Essentials of Digital Marketing

BCA 314

UNIT-3
What is Web Analytics?
 Web Analytics is the methodological study of online/offline patterns

and trends.

 It is a technique that you can employ to collect, measure, report, and

analyze your website data.

 It is normally carried out to analyze the performance of a website and

optimize its web usage.

 Web Analytics is an ongoing process that helps in attracting more

traffic to a site and thereby, increasing the Return on Investment.

Importance of Web
Analytics
 Assess web content problems so that they can be rectified

 Have a clear perspective of website trends

 Monitor web traffic and user flow

 Demonstrate goals acquisition

 Figure out potential keywords

 Identify segments for improvement

 Find out referring sources

 Process of Web Analytics
 Set the business goals.

 To track the goal achievement, set the Key Performance Indicators

(KPI).

 Collect correct and suitable data.

 To extract insights, Analyze data.

 Based on assumptions learned from the data analysis, Test

alternatives.

 Based on either data analysis or website testing, Implement insights.

Continued..
Google analytics

Google analytics helps you to track and measure visitors, traffic

sources, goals, conversion, and other metrics. It basically generates

reports on:

1. Audience Analysis

2. Acquisition Analysis

3. Behavior Analysis

4. Conversion Analysis
 Audience Analysis
It gives you an overview of the audience who visit your site along with their session

history, page-views, bounce rate, etc. You can track:

 The age and gender of your audience under Demographics.

 The affinity reach and market segmentation under Interests.

 Language and location under Geo.

 New and returning visitors, their frequency, and engagement under Behavior.

 Browsers, Operating systems, and network of your audience in Technology.

 Mobile device info under Mobile.

Acquisition Analysis

Acquisition means ‘to acquire.’ Acquisition analysis is carried out

to find out the sources from where your web traffic originates.
Using acquisition analysis, you can:

 Capture traffic from all channels, particular source/medium,

and from referrals.

 Trace traffic from AdWords (paid search).

 See traffic from search engines.

 Track social media traffic.

Behavior Analysis

 Site Content: It shows how many pages were viewed.

 Site Speed: Here, you can capture page load time,

execution speed, and performance data.

 Events: Events are visitors’ actions with content, which

can be traced independently. Example: downloads, sign

up, log-in, etc.

Conversion Analysis

Conversion is a goal completion or a transaction by a user on your website.

For example, download, checkout, buy, etc. To track conversions in

analytics, you need to define a goal and set a URL that is traceable.

 Goals – Metrics that measure a profitable activity that you want the

user to complete.

 Ecommerce – You can set ecommerce tracking to know what the users

buy from your website. It helps you to find product performance, sale

performance, transactions, and purchase time.

Goals

 Goals are used in analytics for tracking completions of specific actions.

 With the help of goals, you can measure the rate of success.

 Goals are measured differently:

 In an e-commerce website you can measure the goal when a product gets sold.

 In a software company, you can measure the goal when a software product is

sold.

 In a marketing company, goals are measured when a contact form is filled.

Types of Goals
Types of Goals
 Destination Goal – Destination goal is used to find page views of a website.

 Duration Goal – You can measure the user engagement with the help of
duration goal. You can specify hours, minutes, and second field to quantify the
goals. If a user spends more than that much of time on the page, then the goal
is completed.

 Event Goals – You can measure user interaction with your event on the site.

 Pages/session Goal – You can measure the user engagement with

pages/session goal. First, you have to specify how many pageviews/session
counts as goal complete. Then, with the help of goal metric, you can analyze
how many goals are completed.
Funnels

 The Digital Marketing funnel is a strategic

model that represents the entire buying
journey of the personas, from the moment
they know your brand until the time they
become customers. This concept is widely used
among salespeople but has also become a
fundamental resource for the success of
marketing actions.
Funnels
 Funnels are the steps to complete your goals.

 With the help of funnels, you can review your goals completion steps.

 Let’s suppose for an ecommerce company, product sale is goal

completion. So, funnels are the steps to purchase that product. If most

of the visitors leave the website after carting the products, then you

have to check why users are leaving. Is there any problem with the cart

section? This can help you improve your product performance or steps

to sale the products.

Perfect Content Marketing is
Full Funnel
Continued..

Awareness –

The prospect must first become aware that there is a

problem and that you or your organization have a

solution for it. (This is where your blog excels.)

