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Analyzing Website Traffic Dan Belhassen greatBIGnews.com Modern Earth Inc.
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About your presenter Dan Belhassen – Founder and President of Modern Earth Inc., an Internet technology company – Website creators, online software developers, search engine consultants, elearning specialists, new media marketing specialists – Find me in my booth if you want to follow up – Presentation available at http://modernearth.net/lern2010
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Your Website An investment requiring “care and feeding” A marketing tool – Promote your programs and services – Provide up-to-the-minute information Can increase registrations… …If used correctly
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Maximize your ROI Currently tracking your site visitors? Why not? – Not sure what to track or review? – Takes too long? – Not enough information from IT?
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Wouldn’t you like to know… Would you like to know – How many people “open” your brochure? – Which pages are never looked at? – Which pages are most popular? – Which course descriptions are read but never acted upon? Website statistics provide you with this information
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How do I get stats? Use a web statistics service – Specialized code is added to each of your web pages – This code provides information that is processed and aggregated on a centralized server – Your webmaster may already have stats available!
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Some Statistics Services StatCounter.com – Free service, basic capabilities VisiStat.com – Low cost, advanced capabilities Google Analytics – Free service, advanced capabilities
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Google Analytics We recommend Google Analytics – Google.com/analytics – Easy to install, easy to use – FREE
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Google Analytics Installing Google Analytics – Snippet of code needs to be installed on each web page – Called “page tagging”
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Google Analytics What statistics are available?
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Available Statistics What statistics are available? – Visitor traffic – Avg. time on site – New visits – Bounce rates – Geography – Most viewed content – Referring sites – Search engine traffic
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Available Statistics Entrance Pages – Don’t assume it’s your home page! – From direct URL Bookmarked, emailed to colleague Why is this page so popular? – From search engine What keyword did they use? Did they get sent to the right page?
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Available Statistics Exit Pages – Examine the top 3 - 5 exit pages Why are people leaving at that page? Are they running into a dead end? Why are people coming to your home page and not clicking any links? – Perhaps they were looking for a different site? – Perhaps they have you as their home page?
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Available Statistics Website Design Factors – Browser support Which browsers are visitors using? Which browsers is your site tested against?
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Available Statistics Website Design Factors – Screen resolution What resolutions are visitors using? How does your site look at different resolutions?
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So.. Now you have stats.. What do you do with them? What is really important?
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So.. Now we have stats.. “Conversions” are important What are conversions? – Have a visitor “take action”
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Types of Conversion Any “action” you wish a visitor to take – Email newsletter subscription – Survey participation – Participating in online poll – Reading blog entry – Obtaining course details – Course registration
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Tracking Conversions How do you track conversions?
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Tracking Conversions Two methods – Goal Tracking – eCommerce Tracking
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Tracking Goals Goal Tracking – A visitor taking a specific “conversion” action – Track progress through the goal’s “funnel” – Set up within “analytics settings” in Analytics
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Tracking Goals eCommerce Tracking – Track the “value” of specific actions – Track the “value” of traffic sources
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Website Experience Audit
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1.Number of clicks 2.Number of searches 3.Summary detailed view conversion 4.Detailed registration conversion
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1. Number of Clicks Keep your visitor’s experience in mind! No more than 3 clicks to get course information – Click 1: enter search term – Click 2: click on summary link – Click 3: detailed information
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2. Number of Searches What are the top searches? – Results found Relevant? NOT relevant?
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3. Summary Detailed View Conversion How many visitors are clicking on a course summary link to obtain further information Try changing some titles and track the results
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4. Detailed Registration Conversion How many visitors are registering compared to the number viewing details? Why aren’t they registering? – Enough information presented? – Cost/benefit being properly presented? – Registration process too complicated? – Knowing the conversion rate allows you to test answers
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Good Experience Checklist Text searches and categories – Offer at least two ways to find your courses – Search for someone who knows what they want – Categories for people who want to browse 3 clicks to course information – Any more and it’s a lot of work – Click 1: enter search term or select category – Click 2: summary links – Click 3: detailed information
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Good Experience Checklist LOTS of detailed course information – Online real-estate is cheap – use it! – Organize information in sections – Allow enough information to answer any questions Flexible & confident registration – Support common forms of payment Visa, MC, AMEX, Paypal – Emphasize security – Option to print and fax or mail?
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Keep in Touch! Provide an e-newsletter signup Integrated with registration process Capture tire kickers and promote directly to them Drive future registrations
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One more thing.. Now that you know your visitors, how can you learn more about what they want?
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One more thing.. Now that you know your visitors, how can you learn more about what they want? Introducing “Google Website Optimizer”Google Website Optimizer
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Thank you! greatBIGnews.com modernearth.net Presentation available at http://modernearth.net/lern2010
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