Chapter 3: Web Analytics
Average Order Value (AOV)
Total Revenue/Conversions
Revenue per Session (RPS)
Total Revenue/Sessions
Conversion Rate
Conversions/Sessions x 100
The Average Sessions per user metric is a good example of how a simple average can be misleading. Why is that?
Data can be skewed due to things such as website parking
Define entry and exit as a metric.
Entry: first page viewed in a session Exit: Last page viewed in a session
Close Rate
New contracts/Leads x 100
Average Page Depth
Page views/sessions
Define conversion rate.
Percentage of sessions that result in the intended action
Define page views as a metric.
*Hit*: when a user accesses a page on a website
Important goals
-Destination (specific location loads) -Duration (sessions last a specific amount of time) -Page/Screens per session (a user views a specific number of pages or screens) -Event (an action defined as an event is triggered aka videos)
List 4 Social Media KPIs
-New Account Sign-Ups (conversions) -Posts/Tweets/Pins (user generated content) -Likes/Retweets/Re-Pins -Average Time on site
What are some basic metrics?
-Page Views -Time spent on page -Entry and Exit
What inference can a retailer make from a conversion rate? What other information would make this number more meaningful?
-The conversion rate is going to depend on the industry on whether it is good or not -Previous conversions rates would help to see if the conversion rate has improved or declined, as well as being broken down by channels, segments, or demographics
Lead Generation KPIs
-Users -Conversion rate -Close rate (% of leads that convert into revenue for the company) -Closed Deal Value
Name 5 types of Key Performance Indicators (KPI)
1. *Sessions*: each visit to the website 2. *Conversion Rate*: increasing users to take an action 3. *Average Order Value* 4. *Revenue per Session*
How do analytics works? Whats the process?
1. An internet user takes some action that results in a request for a page on a website 2. When the user navigates to the webpage, the web server receives a request for the information on this page, which the server sends across the internet to the requesting computer. At the same time, the web server will also pass on some information about this server request to a data-collection center run by the analytics pack 3. The data-collection center will store data about this server request and all other server requests. 4. The analytics package will aggregate and organize this data in a variety of ways according to the marketer's requests.
List the two types of calculated metrics.
1. Average page depth 2. Site bounce rate
List the two manual metrics.
1. Conversion rate 2. Revenue per session (RPS)
What are types of raw information that is used for website analytics?
1. Identities for requesters (not name and address, but IP) 2. Timing of requests (timestamps/how long) 3. Navigation Source (paid ad, direct) 4. Technical Information (browser used) 5. Geography (not address, but ZIP code)
List 3 Attribution Methods
1. Last-click attribution 2. Linear Attribution 3. Time-decay attribution
List 4 Media Site KPIs
1. Sessions (repeat sessions are useful) 2. Average Page Depth (engagement) 3. Average Session Duration 4. Conversions (email sign up, membership)
Define session.
A session is created when a user enters the website -a session can be more than one page
Calculate Metric: Average page depth
Calculated as page-views divided by sessions -this is a measure of user engagement with a website
Define revenue per session (RPS).
Calculated as revenue/sessions -Important: it determines how much a company can spend on advertising to attract users to its site profitably
How can the revenue per session metric be used?
Helps us determine the value of any marketing efforts to bring in additional traffic -cost per click
What should a media website do to increase their Average Page Depth?
Increase page views, once users are on the site provide other internal links or curated content that relates to what the user was looking at to click on
Conversion rate (lead)
Leads/users x 100
Executives want their conversion rate increased by 5 percent in 2 months. What data would you need to review to determine where to invest your marketing dollars?
Review the information broken down by channel (organic, paid, direct, etc.) to see which ones are doing better, what leads lead to contracts, and leads who didn't lead to contracts- send them a special email
Average Sessions per User
Sessions/users
Define time spent on the page as a metric.
The amount of time a user spent on a page before navigating to another page
Describe Channel Analysis
Visits to sites might be generated from these sources: -Organic search -Paid search ads -Display ads -Emails -Social media posts -Social media advertising -External links -Affiliate links
Should the designers have the final say on website changes?
Whatever feature or design of the website that most effectively leads website users to the desired behavior (purchases, page views, leads generated) is the design that should be used *Behaviors can be track with website analytics*
Define Closed Deal Value
how much a closed deal is worth to the company
Define close rate
leads that convert to revenue
Calculated Metric: Site bounce rate
the percentage of all sessions that consist of only one page view