Which web analytics matter most? A 3-step primer
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The document outlines a three-step process for effective web analytics, emphasizing the importance of defining the purpose of a website, setting measurable goals, and organizing metrics collection. It highlights five basic metrics and suggests creating a user-friendly dashboard to track visitor behavior and key outcomes. The author advocates for using tools like Google Analytics to make data-driven marketing decisions.
Which web analytics matter most? A 3-step primer
- 1. © 2013 Catalyst 9/26/2013 Which Web Analytics Matter Most? A Three-Step Primer By Kathy Olson, Senior Web Marketing Analyst
- 2. What is Web Analytics? 2 Official Definition: The measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Real-World Definition: Your key to understanding the experience visitors have on your website.
- 3. The Right Tool, The Right Plan 3 Although it’s easy to feel deluged by data from whatever tool you are using… …without Web analytics and a plan for which metrics to follow and react to, you are flying blind. Let’s get started!
- 4. 3-Step Process Define Why Your Site Exists Set Up Goals Get Organized and Collect the Metrics
- 5. First, A Word About Metrics 5 Basic metrics—visitors, visits, page views, time on site—are easiest to collect and important for keeping an eye on changes or trends. But they are often the least valuable for determining how successful your site is.
- 6. Step 1: 6 BEFORE deciding which key web metrics to track, determine the primary reason your website exists. Ask yourself: Why do we have a website? How should it help our business grow? What do we really want people to do when they visit? Define Why Your Site Exists
- 7. Step 2: 7 With an ecommerce site, get your visitors from: Product pages Shopping cart Through the purchase funnel Define Why Your Site Exists Set Up Goals
- 8. Setting Site Goals 8 For a B2C site without ecommerce, get your visitors to: Read a blog Look up store locations Download a coupon For a B2B site, get visitors to: Generate leads: Number and quality of contacts identified Share content: Quantity of white papers downloaded
- 9. Step 3: 9 Build a simple framework for collecting and reporting on your metrics and goals to keep you organized and focused. Your metrics may change as new priorities appear, but the basic framework should stay the same Define Why Your Site Exists Set Up Goals Get Organized and Collect the Metrics
- 10. Create an Easy-to-Use Dashboard 10 Group metrics into sections This ―Monthly Insights Summary‖ has the most important learnings for the month Focus on goal outcomes Each section’s details build the visitor story
- 11. Key Sections of Your Dashboard 11 Traffic Trends Basic, easy-to-get metrics Visits, visitors, page views Most important when there is an unexplained change that you need to figure out Otherwise, they simply set the context for your site
- 12. Key Sections of Your Dashboard 12 Visitor Behavior Choose metrics that tell the story of what visitors are doing on your site Where do they land? How do they move around? How often do they come?
- 13. Key Sections of Your Dashboard 13 Key Outcomes The most important metrics: Track directly back to goals that measure success of your site Should be consistent over time The catalyst for changes and improvements These metrics let key stakeholders know your website is worth the investment!
- 14. Web Analytics Packages 14 Which one should you use? Google Analytics – my preference Easy to use Free! Webtrends SiteCatalyst
- 15. Remember! Define Why Your Site Exists Set Up Goals Get Organized and Collect the Metrics
- 16. Comments or Questions? 16 Email Kathy Olson at info@catalystinc.com Kathy has 20 years of experience in Web and social media analytics, primary research and survey design. Kathy Olson Senior Web Marketing Analyst Catalyst
- 17. 17 Catalyst is a direct and digital marketing agency that knocks big data down to size. We pair insight with analytics to take the guesswork out of marketing decisions. Think of it as Science + Soul. About Catalyst /scienceplussoul www.catalystinc.com info@catalystinc.com