Web analytics measures website performance and marketing/advertising efforts using key performance indicators (KPIs) such as number of visitors, conversion rate, revenue, and subscriber growth. Common goals for marketing sites include e-commerce, lead generation, and advertising. Effective web analytics involves acquiring visitors, measuring interactions, analyzing results, and testing improvements (AMAT framework). Key KPIs for e-commerce sites include visitor volume, conversion rate, order value, and ROI. Marketer KPIs measure marketing performance metrics like visits and conversions by medium and campaign.
1. WEB ANALYTICS
July 6, 2010
NYU Internet Marketing Strategies
Tuesday, July 6, 2010
2. Goal of Most Marketing Sites
E-Commerce - Amazon, Sephora, Buy.com, Screenstyle
Lead Generation - Insurance, Service Companies, Real Estate
Advertising - YouTube, CollegeHumor.com, HuffingtonPost.com
Tuesday, July 6, 2010
3. Web Analytics
Web Analytics Measures the Performance of Your Website and all
Online (and perhaps Offline) Marketing and Advertising Efforts
We Measure the Website using KPIs. Key Performance
Indicators.
Tuesday, July 6, 2010
4. Key Performance Indicators
(KPI)
Increasing Number of Visitors
Higher Conversion Rate (Transactions/Visitors)
Increasing Revenue
Increasing Number of Subscribers to Newsletter
Increasing Number of Demo Downloads
Tuesday, July 6, 2010
5. Define your goals
I want to get more __________
Sales
Leads
Email signups
Phone Calls
Viewers
Tuesday, July 6, 2010
6. AMAT
ACQUIRE VISITORS
MEASURE INTERACTIONS
ANALYZE RESULTS
TEST IMPROVEMENTS
Tuesday, July 6, 2010
7. Conversions
3% Example
Visitors = Potential Conversions
Non-Bouncing Visitors Bounced Visits
3% Abandoned
Tuesday, July 6, 2010
9. Small to Midsize Businesses
WebTrends (also Enterprise player)
Google Analytics
Yahoo! Analytics (formerly Index Tools)
ClickTracks
Tuesday, July 6, 2010
10. Things that Can Go Wrong
Code Installed Incorrectly One IP address for multiple
persons
Firewalls can block tags
Robots can multiply figures
Some tags only measure when
pages are requested and not Cookies Expire (long
when activities are completed. purchase cycle business is
skewed)
Corporate sites block cookies
Same visitor logs in from
multiple computers
Tuesday, July 6, 2010
11. E-Commerce KPI
(How does website perform?)
Visitor Volume New Customer on First Visit
Index
Average Conversion Rate
Average Order Value
Average Per Visit Value
Average ROI
% Revenue from New Visitors
Tuesday, July 6, 2010
12. Marketer KPI
(How does marketing perform?)
% Visits by Medium Type Average ROI by Campaign
Type
% Goal Conversion Rate by
Medium Type % New vs. Returning Visitors
% Visits by Campaign Type % New vs. Returning
Customers
%Goal Conversion by
Campaign Type
Goal Conversion Index by
Campaign
Tuesday, July 6, 2010
