5 ways to improve your web analytics

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As presented by Jim Hazen, Capstrat's Director of Analytics at the 2010 Internet Summit in Raleigh, NC.

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  • 1. 5 quick ways to improve your web analyticsJim Hazen, capstrat
    November 17th, 2010

2. The narcissist slide
Jim Hazen
Capstrat
Analytics Director @hazenj
jhazen@capstrat.com
3. Topics we shall explore
Have a reason to exist
The fallacy of averages
Illumination of segmentation
Measuring engagement
Beyond the short-term success
4. If you have no objective, than any measurement will do
5. 5
Does your current report look like this?
Your business gets paid for outcomes not page views. Measure accordingly!
6. #1: Have a reason to exist
6
Scenario 1: You own an online jewelry store
Objectives:
Sell more stuff
Make a profit
Increase average order value
Generate repeat purchases (lifetime value)
Notice how time on site or page views arent listed?
7. #1: Have a reason to exist
7
Objectives:
Increase volunteers
Grow donations
Communicate news and opportunities
Metrics:
View the contact us page
Volunteers
Online donations
Newsletter subscribers
Scenario 2: You run a non-profit website
There are a million things you can measure but only a few that can change the business.
8. #1: Have a reason to exist
8
Scenario 3: You run a structural engineering consultancy
Objectives:
Increase sales leads
Promote products and services
Metrics:
Leads
Downloads of product sheets
Visits that read key content
9. Averages hide the distribution of behaviors. Dont rely solely on averages in your analysis!
#2 : The fallacy of Averages
9
10. 10
Does your current web analytics report look something like this?
11. #3 : The illumination of segmentation
12. 12
#3 : The illumination of segmentation
Compare segments and drill underneath what content these visitors view to create more targeted marketing efforts.
13. #3 : The illumination of segmentation
13
Types of Segmentation to try:

  • Geography

14. Traffic Sources 15. Behavioral viewed certain content 16. Achieved Goals vs Non-Achievers 17. SEO vs Paid Search