You are invited to get to know your Web visitors through the eyes of Web analytics. "Analytics" is the information collected by a number of software packages about how users are using your site. You can learn from them: 1. How many people are coming to your site each day? 2. Are visitors finding the information they are looking for? 3. How many of your visitors start to buy? How many don’t make it through? 4. Which pages cause people to leave altogether? Ultimately, your analytics help you answer the question, "Why?" Brian Massey walks you through the things you should measure and shows you how they impact your business.

1. Web Analytics: Tools and Best Practices Brian Massey The Conversion Scientist www.ConversionScientist.com @bmassey on Twitter #AENetwork

2. The Five O’s ofBrian Massey OLD Fifteen years online marketing experience Out There National Speaker Opinionated Columnist for ClickZ and Search Engine Land OCD Obsessive Conversion Disorder Open for Business Analyzed Online Strategies for Businesses of All Sizes 4

3. Why Analytics? http://www.sxc.hu/profile/phre3a

4. The Company Who Knows Grows http://www.sxc.hu/profile/augustyn

5. Spend More on Things that Do Work http://www.sxc.hu/profile/nosheep

6. Stop Spending on Things that Don’t Work

7. Why Bounce Hurts Search Google Ad PR Referral Networking Social Media

8. Why Bounce Hurts Search Google Ad PR Referral Networking Social Media $6 Cost of Lead/Sale

9. Why Bounce Hurts Search Google Ad PR Referral Networking Social Media $3 Cost of Lead/Sale

10. Sources of Web Analytics Sales Reports Phone Bill http://www.sxc.hu/profile/sateda http://www.sxc.hu/profile/jpsdg

11. Sources of Web Analytics Sales Reports Phone Bill Email Service Provider

12. Sources of Web Analytics Sales Reports Phone Bill Email Service Provider Analytics Software

13. Sources of Web Analytics Sales Reports Phone Bill Email Service Provider Analytics Software URL Shorteners

14. Sources of Web Analytics Sales Reports Phone Bill Email Service Provider Analytics Software URL Shorteners Online Services

15. Sources of Web Analytics Sales Reports Phone Bill Email Service Provider Analytics Software URL Shorteners Online Services Site Host

16. The Big Questions That Web Analytics Answer http://www.sxc.hu/profile/immrchris

17. How Many People are Coming to My Web Site? Good Question! We don’t know. http://www.sxc.hu/profile/nickobec

18. Traffic as Measured by Four Analytics Packages

19. Better Question: How am I doing as an online business?

20. Are MORE or FEWER people coming? Am I getting better at telling people about my business?

21. Which of These Graphs is Better? A B

22. It Depends $

23. Hierarchy of Visitors Also called “Unique Visitors” Visitors Visits Page Views

24. “Eyeballs” or “Traffic” Impressions (Ads) Recipients (Email) Visitors Visits Page Views http://www.sxc.hu/profile/Ayla87 http://www.sxc.hu/profile/emilbacik

25. Ecommerce: Two Years of Data

26. Are the people coming sticking around? More Good Questions

27. Visit Duration Average number of pages a visitor views Length of visit (time) Time on page Time on Site http://www.sxc.hu/profile/fodor

28. Bounce Rate Number of Unique Visitors who do not visit another page. Number of Unique Visitors who leave site before ____ seconds. http://www.sxc.hu/profile/nazreth

30. Are the people coming the kind of people I want to come? What do you want them to do to prove themselves? http://www.sxc.hu/profile/harrykeely

31. Actions Clicks Forms Completed Purchases Downloads Calls http://www.sxc.hu/profile/ugaldew

32. Conversion Rate Actions / Eyeballs If 1,000 visit and 15 take action, what is my Conversion Rate? 1.5% If I increase that to just 2%, how many more sales do I get? 5 http://www.sxc.hu/profile/thisismike

33. Goals How do you know when someone has taken action? How do you know when someone started to take action, then left? http://www.sxc.hu/profile/sh0dan

34. Funnel Conversion Rate Number of Completions / Number of Starts

35. Abandonment Rate How Many Start a Conversion Process But Don’t Finish It http://www.sxc.hu/profile/hortongrou

36. Each Step Offers an Opportunity to Abandon 38.78% Funnel Conversion Rate 61.22% Funnel Abandonment Rate

37. Searches Ads Visits Referrals Email Analytics on One Slide Thanks to Alistair Croll and Sean Powers “Communilytics” presentation on Slideshare Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice

38. Searches New Visitors Growth Ads Visitors Visits Referrals Loss Bounce Rate Email Analytics on One Slide Thanks to Alistair Croll and Sean Powers “Communilytics” presentation on Slideshare Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice

