Matt Bailey SiteLogic [email_address] Fun with Stats The Joy of Analytics

website Website creator Goal: Search engine determines relevance and rank Goal: Persuade visitors to take action Measurement: File requests recorded for analysis Measurement: Sales, emails, and leads Analytics program creates charts & graphs Questions asked for human understanding of machine data

Visits/Visitors

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0 100,000 200,000 300,000 400,000 500,000

Abandonment Rate

Abandonment Rate Stats are NOT just about numbers!

Forget What You Know

Definitions General Statistics Hits Entire Site (Successful) 1,019,671 Average per Day 32,892 Home Page N/A Page Views Page Views 219,391 Average per Day 7,077 Average per Unique Visitor 22 Document Views 109,012 Visits Visits 31,945 Average per Day 1,030 Average Visit Length 0:07:46 Median Visit Length 0:01:36 International Visits 0.00% Visits of Unknown Origin 100.00% Visits from United States 0.00% Visits Referred by Search Engines 3,887 Visits from Spiders 1,839 Visitors Unique Visitors 9,712 Visitors Who Visited Once 7,088 Visitors Who Visited More Than Once 2,624

Goals “ Web analytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-hoc basis.” -Eric Peterson

Goals “ life without this sort of examination is not worth living . . .” -Socrates

Courtesy: Joe Kraus, JotSpot, http://www.longtail.com

Referrals per keyword Top 30 terms referred: 2,916 visitors Keyword Phrases Children’s music publisher

Keyword Phrases Referrals per keyword Next 4,640 unique terms referred: 8,366 visitors Children’s music publisher Avg. term referral rate: 2.4 visitors

Keyword Phrases Referrals per keyword Children’s music publisher Most sales generated from these key phrases . . .

Digital camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs

Engagement for Content Based Site (conversions = subscriptions)

Comparison Links Holy Cow! Links drive sales too!

Engagement for The Lactivist Pork C&D + Two Months

Engagement for Cre8PC.com Hit by 2 Diggs – “I Don’t Digg Being Dugg”

Traffic for Cre8PC.com Hit by 2 Diggs – “I Don’t Digg Being Dugg” All Visitors compared to Digg.com referrals. Four major blog referral sources during the “Digg Event” and after. . . Don’t Digg . . .

Engagement for The Lactivist C&D Received + Two Months Digg, Reddit, Stumbleupon referrals. Pork Problem Four major blog referral sources during the “Pork Event” and after. . .

How Traffic Compares

Comparison

Evaluation Reporting Path Analysis A B C D E B A C D E C A B D E D A B C E 120

Evaluation Reporting Pie Charts

Evaluation Reporting

Evaluation Reporting How you say it Avinash Kaushik - Excellent Analytics Tip#4

Matt Bailey [email_address] www.SiteLogic.com