This is the way I like to present my web traffic reports. Please if you have any doubt of comment share it with me, it will help to improve my work. Thank you very much!! E PS: It looks better if you download it ;)

1. Web traffic analysis
by Enrique Delgado
1
Website analysis
Enrique Delgado Itt

2. Introduction
This presentation will give a general overview of the web traffic analysis that I have made
and the way I like to present the information, in a very simple way to be understood by all
the people related with the website projects.
On each slide I will give some commentary and recommendations that will help the digital
marketing analyst to have another perspective on the way to understand and to present the
information.
Notes:
1.- None of this information is real and it was designed to give an illustration of my web
traffic analysis with data obtained with Omniture Sitecatalyst.
2.- I use the look and feel of some brands that I like, to give an example of how the reports
can be presented to clients.
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Website analysis
Enrique Delgado Itt

3. Example
For this example I will give an illustration of the way I analyze sections like the marked below in red
on starbucks.com. The objective is to increase traffic flow and make the visitors consume the
content placed there in PDF files.
This analysis can be understood with subscriptions, leads, purchases, etc.
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4. Visits and Bounce Rate (BR) by quarters
2010 - 2013
2010
BR
2010
2011
BR
2011
2012
BR
2012
2013
BR
2013
Jan – March
1,752
20%
6,444
47%
2,908
29%
11,000
68%
Apr – Jun
3,938
24%
3,062
33%
3,672
32%
11,646
70%
Jul – Agu
2,492
22%
2,638
29%
3,540
26%
11,012
68%
Sep - Dec
3,032
26%
2,636
36%
11,218
74%
11.012
45%
Total
11,214
24%
14,780
39%
21,338
53%
37,472
66%
For the opening of my reports I think it’s necessary to present a general overview of the results on
specific periods of time; it helps people involved with the project to use them as reference on the
periods in which they could have more interest.
4
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Website analysis
Enrique Delgado Itt

5. Referrer types
2013
Traffic referred from Social Networks. e.g.
• Facebook
69%
• Twitter
23%
• Linkedin
7%
• Youtube
1%
Traffic referred by e-mailings,
was typed or favorited.
Traffic that arrived the webpage from
search engines paid and organic; is
possible to differentiate them with tracking
codes. I list the main search key words.
Traffic that arrived the section from
other sections of the same website. I
list the sections and the breakdown
in %.
0.37%
Search engines
-16%
7%
Other websites
11%
14%
Yoursite
4%
58%
From other websites used by the
Google Display Network, Online
advertising campaigns, and/or
mentions of the page in another
websites. Those domains are
indicated in %.
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Website analysis
21%
Direct traffic
1.36%
N=37,472
Social Networks
0.33%
*Growth YoY
Enrique Delgado Itt

6. Annual visits
Visits by quarter.
Google Adwords
37,472
Annual visits
75%
Jan - Mar
44%
Apr - Jun
21,338
Jul - Ago
32%
14,780
11,646
11,214
11,218
11,000
Sep - Dec
11,012
6,444
3,938
1,752
2,492 3,032
2010
3,062
3,672
2,638 2,636
2011
2,908
3,814
3,540
2012
2013
We can understand graphically the visits of the table with this chart. Is possible to see a constant
growth year by year and important leaps on the last 5 quarters in which the presence of Google
Adwords affects the trend behavior. This is the only chart in which visits will be shown in bars.
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Website analysis
Enrique Delgado Itt

7. Visits vs Bounce Rate
2010 – 2013 by quarter
14,000
80%
70%
11,646
12,000
11,012
11,000
11,218
60%
10,000
Visits
8,000
40%
6,444
6,000
30%
3,938
3,814
4,000
2,908
3,540
3,672
20%
3,032
2,636
2,638
3,062
2,492
2,000
10%
1,752
20% 47% 29% 68%
24% 33% 32% 70%
22% 29% 26% 68%
26% 36% 74% 45%
Jan - Mar
Apr - Jun
Jul - Ago
Sep - Dec
0
0%
BR 2010
BR 2011
BR 2012
BR 2013
Visits 2010
Visits 2011
Visits 2012
Visits 2013
As two of the main KPI’s, BR and visits are indicators that we have to deeply analyze. In this chart I
present the trend for both indicators in the same periods of time presented in the table of the
beginning, we can see the behavior of each quarter for the last 4 years.
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Enrique Delgado Itt
Bounce Rate
50%