39. Searches New Visitors Growth Ads Visitors Visits Referrals Loss Bounce Rate Email Analytics on One Slide Thanks to Alistair Croll and Sean Powers “Communilytics” presentation on Slideshare Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice

40. Searches New Visitors Time/Visit Pages/Visit Growth Ads Visitors Visits Referrals Loss Bounce Rate Email Analytics on One Slide Thanks to Alistair Croll and Sean Powers “Communilytics” presentation on Slideshare Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice

41. Searches ActionStarted New Visitors Time/Visit Pages/Visit Growth Ads Visitors Visits Referrals Loss Bounce Rate Email ActionComplete Analytics on One Slide Thanks to Alistair Croll and Sean Powers “Communilytics” presentation on Slideshare Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice

42. Searches ActionStarted New Visitors Time/Visit Pages/Visit Growth Ads Visitors Visits Referrals Loss Abandonment Rate Bounce Rate Email ActionComplete Analytics on One Slide Thanks to Alistair Croll and Sean Powers “Communilytics” presentation on Slideshare Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice

43. Conversion Rate Searches ActionStarted New Visitors Time/Visit Pages/Visit Growth Conversion Ads Visitors Visits Referrals Loss Abandonment Rate Bounce Rate Email ActionComplete Analytics on One Slide Thanks to Alistair Croll and Sean Powers “Communilytics” presentation on Slideshare Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice

44. Engagement Conversion Rate Searches ActionStarted New Visitors Time/Visit Pages/Visit Growth Conversion Ads Visitors Visits Referrals Loss Abandonment Rate Bounce Rate Email ActionComplete Analytics on One Slide Thanks to Alistair Croll and Sean Powers “Communilytics” presentation on Slideshare Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice

45. Conversion Conversion Rate Searches ActionStarted New Visitors Time/Visit Pages/Visit Growth Conversion Ads Visitors Visits Referrals Loss Abandonment Rate Bounce Rate Email ActionComplete Analytics on One Slide Thanks to Alistair Croll and Sean Powers “Communilytics” presentation on Slideshare Slidesharehttp://www.slideshare.net/watchingwebsites/what-is-communilytics-a-community-analytics-funnel-in-practice

46. Where did a visitor come from to reach me? Referrer Madness or “Referring Site” Knowing where visitors come from tells you where you should be showing up. http://www.sxc.hu/profile/ispap

47. Referring Sources www.woopra.com

50. What are they looking for?

51. Search Keywords

53. Which advertising is working for me? Good Questions

54. Entry Pages or Landing Pages Where are people entering the site? It’s not always the Home Page

55. Create Special Pages to See What WorksDon’t just send traffic to your home page

56. Which pages are chasing my visitors away? Good Questions

57. Exit Pages Where are people leaving the site?

58. Which pages are most popular? Good Questions

61. Making Design Decisions Full Posts on Home Page Teasers Require a Click

62. How Do We Know it Worked?

63. Knowing What People Like Full Post on Home Page Teasers on Home Page

64. How Often Should I Send Email to My Prospects? As often as the quality of your content allows. Watch your Unsubscribe Rates

65. Click-through Rate (CTR) Number of Clicks / Visits Number of Clicks / Unique Visitors Number of Clicks / Recipients Number of Clicks / Impressions http://www.sxc.hu/profile/emilbacik

66. Email Analytics Dear Friend of the Conversion Scientist, If you've followed the Conversion Scientist for any length of time, you know I recommend that you install some free or inexpensive analytics software on your Web site, such as Google Analytics, Woopra, Clicky or SiteMeter.. "Analytics" tell you what is going on with your Web site, what is working for you and what is not.

67. Should I Invest in Social Media Marketing?

68. URL Shorteners http://2010aenshortcourse1-bmassey.eventbrite.com http://budurl.com/AENShort1

69. URL Shorteners URL Shorteners BudURL.com Bit.ly TinyURL.com

70. Social Network Metrics Social Network Statistics Facebook Insights YouTube Insights

71. Social Search Social Search Engines SocialMention.com Google Alerts SocialOomph.com BuzzStream Radian6

72. Recommendations

73. Start Collecting Analytics Data Now

74. Get Curious About Your Site

75. Don’t Get Hung Up on “Analysis”

76. Always ask “How Can I Measure This?”There is probably a way.

77. Free 45-Minute Consultation Let The Conversion Scientist take a look at your site and tell you how you can improve your business. I Answer YOUR Questions Schedule Here: http://bit.ly/ScientistTime Email: brian@conversionscientist.com Phone: 512.961.6604 TM

78. TheConversionScientistBlog ConversionScientist.com To Request Slides: brian@conversionscientist.com Twitter: @bmassey LinkedIn: LinkedIn.com/in/BMassey Facebook Fan Page: Facebook.com/ConversionScientist Phone: 512.961.6604