Continued..

Evaluation –

Those who move through the Awareness Stage must now

evaluate the various choices available to them, including

your competitor’s solutions.

Continued..

Conversion –

Those that move through the Evaluation Stage are now at

the moment of truth—purchase.

At DigitalMarketer, our goal at this stage is to convert leads

into frequent and high-ticket buyers.

In other words…

• They need content at the top of the funnel (TOFU) that

facilitates awareness.

• They need content in the middle of the funnel (MOFU)

that facilitates evaluation.

• They need content at the bottom of the funnel (BOFU)

that facilitates conversion

The Content Lifecycle
TOFU

 TOFU content raises awareness of your offers while

providing valuable information.

 With TOFU content, you want to create awareness around

problems as well as solutions.

 Unfortunately, the top of the funnel is where most

organizations begin and end their content marketing efforts.

MOFU

 Smart content marketers know that, with a bit more effort, they can move
prospects from awareness to evaluation in the middle of the funnel.

 Lead Magnets can be…

 • Educational Resources (Case Study, White Paper, etc.)

 • Useful Resources (Swipe File, Checklist, etc.)

 • Software Downloads

 • Discount/Coupon Clubs

 • Quizzes/Surveys

 • Webinars/Events
BOFU

 It’s point of sale time.

 Customer success stories are smart BOFU content.

 Here are a few…

 • Demos/Free Trials

 • Customer Stories

 • Comparison/Spec Sheets

 • Webinars/Events

 • Mini-Classes
Traffic sources
Traffic sources

 Organic traffic is the traffic coming through all search engines (Google, Yahoo,

Bing....)

 Social traffic is the traffic coming through all social media platforms (like-

Facebook, Twitter, Google+, ...)

 Referral traffic is the traffic coming through where your website is linked.

 Direct traffic is the traffic coming directly to your website. For example, typing

the url of your website, clicking on the link of your website given in emails, etc.
 Web Metrics
Web analytics relies on a set of commonly used web metrics with which everyone
who consumes digital data should at least be familiar.

1.Page views

2.Visits

3.Unique visitors

4.Average visit duration

5.Page views per visit

6.Bounce rate

7.Exit rate

8.Conversion rate
1. Page Views

 A page view (or pageview) represents an instance of a page

being loaded and viewed in a web browser.
 From a business perspective, page views indicate how much
overall web content is being consumed by site visitors.
 Users can produce multiple page views for a single page if
they navigate repeatedly to the same page during a visit. For
many media sites, page views take on a special meaning
because each page view represents an opportunity to display
advertisements.
Continued..

 Page views don’t tell you how much of the page the user saw. You
don’t know if the visitor saw only the top half of the page or
scrolled completely to the bottom.
 This metric also doesn’t indicate how long individuals were on
each page. A page view simply informs you that a web browser
loaded the page—that’s it.
 Unique page views don’t include repeat views of the same page by
a single user during a visit. For example, if you visited the home
page of a website three times during a particular visit, it would
count as three page views but only one unique page view.
2. Visit

 A visit encompasses all the interactions that a user has with

a website during a single sitting or session.
 During a single visit, an individual might browse several
pages, view multiple videos, and perform various searches.
 The visit metric doesn’t convey the quality or length of the
sessions. A high number of visits could hide the fact that
most of those visits are ending on a single page view.
3. Unique visitors

 Unique visitors (or visitors) are the inferred

users who visited a website during a specific
reporting period. From a business perspective,
unique visitors show the audience reach of
your website.
4. Average visit duration

 Average visit duration (average time spent) is the average

length of a visit or session on a particular site. From a
business perspective, it indicates how much time visitors
are typically spending on your site
 First, average time spent includes only the time spent on
the site for all of the pages except the visitors’ exit pages.
 The average time spent per page can be a useful metric to
pinpoint particular page-specific issues
5. Page views per visit

 Page views per visit represents the average number of pages

viewed during a visit or session.
 From a business perspective, it can show how engaged
visitors are with your site content or at least how much page
content each visitor is consuming during a single visit.
 A website can be designed to artificially increase page
views so this metric doesn’t necessarily show visitor
engagement as much as it reflects your overall design
approach.
6. Bounce rate

 Bounce rate is the percentage of entering visits (entries or entrances) that

are single page visits or entering visits that leave (bounce from) the site
after viewing only one page.

 From a business perspective, the bounce rate reveals the effectiveness of

your entry pages.

 In other words, what kind of first impression are these pages having? Are
your landing pages encouraging visitors to go deeper into your site?

 If a particular page has a high bounce rate of 80%, that means four out of
five visitors entering the page are bouncing and not viewing any additional
pages.
Continued..

Typically, a high bounce rate means something is wrong with the landing page,
which could be due to a number of factors:

• Messaging and content that doesn’t match visitors’ expectations

• Poor page design or layout

• Slow loading times

• Web browser compatibility issue (perhaps it doesn’t display properly in the

Safari browser)

• Insufficient links to other related content

• Confusing site navigation or no search options

Continued..

 Just because a landing page has a low bounce

rate doesn’t always mean it is effective.
 The bounce rate evaluates only whether or not
the visitor is viewing at least one additional
page (or interaction in some cases). There’s no
qualification of whether that next page is
valuable or not.
7. Exit rate

 Exit rate is the percentage of visits that terminate or exit on a

particular page.
 From a business perspective, the exit rate highlights potential site
issues that cause visitors to leave your site prematurely.
 Every visit or session ends at some point, but when or where
visitors exit can be important. In the case of a multistep process,
such as making an online purchase, you don’t want the majority of
your visitors exiting at the second step (billing information page)
in a six-step process.
Continued..

 The exit rate is different from the bounce rate because it focuses on all
visits, not just entry traffic to web pages. For example, the exit rate will
include single-page visits (bounces) to a particular page as well as visitors
who navigate to the page and then abandon the site.

 Context is equally important when evaluating exit rates for key pages. If a
web page is a logical exit point, then you would expect it to have a high exit
rate.

 For example, an order confirmation or thank you page that is shown after a
successful online purchase would have a high exit rate.
Continued..

 Some vendors and analysts calculate the exit

rate by dividing exits by page views (instead of
visits) to a particular page.
 As a result, repeat page views during the same
session can lower the exit rate (creating a
higher denominator) and hide the fact that the
visit still ended on the page in question.
8. Conversion rate

 Conversion rate is the percentage of visitors (or visits) that

reached a particular outcome or performed a target action.
 From a business perspective, the conversion rate displays
how effectively your website is getting visitors to do what
you want them to do.
 For retailers, a conversion is a purchase or order. For other
companies, it could be an application submission, a
subscription, a newsletter sign-up, a scheduled appointment,
or an app download.
Continued..

 You can’t look at just the conversion rate in isolation; you always
need to evaluate it in the context of volume.

 For example, your conversion rate could decrease by 10% but if

the volume of visitors or visits is 100 times higher, you’ll be
generating significantly more overall conversions, which is more
important than maintaining a higher conversion rate.

 Make sure you analyze the conversion rate over time. Conversion
rates can be influenced by a variety of factors, including special
offers (free shipping), seasonality, and days of week
Continued..

 In most cases, visitors are coming to your site for different

purposes, and it is unreasonable to expect a particular conversion
rate to ever convert 100% of all visitors or visits.
 For example, if a number of customers are looking for technical
support, they won’t be interested in purchasing additional products
because that doesn’t necessarily match the intent of their visits.
 In another scenario, visitors who have already registered for
newsletters aren’t likely to sign up again
Five key attributes of effective
metrics
 In web analytics, there’s an unlimited supply of metrics that you
can measure beyond just the must-know metrics.
 Focusing on misguided or ineffective digital metrics can actually
hurt your business—both in terms of unresolved problems and
missed opportunities.
 You’re not looking to use metrics just for the sake of having data.
You want the right metrics that will help you to steer business
performance in the right direction.
 When you decide on which metrics to use, consider the following
five criteria:
Continued..

 Simple: Avoid overly complex metrics that are hard to

capture, understand, interpret, or act on. Whatever
advantages you think you’re gaining from the added
complexity will be lost once the metrics are shared
across your organization.
 Relevant: Don’t be distracted by interesting but
irrelevant metrics. Your key metrics should be pertinent
to your business goals and the current needs of your
organization.
Continued..