8. Visits vs Bounce Rate
2010 – 2013 by quarter
14,000
12,000
80%
70%
11,646
11,000
11,218
At this point we saw an increase of visits over time11,012 exponential during the last
being
quarters due the Google Adwords campaign as well as the traffic to the section has
been mainly referred by search engines at the time that other sources had increased
8,000 their participation...
60%
50%
40%
6,444
6,000
….but this evidence is not enough.
3,938
30%
3,814
4,000
2,908
3,540
3,672
20%
3,032
2,636
2,638
3,062
In the next slides we will see a deeper analysis in regards 2,492BR, visits and content
to
consumption for1,752
a better understanding of the webpage situation.
2,000
20% 47% 29% 68%
24% 33% 32% 70%
22% 29% 26% 68%
26% 36% 74% 45%
Jan - Mar
Apr - Jun
Jul - Ago
Sep - Dec
0
0%
BR 2010
8
10%
Website analysis
BR 2011
BR 2012
BR 2013
Visits 2010
Visits 2011
Visits 2012
Visits 2013
Enrique Delgado Itt
Bounce Rate
Visits
10,000

9. Yearly Bounce Rate (BR) vs Visits
Begining of Google Adwords campaing in 2012
Ending of Google Adwords campaing in 2013
2012 versus 2013
6,000
90%
5,282
5,356 80%
5,000
4,858
70%
4,194
Visits
3,324
60%
3,874
3,482
3,394
3,350
3,000
50%
2,970
2,804
40%
2,000
30%
1,988
1,624
1,592
1,386
1,000
1,144
1,144
932
850
20%
1,142
1,126
1,404
818
772
30% 77%
38% 58%
21% 67%
29% 62%
39% 62%
25% 80%
37% 71%
28% 69%
17% 66%
50% 36%
79% 54%
79% 44%
January
February
March
April
May
June
July
August
Agust
September
October
November
10%
December
0
0%
BR FY12
BR FY13
Visits 2012
Visits 2013
The increase of visit has a correlation with the increase of BR mostly in those months with the
Adwords aid.
At this point is possible to indicate the average in visits and BR for both years to give a wider
understanding of each month performance.
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Enrique Delgado Itt
Bounce Rate
4,000

10. Visits vs Visits after Bounce Rate
Begining of Google Adwords campaing in 2012
Ending of Google Adwords campaing in 2013
2012 versus 2013
6,000
Clients Event in which a
QR was delivered.
5,000
Visits
4,000
3,000
2,000
1,516
1,404
1,138
982
1,274
1,120
1,138
1,062
1,000
892
594
February
1,166
954
856
578
January
840
808
1,100
902
824
September
October
740
996
800
462
484
0
March
Visits 2012
April
May
June
Visits after BR 2012
July
August
Agust
Visits 2013
November
December
Visitis after BR 2013
The BR was so much higher when the campaign was activated, nevertheless the visits after BR
increased YoY. When the campaign ended the visits after BR decreased under the levels of 2012.
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Website analysis
Enrique Delgado Itt

11. Visits after Bounce Rate vs PDF Downloads
Begining of Google Adwords campaing in 2012
Ending of Google Adwords campaing in 2013
1,600
2012 versus 2013
Clients Event in which a
QR was delivered.
1,400
1,200
Visits
1,000
800
564
600
578
570
478
400
458
466 356
362
288
200
258
422
352
320
298
192
254
206
232
428
296
280
262
196
206
November
December
0
January
February
March
April
Visits after BR 2012
May
June
PDF 2012
July
PDF 2013
Agust
August
September
October
Visitis after BR 2013
Following the trend of visits, the content consumption increased during the GA campaign, the interesting
thing is that when the GA aid ended the consumption was of the highest in both years…
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Website analysis
Enrique Delgado Itt

12. Conversion funnel
2012 versus 2013
2012
2013
Total Visits
21,338
Total Visits
37,472
47%
PDF’s
4,064
33%
Visits after BR
12,562 24%
Visits after BR
10,068
40%
75%
39%
PDF’s
4,258
5%
With the GA campaign we reach people interested in the topics promoted for this section, but not
necessarily all of the visitors arrived by this mean… they could also have arrived by the e-mail efforts.
Even when the GA aid brought to much bounce visits traffic to the webpage, the ones that decided to
stay in the page were not only interested in the content promoted but in the whole content available in
the section.
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Website analysis
Enrique Delgado Itt

