WEBSITE ANALYTICS:!WHAT YOU CAN LEARN BY TRACKING YOUR ONLINE VISITORS

IFit’s not worth measuring,

it’s not worth doing. – ancient proverb –

WEBANALYTICScollecting and measuring Internet activity

to determine visitor behavior and to optimize website effectiveness

GOAL: To improve the effectiveness of your site.

Tracking visitor counts can indicate how well your other marketing efforts are working

(i.e., ad campaigns, social media, pay-per-click).

It’s not simply about counting visitors (although that is fun).

Where do you want to focus?

QUESTIONS

How well are our marketing efforts

working?

What do visitors do on our website?

How are visitors getting to our site?

How long are people staying on our site?

Is our homepage causing people to

leave?

Do we have meaningful content

on our site?

On-site

Off-site

OFF-SITE

Focus is on potential audience – before people actually reach your site.

ON-SITE ANALYTICS*Determines visitors’ behavior once they arrive at your site.

*Our focus

basicTERMINOLOGY

KPIk e y p e r f o r m a n c e i n d i c a t o r s

A hit is a request for a filefrom the web server. Some complex pages generate multiple hits, so this statistic can be misleadingly high.

PAGEVIEWS(a.k.a. visits)

UNIQUEVISITSFirst time visitors to a website, as determined by the presence or absence of cookies on their computers.

First Time Visitors + Repeat Visitors ≠ Total Visitors

NOTE

NOTE

SINGLE-PAGE VISITS=bounces

I came. I saw. I wasn’t impressed.

BOUNCES

Bounce rates indicate how quickly you are engaging visitors to your site.

Amount of time visitors spend on your site. NOTE: Does not include the final page.

SESSION DURATION

Does your content matter to people?

CONVERSIONr a t e

Site Objectives

Visitor Behavior

Conversion Rate

An eCommerce site visit would ideally result in

a purchase.

ABANDON RATE !

Percentage of eCommerce visitors who place items in their online shopping carts but leave without completing the transactions.

Why?▪ Shipping costs were higher than expected ▪ Wanted to determine shipping costs ▪ Not ready to purchase; saving cart for later ▪ Order value did not qualify for free shipping ▪ Estimated shipping time was too long ▪ Didn’t want to register or create an account ▪ Preferred payment option was not offered !!

Source: UPS / comScore

B2C / B2B

VISITORSengage

GOAL IS TO

start here

“Susan Fine iMedia Connection

GETTING THE RIGHT WEB ANALYTICS TOOL IS ONLY HALF THE BATTLE; THE REAL FOCUS OF YOUR WEB ANALYTICS PROGRAM SHOULD BE THE PEOPLE WHO WORK WITH IT.”

FU URE

Today, we measure what happened.

Tomorrow, we will predict visitor behavior.

The price of light is less than the cost of darkness.“ –Arthur C. Nielsen, Market Researcher & Founder of AC Nielsen

WEBSITE ANALYTICS:!WHAT YOU CAN LEARN BY TRACKING YOUR ONLINE VISITORS