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Getting Results with WebTrends How to Improve Your Business with Web Analytics.

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Presentation on theme: "Getting Results with WebTrends How to Improve Your Business with Web Analytics."— Presentation transcript:

1 Getting Results with WebTrends How to Improve Your Business with Web Analytics

2 Introducing … Web Analytics Product Manager Brian Induni Web Analytics Product Marketing Manager Amy Duryea

3 Agenda  State of the Web  Today’s Challenges  Setting the Stage  5 Key Areas to Measure  GeoPassage Case Study  Questions and Answers

4 As the Web Matures… Pioneer Days Great Expectations Pre Wake-up Call 2001 Reality Check Source: Forrester Research, 2001 …the Focus Shifts to ROI

5 The Value of Web Analytics “It has long been said you cannot manage what you cannot measure. Nowhere is this more true than on the Web – where examining what works and what doesn’t directly influences the bottom line.” – Gartner Group, 2001 “Web Analytics: Getting Down to Business”

6 Challenges in the Market 1.Scalability  As data volumes increase, business analysts are becoming overwhelmed trying to understand how it all maps together. Source: Aberdeen Group, December 2000

7 Challenges in the Market 1.Scalability  As data volumes increase, business analysts are becoming overwhelmed trying to understand how it all maps together. 2.Insight-to-effort ratio  Enterprises are challenged that high-end solutions require so much effort. At the same time, entry-level solutions typically offer little in-depth reporting. Source: Aberdeen Group, December 2000

8 Challenges in the Market 1.Scalability  As data volumes increase, business analysts are becoming overwhelmed trying to understand how it all maps together. 2.Insight-to-effort ratio  Enterprises are challenged that high-end solutions require so much effort. At the same time, entry-level solutions typically offer little in-depth reporting. 3.Aligning the organization to the technology  Technology is only part of the solution, organizations must coordinate across departmental boundaries to be successful at utilizing web analytics to impact change. Source: Aberdeen Group, December 2000

9 Setting the Stage Quick Review of Terminology & Fundamentals

10 The Log File - Contents  IP Address or domain name of requesting user  Username (if necessary to access protected pages)  Time/date of request  Status of request (whether or not the request was successful)  The page, image, or other file that was requested  Any parameters associated with a dynamic request  The browser that requested the file*  The page and domain of the request immediately preceding the current request*  How long the server took to transfer the file  The user’s cookie and cookie parameters * Information is available when the server logs in extended file format

11 Activity for one visitor  default 30 minutes of inactivity  also called a visit Visits (or “Sessions”)

12 5 Key Areas to Measure

13 5 Key Areas 1.Top Referrers 2.Content Groups 3.Top Paths 4.Technical Stats 5.Qualified Visits (by product)

14 #1 How are people finding your site? Gain insight into your SEO strategy * (do you have one?)  What search phrases or terms are people using to find your site?  Which search engines or directories are driving the most visitors to your site?  What sites are referring traffic to yours?

15 #1 Top Search Phrases

16 #1 Top Search Engines

17 #2 What content are your visitors most interested in? Gain insight into:  What specific or top pages are people accessing?  What content areas are they visiting most?  Are there areas of my site that people are interested in but are buried too deep?  What content should you consider positioning on the homepage?

18 #2 Top Pages

19 #2 Content Groups

20 #3 Is the navigation through your site effective? Gain insight into:  Is your navigation leading visitors to desired actions? (top paths through site)  Are they getting to the content you want them to? (top destination paths)  Where are people dropping off? (top exit pages)

21 #3 Top Paths Through Site

22 #3 Top Destination Paths  Forward path analysis -- Isolate a page and track where visitors go after that page  Reverse path analysis – Isolate a page and track where they came from to reach that page Where is this important? Leveraging path analysis to optimize conversion events  Check-out process  Registration process

23 #3 Top Exit Pages

24 #4 Is your site optimized and free of errors? Gain insight into:  Did any visitors experience errors submitting registration or order forms?  Were there any problems with the servers?  Are any visitors experiencing the forbidden 404 ‘Page Not Found’ error?

25 #4 Dynamic Page Errors

26 #4 Server Load Balancing

27 #4 Client Errors

28 #5 Is your site supporting your business objectives?  Are you attracting “qualified visits”?  Are you converting visitors to desired actions?  Which “products” are your visitors most interested in?  Are you increasing or decreasing conversion when you make changes to your site? Note:  A “qualified visit” is one that results in specific actions that you define.  A “product” can be any action you wish to track.

29 #5 Defining Qualified Visits

30 #5 Qualified Visitor Conversion Ratio  Conversion Formula  (Qualified visits) / (Total visits)  Understand if you’re successfully converting visitors to your desired actions

31 #5 Visitor Conversion: ROI Summary  ROI Formula  (Total Revenue Forecast) – (Cost this period)  Understand if your return on a specific deliverable outweighs the investment 15.5$61,100.00$31, % $30,000.00$61, %$31, $30,000.00

32 GeoPassage Case Study

33 Business Overview  World wide tour company  Customizable planning and booking of travel based on customer interests  Traditional package tours  Destination  Theme

34 GeoPassage Business Challenge  Measure the effectiveness of expensive search engine submissions and web banner advertising  Increase return visits to site  Gain a better understanding of what it takes to get visitors to convert to customers  Increase newsletter recipient base

35 GeoPassage Solution  Provide information to decision makers out of the box  Intuitive and easy to use reports  Report on dynamically generated pages  Solution for small to mid sized business with a cost-effective solution

36 GeoPassage Results – Measure effectiveness of on-line campaigns  Determined which search engines resulted in the most traffic  Measured specific words that generated the most visits  Optimized keyword selection which provided the most visits  Concentrate efforts where they have the most influence  Now a strategic tool for the marketing department

37 GeoPassage Results – Increase Return Visits to Site  Used Top Destination Paths through Site and Top Exit Page  Track route of visitors through the site  Look for strengths to be exploited  Eliminate weaknesses of path navigation  Home page was top exit page  Experiment with layout and organization  Study Most Requested Pages and Top Destination Paths  Feature top destination countries on top navigation bar  Increased return visitors by 30 percent  Removed the home page as the top exit page

38 GeoPassage Results – Convert visitors to purchasing customers  Gain a better understanding of what needs to be done to convert visitors to customers  Analyze New versus Returning Visitors to determine how many visits it takes for a visitor to book an online adventure  Typical sale is made only after the purchaser has made 4 of 5 visits to the site previously  Increase revenue by converting more visitors

39 GeoPassage Results – Increase Newsletter Recipient Base  Constant deliberation of what to feature  Examined traffic analysis reports  Most Requested pages would show what country or activity was creating the most interest  Featured most requested information in newsletter  400 percent increase in traffic

40 “WebTrends … has proven to be a critical tool used by our marketing and IT departments, allowing us to make strategic, fact-based decisions rather than shooting in the dark. We have been able to prove return on investment (ROI) on our marketing initiatives and spend our money more wisely.” - Arturo Castellanos, System Adminstrator, GeoPassage

41 To Recap - 5 Key Areas 1.Top Referrers 2.Content Groups 3.Top Paths 4.Technical Stats 5.Qualified Visits (by product)

42 Questions and Answers

43 Thank you for attending How to reach WebTrends:    Web:   Phone: or


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