Web Analytics - minimizes the guesswork! A tool to understand the effectiveness of your company’s online and offline initiatives to help optimize your website. For more information, contact WSI WebAnalys, Sweden: www.wsiwebanalys.se, info@wsiwebanalys.se. Join us on Facebook, Twitter, LinkedIn and YouTube.

1. Web Analytics –
minimizes the guesswork!

2. Defining Web Analytics
• The collection, analysis and reporting of
Website usage by visitors
• Web Analytics “is about measuring your
success with customers”
– Jim Sterne www.targeting.com
• A tool to understand the effectiveness of the
company’s online and offline initiatives to help
optimize their Website

3. Web Analytics: A Marketer’s
Dream
• Web analytics can be an important part of a
marketers’ goal to optimize
– Customer Acquisition
– Conversion
– Retention Strategies
• Minimizes the guesswork, marketers can better
plan their activities and achieve more accurate
forecasts than ever before

4. Web Analytics vs. Site Objectives
• Commerce Objective: Get customers to buy directly
online.
• Lead Generation Objective: Get visitors to submit their
contact information so that the company’s sales force
can contact them
• Content Objective: Get the customer to return
– Content sites revolve around the advertising business
model
• Support/Self Service Objective: Provide customers
with the ability to find the answers they need regarding
their products

5. What do you need to consider
when setting up metrics?
• Must have standard metrics
• Must stick with those metrics for comparable
data you can track over time!
• Not all information is completely accurate, in this
case you must look at trends
• An absolute number is not always as important
as the relative number

6. Key Objectives Related to
Metrics
• Maximize Profits – enhance your marketing
campaigns and identify profitable target markets
• Improve Content – discover the content that
brings in customers, not just visitors to your site

7. What is Web Conversion?
• Occurs when a visitor successfully
completes a pre-defined goal/action via
the website
• A key variable when measuring Web ROI
• Defining the goal is your first step to
understanding and improving the site’s
conversion rate.

8. Web Conversion Calculator
New Flash-based tool for
WSI Internet Marketing
Specialists demonstrates
the potential impact on a
client’s sales simply by
improving their website’s
conversion rate.
www.wsimarketing.com

9. Data Value Pyramid
Uniquely Identified Visitors
Visits
Page Views
Hits
Volume of Available
Data

10. Ways to Identify Unique
Visitors
• IP addresses
– Inadequate
• Cookies
– Better
• User registration (Access to Intranet)
– Most Accurate

11. Build an Effective Funnel
Increase the Conversion Rate on your website!
“You want to Pour your customers through the
sales funnel like oil”
• People need to find precisely what they’re looking
for on your webpage
• Track conversion and tweak website accordingly!

12. Things to Remember..
• Integrated Marketing with Web Analytics:
– PPC
– SEO
– Email Marketing
– Traditional (Offline) Marketing
– And other, depending on industry

13. Contact us for more info:
+ Free web analysis of your company website!
www.wsiwebanalys.se, info@wsiwebanalys.se