364 dan mooney
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Transcript of 364 dan mooney
“Online” can be intimidating
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Until you reveal the mysteries
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Data
Information driven, not data driven
Information Driven Data DrivenInformation provides context.‘Actionable’.
Raw data is devoid of meaning.Not ‘actionable’.
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Information
Information
Meaning
Data
Meaning
Avoid data overload
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Visits Referrals Visits Per Visitor Entry Page Bounce
Rate Downloads Registrations Visit Duration Page Views
Per Visit Unique Visitor Society Sites Internal Search Terms
Click Through Ratio Visits Revenue Clicks To Page Units
Add To Cart Page Views Visits Per Visitor Entry Page
Bounce Rate Downloads Registrations Visit Duration
Page Views Per Visit Unique Visitor Referrer Internal
Search Terms Click Through Ratio Orders Revenue
Clicks
To Page Units Add To Cart Revenue Per Keyword Subscriptions
Focus on what matters
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Visits Referrals Visits Per Visitor Entry Page Bounce
Rate Downloads Registrations Visit Duration Page Views
Per Visit Unique Visitor Society Sites Internal Search Terms
Click Through Ratio Visits Revenue Clicks To Page Units
Add To Cart Page Views Visits Per Visitor Entry Page
Bounce Rate Downloads Registrations Visit Duration
Page Views Per Visit Unique Visitor Referrer Internal
Search Terms Click Through Ratio Orders Revenue
Clicks
To Page Units Add To Cart Revenue Per Keyword Subscriptions
Calculated metrics
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Metric Formula DescriptionCampaign Conversion Rate
Success Event/Click-through From Campaign
Highlights your most successful campaigns by calculating how often visits result in any number of success events, by campaign and channel.
Bounce Rate Single Page Visits/Entries Calculates the rate at which visitors enter your site, view one page and leave.
Weighted Bounce Rate
(Single Access/Entries)*(Page Views/Total Page Views)
Shows bounce rate, but lists them in order of pages with the most views so you can concentrate on high-impact pages.
Recommends Per Visit
Recommends/Visit Shows how often content is recommended (or shared or emailed, etc.) per visit.
Abstract Conversion Rate
Registrations/Abstract Views
Calculates the rate at which visitors view abstracts and then register to read the full article.
Form Completion Rate
Forms Submitted/Forms Initiated
Shows the percent of visitors who complete forms on your sites.
Note: Adapted from a white paper by Omniture
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Site Data
Search engines
Online ads
Access fees
Ad revenue
Product revenue
Visitor attributes
Content attributes
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Generic metrics can be deceiving
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Source Visits
Google 38,759
Society Sites (a) 24,356
Society Sites (b) 18,259
Newsletter 13,729
Pub Med 7,080
Note: Fictional data, for illustrative purposes only.
Business-specific metrics matter most
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Source Visits Articles Read Per Visit
Recommend to Librarian
Pub Med 7,080 4.3 0.029
Society Sites (b) 18,259 3.5 0.077
Society Sites (a) 24,356 1.7 0.036
Newsletter 13,729 0.6 0.093
Google 38,759 0.3 0.012
Note: Fictional data, for illustrative purposes only.
Shots, not martinis
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How enticing is the content on your abstract pages?
How easy is your registration form to complete?
Do visitors read the full article? Or do they only spend a few seconds on the page?
How can you get more visitors to share using social tools?
Registration Form
Article
Share
Abstract Page
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Components of Google’s ranking algorithm
19Source: SEOMoz.org 2010 survey of 72 SEO professionals
Optimizing for humans
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Thank you
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Dan MooneyWeb Analytics ManagerJohn Wiley & Sons Publishing