Web Analysis of an non E-commerce business.

1. Web Analytics Report:
Occam’s Razor
Viviana Talledo
03/22/2013

2. Introduction
• This document presents a web analysis for the Occam’s Razor blog
(http://www.kaushik.net/avinash/).
• The analysis is based on the following business goals:
– Increasing awareness of the website
– Engaging visitors to the website
– Generating revenue
• The following page shows the Web Analytics Measurement Model
(WAMM), which lists:
– The strategies decided upon to accomplish these business goals
– The key-performance indicators (KPIs) used to measure them
– The target values for the KPIs
– The way in which the KPIs are segmented to obtain insight into the data
2

3. Web Analytics Measurement Model for Occam's Razor
Business
objectives Website Goals KPIs Targets Segments
1
Increase
Awareness
Increase organic search traffic into
the website by improving the site's
SEO
Search engine rank (for
keywords related to web
analytics) compared with
competitors Top 20 Search engines (Google, Bing, Yahoo!)
Become an authority in the Web
Analytics field
Number of inbound links to
the site, vs. competitors Beat Competitors Followed vs. non-followed
Number of social media
shares Beat Competitors
Social media site (Facebook, Twitter,
Google+)
2 Engage visitorsIncrease visitor engagement
Visitor engagement (unique
visitors with visit
engagement) 2% increase per month New vs returning visitors
Post interesting articles
# of visitors that click on blog
posts 2% increase per month Visit duration
3
Generate
Revenue /
Economic
Value
Increase micro conversion revenue:
comment on blog, subscription to
blog, etc.
Economic value from micro-
conversions 1% increase per month
Traffic source category (search,
referral, direct, campaign)
Visitor Engagement
Increase macro conversion revenue:
Sign-ups to Market Motive and sale
of books
Revenue from macro-
conversions 1% increase per month
Traffic source category (search,
referral, direct, campaign)
Visitor Engagement
3

4. Executive Summary
Analysis shows that Occam’s Razor is an authoritative blog in the field of web analytics. The blog meets its growth targets for visitors clicking on blog articles
and most visitors spend on average 3 to >=30 minutes reading the articles. However, the blog could generate more revenue by increasing its presence in social
media (Facebook and Google+) to attract more visitors, and focusing on engaging new visitors with interesting articles. Over the last year, the number of
visitors clicking on blog posts has increased, but the % of new visitors that click on these posts is trending downward. In addition, the generation of revenue
from the sale of the Web Analytics 2.0 book and enrollment in Market Motive class is also trending downward.
4
Dashboard
3056
521 302
2825
474 266
Inbound Links from Root Domains
Total Linking Root Domains Followed Linking Root Domains
241 10 20
1350
93 100205
1827
373
Social Media Shares of Occam's Razor Articles
Times shared on Facebook Times shared on Twitter
Times shared on Google+
0
50,000
100,000
150,000
All Visitors vs. Engaged Visitors (one year)
Unique Visitors Engaged Unique Visitors
0
500
1000
1500
2000
2500
Visitors that click on Blog Posts
(new vs. returning)
New Returning Target
$0.00
$50,000.00
$100,000.00
$150,000.00
Micro-conversions economic value
(Segmented by visitor engagement)
Revenue from Engaged Visitors
Revenue from other visitors
Target (1% increase per month)
$0.00
$2,000.00
$4,000.00
$6,000.00
$8,000.00
$10,000.00
$12,000.00
Macro-Conversion Revenue
(segmented by visitor engagement)
Revenue from Engaged Visitors Revenue from other visitors
Target (1% increase per month)

