Introduction to Web Analytics - Zach Olsen Stukent Expert Session

An Introduction To Web Analytics

Zach Olsen

Remote Usability Testing

A/B, Multivariate Testing

Personalization

Two Sides To Web Analytics JobsAnalyst

Create and maintain standardized reports and dashboards

Identify traffic and conversion trends

Provide ongoing optimization, revenue opportunities, lost-opportunity analysis to increase sales/revenue and customer satisfaction

Implementation

Responsible for accurate reporting and tracking

Like a programmer

Two Sides To Web Site AnalysisMarketing Optimization

Conversion rate by marketing channel - paid search, display, retargeting, affiliate, email, social

Landing page improvements

Optimize allocation of marketing budget

User Experience

The site is a machine, each page has a purpose

Reduce friction, increase conversion rate

Business Objectives & Key Performance Indicators

Business Objective Action On Site/KPI

Reach revenue targets Sales

Expand brand name recognition Clicks on social share buttons

Increase customer loyalty Return visits/orders

Increase customer loyalty Promotional email signups

Increase customer satisfaction Net Promoter Score

Where to start?Get a website

Make one

Find a family member with one

Install Google Analytics

google: set up google analytics

Install Hotjar

google: hotjar

Set up goals

Figure out how to drive traffic to your site/get more conversions

Thanks!

ByDataBeDriven.com

ZachOlsen.net

@zacholsen