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Website Measurement Tips and Best Practices

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Digital Analytics 101, LLC
Digital Analytics 101, LLC

Best Practices in using Google Analytics, Compete.com, Alexa.com, and SiteTrail.com to do internal analysis as well as competitive assessments. We review the fundamental terms you need to understand and a general framework for measuring your website's success against your business goals

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WEBSITE MEASUREMENT Boot Camp: Week 1
Three universal truths: • It is better to be good at one thing, than bad at five. • You are not your audience. • Participation is not optional. 2
Just focus on your CORE • Create • Observe • Reframe • Experiment 3
Create • How would you describe your brand? • How are you going to communicate it? • Channels • Voices • How will you know if it’s working? 4
Observe • How are people interacting with you? • Are they doing what you want them to? • What can you change to get better results? 5 Image source: http://smallchange.typepad.com/photos/uncategorized/joke_scale.jpg
Reframe • What should you stop? • What should you continue? • What should you start? 6
Experiment • What are you assuming about your audience? • How can you see if your assumptions are correct? • What’s easiest to start with? 7
HOW WE MEASURE Common terms and metrics 8
Ants in your house 9
Ants = people, House = website. You = homeowner. 10 What are your customers taking? What are they attracted to? Where are they in your house? Are they in the walls or otherwise not visible in the “room?” How are you going to respond? Relax? Or freak out?
Understanding terminology • Views: every time a page is refreshed or a new page is viewed • Visits: total time spent in one continuous session • Visitors: person-level based on computer IP 11 10:00 AM 2:00 PM 2:15 PM
sources • Referrers – Where someone was before they came to your site • Entry page – The first page they view on your site • Exit page – The last page they view on your site 12
Data Available: Technique • GO LOOK AT THE WEBSITE!!! • What do you think the conversion goals are? • Can you find them? • Log into your database / interface • You should draw down data relevant to what your conversion goals • Generally falls into four categories: • Volume: How much traffic to you get? • Source: Where is the traffic coming from? • Search: What are customers searching for? • Revenue: What is your website ROI? 13
TOP 5 WEBSITE METRICS Understanding the most important reports in Google Analytics 10/1/2013 14
#5: Your Bounce Rate • The bounce rate tells you what percentage of your website visitors only view one page of your site before leaving. It is on your main login page. • YOU WANT YOUR BOUNCE RATE TO BE LOW (LESS THAN 35%) 10/1/2013 15
#4: Your traffic mix • When your traffic is out of balance, your website is at risk. • YOU WANT IT TO LOOK LIKE A MERCEDES LOGO 10/1/2013 16
#3: How people find you • Use the organic search result to find out how people get to your site. • IDEALLY YOU WILL HAVE A 50/50 MIX OF BRANDED AND UNBRANDED 10/1/2013 17
#2: What they’re looking at • You should know what parts of your site are active and which are dusty. • NORMALLY YOUR HOME PAGE IS ALWAYS THE TOP RANKED 10/1/2013 18
#1: How mobile visitors interact • 2012 was the year the tablet outsold the PC • How mobile is your traffic and are you prepared? 10/1/2013 19
BONUS: If social media is actually doing anything for you • Check the social media report… 10/1/2013 20
Sample Dashboard 21
Sample Dashboard 22
COMPETITIVE ANALYSIS How to see what your competitors are up to 23
No data available: Process and Tools 1. Visit the website as a customer 2. Compete.com, Alexa.com, Sitetrail.com 3. Google 4. Search the “big three” • Facebook, Twitter, YouTube • Or socialmention.com 24
25 Woodbury Outfitters’ Digital Pulse Report Summary: Unique website visitors: 159.93% (yearly) Website bounce rate: 52.60% • Healthy increase in website traffic, yet high bounce rate may be a result of poor user experience. • Site traffic rises during the fall months and peaks during the winter (most likely a result of deer season) • While social channels remain fresh and up- to-date, website content is outdated Quick Wins: • Move newsletter opt-in above the fold on website to keep visitors engaged year-round • Adjust featured products on home page to reflect the current season • Use social channels to drive audience to promotion specific landing pages on website • A social widget on website for evangelists to counter the few negative reviews that do exist Channel Volume Type Website 71,408 Visitors Facebook 3,279 Likes Twitter 314 Followers Website pages optimized for search: 0 Sources: Compete.com, Alexa.com, Sitetrail.com, Google, Facebook, Twitter Website traffic from winter to summer: 48.3%
QUESTIONS? Lay them on me! 26

