Teaching the basics of website analytics, including segmentation, context, comparison, and measurement.

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

14. 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

17. Visits/Visitors

24. 0 100,000 200,000 300,000 400,000 500,000

25. 0 100,000 200,000 300,000 400,000 500,000

26. Abandonment Rate

29. Abandonment Rate Stats are NOT just about numbers!

30. Forget What You Know

33. 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

37. 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

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

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

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

48. 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

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

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

53. Engagement for Content Based Site (conversions = subscriptions)

54. Comparison Links Holy Cow! Links drive sales too!

55. Engagement for The Lactivist Pork C&D + Two Months

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

57. 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 . . .

58. 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. . .

59. How Traffic Compares

62. Comparison

75. 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

76. Evaluation Reporting Pie Charts

81. Evaluation Reporting

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

88. Matt Bailey [email_address] www.SiteLogic.com