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Web Site Performance An analytical approach for benchmarking and tuning.

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Presentation on theme: "Web Site Performance An analytical approach for benchmarking and tuning."— Presentation transcript:

1 Web Site Performance An analytical approach for benchmarking and tuning

2 Objective Determine whether your web site meets its goals Determine whether your web site meets its goals Is the Web site usable? Is the Web site usable? Are parts of the Web site invisible? Are parts of the Web site invisible? Understand normal use patterns Understand normal use patterns Mode of constant improvement Mode of constant improvement Action / Goal oriented change Action / Goal oriented change

3 Enterprise approach to analytics Multiplicity of Resources to track Multiplicity of Resources to track –Web Servers –OPACS –E-Resources –Databases –Repositories Important to track the flow of use among all the library’s Web-based resources Important to track the flow of use among all the library’s Web-based resources Beyond the library: study flow to and from higher-level Web sites and portals (University -> Courseware -> Library) Beyond the library: study flow to and from higher-level Web sites and portals (University -> Courseware -> Library)

4 Web server logs Web servers are routinely configured to record detailed information about each request. Common elements include: Web servers are routinely configured to record detailed information about each request. Common elements include: –File requested –Date / time stamp –Status code –Request directive (get, post, head) –Referrer (where the user came from) –User agent (browser and platform data)

5 Example Web log Raw data for analysis process Raw data for analysis process 2006-06-20 05:01:43 129.59.150.105 GET /index.pl - 80 - c-69-250-131- 199.hsd1.md.comcast.net Mozilla/4.0+(compatible;+MSIE+6.0;+Windows +NT+5.1;+SV1;+.NET+CLR+1.1.4322) http://www.google.com/search?hl=en&lr=&saf e=off&q=september+11+television+archive 200 0 0 11752

6 Exploiting referral data The query string component of the referrer can be parsed to reveal search terms and other interesting information The query string component of the referrer can be parsed to reveal search terms and other interesting information http://www.google.com/search?hl=en&lr=&safe =off&q=september+11+television+archive http://www.google.com/search?hl=en&lr=&safe =off&q=september+11+television+archive http://www.google.com/search?hl=en&lr=&safe =off&q=september+11+television+archive http://www.google.com/search?hl=en&lr=&safe =off&q=september+11+television+archive –User typed “september 11 television archive” in Google to find our site Important to study how users get to your site Important to study how users get to your site [example: TV News Public Web queries vs OpenWeb) [example: TV News Public Web queries vs OpenWeb)

7 Analysis methodology Go beyond simply counting pages Go beyond simply counting pages Identify Sessions Identify Sessions Categorize users Categorize users Determine use patterns Determine use patterns Measure interest Measure interest –Time spent on Web site –Bounce rate –Page overlay analysis

8 Move from measurement to impact Establish site goals Establish site goals Benchmark current use Benchmark current use Implement goal oriented improvements Implement goal oriented improvements Measure impact Measure impact Repeat as needed Repeat as needed (Example: enhancement of TV News OpenWeb) (Example: enhancement of TV News OpenWeb)

9 Appropriate data filtering Requests from indexing bots (crawlers) can skew statistics Requests from indexing bots (crawlers) can skew statistics Count user requests and bot requests separately Count user requests and bot requests separately Performance monitors Performance monitors Link checkers Link checkers Monitoring crawler activity is an important component of SEO and Web site discoverability strategies. Monitoring crawler activity is an important component of SEO and Web site discoverability strategies.

10 Resource Discovery How do users get to your site? How do users get to your site? Track performance of the Web site relative to major search engines Track performance of the Web site relative to major search engines SEO – Search engine optimization SEO – Search engine optimization Few users begin with library Web sites Few users begin with library Web sites

11 Search engine optimization Systematic harvesting of pages from Web site Systematic harvesting of pages from Web site XML Sitemap API XML Sitemap API Tune pages to maximize exposure in search engines Tune pages to maximize exposure in search engines Monitor with Google Webmaster tools Monitor with Google Webmaster tools Monitor with Google Analytics Monitor with Google Analytics Action-oriented incremental changes Action-oriented incremental changes

12 Google SiteMaps XML specification for systematically submitting URLs that represent a Web site XML specification for systematically submitting URLs that represent a Web site Makes indexing more efficient but does not affect PageRank Makes indexing more efficient but does not affect PageRank SiteMap interface provides utilities for monitoring how the site has been indexed with some analytical information on terms used to find your Web site. SiteMap interface provides utilities for monitoring how the site has been indexed with some analytical information on terms used to find your Web site.

13 Webmasters Tools Submit Sitemaps Submit Sitemaps Monitor harvesting of sitemaps Monitor harvesting of sitemaps Robots.txt Robots.txt Keyword performance Keyword performance

14 Google Sitemap Details Details

15 Google Sitemap Sitemap Details Sitemap Details

16 Google Sitemap Top search queries Top search queries

17 Sitemap Protocol Sitemap.xml Sitemap.xml

18 Sitemap Protocol

19 Measuring Web Site Use Log-based tools Log-based tools –Analog (basic / free) –Web Trends –NetTracker –Urchin –External perspective –Google Analytics

20 Google Analytics Free tool available for measuring Web site use Free tool available for measuring Web site use Based on data sent from Web server to Google Based on data sent from Web server to Google No personally identifiable data transmitted No personally identifiable data transmitted Javascript snippet added to each page Javascript snippet added to each page

21 Google Analytics Visits Visits Pageviews Pageviews Trends over time Trends over time Content Content Traffic sources Traffic sources

22 Goal-oriented analytics Define Goals Define Goals Measure site performance through completed goals Measure site performance through completed goals Funnels Funnels

23 Google Analytics Selection Menu Selection Menu

24 Google Analytics Dashboard Dashboard

25 Google Analytics Visitors Visitors

26 Google Analytics Two Factors Two Factors

27 Google Analytics Visitors by Country Visitors by Country

28 Google Analytics Keywords Keywords

29 Google Analytics Referring Sites Referring Sites

30 Google Analytics Content by Title Content by Title

31 Google Analytics Goals Goals

32 Google Analytics Goal Conversion Goal Conversion

33 Google Analytics Ecommerce Ecommerce

34 Questions and Discussion


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