Web Analytics How to turn data into insights and how to turn insights into more readers
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Transcript of Web Analytics How to turn data into insights and how to turn insights into more readers
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Web AnalyticsHow to turn data into insights and how
to turn insights into more readers
Blog Indiana - August 17, 2008
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What we’ll cover today
Slide 2
• Why analytics is important
• The tools
• The definitions
• Benchmarks and trends
• What do we do now?
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• “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
Slide 3
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The tools
Slide 4
• Google Analytics
• Feedburner
• If we have time…– Ranking reports– Twitter– WordPress plugin
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Slide 5
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The definitions
• Visits
• Page views per visit
• Hits
• Bounce rate
• Time on site
• Subscribers
• Comments
Slide 6
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Visits
Slide 7
1 visit, 1 unique visitor 2 visits, 1 unique visitor, 1 repeat visitor
3 visits, 2 unique visitors, 1 repeat visitor
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Page views per visit
Slide 8
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
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Hits
Slide 9
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The rest…
Slide 10
• 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
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Benchmarks and trends
Slide 11
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Benchmarks and trends #2
Slide 12
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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)
Slide 13
Benchmarks and trends #3
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What do we do now?
Slide 14
• H2 increase page views per visit
• H2 lower bounce rate
• H2 increase time on site
• H2 increase subscribers
• H2 increase comments
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Some tactics…
Slide 15
• 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
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All-time best posts
Slide 16
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Reader favorites, most commented
Slide 17
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Doug Karr’s tweet from yesterday
Slide 18
• “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?
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First-time visitor plugin
Slide 19
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Increase references to previous posts
Slide 20
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WordPress related posts plugin
Slide 21
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Blog post series
Slide 22
686 subscribers to 801
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Make the reports connectable
• Using language
• “I know nothing about blogging…”
• Subscribers = loyal readers
• Visitors = readers
Slide 23
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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?
Slide 24
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Questions?
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