13. E.Mailing efforts vs Visits
E-mailing 10
January 2009
E-mailing 12
July 2010
E-mailing 13
October 2010
E-mailing 14
January 2010
E-mailing 15
April 2010
E-mailing 16
July 2011
E-mailing 17
October 2011
E-mailing 18
January 2011
E-mailing 19
April 2011
E-mailing 20
July 2012
E-mailing 21
October 2011
E-mailing 22
January 2012
6,000
E-mailing 11
April 2009
E-mailing 23
April 2012
E-mailing 24
July 2013
E-mailing 25
October 2013
5,356
5,282
4,858
5,000
4,194
3,874
4,000
3,482
Visits
3,324
3,350
3,394
3,090
2,970
2,804
3,000
2,530
1,988
2,000
1,000
850
824
1,126
932
526
1,386
1,772
1,144
1,246
948
1,206
1,624
1,142
868
960
826
1,202
1,222
772
586
1,144
850
1,404
1,128
1,058
590
680
1,592
1,028
1,300
818
480 674
400
0
2010
2011
2012
2013
Internal E-mailings
External e-mailings
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Website analysis
Enrique Delgado Itt

14. E.Mailing efforts vs Visits
E-mailing 10
January 2009
E-mailing 11
April 2009
E-mailing 12
July 2010
E-mailing 13
October 2010
E-mailing 14
January 2010
E-mailing 15
April 2010
E-mailing 16
July 2011
E-mailing 17
October 2011
E-mailing 19
E-mailing 18
E-mailing 20
E-mailing 21
The trendJanuary 2011
of visits has being influenced 2011 e-mail efforts. Based2012 the previous charts is 2011
on
possible
April by
July
October
to recognize that the e-mailing efforts helped to increase the content consumption too; the more
E-mailing 23
E-mailing 24
E-mailing 22
E-mailing 25
accurate January 2012
the segmentation is, the more 2012
April content consumption will be.
July 2013
October 2013
6,000
5,356
5,282
For a better understanding we have to go through:
4,858
5,000
4,194
3,874
4,000
3,482
Visits
3,324
3,350
3,394
3,090
2,970
2,804
3,000
2,530
1,988
2,000
Overview of the visits
trend vs e-mailing efforts1,126
850
1,000
932
824
526
826
1,386 of the
1,592
Breakdown1,772 visits referred by 1,624 For the correlations cases between
1,404
1,144
1,246
1,144
1,142
visits 1,128 consumption it is
and
948 the e-mailings trend and e-mail
1,028
1,202
850
868
772
1,300
1,222
1,206
necessary to make a profile
818
efforts 960 586
1,058
analysis to understand the 480 674
680
590
segmentation’s best practices.
400
.
0
2010
2011
2012
2013
Internal E-mailings
External e-mailings
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Website analysis
Enrique Delgado Itt

15. Downloads
Top 5 PDF analyzed section downloads
Downloads
450
Document 1
PDF Downloads
324
Document 5
250
436
Document 4
300
457
Document 3
350
1,014
Document 2
400
306
200
150
100
50
0
-50
Document 1
Document 2
Document 3
Document 4
Document 5
PDF Downloads
Document 1 analyzed section vs Top 3 website PDF download
450
400
350
300
250
200
150
100
50
0
-50
#1
#3
2,056
Document 1
#2
2,166
#3
Website analysis
2,818
#2
#1
15
Downlodas
1,014
Document 1
Enrique Delgado Itt

16. Downloads
Top 5 PDF analyzed section downloads
Downloads
450
Document 1
PDF Downloads
324
Document 5
250
436
Document 4
300
457
Document 3
350
1,014
Document 2
400
306
200
150
100
We can go deeper to understand how the people consume the documents.
50
0
There are the top 5 downloaded PDFs documents of the section (Chart 1), and the top 3
-50
most downloaded documents in entire website compared with the most downloaded
document of the section analyzed (Chart 2).
Document 1
Document 2
Document 3
Document 4
Document 5
The downloads decrease each time that the documents are delivered, contrary to the
PDF Downloads
Downlodas
Documentof analyzed section downloads that we saw in the chart before. It means that there
trend 1 total documents vs Top 3 website PDF download
450
#1
2,818
are less people consuming more documents.
400
350
300
250
200
150
100
50
0
-50
#2
#3
2,056
Document 1
Website analysis
2,166
#3
#1
16
#2
1,014
Document 1
Enrique Delgado Itt

17. Recommendations:
1
2
3
4
17
Website analysis
Revamp the webpage design around the call to action to
increase content consumption and to visit other sections.
Optimize the GA campaign in regards to key words to a wider
scope to promote more sections of the website with content
related.
Track conversations in Social Networks to generate insights
and increase the participation in the traffic sources.
Diversify in different formats the content promoted like video,
infographics and/or webcast.
Enrique Delgado Itt

18. Thank you!!
Enrique Delgado
delgadoitt.enrique@gmail.com
www.enriquedelgadoitt.wordpress.com
Enrique Delgado Itt