Website Analytics - A Non-Technical Introduction for Business Leaders

Website analytics
A NON-TECHNICAL INTRODUCTION for BUSINESS LEADERS

Hits and impressions do not matter!
(unless you montetize your site through ads, which you probably don’t for your business)
LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTICS 2 • 37
http://amandarudd.wordpress.com/2011/08/26/what-was-i-thinking/

DOES TRAFFIC MATTER?

TRAFFIC VS GOALS
Unless you stuff your site with ads and aim to get as
much trafﬁc as possible, you should never look at
overall volume of trafﬁc as a success measurement.

You should look at the path your users take to reach
an end goal and use website metrics there to see how
you can get people to do what you want them to do.

http://www.flickr.com/photos/nostri-imago/3137422976/


WHAT IS THE ULTIMATE GOAL FOR A COMPANY WEBSITE?

TYPICAL AIMS
‣ Sell (eCommerce) Companies typically aim to accomplish one or more
of these goals with their websites.
‣ Advertise
Simply tracking bounces, exits, trafﬁc sources, and
‣ COMMUNICATE other similar types of metrics without these end goals
in mind is a waste of time.
‣ Support


WHAT ARE YOU TRYING TO GET PEOPLE TO DO ON YOUR SITE?

STEP ONE
DEFINE YOUR WEBSITE GOALS.
SET THESE UP AND TRACK THEM,
IF YOU HAVEN’T ALREADY.


WORK TOWARDS AN END TARGET

HOW TO DEFINE GOALS
Begin with
the end in mind.
Stephen covey
http://www.flickr.com/photos/athomeinscottsdale/5247714147/


WHY ANALYTICS?

IT’S ALL ABOUT THE FLOW TO YOUR GOALS
http://www.flickr.com/photos/iandeth/2485322567/

ANALYTICS - THE RAISON D’ȆTRE

go with the flow
GOALS ALIGN WITH SPECIFIC FLOWS ON
YOUR WEBSITE.
your analytics will show you how to
improve your site for these goals.

A BASIC MODEL FOR HOW PEOPLE SHOULD NAVIGATE YOUR COMPANY’S WEBSITE

TARGETED flow
ORGANIC SEARCH ENTRY PAGE

(COULD BE THE SAME) CALL-TO-ACTION GOAL COMPLETION

PAID SEARCH LANDING PAGE

BOUNCE / EXITS COULD OCCUR ANYWHERE HERE


WAYS YOU CAN ANALYZE YOUR WEBSITE GOALS

MEASUREMENT CATEGORIES
Some of these look outside your site, but they are
‣ BUSINESS important factors in driving trafﬁc to your site.
‣ SITE USE / FLOW
This presentation focuses primarily on business
‣ SEO metrics using site use / ﬂow metrics to support and
improve upon these. Within the business category, we
‣ SOCIAL incorporate your advertising (AdWords & others).


THE BIG ONES THAT COUNT THE MOST

focus measurements
BUSINESS site use / flow
• ROI • bounce rate
• LEADS • visitors - unique, new, returning
• sales • referral source (+ Location)
• other CONVERSIONS • page views / visit + time on site


BUSINESS ANALYTICS FOR YOUR WEBSITE
http://www.flickr.com/photos/consumerist/422359926/

WTF IS ROI?

roi definition
RETURN ON INVESTMENT (ROI) =
WHAT YOU MAKE (TOTAL INTAKE - TOTAL COSTS)
- OR ÷
YOUR INITIAL INVESTMENT IN THE PROJECT


WEBSITE ROI

So, i’m supposed to believe
it is really
that easy
TO MEASURE ROI?


IS MEASURING ROI EASY?

The answer is
Yes
and
No


WHERE MEASURING WEBSITE ROI WORKS

CONSTRAIN YOUR MEASURMENTS Measuring ROI for your
whole website is painful.

Measuring ROI for a speciﬁc
TIME END GOAL purpose, bound by time,
speciﬁc paths, and goals, is
CAMPAIGN /
INTENT PAT H actually quite easy.

Calculate costs & returns on
a campaign by campaign
basis. The rest is overhead
you can allocate to all.


WHAT IS A LEAD?

