Intro to Web Analytics

Amit KleinMarch ’10#isbsm

www.amitklein.comtwitter.com/amitklein

Agenda• Key Terms• Bunch of Tools• Developing Insights

• A/B Testing

A lot of demos, will need you to stop me with questions

Key Terms• Bounce Rate – The percentage of visits where the visitor enters and exists

the same page without visiting any other page in between• Goal – i.e. purchase confirmation• Funnel – The series of steps (pages) leading to a goal

Google Analytics Demo• Basic:

– Measurement AdWords Integration– Visitors Overview– Map Overlay – Traffic Sources– Content– Setting up Goals / Funnels / Revenue

• Advanced– Segmentation– Custom Reporting

Link Tagging

But what about this?

“I want to know how many women from Mumbai over 40 who have been to the site at least 4 times and added items to their shopping cart but haven’t completed the checkout process ”

Omniture – The Cadillac• Realtime• Permissions• Automated delivery of reports• Clickmap / RevenueMap• Path flow analysis• Import external data / Integration• Segmentation – Create profiles, track certain demographic

behavior (abandoned carts, heavy purchasers)• Expensive - Starts at 2k/month

Omniture – Dashboard

Omniture – Clickmap / Revenuemap

Omniture – Conversion Tracking

Omniture – Path Flow Analysis

Omniture – Twitter

Omniture – Facebook

Omniture – Facebook

Chartbeat – Real-time Monitoring

ClickTale• Playback• Heatmaps• Form Analytics

Bit.ly

What metrics should you optimize?

OptimizeDepends on your objectives• Revenue• Goals• Bounce Rate• Awareness campaign – new visitor % increase

Avoid Intermediate Metrics:• Visitors - Quality is way more important then number• Duration - I can remove site search and time will go up

Insights

Improving Bounce Rate• High bounce rates indicate people’s intent did not match

website purpose

*source: http://www.kaushik.net/avinash/

How do you improve bounce rate?

Improving Bounce Rate• Find popular entrance pages with low bounce rates• Identify how people got to these pages (entrances and

keywords)

Improving Bounce Rate• Are people finding what they are looking for?

BBCAmericaShop.com

BBCAmericaShop.com

Optimizing Adwords Campaigns• Keyword• Nonpaid keywords

• Location• Source

ClickEquations

Developing Insights• Check entry pages with high bounce rates (top landing pages

report)• Identify top 10 unpaid keywords with high bounce rates, add

content?• Traffic sources – try to extend partnership deals, additional

comments, etc…

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

CodeChef.com

CodeChef.com

Developing Insights

• Avoid intermediary goals and focus on objectives• Develop goals (registrations, submissions to problem)• Optimize based on goals

Iterate and Test Constantly

Quick Example - RClub• You’re the product manager of Directi’s RClub• You’re digging up the data and find many aren’t completing registration• You do some hallway testing• You look at analytics• You come up with a hypothesis• But you can’t just roll it out• What do you do?

A/B Testing

A/B Testing - A

A/B Testing – B

A/B Testing

BucketsRun analysis based on:• Geography• Site usage (frequent users, light purchasers) • Demographics (age, sex)• Traffic Sources• Etc…

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

Conclusion

ConclusionAnalytics can help you:• Find out who people are getting to your site and what they are doing• Improve the effectiveness of ad campaigns• Improve conversions on your site

You need to use this data to develop insights/hypothesis (90% people / 10% tools)

Iterate and test constantly

You can always improve…

Additional Resources• Avinash Kaushik – Occam’s Razor

Next Class• We’re off next weekend• Project

– How many teams are there?– Use one channel and one easily measurable metric– Will send over Google Adwords info later today– Each team to prepare a 5-10min presentation for 3/21

• Next class– Indian Social Media?– Future of Facebook and Twitter / Monetization models?

Questions?