Introduction to Web Analytics
- 1. THE BASICS OF: W E B A N A L Y T I C S AMIR JABBARI
- 2. To become a successful web data analyst you need to be competent in four areas: BECOME A GOOD DATA ANALYST AMIR JABBARI Statistics Business Acumen Curiosity Communication Skills THE IMPORTANCE OF QUESTIONS Asking questions is of outmost importance in the process of web analytics, the questions that you should frequently stumble upon in the web analytics process are the following: 1. What is happening? 2. Why is it happening? 3. How can I apply it to my business?
- 3. ACQUISITION Common terms in the field of web analytics are: TERMINOLOGY AMIR JABBARI USER SESSION BEHAVIOR BOUNCE RATE It refers to channels and mediums through which we got users to our website, app, etc. Common metrics are channel, source and medium. The number of unique visitors to our website in a specified period of time. Common metrics are new and returning users. Each time a user opens our site or app is counted as a session. Common metrics are session duration, pages per session. As the name suggests, behavior refers to the actions users take once they are on our website. Did they make a purchase, how much time do they spend on our site? How many pages do they see? A very important and tricky metric, bounce rate shows the percentage of users who visit our site, don't interact with other pages on our site and leave. A low number shows your site is more interesting.
- 4. CONVERSION Common terms in the field of web analytics are: TERMINOLOGY AMIR JABBARI LANDING PAGE EXIT PAGE Conversion is the percentage of people who have done a targeted action, for example they have made a purchase, downloaded a file, made a phone call, submitted their contact info, etc. Landing page shows the first page of your website that a user saw when they came to your website. Contrary to the landing page, exit page is the last page a user visited before they left your site.
- 5. THE 3C OF WEB ANALYTICS AMIR JABBARI ONTEXT OMPARISON ONTRAST
- 6. CONTEXT AMIR JABBARI It is very important to consider the context in analyzing web data. By asking questions you put the data into context. The main quesions that need to be asked to put context can be: 1. Where did the visitors come from? 2. What did they see? 3. What did they do? 4. What was their action worth? COMPARISON Any data analysis effort needs to take comparison into consideration. So the web analytics software shows that last week I got 10K users to my website. Is it a good number or a bad number? Comparison with my competitors, past data and bemchmarks can help me answer this question. CONTRAST Contrasting different metrics can help you better understand what is happening in your website. Take Acquisition and Conversion for instance, one of my channels is driving fewer users to my website than other channels, but when I contrast acquisition with conversion I see that the percentage of visitors coming from that channel and making a purchase is higher than the other channels.
- 7. TWO MAJOR TYPES OF CONVERSIONS AMIR JABBARI MACRO CONVERSION MICRO CONVERSION conversions that are directly related to our business objectives. examples include sales, revenue, lead generation. These are actions that users take in the process of making macro conversions. examples include time on website, ebook download, watch videos, etc.
- 8. BOUNCE RATE AMIR JABBARI Bounce rate, as explained in the previous pages, is an indicator of the percentage of people who came to your website, did not make any interactions with other pages on the site, and then left the site. It is most often considered to be a measure of quality of a webpage. However, in analyzing bounce rate for any page on your website, make sure you contrast it with "average time per session" because it might be that a user came to that page, found the info they were looking for, and then left the website. Below are some common reasons for a high bounce rate: 1. The content on the page does not match the visitors' expectations 2. The design of the webpage is not appealing to visitors 3. Structure is in such a way that the content gets hidden from the visitors' eyes at the first glance. 4. Absence of call to action on the webpage.
- 9. SO WHAT?????.. AMIR JABBARI ALL DATA ANALYSIS EFFORTS SHOULD TRANSLATE TO ACTIONS. After every analysis ask yourself "so what"to drive action.
- 10. THANKS FOR YOUR ATTENTION. AMIR JABBARI