Basic web analytics

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    23-Aug-2014
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Basis of Web Analytics. Online metric : Visit, Visitors, Pageviews, Conversion rate, Average Order Value etc.

Transcript of Basic web analytics

  • Basic Web Analytics
  • What is web analytics? Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. - Wikipedia
  • Why is web analytics important? If you can measure it, you can manage it
  • Know your audience
  • Who are they?
  • Where do they come from?
  • Language
  • Technology
  • Search
  • Key Metrics (1) Visit / Session represent the number of times the website was visited, without regard to repeat visitors. Visitor / Unique Visitor / Unique User represent the number of actual people that visited our site. Pageview represent the total number of pages that visitors looked at on our site.
  • Visitors Visits Pageviews
  • Key Metrics (2) Audience o Geolocation o Behavior New visitors VS Return visitors o Technology Browser Devices o Visitors flow / Path
  • New Visitors VS Returning Visitors New 85% Return 15% New 20% Return 80% - A new website, OR website is unable retain users - Need a plan to retain new users - Monetizing through repeat users - Need to a plan to acquire new users
  • Key Metrics (3) Traffic Source o Direct Traffic o Search Engine o Referring Site
  • Analysis Example o Strong brand but low search engine traffic o Need to improve SEO&SEM 65% 10% 25% Direct Search Engine Reffer
  • Analysis Example o Weak brand o Need to improve brand awareness 15% 40% 45% Direct Search Engine Reffer
  • Analysis Example o Too reliant on search engine traffic o Need to diversify traffic sources 20% 70% 10% Direct Search Engine Reffer
  • Key Metrics (4) E-Commerce o Conversion Rate (CVR) is defined as the percentage of visitors who end up buying from your store. For example: Your conversion rate is 2% if 2 out of 100 visitors buy from your store. o Average Order Value (AOV) is the average size of an order on your store. For example: Your AOV is $35 per each order if you made $140 from 4 orders. o Sale / Revenue
  • Conversion Funnel
  • Web Analytics Tools