More Related Content

Website Measurement Tips and Best Practices

  • 2. Three universal truths: • It is better to be good at one thing, than bad at five. • You are not your audience. • Participation is not optional. 2
  • 3. Just focus on your CORE • Create • Observe • Reframe • Experiment 3
  • 4. Create • How would you describe your brand? • How are you going to communicate it? • Channels • Voices • How will you know if it’s working? 4
  • 5. Observe • How are people interacting with you? • Are they doing what you want them to? • What can you change to get better results? 5 Image source: http://smallchange.typepad.com/photos/uncategorized/joke_scale.jpg
  • 6. Reframe • What should you stop? • What should you continue? • What should you start? 6
  • 7. Experiment • What are you assuming about your audience? • How can you see if your assumptions are correct? • What’s easiest to start with? 7
  • 8. HOW WE MEASURE Common terms and metrics 8
  • 9. Ants in your house 9
  • 10. Ants = people, House = website. You = homeowner. 10 What are your customers taking? What are they attracted to? Where are they in your house? Are they in the walls or otherwise not visible in the “room?” How are you going to respond? Relax? Or freak out?
  • 11. Understanding terminology • Views: every time a page is refreshed or a new page is viewed • Visits: total time spent in one continuous session • Visitors: person-level based on computer IP 11 10:00 AM 2:00 PM 2:15 PM
  • 12. sources • Referrers – Where someone was before they came to your site • Entry page – The first page they view on your site • Exit page – The last page they view on your site 12
  • 13. Data Available: Technique • GO LOOK AT THE WEBSITE!!! • What do you think the conversion goals are? • Can you find them? • Log into your database / interface • You should draw down data relevant to what your conversion goals • Generally falls into four categories: • Volume: How much traffic to you get? • Source: Where is the traffic coming from? • Search: What are customers searching for? • Revenue: What is your website ROI? 13
  • 14. TOP 5 WEBSITE METRICS Understanding the most important reports in Google Analytics 10/1/2013 14
  • 15. #5: Your Bounce Rate • The bounce rate tells you what percentage of your website visitors only view one page of your site before leaving. It is on your main login page. • YOU WANT YOUR BOUNCE RATE TO BE LOW (LESS THAN 35%) 10/1/2013 15
  • 16. #4: Your traffic mix • When your traffic is out of balance, your website is at risk. • YOU WANT IT TO LOOK LIKE A MERCEDES LOGO 10/1/2013 16
  • 17. #3: How people find you • Use the organic search result to find out how people get to your site. • IDEALLY YOU WILL HAVE A 50/50 MIX OF BRANDED AND UNBRANDED 10/1/2013 17
  • 18. #2: What they’re looking at • You should know what parts of your site are active and which are dusty. • NORMALLY YOUR HOME PAGE IS ALWAYS THE TOP RANKED 10/1/2013 18
  • 19. #1: How mobile visitors interact • 2012 was the year the tablet outsold the PC • How mobile is your traffic and are you prepared? 10/1/2013 19
  • 20. BONUS: If social media is actually doing anything for you • Check the social media report… 10/1/2013 20
  • 23. COMPETITIVE ANALYSIS How to see what your competitors are up to 23
  • 24. No data available: Process and Tools 1. Visit the website as a customer 2. Compete.com, Alexa.com, Sitetrail.com 3. Google 4. Search the “big three” • Facebook, Twitter, YouTube • Or socialmention.com 24
  • 25. 25 Woodbury Outfitters’ Digital Pulse Report Summary: Unique website visitors: 159.93% (yearly) Website bounce rate: 52.60% • Healthy increase in website traffic, yet high bounce rate may be a result of poor user experience. • Site traffic rises during the fall months and peaks during the winter (most likely a result of deer season) • While social channels remain fresh and up- to-date, website content is outdated Quick Wins: • Move newsletter opt-in above the fold on website to keep visitors engaged year-round • Adjust featured products on home page to reflect the current season • Use social channels to drive audience to promotion specific landing pages on website • A social widget on website for evangelists to counter the few negative reviews that do exist Channel Volume Type Website 71,408 Visitors Facebook 3,279 Likes Twitter 314 Followers Website pages optimized for search: 0 Sources: Compete.com, Alexa.com, Sitetrail.com, Google, Facebook, Twitter Website traffic from winter to summer: 48.3%