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An Introduction To Web Analytics

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• Web Analytics???

• Why use Web Analytics ??

• Web analytics Parlance

• Web analytics and categories

• Major Tools Of Web Analytics

What??What??

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What is Web AnalyticsWhat is Web Analytics

• Web analytics is the study of visitor, navigation, and traffic patterns to determine the success of a given web site.

• Focussing only on the amount of traffic might only be helpful in evaluating your bandwidth usage and server’s capabilities, which is not its only purpose.

• Web analytics focuses on in-depth comparison of available visitor data,

referral data, and site navigation patterns .

• It also tells us the amount of traffic we receive over any specified period of time.

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Why do we need Web Analytics?Why do we need Web Analytics?

Within search engine marketing campaigns your "investment" can, and must, be broken down to an extremely granular level in order to measure - and more importantly - maximize, your results.

Web analytics:1) Measures and maximizes ROI • Identifies which referral sources generate the most revenue and orders for your business

2) Helps in Targeting Your Marketing Efforts Better• Determine which visitor groups are most likely to convert into customers, members or subscribers

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Why do we need Web Analytics?Why do we need Web Analytics?

3) Optimize Conversions• Tracking to maximize the rate at which your Web site visitors convert into

customers, subscribers or members.

4) Save On Customer Support• Improving the efficiency of your online support to dramatically reduce

your offline costs.

5) Pinpoint Online Revenue-Enhancing Opportunities• Determine upward and downward trends in a particular product, and

which products would function best as loss leaders to attract new customers

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Web Analytics JargonWeb Analytics Jargon• Hit - A request for a file from the web server. The number of hits received by a website

is frequently cited to assert its popularity, but this number is extremely misleading and dramatically over-estimates popularity.

• Impression - An impression is each time an advertisement loads on a user's screen. Anytime you see a banner, that is an impression.

• Bounce Rate - The percentage of visits where the visitor enters and exits at the same page without visiting any other pages on the site in between.

• Visitor / Unique Visitor / Unique User - The uniquely identified client generating requests on the web server (log analysis) or viewing pages (page tagging) within a defined time period (i.e. day, week or month). Here, the same person visiting from two different computers will count as two Unique Visitors.

• Page View Duration / Time on Page - Average amount of time that visitors spend on each page of the site.

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CategorizationCategorization

The Web analytic tools can be categorized into two parts:

1) Conversion: Conversion rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators.

Some major tools that help assess the conversion rate are:• Google analytics• Web Trends• Compete• Stat Counter• Quantcast

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CategorizationCategorization

2. Usability: If a site is usable, it fits its purpose. This typically means that it's convenient to use. Now there are some tools which can be used to assess the usability of a website.

We have discussed two important usability tools:

• ClickTale•Crazyegg

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Web Analytics Tools(Conversion)Web Analytics Tools(Conversion)1) Google Analytics:

• Excellent Graphical Representation of Data

• Provides for Marketing-Based Analysis

• Helps you to see what a visitor put into your internal search box and what page they were on when they made the search.

• Helps you create a filter to not count anyone from specific domains you add in.

• Lets you create and save your own custom reports.

• Lets you pick and choose the metrics you want to track as well as the categories to keep drilling down for further analysis.

• While Google Analytics goal conversions are defined by a specific URL, event tracking lets you track and analyze specific actions that are triggered by clicks.

• With Site Overlay, you can view user activities and conversions as a visual layer on your site.

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Web Analytics Tools(Conversion)Web Analytics Tools(Conversion)2) Compete:It is good for checking out the competition. Compare your site against multiple

competitors in one easy-to-read report.

• You can enter up to five competing Web sites for a detailed report comparing their amount of visitors and growth percentage for the month and year.

• One can find out which keywords are sending traffic to a Web site or a category, which sites get the

most clicks from a keyword, and how two sites compare for competing keywords.

• You can see where your site stands with customizable ranked lists of up to 500,000 domains.

• The Compete Toolbar automatically creates three alerts for every Web site you visit.

a) Trust Scores warns you of potentially malicious Web sites; b) Site Profiles tells you the site’s popularity, rank, and growth rate; c) Deal Light lights up if there are any special promotions or coupons offered on the Web site.

• One can see the latest stats, including the number of unique visitors for up to three sites at a time.

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Web Analytics Tools (Conversion)Web Analytics Tools (Conversion)3) Quantcast:Quantcast is good for accurately measuring your audience reach and composition,

information that can help you attract advertisers.

• Graphs for the following demographics: Gender, Age, Household Income, Ethnicity, Education, Estimated Household Income

• Traffic overview - Visitors passing through -versus- Regulars and Addicts.

• Monthly unique U.S. visitors.

• They provide a central repository for local reporting.

• The “holistic” model combines panel-based and directly measured data with its own algorithm.

• It has a free service that measures the usage of your videos, widgets, and games, both on your Web site and elsewhere on the Web.

• Unlike many services that offer just the traffic ranking of a Web site, Quantcast delivers a one-sentence summary, such as "The site caters to a slightly female, older, fairly wealthy following.“

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Web Analytics Tools(Conversion)Web Analytics Tools(Conversion)4) StatCounter: • It offers charts and graphs to help users visualize their statistics.

• The stats are invisible. There is no need for webmasters to place a little icon somewhere on their website.

• Provides drilldown functionality in many of its reports. The Keyword Analysis report allows to see which words users used to find the site.

• Using the magnify tool, you can a) ‘Zoom In' on individual visitors b) Get a detailed report on where they are from c) Most importantly, what link referred them to your site and their navigation path through your site.

• Allows users to set up multiple projects.

• Excellent for beginners.

• The exit pages tools shows you the most common Exit Pages, allowing you to optimise those pages to keep visitors on your site.

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Web Analytic Tools(Conversion)Web Analytic Tools(Conversion)5) WebTrends: Web analytics reporting is useful .It has some quality features such as:

• User behaviour on each particular page of the site

• User navigational behaviour between pages on the site

• Task execution by users

• Referrals from search engines

• One can go beyond pre-defined segments such as "new visitors" vs. "repeat visitors" and define your own custom segments based on demographics.

• Drill-Across Related Reporting takes your data exploration to a new level with the related reporting elements in WebTrends.

• The quick-query tool focuses on reports and identifies your top performing initiatives.

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Web analytics Tools(Usability)Web analytics Tools(Usability)1) ClickTale: Unlike traditional web analytics that produce only pure statistics, ClickTale

gives webmasters the ability to watch movies of users’ individual browsing sessions.

Some essential features:

• Every mouse movement, every click and every keystroke are recorded for convenient playback.

• With ClickTale, webmasters can improve website usability, enhance navigation, and increase website effectiveness.

• Its New Advanced Search functionality Optimises your landing pages by watching the visitors who arrive at specific pages

• Marketing Campaign Tracking watches how visitors respond to your landing pages, and improve the effectiveness of your email and marketing campaigns.

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Web Analytic tools (usability)Web Analytic tools (usability)2) Crazyegg: It is a very powerful tool to analyse where visitors click on your website, on

what pages they click on and where or which page do they most click on.

Some core features:

• ‘Overlay’ is one of Crazyegg’s unique features, each link on your website has a little + sign where Crazyegg shows the amount of times this button has been clicked as a percentage, no other stats application does this.

• The list feature is some what similar to other statistic applications and is just a basic form of displaying numbers.

• The brilliant feature of Heatmap reveals the most visited places with different colours as compared to the less frequented one.

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Thank you!! Thank you!! For watching the presentationFor watching the presentation

To know more about Web Analytics and To know more about Web Analytics and Conversion Optimization TechniquesConversion Optimization Techniques

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