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Web Site Performance

Web Site Performance. An analytical approach for benchmarking and tuning. Objective. Determine whether your web site meets its goals Is the Web site usable? Are parts of the Web site invisible? Understand normal use patterns Mode of constant improvement Action / Goal oriented change.

MartaAdara
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Web Site Performance

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  1. Web Site Performance An analytical approach for benchmarking and tuning

  2. Objective • Determine whether your web site meets its goals • Is the Web site usable? • Are parts of the Web site invisible? • Understand normal use patterns • Mode of constant improvement • Action / Goal oriented change

  3. Enterprise approach to analytics • Multiplicity of Resources to track • Web Servers • OPACS • E-Resources • Databases • Repositories • Important to track the flow of use among all the library’s Web-based resources • Beyond the library: study flow to and from higher-level Web sites and portals (University -> Courseware -> Library)

  4. Web server logs • Web servers are routinely configured to record detailed information about each request. Common elements include: • File requested • Date / time stamp • Status code • Request directive (get, post, head) • Referrer (where the user came from) • User agent (browser and platform data)

  5. Example Web log • Raw data for analysis process 2006-06-20 05:01:43 129.59.150.105 GET /index.pl - 80 - c-69-250-131-199.hsd1.md.comcast.net Mozilla/4.0+(compatible;+MSIE+6.0;+Windows+NT+5.1;+SV1;+.NET+CLR+1.1.4322)http://www.google.com/search?hl=en&lr=&safe=off&q=september+11+television+archive 200 0 0 11752

  6. Exploiting referral data • The query string component of the referrer can be parsed to reveal search terms and other interesting information • http://www.google.com/search?hl=en&lr=&safe=off&q=september+11+television+archive • User typed “september 11 television archive” in Google to find our site • Important to study how users get to your site • [example: TV News Public Web queries vs OpenWeb)

  7. Analysis methodology • Go beyond simply counting pages • Identify Sessions • Categorize users • Determine use patterns • Measure interest • Time spent on Web site • Bounce rate • Page overlay analysis

  8. Move from measurement to impact • Establish site goals • Benchmark current use • Implement goal oriented improvements • Measure impact • Repeat as needed • (Example: enhancement of TV News OpenWeb)

  9. Appropriate data filtering • Requests from indexing bots (crawlers) can skew statistics • Count user requests and bot requests separately • Performance monitors • Link checkers • Monitoring crawler activity is an important component of SEO and Web site discoverability strategies.

  10. Resource Discovery • How do users get to your site? • Track performance of the Web site relative to major search engines • SEO – Search engine optimization • Few users begin with library Web sites

  11. Search engine optimization • Systematic harvesting of pages from Web site • XML Sitemap API • Tune pages to maximize exposure in search engines • Monitor with Google Webmaster tools • Monitor with Google Analytics • Action-oriented incremental changes

  12. Google SiteMaps • XML specification for systematically submitting URLs that represent a Web site • Makes indexing more efficient but does not affect PageRank • SiteMap interface provides utilities for monitoring how the site has been indexed with some analytical information on terms used to find your Web site.

  13. Webmasters Tools • Submit Sitemaps • Monitor harvesting of sitemaps • Robots.txt • Keyword performance

  14. Google Sitemap • Details

  15. Google Sitemap • Sitemap Details

  16. Google Sitemap • Top search queries

  17. Sitemap Protocol • Sitemap.xml

  18. Sitemap Protocol

  19. Measuring Web Site Use • Log-based tools • Analog (basic / free) • Web Trends • NetTracker • Urchin • External perspective • Google Analytics

  20. Google Analytics • Free tool available for measuring Web site use • Based on data sent from Web server to Google • No personally identifiable data transmitted • Javascript snippet added to each page

  21. Google Analytics • Visits • Pageviews • Trends over time • Content • Traffic sources

  22. Goal-oriented analytics • Define Goals • Measure site performance through completed goals • Funnels

  23. Google Analytics • Selection Menu

  24. Google Analytics • Dashboard

  25. Google Analytics • Visitors

  26. Google Analytics • Two Factors

  27. Google Analytics • Visitors by Country

  28. Google Analytics • Keywords

  29. Google Analytics • Referring Sites

  30. Google Analytics • Content by Title

  31. Google Analytics • Goals

  32. Google Analytics • Goal Conversion

  33. Google Analytics • Ecommerce

  34. Questions and Discussion

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