This document provides an overview and introduction to web analytics. It discusses key terms like bounce rate and goals. It demonstrates several analytics tools like Google Analytics, Omniture, and Chartbeat. It emphasizes that analytics can help identify areas for improvement like popular entrance pages and traffic sources. However, the most important aspect is developing insights and testing hypotheses to optimize metrics like conversions and revenue. The document stresses iterating and testing constantly to improve site performance.

1. Intro to Web Analytics Amit Klein March ’10 #isbsm www.amitklein.com twitter.com/amitklein

5. Link Tagging

8. Omniture – Dashboard

9. Omniture – Clickmap / Revenuemap

10. Omniture – Conversion Tracking

11. Omniture – Path Flow Analysis

12. Omniture – Twitter

13. Omniture – Facebook

14. Omniture – Facebook

15. Chartbeat – Real-time Monitoring

17. Bit.ly

18. What metrics should you optimize?

20. Insights

22. How do you improve bounce rate?

26. BBCAmericaShop.com

27. BBCAmericaShop.com

29. ClickEquations

31. But what about non-ecommerce sites, what should you optimize?

32. CodeChef.com

33. CodeChef.com

35. Iterate and Test Constantly

37. A/B Testing

38. A/B Testing - A

39. A/B Testing – B

40. A/B Testing

42. But… what works for one group might not work for the other

45. Conclusion

49. Questions?