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 Which landing pages encourage
people to make a purchase
Web Analytic information gathered from: http://en.wikipedia.org/wiki/Web_analyti
cs#Web_server_logfile_analysis
Web Analytics - Technologies Web server logfile analysis
Recording transactions in a logfile Page tagging
Passing page request and user information (JavaScript)
Web Analytics – Terms Hit
A request for a file from the web server. Available only in log analysis.
Page View 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 Visit / Session
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.
Visitor / Unique Visitor 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
A visitor that has made at least one previous visit. New Visitor
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 Size of transactions
Assignment
Find one vendor of web analytic service Identify the Primary Service
Offering
Web Site Health
What’s broken? Links Graphics Content
What’s Important? Prioritize Key to business Customer satisfaction
Web Site Health
Prioritize Shopping cart abandonment Repeat visits Bells and whistles Shopping experience Revenue
Cause and effect on the business
Web Site Health
Sporadic problems Caching problems Supplier problems
Problems Consumers Face
0 10 20 30 40
Kicked off page
Malfunctioning search engin
Insufficient, incorrect, orconfusing information
Difficulty logging in
Endless loops blocktransactions
Difficulty navigating
Received error message
Metrics customers value most
0 10 20 30
Download Speed
Easy Cust. Service Access
Ability to compary products
24 hour customer service
Ease of navigation
Confirmation of transaction
Eacs of completing atransaction
Web site security
Google – free analytics Tour
www.google.com/analytics/sign_up.html
Funnel vision Visitor segmentation Geotargeting
Concerns Security Privacy
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?