basic web analytics
DESCRIPTION
Basis of Web Analytics. Online metric : Visit, Visitors, Pageviews, Conversion rate, Average Order Value etc.TRANSCRIPT
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Basic Web Analytics
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What is web analytics?
• Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. - Wikipedia
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Why is web analytics important?
“If you can measure it, you can manage it”
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Know your audience
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Who are they?
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Where do they come from?
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Language
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Technology
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Search
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Key Metrics (1)• Visit / Session represent the number of times
the website was visited, without regard to repeat visitors.
• Visitor / Unique Visitor / Unique User represent the number of actual people that visited our site.
• Pageview represent the total number of pages that visitors looked at on our site.
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VisitorsVisits
Pageviews
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Key Metrics (2)• Audience
o Geolocationo Behavior
• New visitors VS Return visitorso Technology
• Browser• Devices
o Visitors flow / Path
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New Visitors VS Returning Visitors
New85%
Return15% New
20%
Return80%
- A new website, OR website is unable retain users- Need a plan to retain new users
- Monetizing through repeat users- Need to a plan to acquire new users
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Key Metrics (3)• Traffic Source
o Direct Traffico Search Engineo Referring Site
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Analysis• Example
o Strong brand but low search engine traffico Need to improve SEO&SEM
65%10%
25%
Direct Search Engine Reffer
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Analysis• Example
o Weak brando Need to improve brand awareness
15%
40%
45%
Direct Search Engine Reffer
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Analysis• Example
o Too reliant on search engine traffico Need to diversify traffic sources
20%
70%
10%
Direct Search Engine Reffer
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Key Metrics (4)• E-Commerce
o Conversion Rate (CVR) is defined as the percentage of visitors who end up buying from your store. For example: Your conversion rate is 2% if 2 out of 100 visitors buy from your store.
o Average Order Value (AOV) is the average size of an order on your store.For example: Your AOV is $35 per each order if you made $140 from 4 orders.
o Sale / Revenue
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Conversion Funnel
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Web Analytics Tools
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