5. Business Objective: Increase Awareness
Goal: Increase organic search traffic
KPI: Search engine rank for keywords related to website’s content
Target: Top 20 search rank
Segments: Search engines
28
23 23
50
44 44
1 1 1
6
18 18
50 50 50
36
12
8
12
35 35
50 50 50
5 4 4
Google Bing Yahoo! Google Bing Yahoo! Google Bing Yahoo!
Web Analytics Marketing Blog Analytics Blog
Keywords
Search Rank Comparison (lower is better)
kaushik.net webanalyticsdemystified.com webanalyticsworld.net
Note: 50 indicates a
search rank >= 50
Analysis:
• Occam's Razor ranks higher in most keywords except
in its most important source of traffic (Google) for the
keyword 'Web analytics“. Is not in the 10 top rank.
• Occam’s Razor has poor SEO on the keyword
“Marketing Blog”; While this is a more generic term
than web analytics, nonetheless it would be good to
attract visitors using this keyword.
Recommendations:
• Increase the amount of SEO for the keyword “web
analytics” (e.g., create content using those keywords,
links, referrals and social media).
Impact to the business:
• If blog increases ranking in search, high visibility will
create more visitors therefore higher economic value
for the blog.
Source: SEOMoz
5

6. Business Objective: Increase Awareness
Goal: Become an authority in the Web Analytics field
KPI #1: Number of inbound links to the site vs. competitors, segmented by followed vs. non-followed links
KPI #2: Number of Social Media Shares, segmented by social media sites.
Target: Beat competitors
3056
521
302
2825
474
266
Kaushik.net webanalyticsdemystified.com webanalyticsworld.net
Root Domains that link to Occam's Razor (kaushik.net)
Total Linking Root Domains Followed Linking Root Domains
241
10 20
1350
93 100
205
1827
373
Kaushik.net webanalyticsdemystified.com webanalyticsworld.net
Social Media Shares of Occam's Razor Articles
Times shared on Facebook Times shared on Twitter Times shared on Google+
Source: SEOMoz
Analysis:
• The number of inbound links per root domain to
Occam’s Razor blog are very high compared to
competitors, indicating that the blog has authority.
• High advantage of shared Twitter links compared to
competitors.
• Low number of Facebook shares, and very low
number of Google+ shares compared to competitors.
Recommendations:
• Increase presence in Google+ (500 million users)
• Increase presence in Facebook (~ 1 billion users)
Business Impact
• Increased presence on social media has potential to
significantly increase number of visitors to the site and
therefore revenue.
6

7. Business Objective: Engage Visitors
Goal: Increase visitor engagement
KPI: Visitor engagement (unique visitors with visit engagement 1)
Target: 2% increase per month
Segments: New vs. returning visitors
0
2000
4000
6000
8000
10000
12000
14000
16000
Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13
Engaged Visitors , New vs. Returning
Engaged New Visitors Engaged Returning Visitors
Engagement Target (2% per month)
Analysis:
• % of engaged visitors remains low since last year
(~12% of all visitors are engaged) . Ideally, the % of
engaged visitors would be a higher % of the total
visitors.
• However, % of engaged visitors did meet the growth
target (2% per month).
• For engaged visitors, the % of new visitors that are
engaged has remained at ~50%, which implies that
website is doing a good job of engaging new visitors.
• The fluctuation between Oct 2012 and Jan 2013 in
the number of all visitors (top graph) is also reflected
in the number of engaged visitors (bottom graph). This
could be due to seasonality effects.
Recommendations:
• Consider increasing the target growth for engaged
visitors, in order to make engaged visitors a higher %
of the total number of visitors.
0
20,000
40,000
60,000
80,000
100,000
120,000
All Visitors vs. Engaged Visitors (one year)
Unique Visitors Engaged Unique Visitors
Source: Google Analytics
1. Visit engagement is determined by using the “Engaged Visits (Goal 6 Completions)”
in the Occam’s Razor profile in Google Analytics.
7

