Web Analytics 101

Web Analytics 101

Just the basics.

What is the web?

Just kidding.

What are analytics?

A statement of results on a process.

“You can expect what you inspect”-W. Edwards Deming

Traffic?

The number of hits you get does not necessarily mean success.

It’s about audience!

Who are the audiences that you want visiting your site?What do you want them to do?

It’s about purpose!

• Sales• Influence behavior• Provide Service• Entertainment• Impressions

So…how do I measure that?

1. Traffic Sources2. Page visits3. Duration on Page4. Page Depth5. Conversion

Traffic Sources

• Where Does my traffic come from?• Organic Search• Paid Search• Paid Ad• Referral• Direct

Traffic Sources: Organic

• SEO• Domain Strength• Content and Tagging• Back links• Traffic

Traffic Sources: Paid Search

• Google Ad Words• Bing Ads• Yahoo Search Advertising

Traffic Sources: Paid Ad

• Direct Relationships• Social• Ad Placement Companies

Traffic Sources: Referral

• Social Media• Partner Sites• Directories• Blog Mentions

Traffic Sources: Direct

• Radio / Television• Billboard• Flyers• Magazines• Business Cards• Word of Mouth

Page Visits

• What pages are getting the most traffic?• What pages are getting no traffic?• Do I have the content that people are looking

for?

Page Duration

• How much time do visitors spend on each page?

• What pages get lots of traffic and lots of bounce outs?

• Use Traffic Estimator to determine what words may make pages more attractive.

Page Depth

• Attract, Engage, Inform• Create multiple layers of content.• Click through = Engagement.

Conversion

• What click can you use to determine successful influence?

• Use funnels for multi-step processes• Learn from sources that provide the best

conversions.

Testing

• Hypothetical Changes• A/B Experiments• New Test Content

Questions?