Website Tracking

How to measure User behavior and Success on Websites

By Chrilles Wybrandt Owner of www.misura.dk

About Chrilles Wybrandt

Specialized in web analytics and certified in Google Analytics and SiteCatalyst from Omniture (Adobe)

• Webmaster and IT project manager at Copenhagen Business School• Instructor in data analysis at ACNielsen AIM• 2 years in Themilk and Guava

(Online Communication Agencies)

• 1 ½ years as independent with Misura.dk

Clients: • L'EASY, Stibo, Roskilde Festival,

OK, DTU• Sub contractor with other

online agencies

Agenda

To draw a picture of the purpose, opportunities and challenges when tracking websites

• Examples of tracking systems - and their popularity

• Why Tracking is Important

• Measuring visitor success, content performance and online campaigns

• Getting started with web analytics

• Quick Wins on your website

What do you already know…?

• What is your knowledge of web analytics and website tracking today?

• How many of you have worked with Google Analytics, SiteCatalyst, Webstends?

Popular Tracking Tools

Search Interest for Tracking SystemsSource: Google Trends

Commercial toolsOmniture has an increasing share of search compared to Webtrends.

The true popularity of web analytics tools and website optimization based on quantitative data is clearly reflected in the popularity of Google Analytics.

The free tool from Google

Why Tracking is Important?

When The Tracking is Missing

= Websites with no tracking

What does this man know about his customers and their behavior in the store?

90% of all websites in general- No tracking- Incorrect tracking - Data not applicable

10 % is OK

Source: Personal experience

I am the BOSS

Measuring visitor success, content performance and online campaigns

• Set up Goals (Key Performance Indicators) • Track all your online campaigns

And you will be able to get

• A visualization of your visitors success on your website• General understanding of the user behavior on your website• Strong indicators of your content performance (Bounce Rate and $value)• Quality measurement /Conversion Rates of traffic sources to your website• Indicators showing how your website is developing

Where Visitors are comingfrom

Search Engines/KeywordsOnline Campaigns - Newsletters- BannersFacebook/TwitterAdWordsPartners

What they do and if they are successful (reach a goal)

Where they go next …

A Simplified Overview

Exits…

Your Web Analytics Information Center

Compare all your online activities in your analytics system.Continue with your well performing

campaigns – and eliminate or improve the once with poor

performance.Use:

Google AnalyticsWebtrendsOmniture

NewslettersBanner Advertizing

AdWords

Search Engine Optimized Pages

(SEO-Pages)

Search Engines

Referrals/Partners

Downloads

Getting Started With Web Analytics

You do not benefit from tracking before you have the correct setup

Smart decisions are only based on valid data

A Practical Approach to Web Tracking

Getting Started – Step 1

• Ensuring correct data

– Filtering your own traffic and tracking of all pages

• Setting Up KPIs (goals) ie. measurement of achieved successes on the website

– Newsletters signups

– Product sheets or white paper downloads

– Product sales

– RSS feeds subscriptions

Getting Started – Step 2

• Tracking internal search– A good source to the visitors mind. See what they

expect to find on your website (or cannot find!)

• Proper integration with AdWords– Compare ad costs and revenue

• Tracking file downloads– Product sheets and white papers

• Tracking online campaigns - incl. Newsletters– Compare your campaigns. Continue with the good

once and fix the poor once

Step 1 & 2 is never part of a basic implementation.

That is what most companies have, and they usually don’t know.

Quick Wins for Your Website

Focus on the data you can act on – eg.

• Poor performing Landing pages – High Bounce Rates

• Poor performing campaigns – Banners, Adwords, E-mail marketing

• Poor performing keywords

• Goal optimization– Usability (eg. navigation, search, error-pages)

– Call to Action

Ask Questions – and Get Answers

• How is the distribution of traffic between my product pages and support pages?– is 80 % of the traffic going to the support pages

• Why is none of the visitors using the internal search buying any products?– Is my internal search good enough?

• How much does my newsletter recipients increase my sale?– Is that satisfactory?

• How many of the visitors to who see the front page bounces?– Is 60% too much?

Ask Questions – and Get Answers

• What percentage of my sales stand my 10 most important keywords for?

– 2% is ok? (Is my site good enough search engine optimized?)

• How long and how many pages, does a customer visit in average?

• What traffic sources has the best conversion rate

– Should I spend more on SEO?

• Where in the buying process do I loose my potential customers?

Thank You

If you need help to 1. Get a valid tracking of your website2. Track and compare your online campaigns 3. Get information on how successful you are with your

website4. Improve the user experience on your website

Contact: