Posts Tagged ‘segmentation’

Top Reports for Home Page Analysis

1 Comment » Written on January 19th, 2010 by
Categories: Web Analytics, Web Analytics Reporting
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One way to make web analytics actionable is to break the site into different sections (such as home pages, category pages, etc.) and generate reports specific to those pages/sections. In this post, we’re going to identify some of the most common reports for analyzing home pages.

First, lets start by defining home pages and their goals. The home page is typically the main gateway page for your site. It’s the first impression that your visitors will have of your site. Its role is to showcase your offerings, your value proposition and provide quick access to the most popular or important sections of your site. For this reason, web analytics should help you answer some of the following questions:

  • How effective is the home page at directing visitors to product pages?
  • Which part of the home page is the most effective?
  • Is the home page effective at enticing visitors to learn more?

Based on these, below are some popular web analytics reports for home page analysis along with the explanation:

  • Bounce Rate
  • Micro Step Conversion Rate
  • Conversion Rate
  • Acquisition Sources
  • Home Page Real Estate

Bounce Rate

The bounce rate is defined as the number of bounces (single page visits) divided by entries. It shows you what percentage of the traffic landing on the page bounces and does not view any other page on the site. It is a reflection of the home page’s ability to retain visitors. Clearly the goal is to make changes to the home page and lower the bounce rate. It’s probably one of the best reports to look for when analyzing home pages. This report is widely available in most web analytics tools such as Google Analytics, Yahoo! Web Analytics and Unica NetInsight.

Micro Step Conversion Rate

Although the ultimate goal of your site is to drive conversions, we recommend micro step conversions as a better way to assess home pages. The goal of your home page is to drive people to your product description pages. It’s at that level that you do the selling. For this reason, when assessing the success of your home page, it should be around its ability to get visitors to those ensuing pages. You can get this in a number of way. Inside tools such as Yahoo! Web Analytics and SiteCatalyst, you can tag your product description pages as events and look at the success of your home page around this event. In Google Analytics, you can create a goal for your product pages, as long as the pages have a consistent nomenclature. If not, you can create an advanced segment for your product pages and look at the home page traffic for the segment. Such metrics can pretty easily be created inside Unica NetInsight and Webtrends.

Conversion Rate

Yes, this should not be your primary report for home page analysis, but you can still use this report as a tie-breaker. For example, if two versions of home have similar bounce and micro step conversion rates, then you can use the overall conversion rate to see if one version does in fact do a better job. Unfortunately, we often see that many people use conversion rate as the primary report for assessing home page effectiveness.

Acquisition Sources

Want to lower your bounce rate? One place to start is by looking at the acquisition sources. You can start with the sources of traffic to your home page and look at their respective bounce rates. Start with referring sources with high bounce rates. Often, you’ll find a messaging gap between the referring sites and your home page. The referring site may be saying something while your home page could be promoting something else. While you cannot optimize your home page for all referring sites, you can start with those with high traffic and high bounce rates and provide messaging on your home page that helps retain this incoming traffic. You’ll typically find that a handful of sites may account for a high percentage of your bouncing traffic.

Home Page Real Estate

To understand the real estate effectiveness, you’ll have to look at the click activity on the page. Rather than looking at all page links, we recommend classifying the link into sections or categories (such as as header, footer, navigation, left box, right box, etc.), and analyzing the activity by such sections. This is different than the default site overlay that you typically get from web analytics tools and requires some additional configuration to get proper reporting. For example, if you’re using Google Analytics we recommend using Event Tracking to track the activity on various sections and links within sections. You can then see how effectively each section and each link gets visitors to product pages and to final conversion.

Home Page Real Estate

You can also investigate some of the in-page analytics tools such as CrazyEgg and ClickTale, which do a more thorough job of providing such reports than web analytics tools.

Of course, depending on your business, your reporting needs may vary, but we believe this list should provide a good starting page for optimizing one of your most important pages.