 Timely: If metrics are unavailable or delayed when you need them

to make timely business decisions, they are useless.
 Credible: Ensure your organization can trust the metrics.
Although you don’t want the metrics to be too far from the true
values (accuracy), the repeatability of the measurement (precision)
might be a more important focus.
 Actionable: Actionable metrics are easier to interpret and convert
into tactical responses because they directly relate to levers in your
business that you control or influence.
KISSmetrics

 KISSmetrics is a powerful web analytics tool that delivers key insights and
user interaction on your website.

 It defines a clear picture of users’ activities on your website and collects

acquisition data of every visitor.

 You can use this service free for a month. After that, you can switch on to a
paid plan that suits you.

 KISSmetrics helps in improving sales by knowing cart-abandoned products.

 It helps you to know exactly when to follow up your customers by tracking

the repeat buyers activity slot.
Continued..

KISSmetrics helps you identify the following:

Cart size
Landing page conversion rate
Customer activity on your portal
Customer bounce points
Cart abandoned products
Customer occurrence before making a purchase
Customer lifetime value, etc
Continued..

Summarizing KISSmetrics:

It gets you more customers by not letting you lose potential customers and maintaining
brand loyalty.

It lets you to judge your decisions where you are playing right.

It helps you identify data and trends, which contribute in customer acquisition.

Best Features of KISSmetrics:

Ability to track effective marketing channels.

Figure out how much time a user takes to convert.

Determine a degree of which user was engaged with your site.

Crazy Egg

 Crazy Egg is an online analytics application that provides

you eye-tracking tools.
 It generates heatmaps based on where people clicked on
your website. Thus, it gives you an idea on where to focus.
 It lets you filter data on top 15 referrers, search terms,
operating systems, etc.
 Crazy Egg will track user behavior. You can review the
reports in the dashboard within the member’s area of the
Crazy Egg site.
Continued..

It offers you insights in four different ways:

Heatmaps: It gives you a defined picture of where visitors who clicked on your
page. Where you need to make changes so as to improve conversions.

Scrollmaps: It gives you insights of to what length people scroll down on your
page. With Crazy Egg, you can ensure where people leave your page and where to
hold them exactly and where to add more to hold them for longer.

Overlay Tool: It gives you overlay report of the number of clicks occurring on
your website.

Confetti: Confetti distinguishes clicks for you segmented by referral sources,

search terms, etc. Now, you know the origin of your clicks, so you uncover the traffic
sources.
Web Analytics
Terminologies
 Benchmarking – A service that gives a view of how your website is performing

in contrast to others.

 Bounce Rate – Number of times a user quits without exploring your webpages.

 Click – An action of clicking on your webpages.

 Conversion – Conversion takes place when a goal is completed, e.g., purchase,

registration, downloads, etc.

 Direct Traffic – Traffic coming directly on your website by clicking on your

website’s link or typing the URL of your website in the address bar.
Continued..

 Filter – A guideline that exclude/include specific data from reports.

 Funnels – Steps visitors take to finally complete a goal.

 Goal – A metric that defines the success rate, e.g., sale or sign-up.

 Goal Conversion Rate – Percentage of visits on every goal achieved.

 Landing Page – The first page from where a visitor enters your website.

 New Visitor – The visitor who is coming to your website for the first time.
Continued..

 Organic Traffic – Traffic for which you need not pay. It comes naturally, e.g.,

traffic from search engines.

 Paid Traffic – Traffic for which you need to pay, e.g., Google AdWords.

 Page View – Number of times a page is viewed.

 Returning Visitor – The visitors who have already visited your page earlier.

Returning visitors are an asset for any website.

 Time on Site – The average time a visitor spends accessing your site in a time.
Top Social Media Posting &
Scheduling Tools
1. Loomly

A powerful social media management platform with a clean, intuitive

interface.

It offers four pricing tiers after a 15-day no credit card trial.

They range from a $20/month Base plan for those with 10 or fewer social
accounts up to the $228/month Premium Plan, allowing up to 26 users and 60
social accounts.

Another useful feature of Loomly is its interaction screen, where you can
manage comments, messages, and track social handle mentions (through
tagging).
Continued..

2. ContentCal

It is the ultimate content calendar and content management platform that helps
thousands of individuals, businesses, and agencies with their content planning
and social media.

The platform also defines user permissions and streamline the approval
process, manage multiple accounts in one centralized location, and
communicate and collaborate with your team on upcoming content.

