Download pdf - Web Analysis of an non E-commerce business-Viviana Talledo

Web Analytics Report: Occam’s Razor

Viviana Talledo

03/22/2013

Introduction

• This document presents a web analysis for the Occam’s Razor blog (http://www.kaushik.net/avinash/).

• The analysis is based on the following business goals: – Increasing awareness of the website

– Engaging visitors to the website

– Generating revenue

• The following page shows the Web Analytics Measurement Model (WAMM), which lists: – The strategies decided upon to accomplish these business goals

– The key-performance indicators (KPIs) used to measure them

– The target values for the KPIs

– The way in which the KPIs are segmented to obtain insight into the data

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



Web Analytics Measurement Model for Occam's Razor

Business objectives Website Goals KPIs Targets Segments

1 Increase Awareness

Increase organic search traffic into the website by improving the site's SEO

Search engine rank (for keywords related to web analytics) compared with competitors Top 20 Search engines (Google, Bing, Yahoo!)

Become an authority in the Web Analytics field

Number of inbound links to the site, vs. competitors Beat Competitors Followed vs. non-followed

Number of social media shares Beat Competitors

Social media site (Facebook, Twitter, Google+)

2 Engage visitors Increase visitor engagement

Visitor engagement (unique visitors with visit engagement) 2% increase per month New vs returning visitors

Post interesting articles # of visitors that click on blog posts 2% increase per month Visit duration

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Generate Revenue / Economic Value

Increase micro conversion revenue: comment on blog, subscription to blog, etc.

Economic value from micro-conversions 1% increase per month

Traffic source category (search, referral, direct, campaign)

Visitor Engagement

Increase macro conversion revenue: Sign-ups to Market Motive and sale of books

Revenue from macro-conversions 1% increase per month

Traffic source category (search, referral, direct, campaign)

Visitor Engagement

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Executive Summary Analysis shows that Occam’s Razor is an authoritative blog in the field of web analytics. The blog meets its growth targets for visitors clicking on blog articles and most visitors spend on average 3 to >=30 minutes reading the articles. However, the blog could generate more revenue by increasing its presence in social media (Facebook and Google+) to attract more visitors, and focusing on engaging new visitors with interesting articles. Over the last year, the number of visitors clicking on blog posts has increased, but the % of new visitors that click on these posts is trending downward. In addition, the generation of revenue from the sale of the Web Analytics 2.0 book and enrollment in Market Motive class is also trending downward.

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Dashboard

3056

521 302

2825

474 266

Inbound Links from Root Domains

Total Linking Root Domains Followed Linking Root Domains

241 10 20

1350

93 100 205

1827

373

Social Media Shares of Occam's Razor Articles

Times shared on Facebook Times shared on Twitter

Times shared on Google+

0

50,000

100,000

150,000

All Visitors vs. Engaged Visitors (one year)

Unique Visitors Engaged Unique Visitors

0

500

1000

1500

2000

2500

Visitors that click on Blog Posts (new vs. returning)

New Returning Target

$0.00

$50,000.00

$100,000.00

$150,000.00

Micro-conversions economic value (Segmented by visitor engagement)

Revenue from Engaged Visitors

Revenue from other visitors

Target (1% increase per month)

$0.00

$2,000.00

$4,000.00

$6,000.00

$8,000.00

$10,000.00

$12,000.00

Macro-Conversion Revenue (segmented by visitor engagement)

Revenue from Engaged Visitors Revenue from other visitors


Business Objective: Increase Awareness Goal: Increase organic search traffic

KPI: Search engine rank for keywords related to website’s content

Target: Top 20 search rank

Segments: Search engines

28

23 23

50

44 44

1 1 1

6

18 18

50 50 50

36

12 8

12

35 35

50 50 50

5 4 4

Google Bing Yahoo! Google Bing Yahoo! Google Bing Yahoo!

Web Analytics Marketing Blog Analytics Blog

Keywords

Search Rank Comparison (lower is better)

kaushik.net webanalyticsdemystified.com webanalyticsworld.net

Note: 50 indicates a search rank >= 50

Analysis:

• Occam's Razor ranks higher in most keywords except in its most important source of traffic (Google) for the keyword 'Web analytics“. Is not in the 10 top rank.

• Occam’s Razor has poor SEO on the keyword “Marketing Blog”; While this is a more generic term than web analytics, nonetheless it would be good to attract visitors using this keyword.

Recommendations:

• Increase the amount of SEO for the keyword “web analytics” (e.g., create content using those keywords, links, referrals and social media).

Impact to the business:

• If blog increases ranking in search, high visibility will create more visitors therefore higher economic value for the blog.

Source: SEOMoz

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Business Objective: Increase Awareness Goal: Become an authority in the Web Analytics field

KPI #1: Number of inbound links to the site vs. competitors, segmented by followed vs. non-followed links

KPI #2: Number of Social Media Shares, segmented by social media sites.

Target: Beat competitors

3056

521 302

2825

474 266

Kaushik.net webanalyticsdemystified.com webanalyticsworld.net

Root Domains that link to Occam's Razor (kaushik.net)

Total Linking Root Domains Followed Linking Root Domains

241

10 20

1350

93 100 205

1827

373

Kaushik.net webanalyticsdemystified.com webanalyticsworld.net

Social Media Shares of Occam's Razor Articles

Times shared on Facebook Times shared on Twitter Times shared on Google+

Source: SEOMoz

Analysis:

• The number of inbound links per root domain to Occam’s Razor blog are very high compared to competitors, indicating that the blog has authority.

• High advantage of shared Twitter links compared to competitors.

• Low number of Facebook shares, and very low number of Google+ shares compared to competitors.

