As presented by Jim Hazen, Capstrat's Director of Analytics at the 2010 Internet Summit in Raleigh, NC.
1. 5 quick ways to improve your web analyticsJim Hazen, capstrat November 17th, 2010
2. The narcissist slide Jim Hazen Capstrat Analytics Director @hazenj firstname.lastname@example.org 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:
14. Traffic Sources 15. Behavioral viewed certain content 16. Achieved Goals vs Non-Achievers 17. SEO vs Paid Search