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Basis of Web Analytics. Online metric : Visit, Visitors, Pageviews, Conversion rate, Average Order Value etc.
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Basic Web Analytics
What is web analytics?
• Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. - Wikipedia
Why is web analytics important?
“If you can measure it, you can manage it”
Know your audience
Who are they?
Where do they come from?
Language
Technology
Search
Key Metrics (1)• Visit / Session represent the number of times
the website was visited, without regard to repeat visitors.
• Visitor / Unique Visitor / Unique User represent the number of actual people that visited our site.
• Pageview represent the total number of pages that visitors looked at on our site.
VisitorsVisits
Pageviews
Key Metrics (2)• Audience
o Geolocationo Behavior
• New visitors VS Return visitorso Technology
• Browser• Devices
o Visitors flow / Path
New Visitors VS Returning Visitors
New85%
Return15% New
20%
Return80%
- A new website, OR website is unable retain users- Need a plan to retain new users
- Monetizing through repeat users- Need to a plan to acquire new users
Key Metrics (3)• Traffic Source
o Direct Traffico Search Engineo Referring Site
Analysis• Example
o Strong brand but low search engine traffico Need to improve SEO&SEM
65%10%
25%
Direct Search Engine Reffer
Analysis• Example
o Weak brando Need to improve brand awareness
15%
40%
45%
Direct Search Engine Reffer
Analysis• Example
o Too reliant on search engine traffico Need to diversify traffic sources
20%
70%
10%
Direct Search Engine Reffer
Key Metrics (4)• E-Commerce
o Conversion Rate (CVR) is defined as the percentage of visitors who end up buying from your store. For example: Your conversion rate is 2% if 2 out of 100 visitors buy from your store.
o Average Order Value (AOV) is the average size of an order on your store.For example: Your AOV is $35 per each order if you made $140 from 4 orders.
o Sale / Revenue
Conversion Funnel
Web Analytics Tools