Web Analytics

Web Analytics
• refers to the analysis of quantifiable and measureable
data of your website with the aim of understanding
and optimizing the web usage.
• focuses on various issues. For example,

• Detailed comparison of visitor data, and Affiliate or

referral data.
• Website navigation patterns.
• The amount of traffic your website received over a
specified period of time.
• Search engine data.
 Tools for WebAnalytics
• Google Analytics
• Kissmetrics
• Adobe analytics
 Data collection techniques for Web Analytics

• Web logs
- Server logs,oldest data collection technique to
collect information about server activity
- Automatically created and maintained by website
server
- Consists of details like visitors IP address, date
and time stamps, HTTP code, bytes served,
referrer,user agent etc
- Not publicly available and require admin access
to server where the website is hosted
• Benefits of weblogs
• To analyse user behaviour on your website
• To know the frequency with which robots are
crawling and indexing your site.
• Weblogs challenges:
• Page caching by ISP
• Dynamic IP addresses
• Proxy servers
KEY METRICS
CATEGORIES OF ANALYTICS
 TYPESOF ANALYTICS
Behavioural Analysis Outcome analysis Experience Analysis

• Also known as click • Tracks the business • Researched on a

stream analysis outcome of the continuous basis to
• Process of collecting visits/sessions know if visitors have
,analysing and reporting • conversion rate, found the information
aggregate data about average order value, and if the website has
which pages a website multichannel funnel, served its purpose
visitor visits and in what visitor frequency and • Research data,website
order. recency, new vs return experimentation and
• Refers to the intent of visitor conversion, v testing,
the visitors alue/visit, percent
• Visits/sessions, time on vistors who visit
site, page views, product pages
bounce rate, exit pages,
traffic sources, share of
voice in search
BEHAVIOURAL ANALYSIS
 1. VISITS/SESSIONS
• Visits report the fact that someone came to your
website and spent some time browsing before
leaving.
• It is defined as a series of page requests with a
gap of no more than 30 min b/w each one.
• Technically this visitor experience is called a
session.
• Sessions are most commonly referred to as Visits.
Sessions are usually a collection of requests from
someone who is on your website.
 1. VISITS/SESSIONS
• Click vs visit- Click is when a person clicks on
an ad or a link. Upon clicking, the user visits
the webpage.
• User clicks on link, but close the browser, page
takes too long to load, unintentional clicks.
• Unique visitors- are the number of different
users requesting webpages from a website
during a given period, regardless of how often
they visit those webpages
 2. Time on Site
• Indicates the engagement of the visitor.
• More the time spent on site,greater is the
stickiness of the site . Depends on the nature
of the webpage.faq vs blog
 Tabbed browsing

First method : Time spent on two tabs is 5+6 =11 mins

Second method :called as the linearisation method.

The visits are organised by time stamps.
Ts: session duration- 7 mins
 3. Page views
• Are the number of pages viewed or requested by the user.
• Applicable to content websites.
• More page views means more engagement with the visitors
• Can calculate average no of page views/visitor.
• Actionable when one can attribute page views to different
traffic sources
• Depends on the design of the site.
• If website uses Flicker(slides)- then time spent on page will
be more, but page view would be less since url doesnt
change.
 4. Bounce rate
• It is the %age of single page visits. These are the visits
in which the user leaves from the landing page without
interacting with the page. If the user interacts with the
page- like poll/play a video, close a pop up- not
counted as bounce.
• Some pages- contact us/faq have a high bounce rate.
• 30% bounce rate is considered as acceptable.
• Visitor can bounce from ones site by – clicking on a link
to a page on a different website, clicking on a back
button to leave the website, closing an open window
or tab, typing a new url, session timeout.
 5. Exit pages
• Pages from where visitors are dropping off in
the process of buying a product are called as
exit pages.
• Business`es need to analyse why users are
exiting a page- high price/unavailability of
product/payment issues.
 6. Traffic sources
• Direct visitors- users that visit your website by
directly typing your url in the browser address
bar.
• Search visitors: users that visit a website
based on search query in the search engine.
• Referral visitors: users that visit a website
because it was mentioned on another blog or
website.
 7. Share of voice in search
• It is the percent of search traffic a brand gets
from SERP as compared to competition. The
search traffic depends on CTR which depends
on the position in SERP.
OUTCOMES ANALYSIS
 1.Conversion rate
• It is % age of users who perform an action that is desired by the
website owner. Generally it is the % age of website visitors who do
any kind of transaction on your website.
• It can also be the following:
- Allow the website to store credit card information
- sign up for a subscription
- Download a file/trial version
- Ask for more information
- Use a certain feature of application
- Upgrade to a higher level
- Download the mobile app and use it
- Spent time on website and read it
- Return to site
Conversion funnel- challenges
 2.Average order value (AOV)
• It is the sum of revenue generated divided by
a number of orders.
• Major business outcome of online business.
• Can segment customers on basis of
high,medium,low AOV
• impacts revenue and profitability of the
company
 3. Multichannel funnel
• The Multi-Channel Funnels reports answer these
questions and others by showing how your marketing
channels (i.e., sources of traffic to your website) work
together to create sales and conversions.

• For example, many people may purchase on your site

after searching for your brand on Google. However,
they may have been introduced to your brand via a
blog or while searching for specific products and
services. The Multi-Channel Funnels reports show how
previous referrals and searches contributed to your
sales
 Multichannel funnel
• Top conversion path: shows popular channel
combinations users interact with before conversion.
These include:
1. paid and organic search (on all search engines along
with the specific keywords searched)
2. referral sites
3. affiliates
4. social networks
5. email newsletters
6. custom campaigns that you've created, including
offline campaigns that send traffic to vanity URLs
 Multichannel funnel
• Assisted conversion: shows the contribution of each
channel towards conversion. It can see in three ways:
- Last interaction: is the interaction which immediately
precedes the conversion
- Assist interaction- is any interaction that is on
conversion path but is not the last interaction
- First interaction- is the first interaction on the
conversion path
• The Time Lag and Path Length reports show how long
(in days and in interactions) it took for users to
ultimately become customer
 4. Visitor frequency and recency
• Visitor frequency means that during the
reporting time period how often do the users
visit a website.
• Visitor recency is how long it has been since a
visitor last visited a website .
5. New vs return visitor conversion
• Keep a track on New vs return visitor
conversion.
• If very less returning visitor – that means poor
user loyalty.
• Focus on usability to improve conversions
 6. Value per visit
• Micro conversions: these are basically assist
conversions which include some intermediate
step which leads to macro conversions. Here
customer is moving towards sales- like
registering/downloading
• Macroconversions- ultimate sale or
conversion. Need to do channel conversion to
check which channel gives max revenue.
 7. Percent visitors who view product
pages
• An indicator to examine the views and
relationships with profit.
EXPERIENCE ANALYSIS
 1. Research data
• Site surveys- take user feedback- purpose of
visit,ability for task completion.
• Usability testing: functioning,navigation of
website
• Site visits: observe on real time basis
 2. Website experimentation and
testing
• A/B testing: split testing to check which
website version performs better
• Multivariate testing- testing multiple variants
concurrently.