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IT proj

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by

Boon Hui Lu

on 10 October 2012

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Transcript of IT proj

Customize Reporting Goal Conversion Visitor Overview Web Analytics 2012 2005 2011 Conversion rate (%) = Outcomes / Unique Visitors during a particular time period

Outcome is the target action that the site wants to analyse about Conversion Rate 3 Segmentation strategies
By source, behaviour and outcome

Source: Referring URLs, Keywords in search engine

Behaviour: Geographical location, Visitor type

Outcome: Size of order, Products they purchase, offline vs online orders

To find insightful information from the conversion rate and provide a meaningful analysis for your company Segmented Conversion Rate 2010 2009 2008 2007 2006 Average order size per person = revenue / number of transactions

With products of different prices, this metric helps to evaluate if customers tend to order more or less expensive products

Serves as a tool to determine how much a company can afford to spend on marketing Average order Size 2004 2003 2002 2001 2000 1999 1998 1997 1996 1995 1994 1993 1992 1991 1990 Average order size
Calculate percentage of visitors abandoning the shopping process at each step in your checkout (add to cart -> start checkout -> create account (or login) -> provide credit card -> review order -> submit order)

Identify the checkout problem faced by online buyers in order to make necessary adjustment Site Abandonment Rate Site Abandonment Rate Average Days to Purchase: Average number of days from first website interaction to Purchase

Average Visits to Purchase: Average number of sessions from first website interaction to Purchase

True understanding of “how long” it takes for people to buy from your website

Check for different behaviour across different segments of your website customers Days and visits to purchase Days and Visits to purchase Percentage of total number of repeat visits by the same individual to site during a specific period of time

healthy rate of repeat visitors is about 15%

Too high: might not offer enough valuable information to capitalize on the link or campaign that attracted a new visitor in the first place

Too low: not growing your audience enough to generate new business Repeat Visitor A percentage of all the Unique cookie_id’s during a given time period (daily,weekly and monthly)

“non-additive” metric

Well represented- no overlapping of users added together over time or over page views UNIQUE Visitor Daily Unique Visitors How should you manage your business ? 1990s- Setting up a fashion store Visitor Paths Came from Other Web Analytics tools available in the market Recent Pageload Activity
Recent Visitor Activity
Country/State/City Stats
Recent Visitor Google Map
ISP Stats
Browser Stats
O.S. Stats
Resolution Stats
JavaScript Stats
Email Reports
Multiple Site Management
User Access Management
Public Stats
Blocking Cookie
HTTPS Tracking [Upgraded Members Only]
Custom Branding Logo [Upgraded Members Only] Log-Size
Invisible Counter Option
Configurable Counter





Drill Down
Popular Pages
Entry Pages
Exit Pages
Keyword Analysis
Recent Keyword Activity
Search Engine Wars
Returning Visits Customer Usage Located in Chinatown Street 1 #02-806 Setting up a fashion store Configurable Summary Stats Magnify User Came From Visitor Paths Visit Length 5+7= (cc) image by anemoneprojectors on Flickr Comparison 5+7= (cc) image by anemoneprojectors on Flickr

Distributing fliers?

Random mention to the chicken rice stall auntie?

Promoting your brand to a few modeling companies?

Sign up in the yellow pages or Classified?

How many people visit your store daily?

How many new faces do you see?

How long do they stay in your store?

Which section of the store do they stay the longest in? How to measure potential sales? How should you market and promote? Setting up a online fashion store The study of the impact of a website on its users.
It measures such concrete details to help their business :

How many of those visitors were unique visitors.
How they came to the site
What keywords they searched with on the site's search engine
How long they stayed on a given page Web analytics Web analytics With these information, you are able to
Analyse trends and data
Understand customer needs
Utilise the correct marketing strategies Makes your online store interaction almost as real as a retail store! 2012- Setting up a online fashion store www.myfashionstore.com How to promote your business?

Distributing fliers?

Random mention to the chicken stall auntie?

Promoting your brand to a few modeling companies?

Sign up in the yellow pages or Classified? How to promote your business?

Distributing fliers?

Random mention to the chicken stall auntie?

Promoting your brand to a few modeling companies?

Sign up in the yellow pages or Classified? Links & search engines Links & Search Engines Web analytics
Which are the highest rated link to your online store?

SEO search engine optimization to focus on keywords ( eg. best fashion store , cheapest fashion store)

So that you can focus more on creating better links and keywords to draw visitors in to your website! How to measure potential sales?

How many people visit your store daily?

How many new faces do you see?

How long do they stay in your store?

Which section of the store do they stay the longest in? How to measure potential sales?

How many people visit your store daily?

How many new faces do you see?

How long do they stay in your store?

Which section of the store do they stay the longest in? Unique Visitors Web analytics Unique Visitors A Unique Visitor is a separate/individual/distinct visitor.

Each Unique Visitor to your site will be EITHER a first time OR a returning visitor.

Tracked according to your unique IP address Unique Visitors Each "hit'' is a page load
Imagine you have ten page loads Unique Visitors Unique Visitors are calculated by the using “cookie”.
A “cookie” is a small text file. Unique Visitors Have a good estimation of your real customer base.
Look at which are the pages the visitors visit the most.
Enhance your pages from there.
Change potential sales to revenue! How does web analytic work? Virtual platform- One way interaction


No interaction with physical potential customers


Hard to measure the effectiveness of your online store


Hard to devise strategies to improve on online store to generate revenue. Limitations of online store 5+7= (cc) image by anemoneprojectors on Flickr Bounce Rate Bounce Rate Top Pages Sums up the number of times people come to a specific web page on your site Tracks which of your pages are popular/less popular represents the average % of visitors who leave the site without navigating through the pages Visit Length Refers to how long people stay when they come visiting your website Visitor Path Internal Search Applying Google Analytics
onto an Ecommerce Site -Helps track internal search engines
Number of people using search engine
Key words typed
Outcome of searches Site Search -Helps identify best selling products
-Understand Customers' on-site Behaviour
-Track conversion rate Conversion Suite Google Analytics Real Time
Can be linked up with Google AdWords
- Measures volume of sales each advertisement contributes
- Help allocate advertising budget better Advertising analytics Content Experiment Clickstream Analysis a feature in the website that allows users to search for specific content on your site important: tells if the information presented is actually valuable/relevant shows you recent visitors to your site
navigation paths they took through your site Google Analytics Certified Partner Paid Service engaging help of an analysis expert
Web Measurement Planning
Custom Implementations
Tech Support
Website and Landing Page Testing
Custom Dashboard Development
Live or Online Product Training vs Social measurement
Mobile Measurement
Website measurement
Webtrends for Sharepoint 2010
SAP
Heatmaps 2012- Setting up a online fashion store Experiment Report srsly Fun Fact:
Conversion rate optimization can provide up to 1/3 increase in profitS eCommerce Site:
Total number of orders submitted,
Total number of newsletter sign-ups Non-eCommerce Site: Number of people who visit a knowledge based article Number of people who register on site Repeat Visitor Repeat Visitor Repeat Visitor StatCounter cookie is placed in their browser (if allowed). As the visitor browses your site again, the cookie tells us that this is NOT a new/distinct visitor visiting your site.

Instead, it’s the same visitor looking at several different pages. When a visitor first looks at a page on your site, #ilikafatdancingmen Goal Conversion vs
Web analytics is beneficial to business
There are many analytics tools
Selection is based on the type of users Thank you:) Conclusion Traffic Sources
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