Basis of Web Analytics. Online metric : Visit, Visitors, Pageviews, Conversion rate, Average Order Value etc.

1. Basic Web
Analytics

2. What is web analytics?
• Web analytics is the measurement,
collection, analysis and reporting of web
data for purposes of understanding and
optimizing web usage. - Wikipedia

3. Why is web analytics
important?
“If you can measure it,
you can manage it”

4. Know your audience

5. Who are they?

6. Where do they come from?

7. Language

8. Technology

9. Search

10. Key Metrics (1)
• Visit / Session represent the number of times the
website was visited, without regard to repeat
visitors.
• Visitor / Unique Visitor / Unique User represent the
number of actual people that visited our site.
• Pageview represent the total number of pages that
visitors looked at on our site.

11. Visitors
Visits
Pageviews

12. Key Metrics (2)
• Audience
o Geolocation
o Behavior
• New visitors VS Return visitors
o Technology
• Browser
• Devices
o Visitors flow / Path

13. New Visitors VS Returning Visitors
New
85%
Return
15%
New
20%
Return
80%
- A new website, OR website is
unable retain users
- Need a plan to retain new users
- Monetizing through repeat users
- Need to a plan to acquire new users

14. Key Metrics (3)
• Traffic Source
o Direct Traffic
o Search Engine
o Referring Site

15. Analysis
• Example
o Strong brand but low search engine traffic
o Need to improve SEO&SEM
65%
10%
25%
Direct Search Engine Reffer

16. Analysis
• Example
o Weak brand
o Need to improve brand awareness
15%
40%
45%
Direct Search Engine Reffer

17. Analysis
• Example
o Too reliant on search engine traffic
o Need to diversify traffic sources
20%
70%
10%
Direct Search Engine Reffer

18. Key Metrics (4)
• E-Commerce
o Conversion Rate (CVR) is defined as the percentage of visitors
who end up buying from your store.
For example: Your conversion rate is 2% if 2 out of 100 visitors buy
from your store.
o Average Order Value (AOV) is the average size of an order on
your store.
For example: Your AOV is $35 per each order if you made $140
from 4 orders.
o Sale / Revenue

19. Conversion Funnel

20. Web Analytics Tools