Features of ContentCal include post scheduling, keyword filtering,

collaboration, feedback analysis, reporting, project management, and more.
Continued..

3. Sendible

It describes itself as “The Social Media Management Tool for Agencies”.

While it lists the $199 Medium Plan – “For Growing Agencies” as its most popular
plan, a $29 Micro plan for solopreneurs.

Sendible helps you upload videos to Twitter, Facebook, and YouTube. In the area
of publishing, it allows you to plan, schedule and publish posts, images, and videos to
multiple social networks simultaneously using their powerful compose box.

You can schedule social media posts, images and videos individually or in bulk as
far in advance as you need.
Continued..

4. AgoraPulse

It provides an affordable social media management tool for teams and agencies. It
offers four plans from $39 per month aimed at Solos, though to a $239 Enterprise plan.

You can use AgoraPulse to publish, engage, listen, report, and collaborate with your
social networks. It supports Facebook, Twitter, Instagram, LinkedIn, Google +, and
YouTube.

You can centrally post to all of your social accounts, with a queue or schedule ensuring
your content is delivered at the best times.

It allows you to re-queue or reschedule evergreen posts.

Continued..

5. Promo Republic
It offers a full-scale social media management platform, with a range
of plans catering from the Solo plan for personal use through to the
Advanced Plan, for large businesses and agencies.
You can use Promo Republic to automate your social media
publishing and scheduling. You enter all your posts and visuals in one
social media publishing calendar, scheduled in advance and posted
automatically to multiple social media.
They integrate with Facebook, Instagram, Twitter, LinkedIn, and
Pinterest.
Continued..

6. Hootsuite

It allows you to schedule posts to publish at your preferred time in the future.

You can both create posts yourself for future (or indeed current) publishing, or you can select existing
posts to post in the future.

Hootsuite supports a wide range of platforms, including personal accounts, business pages, and other types
of social activity.

It does offer a free plan which limits you to scheduling 30 messages across three social profiles.

The $30 / month Professional plan is more usable, allowing you unlimited scheduling across 10 social
profiles.
Continued..

7. Buffer

It operates a freemium model, where you can schedule 10 social updates for free, or
with a paid plan you can undertake unlimited scheduling.

As its name indicates, Buffer allows you to build up a selection of relevant posts
you want to share, which can then schedule to go out at more suitable, appropriate
times for your audience.

The Buffer mobile app and the web browser extension make it easy to add webpage
links, titles and images quickly to your Buffer schedule.

It suggests the most suitable times for you to post to each of your networks. Buffer
also provides analytics showing how successful your posts were.
Continued..
8. Sprout Social

It is an all-in-one social media posting/scheduling tool.

It allows you to both schedule and post across multiple networks.
Marketing teams can use it for collaboration, with user-level permissions
providing specific access to marketing managers, writers and everyone in
between to contribute to a social media calendar.

Sprout Social's calendar feature provides a team with a bird’s eye view of
what’s being published and promoted on a daily basis.

Plans range from $99 to $249 per month, after a free 30-day trial.
Continued..

9. MeetEdgar

It offers most of the usual tools allowing you to schedule content across a range of platforms,
including Twitter, Facebook, and LinkedIn.

You can use it to queue as much as your content as possible with minimal involvement on your
part.

It makes reposting evergreen content particularly easy. Edgar recycles your updates over time, so
your posts don’t go to waste after their initial publishing. As Edgar automatically re-shares your
content over time, it becomes visible to more people and different audiences, without you doing any
extra work.

MeetEdgar offers a single clear pricing plan - $49 per month, with discounts to military and non-
profit users.
Continued..

10. Tailwind’s

It focuses on assisting with visual marketing.

It describes itself as being “your end-to-end solution for winning on Pinterest and Instagram.”

It is an all-in-one tool that allows you to discover content, schedule posts, monitor conversations,
amplify reach, and analyze results.

It features drag-and-drop functionality that makes it easy for marketers to upload, tag and publish
their Pinterest and Instagram posts in bulk. Tailwind offers three very different pricing plans.
Bloggers and small businesses with fewer than 25 employees can use their Plus plan at $9.99 per
account per month. Larger brands need to jump to the higher Professional plan at $799.99 per
month.
.

Thank You