LEAD DEFINITION
Generating leads from the web is a marketing tactic to
collect names, emails, and/or other contact information
from people interested in your business.

http://www.jacksonvillelocalsearchmarketing.com/jacksonville-local-lead-generation/


AWESOME PRESENTATION TEMPLATE

leads vs sales
‣ Complexity of the product Why not just go ahead for the sale on your site? Do it,
if you can.
or service
The factors on the left denote typical reasons why
‣ Sales price people use websites to collect leads over simply
‣ trust factor selling directly on the web.

‣ Marketing / Sales Cycle Let’s face it - you just can’t sell some products and
services online. Period.


WEBSITE LEAD GENERATION

Key Measurements
‣ COST PER LEAD
‣ COST PER SALE / opportunity

(LEADS THAT CONVERT TO SALES)
‣ quality of lead =

ratio of cost per sale to
cost per lead http://hankerings.wordpress.com/2010/06/01/for-a-self-weeding-garden/

LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM) WEBSITE ANALYTCS 19 • 37

WHAT ABOUT WEBSITE ANALYTICS?

support lead generation
MONITOR: GOAL CONVERSION Rates
(i.e. -“SUBMISSIONS” VS CLICKS),
cost per click,
SPLIT TESTS

Split test example

ANALYTICS SHOULD DRIVE YOUR GOALS

THE GOAL
MAXIMIZE CONVERSION RATES
MINIMIZE COST PER CLICK
MINIMIZE COST PER SALE (LEAD TO SALE)


HEY DUMMY - isn’t this about WEBSITE analytics?!?
Why are you talking about ads and cpc???

It’s all part of the same chain

HEY - IT’S NOT ABOUT YOUR AD, IT’S YOUR SITE

For Your information
THE QUALITY OF YOUR landing PAGE(S),
aka your website,
IS 90%+ YOUR COST PER CLICK AND
99% Your CONVERSION RATE*
*WE’LL LOOK AT THIS IN MORE DETAIL IN ANOTHER PRESENTATION


website analytics support your ultimate online
goals, not to sound like a broken record...

WEBSITE ANALYTICS TO MONITOR

whAT MATTERS?
Step 1: Design the flow you want your visitors to take.

Step 2: Monitor these items for individual pages in
your flow:
- unique visitors
- traffic source (keywords, paid/organic, etc.)
- action on page
- action after page
- time on page
- bounce rate


DON’T STUFF YOUR STATS

Unique Visitors
The same person who visits your site multiple times
does not count as a new unique visitor, even if he or
she views multiple pages at multiple intervals during
the day.


DON’T STUFF YOUR STATS

Bounce Rate
This is the percent of people who leave your site after
viewing just this one page.

This is not the same as exit rate which is the percent
of people who leave your website looking at a speciﬁc
page whether or not they have looked at other pages
on your website.


TYPICAL CATEGORIES

Traffic Sources Paid visitors come from your ads.

Pay attention to where people ﬁnd you through search
‣ PAID - this is where a Search Engine Optimization (SEO)
strategy comes into play. Pay extra attention to
‣ ORGANIC (SEARCH KEYWORD) whether or not the page linked to these search terms
‣ REFERRAL converts your visitors to your goals.

The best source is when visitors arrive from a link into
your site - when someone shares your page on their
site or through a social media conversation. AKA
social credibility. These also help your SEO, big time.


X ✓
Look at the right stats

(this is a heat map from crazyegg,
it shows where people click on your page)

Go beyond google analytics

(this a real-time dashboard with great social media info
from chartbeat)

Go beyond google analytics

THE MOST IMPORTANT LESSON

USE YOUR INFORMATION
YOUR ANALYTICS ARE ONLY AS GOOD AS YOU
USE THEM. TWEAK YOUR PAGES TO FLOW
BETTER TO YOUR GOALS. MEASURE. REPEAT.


BEFORE THIS BECOMES INFORMATION OVERLOAD...

THAT’S A WRAP
we hope you enjoyed this
non-technical introduction
to website analytics.


PLEASE VISIT OUR WEBSITE

Lequire THANK YOU
new projects and customers
makes us HAPPY.


WHO IS LEQUIRE?

JOSH LEQUIRE
I’m a husband, father, and nerdy guy who loves taking
data and making something really cool pop out of it.

There is real opportunity to give your business a big
boost, just by analyzing your data. I’d love to show
you how.


Website Analytics - A Non-Technical Introduction for Business Leaders

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Website Analytics - A Non-Technical Introduction for Business Leaders