which web analytics matter most? a 3-step primer

© 2013 Catalyst 9/26/2013

Which Web Analytics Matter Most?A Three-Step PrimerBy Kathy Olson, Senior Web Marketing Analyst

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What is Web Analytics?

Official Definition:The measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

Real-World Definition:Your key to understanding the experience visitors have on your website.

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The Right Tool, The Right Plan

Although it’s easy to feel deluged by data from whatever tool you are using…

…without Web analytics and a plan for which metrics to follow and react to, you are flying blind. Let’s get

started!

3-Step Process

Define Why Your Site Exists

Set Up Goals

Get Organized

and Collect the

Metrics

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First, A Word About Metrics

Basic metrics—visitors, visits, page views, time on site—are easiest to collect and important for keeping an eye on changes or trends.

But they are often the least valuable for determining how successful your site is.

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Step 1:

BEFORE deciding which key web metrics to track, determine the primary reason your website exists. Ask yourself:

Why do we have a website?How should it help our business grow?What do we really want people to do when they visit?

Define Why Your Site

Exists

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Step 2:

With an ecommerce site, get your visitors from:

Product pages ► Shopping cart ► Through the purchase funnel

Define Why Your Site Exists

Set Up Goals

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Setting Site Goals

For a B2C site without ecommerce, get your visitors to:

Read a blogLook up store locationsDownload a coupon

For a B2B site, get visitors to:Generate leads: Number and quality of contacts identifiedShare content: Quantity of white papers downloaded

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Step 3:

Build a simple framework for collecting and reporting on your metrics and goals to keep you organized and focused.

Your metrics may change as new priorities appear, but the basic framework should stay the same

Define Why Your Site

Exists

Set Up Goals

Get Organized and Collect the

Metrics

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Create an Easy-to-Use Dashboard

Group metrics into sectionsThis “Monthly Insights Summary” has the most important learnings for the month

Focus on goal outcomesEach section’s details build the visitor story

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Key Sections of Your Dashboard

Traffic TrendsBasic, easy-to-get metrics

Visits, visitors, page viewsMost important when there is an unexplained change that you need to figure outOtherwise, they simply set the context for your site

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Key Sections of Your Dashboard

Visitor BehaviorChoose metrics that tell the story of what visitors are doing on your site

Where do they land? How do they move around?How often do they come?

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Key Sections of Your Dashboard

Key OutcomesThe most important metrics:

Track directly back to goals that measure success of your siteShould be consistent over timeThe catalyst for changes and improvementsThese metrics let key stakeholders know your website is worth the investment!

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Web Analytics Packages

Which one should you use?

Google Analytics – my preferenceEasy to useFree!

Webtrends SiteCatalyst

Remember!

Define Why Your Site Exists

Set Up Goals

Get Organized

and Collect the

Metrics

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Comments or Questions?

Email Kathy Olson at info@catalystinc.com

Kathy has 20 years of experience in Web and social media analytics, primary research and survey design.

Kathy OlsonSenior Web Marketing AnalystCatalyst

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Catalyst is a direct and digital marketing agency that knocks big data down to size. We pair insight with analytics to take the guesswork out of marketing decisions. Think of it as Science + Soul.

About Catalyst

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www.catalystinc.com info@catalystinc.com