Which web analytics matter most? A 3-step primer
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© 2013 Catalyst 9/26/2013
Which Web Analytics Matter Most?A Three-Step PrimerBy Kathy Olson, Senior Web Marketing Analyst
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What is Web Analytics?
Official Definition:The measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
Real-World Definition:Your key to understanding the experience visitors have on your website.
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The Right Tool, The Right Plan
Although it’s easy to feel deluged by data from whatever tool you are using…
…without Web analytics and a plan for which metrics to follow and react to, you are flying blind. Let’s get
started!
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3-Step Process
Define Why Your Site Exists
Set Up Goals
Get Organized
and Collect the
Metrics
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First, A Word About Metrics
Basic metrics—visitors, visits, page views, time on site—are easiest to collect and important for keeping an eye on changes or trends.
But they are often the least valuable for determining how successful your site is.
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Step 1:
BEFORE deciding which key web metrics to track, determine the primary reason your website exists. Ask yourself:
Why do we have a website?How should it help our business grow?What do we really want people to do when they visit?
Define Why Your Site
Exists
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Step 2:
With an ecommerce site, get your visitors from:
Product pages ► Shopping cart ► Through the purchase funnel
Define Why Your Site Exists
Set Up Goals
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Setting Site Goals
For a B2C site without ecommerce, get your visitors to:
Read a blogLook up store locationsDownload a coupon
For a B2B site, get visitors to:Generate leads: Number and quality of contacts identifiedShare content: Quantity of white papers downloaded
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Step 3:
Build a simple framework for collecting and reporting on your metrics and goals to keep you organized and focused.
Your metrics may change as new priorities appear, but the basic framework should stay the same
Define Why Your Site
Exists
Set Up Goals
Get Organized and Collect the
Metrics
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Create an Easy-to-Use Dashboard
Group metrics into sectionsThis “Monthly Insights Summary” has the most important learnings for the month
Focus on goal outcomesEach section’s details build the visitor story
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Key Sections of Your Dashboard
Traffic TrendsBasic, easy-to-get metrics
Visits, visitors, page viewsMost important when there is an unexplained change that you need to figure outOtherwise, they simply set the context for your site
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Key Sections of Your Dashboard
Visitor BehaviorChoose metrics that tell the story of what visitors are doing on your site
Where do they land? How do they move around?How often do they come?
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Key Sections of Your Dashboard
Key OutcomesThe most important metrics:
Track directly back to goals that measure success of your siteShould be consistent over timeThe catalyst for changes and improvementsThese metrics let key stakeholders know your website is worth the investment!
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Web Analytics Packages
Which one should you use?
Google Analytics – my preferenceEasy to useFree!
Webtrends SiteCatalyst
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Remember!
Define Why Your Site Exists
Set Up Goals
Get Organized
and Collect the
Metrics
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Comments or Questions?
Email Kathy Olson at [email protected]
Kathy has 20 years of experience in Web and social media analytics, primary research and survey design.
Kathy OlsonSenior Web Marketing AnalystCatalyst
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Catalyst is a direct and digital marketing agency that knocks big data down to size. We pair insight with analytics to take the guesswork out of marketing decisions. Think of it as Science + Soul.
About Catalyst
/scienceplussoul
www.catalystinc.com [email protected]