Transcript Web Site analytics

Monitoring a web site’s health
Web Analytics - Definition
Measurement of the behavior of
visitors to a website
 Which aspects of the website work
towards the business objectives
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Which landing pages encourage people
to make a purchase
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Web Analytic information gathered from:
 http://en.wikipedia.org/wiki/Web_analytics#
Web_server_logfile_analysis
Web Analytics - Technologies
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Web server logfile analysis
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Recording transactions in a logfile
Page tagging
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Passing page request and user
information (JavaScript)
Web Analytics – Terms
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Hit
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A request for a file from the web server.
Available only in log analysis.
Page View
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A request for a file whose type is defined as a
page in log analysis.
An occurrence of the script being run in page
tagging.
In log analysis, a single page view may
generate multiple hits as all the resources
required to view the page (images, .js and .css
files) are also requested from the web server.
Web Analytics – Terms
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Visit / Session
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Visitor / Unique Visitor
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The uniquely identified client generating requests on the
web server (log analysis) or viewing pages (page
tagging).
A visitor can make multiple visits.
Repeat Visitor
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A series of requests from the same uniquely identified
client with a set timeout.
A visit is expected to contain multiple hits (in log
analysis) and page views.
A visitor that has made at least one previous visit.
New Visitor
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A visitor that has not made any previous visits.
Dashboards
Software for gathering data from
business applications
 Help managers visualize the collected
information.
 Example, designed to give a manager
up-to-the-minute customer sales data
 Create a visual "dashboard" for
tracking specific metrics
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Size of transactions
Assignment
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Find one vendor of web analytic
service
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Identify the Primary Service Offering
Web Site Health
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What’s broken?
Links
 Graphics
 Content
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What’s Important?
Prioritize
 Key to business
 Customer satisfaction
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Web Site Health
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Prioritize
Shopping cart abandonment
 Repeat visits
 Bells and whistles
 Shopping experience
 Revenue
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Cause and effect on the business
Web Site Health
Sporadic problems
 Caching problems
 Supplier problems
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Problems Consumers Face
Received error message
Difficulty navigating
Endless loops block
transactions
Difficulty logging in
Insufficient, incorrect, or
confusing information
Malfunctioning search engin
Kicked off page
0
10
20
30
40
Metrics customers value most
Web site security
Eacs of completing a
transaction
Confirmation of transaction
Ease of navigation
24 hour customer service
Ability to compary products
Easy Cust. Service Access
Download Speed
0
10
20
30
Google – free analytics
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Tour
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www.google.com/analytics/sign_up.html
 Funnel
vision
 Visitor segmentation
 Geotargeting
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Concerns
Security
 Privacy
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Other vendors?
Class Work
Each student identify the vendor of
web analytics and its competitive
advantage
 Discuss the assigned case study from
Google’s site
 Answer: will Google's free service put
the vendor out of business. Why or
why not?
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