Recommendations:

• Increase presence in Google+ (500 million users)

• Increase presence in Facebook (~ 1 billion users)

Business Impact

• Increased presence on social media has potential to significantly increase number of visitors to the site and therefore revenue.

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Business Objective: Engage Visitors Goal: Increase visitor engagement

KPI: Visitor engagement (unique visitors with visit engagement 1)

Target: 2% increase per month

Segments: New vs. returning visitors

0

2000

4000

6000

8000

10000

12000

14000

16000

Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13

Engaged Visitors , New vs. Returning

Engaged New Visitors Engaged Returning Visitors

Engagement Target (2% per month)

Analysis:

• % of engaged visitors remains low since last year (~12% of all visitors are engaged) . Ideally, the % of engaged visitors would be a higher % of the total visitors.

• However, % of engaged visitors did meet the growth target (2% per month).

• For engaged visitors, the % of new visitors that are engaged has remained at ~50%, which implies that website is doing a good job of engaging new visitors.

• The fluctuation between Oct 2012 and Jan 2013 in the number of all visitors (top graph) is also reflected in the number of engaged visitors (bottom graph). This could be due to seasonality effects.

Recommendations:

• Consider increasing the target growth for engaged visitors, in order to make engaged visitors a higher % of the total number of visitors.

0

20,000

40,000

60,000

80,000

100,000

120,000

All Visitors vs. Engaged Visitors (one year)

Unique Visitors Engaged Unique Visitors

Source: Google Analytics

1. Visit engagement is determined by using the “Engaged Visits (Goal 6 Completions)” in the Occam’s Razor profile in Google Analytics.

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Business Objective: Engage Visitors Goal: Post interesting articles

KPI: # of visitors that click on blog posts


Segments: Visit duration

Analysis:

• Number of visitors that click on blog articles has met target increase of 2% per month

• The proportion of new visitors clicking on blogs is showing a decreasing trend, whereas the proportion of returning visitors clicking on the blog is growing. Thus, the blog articles are not engaging new visitors as well as they should.

• The breakdown of visit duration to blog articles shows a healthy distribution, with a 42% of people staying between 3 and 30 minutes in each article.

Recommendations:

• Post articles that attract new visitors. Table 1 shows blog posts that had more new visits than returning visits. These articles typically describe basic web analytics concepts. Similar articles should be posted to attract new visitors.

• Give posted articles titles that attract new visitors by using keywords that are trending up in tools like Google Trends, for example online marketing, web marketing strategies, etc.


0

500

1000

1500

2000

2500

Visitors that click on Blog Posts (new vs. returning)

New Returning Target

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Table 1. Blog articles with more new visits than returning visits

/avinash/videos-podcasts/

/avinash/beginners-guide-web-data-analysis-ten-steps-tips-best-practices/

/avinash/rules-choosing-web-analytics-key-performance-indicators/

/avinash/multi-channel-attribution-definitions-models/

/avinash/google-analytics-custom-reports-paid-search-campaigns-analysis/

33%

15% 21%

21%

10%

Visit Durations to Blog Postings

< 1 minute

1 to 3 mins

3 to 10 mins

10 to 30 mins

> 30 mins

Business Objective: Generate Revenue / Economic Value Goal: Generate micro conversions 1.

KPI: Economic value from micro-conversions


Segments: Traffic source category (search, referral, direct, campaign)

Analysis:

• Micro conversions economic value accounts for 94% of all economic value.

• On average, the blog is meeting its 1% target increase per month.

• The majority (~75%) of micro-conversions come from engaged visitors.

• The highest increase of economic value in a year from visitors was Jan-13. An article released at the time created almost 2000 social media shares and over 400 likes.

Recommendations:

• Focus on engaging visitors, as these account for ~75% of all micro-conversion economic value.

• Create popular articles that drive visitors to the site and result in micro-conversions.

• Target to organic traffic which accounts for 55% of micro economic value to the blog.


$0.00

$20,000.00

$40,000.00

$60,000.00

$80,000.00

$100,000.00

$120,000.00

$140,000.00

$160,000.00

Micro-conversions economic value (Segmented by visitor engagement)



Economic value (Feb 2012 - Feb 2013)

All economic value

economic value from micro-conversions %

$1,368,538 $1,291,616 94%

55% 17%

20%

8%

Micro-Conversion economic value Sources

Search

Referral

Direct

Campaign

1. Micro-conversion economic value is defined as all economic value not arising from macro-conversions. Macro-conversions are defined as the following goal completions: “Market Motive”, “Web Analytics 2.0”, and “Web Analytics Hour”.

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Business Objective: Generate Revenue / Economic Value Goal: Generate macro conversions: Sign-ups to Market Motive and sale of books

KPI: Number of macro conversions


Segments: Traffic source category (search, referral, direct, campaign)

Analysis:

• Macro conversions accounts for ~6% of all economic value.

• Macro-conversion revenue is not meeting its stated target, and is trending downward.

• Visitor engagement is important: on average, 65% of macro conversion revenue comes such visitors.

• Lost revenue in 2012 of $22,669 for not meeting our 1% monthly target.

• Search traffic accounts for large majority of macro-conversions.

Recommendations:

• Increase revenue from macro-conversions by engaging more visitors.

• Consider increasing advertisement of products (Web Analytics 2.0 book, Market Motive class).

• Target to organic traffic which accounts for 58% of micro economic value to the blog.


Revenue (Feb 2012 - Feb 2013)

All Revenue

Revenue from macro-

conversions %

$1,368,538 $76,922 5.62%

$0.00

$2,000.00

$4,000.00

$6,000.00

$8,000.00

$10,000.00

$12,000.00

Macro-Conversion Revenue (segmented by visitor engagement)



58% 16%

20%

6%

Macro-Conversion Revenue Sources

Search

Referral

Direct

Campaigns

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