Introduction to Web Analytics - Zach Olsen Stukent Expert Session
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Transcript of Introduction to Web Analytics - Zach Olsen Stukent Expert Session
An Introduction To Web Analytics
Zach Olsen
Remote Usability Testing
A/B, Multivariate Testing
Personalization
Two Sides To Web Analytics JobsAnalyst
Create and maintain standardized reports and dashboards
Identify traffic and conversion trends
Provide ongoing optimization, revenue opportunities, lost-opportunity analysis to increase sales/revenue and customer satisfaction
Implementation
Responsible for accurate reporting and tracking
Like a programmer
Two Sides To Web Site AnalysisMarketing Optimization
Conversion rate by marketing channel - paid search, display, retargeting, affiliate, email, social
Landing page improvements
Optimize allocation of marketing budget
User Experience
The site is a machine, each page has a purpose
Reduce friction, increase conversion rate
Business Objectives & Key Performance Indicators
Business Objective Action On Site/KPI
Reach revenue targets Sales
Expand brand name recognition Clicks on social share buttons
Increase customer loyalty Return visits/orders
Increase customer loyalty Promotional email signups
Increase customer satisfaction Net Promoter Score
Where to start?Get a website
Make one
Find a family member with one
Install Google Analytics
google: set up google analytics
Install Hotjar
google: hotjar
Set up goals
Figure out how to drive traffic to your site/get more conversions
Thanks!
ByDataBeDriven.com
ZachOlsen.net
@zacholsen