8. Business Objective: Engage Visitors
Goal: Post interesting articles
KPI: # of visitors that click on blog posts
Target: 2% increase per month
Segments: Visit duration
Analysis:
• Number of visitors that click on blog articles has met
target increase of 2% per month
• The proportion of new visitors clicking on blogs is
showing a decreasing trend, whereas the proportion
of returning visitors clicking on the blog is growing.
Thus, the blog articles are not engaging new visitors as
well as they should.
• The breakdown of visit duration to blog articles
shows a healthy distribution, with a 42% of people
staying between 3 and 30 minutes in each article.
Recommendations:
• Post articles that attract new visitors. Table 1 shows
blog posts that had more new visits than returning
visits. These articles typically describe basic web
analytics concepts. Similar articles should be posted to
attract new visitors.
• Give posted articles titles that attract new visitors by
using keywords that are trending up in tools like
Google Trends, for example online marketing, web
marketing strategies, etc.
Source: Google Analytics
0
500
1000
1500
2000
2500
Visitors that click on Blog Posts
(new vs. returning)
New Returning Target
8
Table 1. Blog articles with more new visits than returning visits
/avinash/videos-podcasts/
/avinash/beginners-guide-web-data-analysis-ten-steps-tips-best-practices/
/avinash/rules-choosing-web-analytics-key-performance-indicators/
/avinash/multi-channel-attribution-definitions-models/
/avinash/google-analytics-custom-reports-paid-search-campaigns-analysis/
33%
15%21%
21%
10%
Visit Durations to Blog Postings
< 1 minute
1 to 3 mins
3 to 10 mins
10 to 30 mins
> 30 mins

9. Business Objective: Generate Revenue / Economic Value
Goal: Generate micro conversions 1.
KPI: Economic value from micro-conversions
Target: 1% increase per month
Segments: Traffic source category (search, referral, direct, campaign)
Analysis:
• Micro conversions economic value accounts for 94%
of all economic value.
• On average, the blog is meeting its 1% target
increase per month.
• The majority (~75%) of micro-conversions come
from engaged visitors.
• The highest increase of economic value in a year
from visitors was Jan-13. An article released at the
time created almost 2000 social media shares and
over 400 likes.
Recommendations:
• Focus on engaging visitors, as these account for
~75% of all micro-conversion economic value.
• Create popular articles that drive visitors to the site
and result in micro-conversions.
• Target to organic traffic which accounts for 55% of
micro economic value to the blog.
Source: Google Analytics
$0.00
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
$140,000.00
$160,000.00
Micro-conversions economic value
(Segmented by visitor engagement)
Revenue from Engaged Visitors Revenue from other visitors
Target (1% increase per month)
Economic value (Feb 2012 - Feb 2013)
All economic
value
economic value
from micro-
conversions %
$1,368,538 $1,291,616 94%
55%17%
20%
8%
Micro-Conversion economic
value Sources
Search
Referral
Direct
Campaign
1. Micro-conversion economic value is defined as all economic value not arising from
macro-conversions. Macro-conversions are defined as the following goal completions:
“Market Motive”, “Web Analytics 2.0”, and “Web Analytics Hour”.
9

10. Business Objective: Generate Revenue / Economic Value
Goal: Generate macro conversions: Sign-ups to Market Motive and sale of books
KPI: Number of macro conversions
Target: 1% increase per month
Segments: Traffic source category (search, referral, direct, campaign)
Analysis:
• Macro conversions accounts for ~6% of all economic
value.
• Macro-conversion revenue is not meeting its stated
target, and is trending downward.
• Visitor engagement is important: on average, 65% of
macro conversion revenue comes such visitors.
• Lost revenue in 2012 of $22,669 for not meeting our
1% monthly target.
• Search traffic accounts for large majority of macro-
conversions.
Recommendations:
• Increase revenue from macro-conversions by
engaging more visitors.
• Consider increasing advertisement of products (Web
Analytics 2.0 book, Market Motive class).
• Target to organic traffic which accounts for 58% of
micro economic value to the blog.
Source: Google Analytics
Revenue (Feb 2012 - Feb 2013)
All Revenue
Revenue from
macro-
conversions %
$1,368,538 $76,922 5.62%
$0.00
$2,000.00
$4,000.00
$6,000.00
$8,000.00
$10,000.00
$12,000.00
Macro-Conversion Revenue
(segmented by visitor engagement)
Revenue from Engaged Visitors Revenue from other visitors
Target (1% increase per month)
58%16%
20%
6%
Macro-Conversion Revenue
Sources
Search
Referral
Direct
Campaigns
10