Web Analytics: Test, Target and Optimize

8/9/2019 Web Analytics: Test, Target and Optimize

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Web Analytics:Test, Target and Optimize

A session on taking your website to the next level. Learn thedetails of Web Analytics (through the lens of Google Analytics)

and how the data can be used to optimize your website andadvertising campaigns.

@WixLounge


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Web Analytics

Brandon Kreiss

o Name

o Profession

o Are you new to Web Analytics?

Introductions


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Web Analytics

Brandon Kreiss

As we all know, every time a person uses the World Wide Web to shop,to learn, or to relax, he or she creates a data trail that has a story to tell.

Any business that has the tools to analyze data from the internet or

other digital channels, and the imagination to piece together the storyhas the opportunity to create business value.

The Deciding Factor:The Power of Analytics toMake Every Decision a Winner


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Web Analytics

Brandon Kreiss

o What are Web Analytics?o Terms and Definitionso Getting Started

o Google Analyticso The Dashboardo Data Miningo Reports

o Test, Target and Optimizeo Goal Funnelo A/B Testingo Case Studies

Table of Contents


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Web Analytics

Brandon Kreiss

o Web Analytics is the collection, measurement, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

o Macro-Analytics (Off-site Analytics ) 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.

o Micro-Analytics (On-site Analytics ) measures a visitor's journey once on yourwebsite.

What are Web Analytics?


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o Page View is a request to load a single page of a website.

o New Visitors are hits to a webpage from a first time session (IP address) .

o Visit (Session) is a series of page requests from the same IP address.

o Time On Site is the total time a visitor spends on a website per visit.

o Exits are the last page viewed on a visitor's path through a site.

o Bounces are the number of entrances to a page that result in an immediateexit from the web site. Only 1 page viewed. (Exits include bounces!)

Terms and Definitions


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o % New Visits the percentage of visits by people who had never visited yoursite before.

o Pages/ Visits is the average number of pages viewed during a visit to yoursite. Repeated views of a single page are counted.

o Avg Time on Site is the average duration of a visit to your site.

o Bounce Rate is the percentage of single-page visits to total visits.

Terms and Definitions


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Web Analytics

Brandon Kreiss

o Know what you want your website to accomplish

o I want my visitors to

Complete A Contact FormMake Ecommerce PurchaseSubscribe To A NewsletterView Advertisement(s)

o Goals must be set in order to properly use Web Analytics and gauge theeffectiveness of your site

Before Getting Started


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Getting Started

http://www.google.com/analytics/


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Web Analytics

Brandon Kreiss

Getting Started

http://www.google.com/analytics/


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Brandon Kreiss

Getting Startedhttp://www.google.com/analytics/


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Brandon Kreiss



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Brandon Kreiss



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Brandon Kreiss

o Inserting the code on Wix.com

Getting Started


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Brandon Kreiss

Google Analytics


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Brandon Kreiss

Test, Target, and Optimize

Wait... Hold On


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Web Analytics

Brandon Kreiss

o Know what you want your website to accomplish

o I want my visitors to

Complete A Contact FormMake Ecommerce PurchaseSubscribe To A NewsletterView Advertisement(s)

o Goals must be set in order to properly use Web Analytics and gauge theeffectiveness of your site

Test, Target, and Optimize


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Web Analytics

Brandon Kreiss

Test, Target, and Optimizeo Create a Clear User-Path


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o Create a Goal Funnel


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o Create a Goal Funnel

o Find the Sinkholes Along Your User-Path & Goal Funnel

o Test Ways to Fill in the Sinkholes.


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Web Analytics

Brandon Kreiss

Test, Target, and Optimizeo Content Optimizing- make changes to your site and track the difference inuser behavior. This tests 1 site at a time.

o A/B Testing- test a control site against a variation to determine similaritiesand differences in user behavior. This tests 2 sites at the same time.Use Google Website Optimizer

o Multivariate Testing- test sites with many variations to a very large audience.This tests many sites at the same time. Make sure you have an accurate systemto measure which aspects of each site are sticking to each demographic.


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Brandon Kreiss

o Online

Source: http:/ /www.webtrends.com/


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CASE STUDY:


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Bounce Rate: 78%Bounce Rate: 78%


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Facebook Ad Campaign July 2010


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Bounce Rate: 55%Bounce Rate: 55%


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Facebook Ad Campaign August 2010


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Exit Rate: 25%Exit Rate: 25%


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Goal 1 Goal 2 Goal 3 Goal 4

Date Cost PPCImpress LandingPage Bounces App Page Exits CompletedApps NewSign-Ins Notes

18-Aug 0 47 63% 5 60% 1 (not PPC) *

19-Aug $ 0.63 14,377 4 33% 15 27% 1

20-Aug $ 10.00 68,217 11 91% 2 50%

21-Aug $ 10.00 47,618 14 58% 8 50% 1

22-Aug $ 5.00 23,238 7 57% 8 13% 1 *

23-Aug $ 14.99 801,138 61 70% 22 32% 4 1 *

24-Aug $ 11.00 404,340 37 65% 17 24% 3

TOTALS $ 51.62 1,358,928 181 64 % AVG 77 36% AVG 8 1

PPC Report

Cost Per Conversion: ~$45.00


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What if I want to increase % of clicks?

Test Various Ad Copy


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Compare Metrics


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Brandon Kreiss

Web Analytics and Wix.como Wix.com can handle ALL Google Analytic data

o Google Analytics understand Wix pages AND mini-pages

o No coding required

o Google Webmaster Tool availableon Wix sites next week!


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Brandon Kreiss

Takeawayso Web Analytics are not soo scary

o Successful Web Design is much more than Graphic Design

o Always Design Websites With Your Goal(s) in Mind

o Create a Clear User-Path

o Focus Only On The Data Relevant To Your Goals

o There Is Power In Numbers!


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Brandon Kreiss

Get Started Today: Wix.comhttp://support.wix.com/index.php/Google_Analytics

Web Analytics: Test, Target and Optimize

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