted goals, and tracking for these metrics are implemented as part of the configuration.

• As part of an ongoing process, regular reports are generated, insights are discovered and testing is done to optimize and improve performance.

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Top Industry Players

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Forrester Wave – Q3-2009

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Free vs. Fee-Based Solutions

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WHAT INFORMATION CAN WEB ANALYTICS PROVIDE?

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Basic Traffic Data

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Visitor Profile Analysis

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Geographic Analysis

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• Goal pages identify the target action for a site interaction or campaign

• Funnels visualize the conversion process and identify areas for adjustment

Goals and Conversion Funnels

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WHAT CAN WE DO BEYOND WEBSITE DATA?

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In-Page Analytics

• Eye-tracking and Mouse-tracking provide an additional layer of data on top of the actual page interactions

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• A/B and Multivariate Testing let the data decide which image, copy or layout produce the best results

Website OptimizationA/B Testing

Multivariate Testing

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• Surveys help identify visitors intent

• Surveys complement success metrics like conversion and bounce rate

Surveys

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Site Search• Searches on your side show what visitors

want and/or what they can’t find

– A high percentage of search us may indicate unclear navigation

– Products searches can inform decisions in what to add to the site/catalog

– Search abandonment and exit indicate poor results or lack of content

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CASE STUDIES/EXAMPLES

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Identifying Traffic Spikes

JAN '09 FEB '09 MAR '09 APR '09 MAY '09 JUN '09 JUL '09 AUG '09 SEPT '09Total Site Visits 1,607 4,539 37,534 32,350 27,972 24,299 24,169 29,121 34,667

Total Page Views 2,829 6,837 93,250 161,426 130,471 109,552 114,003 135,750 133,796

Unique Visitors 1,391 4,135 34,483 25,559 21,773 19,062 18,858 22,155 30,627

3/12 & 14Email &

Event

3/28Sweepstakes

Sites

4/15Email

8/18Media

9/1Email

9/24 & 28Event

2/26 Media starts

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Conversion Path

• 119 Coupon Completions

• 73 Registrations• 61% new consumers• 39% existing consumers

Promotions

Coupon

Thank You

Register

14%

21%

33%

57%

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Comparing Markets

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INOUT

VisitorsPage Views

User Interactions

• Most Clicked Elements– Item #2– Item #4

• Video Viewership– % of viewers starting clip varied

between 5% and 8%– 38% completion for Tuscan

Chicken is the highest

Note: Numbers on the left are the percentage of in-page interactions combining data from all 7 product pages. Tracked interactions include tabs, download, video player and nutrition information.

11%

N/A N/A

5% 22% 17% 24%

<1%

8%

13%

Landing Page OptimizationIndividual Messages

Headline Messaging Focused

Layout Text, Images, Bullets

Call-to-Action

Inline Form

Offer Demo, White Paper, Contact

Thank You Version A (Random White Paper, Random Case Study)

Headline

Text, Images, Bullets

Form

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Landing Page OptimizationIndividual Messages

Headline Messaging Focused

Layout Text & BulletsText, Bullets, Testimonial

Call-to-Action

Click-to Form

Offer Demo, ROI White Paper, Profit White Paper, Contact

Thank You Version B(Product Overview, Integration Partners, Random Case Study)

Headline

Text & Bullets

Button A Button B Button C

Testimonial

Testimonial

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Other Analysis Areas• Form Conversion

• Navigation/Product Optimization

• AdWords/Keyword Testing

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• Setup conversion funnels to track website contact completion

• Leveraged Google Analytics segments and alerts to provide sales with daily updates on who visited the site

• Monitor traffic sources including search keywords and referring websites

DigiKnow

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SO NOW WHAT?

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Where to Invest

The 10/90 Rule:For every $10 spent on tools and

professional services, $90 should be spent on analysts, analysis and intelligence

- Avinash Kaushik in May, 2006

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Measure Success• Identify what you want to know and what you will

consider a successful outcome to your campaign, contest or update

• Determine what events will lead to the successful outcome

• Identify and measure site interactions that generate the desired events

• Track and compare metrics over time and across campaigns

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Prioritize Your Attack1. Know what’s working (or not

working)

2. Look for untapped opportunities

3. Assess the costs of each opportunity

4. Test and Measure

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Prioritize Your AttackTraffic Source Conversion RateBanner Campaign 3%Paid Search 4%Organic Search 6%Affiliate Program 10%Email Marketing 20%Social Media 3%

Traffic Source Costs Cost Per LeadBanner Campaign $10/CPM $0.20Paid Search $2.50/CPC $0.40Organic Search $10,000/yr $0.10Affiliate Program 25% commission $3.00Email Marketing $3,000/mailing $0.50Social Media $5000/yr $0.10

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Keep Analyzing and Testing• Website analysis is an ongoing effort

– Any time a new campaign, promotion or tool is put into place, determine how success will be measured

– Daily, weekly or monthly, review what has changed, what is working and what is underperforming

– Any time you dive into analytics tools, have an objective of what you are trying to learn

– Keep experimenting with optimization of content, layout and offers

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Recommended Reading

• Books– Web Analytics – An Hour A Day (Kaushik)– Web Analytics 2.0 (Kaushik)– Always Be Testing: The Complete Guide to Google Website Optimizer (Eisenberg)– Advanced Web Metrics with Google Analytics (Clifton)

• Blogs– Practical Analytics - analytics.digiknow.com– Web Analytics Association - webanalyticsassociation.org– Occam's Razor by Avinash Kaushik - kaushik.net/avinash/– Google Analytics Blog - analytics.blogspot.com– Web Analytics Demystified - webanalyticsdemystified.com– Web Analysis, Behavioral Targeting and Advertising - webanalysis.blogspot.com

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Questions?

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For more information about Web Analytics, please contact:

Scott ChapinDirector of Consulting Services216-325-1981schapin@digiknow.com