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How To Better Understand Your Audience Through Data
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Analyticsand You
How To Better Understand Your Audience Through Data
About Russell Heimlich
★ Sole developer at the Pew Research Center
★ Creator of dummyimage.com
★ Frontend and Backend Developer
★ @kingkool68
I Like Burgers
So you’ve built a great site...Now what?
You Probably Have A Few Questions...
★ Who is visiting my site?
★ Where are my visitors coming from?
★ What are my top pages?
★ Are visitors finding what they’re looking for?
★ Is my website achieving it’s goal?
Analytics Can Help!
What do you mean Analytics?
“...the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.”
– http://en.wikipedia.org/wiki/Web_analytics
In other words...
Gathering data to inform our decisions.
Which sounds better?
★ I think we should change the navigation.
It’s not working.
★ Based on the data, visitors aren’t clicking on
items in the navigation.
So where do I start?
Picking An Analytics Package
★ Omniture
★ Mint
★ Piwik
★ Woopra
★ Google Analytics
★ List of Web Analytics Software
When in doubt...
The Plan
★ Signup
★ Get JavaScript Tracking Code
★ Add Tracking Code To Your Website
★ Collect Data
★ Analyze
★ Make Decisions
Even if you don’t think you need analytics
★ Add it anyways!
★ You can always ignore it...
Google Analytics Terminology
See the Google Analytics Glossary
Visits
“A period of interaction between a visitor's browser and a particular website, ending when the browser is closed or shut down, or when the user has been inactive on that site for a specified period of time. (30 minutes)”
Unique visitors make visits, visits make pageviews.
Unique Visitors
“Unique Visitors represents the number of unduplicated (counted only once) visitors to your website over the course of a specified time period. A Unique Visitor is determined using cookies.”
Unique Visitor = A Person (sort of)
Pageview
“A pageview is an instance of a page being loaded by a browser.”
Every time the tracking code is loaded, that counts as a pageview.
Pages/Visit
Average number of pages visited during a visit.
Bounce Rate
“Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.”
Visitor lands on a page, then leaves your site.
Landing Page
“The first page that a user views during a session. This is also known as the 'entrance page.”
Where the visitor enters your site.
Exit Page
Where the visitor left your website and went somewhere else on the Internet.
Top 5 Metrics
★ Unique Visitors
★ Pages per Visit
★ Visits (How often visitors come back)
★ Bounce Rate
★ Average Time on Site
Analytics In PracticePractice Makes Perfect
Meet My Blog
www.russellheimlich.com/blog/
★ Listing of posts
★ Single posts (these have ads)
★ Each post has related posts and tags
★ My first WordPress project :-)
★ One day it will be awesome...
All of the Important Metrics
The Top Content
Most People Stop Here!Keep Going, There’s More Data!
Details of a Popular Post
How Did They Get Here? And Leave?
Lots of Entrances
★ I wonder which sites are referring them?
What Keywords Are People Using?
Conclusions?
★ “Roach Gel” is a pretty good keyword
★ “Combat Gel” not so much!
★ Bing visitors seem more engaged than Google
★ Consider buying ads on Bing for “Roach Gel”!
Search is Valuable!“Duh!” – Google
Search Can Read Minds
★ Tells what your audience is looking for
★ Reveals what they thought was the best answer
Key Search Questions
★ Are the terms broad or specific?
★ Is a particular term showing up a lot?
★ Can I promote an area of my site more?
★ Am I using the right labels/description?
Read These A List Apart Articles
★ Internal Site Search Analysis: Simple, Effective,
Life Altering!
★ Testing Search for Relevancy and Precision
★ Beyond Goals: Site Search Analytics from the
Bottom Up
Nifty WordPress Plugins
Google Analytics for WordPress
★ By Joost de Valk
★ All-in-One Tool
★ Lots of Features
★ Easy to Use
★ Will Insert the Tracking Code for You
★ 2 Million+ Downloads
Google Analytics for WordPress
Google Analytics Dashboard
★ By Carson McDonald
★ View analytics data in WordPress dashboard
★ Shortcodes and Widgets for sharing stats
★ See Sparklines in Post Listings Admin Page
Google Analytics Dashboard
Google Analytics Dashboard
JetPack
★ By Automattic
★ Stats cloud powered by WordPress.com
★ Not Google!
★ No additional load on your server
★ An official plugin
JetPack
AddThis
★ By Aaron Jorbin
★ Analytics on Sharing
★ Which content is shared the most?
★ How is your content shared?
★ Learn what interests your audience
CrazyEgg
★ See Where People Click (even non-links)
★ Generates Heatmaps
★ Costs Money
★ Has a WordPress Plugin
CrazyEgg
ChartBeat
★ Real-time analytics
★ See what content is popular RIGHT NOW!
★ Twitter, Locations, Uptime, Page Load Speed
★ Hypnotic
★ Costs Money
★ Has a WordPress Plugin
ChartBeat
Wrapping UpThe Important Take Aways
Analytics...
★ Gives you data to inform decisions...
★ Are easy to implement...
★ Come in different flavors...
★ Not as complicated as you might think.
Thank You!
★ Slides are available!
http://www.slideshare.net/kingkool68
★ Twitter or Google +1 or Chat or Whatever...
Kingkool68
