Web AnalyticsHow to turn data into insights and how

to turn insights into more readers

Blog Indiana - August 17, 2008

What we’ll cover today

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• Why analytics is important

• The tools

• The definitions

• Benchmarks and trends

• What do we do now?

• “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

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The tools

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• Google Analytics

• Feedburner

• If we have time…– Ranking reports– Twitter– WordPress plugin

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The definitions

• Visits

• Page views per visit

• Hits

• Bounce rate

• Time on site

• Subscribers

• Comments

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Visits

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1 visit, 1 unique visitor 2 visits, 1 unique visitor, 1 repeat visitor

3 visits, 2 unique visitors, 1 repeat visitor

Page views per visit

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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

Hits

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The rest…

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• 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

Benchmarks and trends

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Benchmarks and trends #2

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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)

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Benchmarks and trends #3

What do we do now?

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• H2 increase page views per visit

• H2 lower bounce rate

• H2 increase time on site

• H2 increase subscribers

• H2 increase comments

Some tactics…

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• 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

All-time best posts

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Reader favorites, most commented

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Doug Karr’s tweet from yesterday

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• “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?

First-time visitor plugin

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Increase references to previous posts

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WordPress related posts plugin

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Blog post series

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686 subscribers to 801

Make the reports connectable

• Using language

• “I know nothing about blogging…”

• Subscribers = loyal readers

• Visitors = readers

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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?

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Questions?

www.hanapinmarketing.comwww.ppchero.com

patrick.east@hanapinmarketing.como - 812.330.3134 x106 | m - 317.965.2155