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Great Use of Motion Charts

4 comments Written on April 4th, 2009 by
Categories: Web Analytics, Web Analytics Reporting
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Every now and then, we get questions from customers about ways to use Motion Charts inside Google Analytics. For the most part, you want to take advantage of the time dimension inside Motion Charts to trend multiple items over multiple dimensions (such as visits and conversion rates). So for example, you can use Motion Charts to see how your keywords are evolving over time.

One of the best presentations that we’ve seen using this technology doesn’t even involve web analytics. Instead, it’s a presentation by Hans Rosling, the statistics guru about trends in developing countries.

This is not a new presentation, but the concepts presented and lessons about the use of data are still very relevant even in our industry.

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Google Analytics Quick Win Segments for Lead Generation Sites

2 comments Written on November 1st, 2008 by
Categories: online marketing, Web Analytics, Web Analytics Reporting
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Google recently announced a major upgrade to Google Analytics. The new version now includes features and functionalities once available to high-end solutions. Among these new features is the Advanced Segments functionality which lets users create complex segments using a drag-and-drop interface. In order to help users get started, Google has already included a number of pre-defined segments such as “New Visitors”, “Returning Visitors”, “Search Traffic”, “Direct Traffic”, etc.

The pre-defined segments should greatly increase user adoption of this functionality. At the same time, users will be able to further extend the value they get from the tool. We’re going to outline some additional segments that can further add value. For this post, we’re going to concentrate on lead generation site types, whose goal is to generate leads for the sales team that are eventually closed off-line.

Note: These segments are also applicable in other web analytics solutions, even though the examples are provided for Google Analytics.

Some quick win segments that you can get started with are:

  1. Form Page Visits
  2. Form Abandonment Visits
  3. Engaged Visits
  4. Highest Value Conversions

Form Page Visits: One of the pre-defined segments in Google Analytics is “Visits with Conversion”. As long as you’ve defined your site goals in Google Analytics, this segment will filter out visits where a goal event has occurred. The segment will let you identify your most effective acquisition sources for example. However, you can take Google Analytics to the next level and define a segment based on visits where your site visitors hit the form pages (just before the conversion). Why? People who make it to the form pages are also considered as qualified visitors, even though they don’t fill out the forms. This segment will also let you identify your best acquisition sources, whether a conversion occurs or not. This segment can be created by selecting the dimension “Page” from the “Content” list and typing in the name of your form pages. If you have multiple form pages, you can add them by adding an “or” statement.

Form Visits segment

Form Abandonment Visits: This segment will filter out visitors that make it to the form pages but do not complete the process. This segment is valuable because it lets you identify where you’re leaving money on the table. This segment will consist of two filters. The first one is similar to that used for the “Form Page Visits” segment. The second filter is using the metric “Total Goal Completions” and setting the value to equal zero. The relationship between the two filters should be an “and” statement.

Form abandonment segment

Engaged Visits: Regardless of whether your visitors convert or hit the form pages or not, you’re still interested in how they consume your content. The “Engaged Visits” segment lets you filter out the site visitor that are engaged in your content. An easy way to do this is to start by your average number of pages views per visit and time on site. You can then build a segment with two filters. The first filter is by selecting the “Pageviews” metric and making sure that it is set to a value greater than your average. The second filter (“and” statement) uses the “Time on Site” metric, as shown in the figure below. You can take also this segment to the next level by adding recency into the equation. Eric Peterson has recently posted about this very topic, and we recommend his approach for media sites. For lead generation sites a simplified engagement approach should suffice.

Engaged Visits Segment

Highest Value Conversions: Not all web leads are created equal. For companies that offer only one product or service, this may not be an issue. But for many lead generation sites and companies that offer multiple products, this will be of importance. For example, you may have a free and a paid version of your product. In that case, you would be more interested in visits that result in a lead for your higher-end products.

In some cases, this may be an easy segment to build if your conversion pages for your various products are different. Often times, you’re using the same form page to capture leads for all your products. In such cases, we recommend that you allow visitors to choose which products they’re interested in form within the forms and capture the user selection in Google’s User Defined variable. By doing so, you can then build a segment based on the “User Defined Value” dimension under the “Visitors” group. The new segment will then allow you to determine where to target in order to capture leads for your highest value products.

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Posted in online marketing, Web Analytics, Web Analytics Reporting