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Monitoring a web site’s health

Web analytics is essential for monitoring a website's health and understanding visitor behavior. It encompasses the measurement of various aspects of a website that contribute to business objectives, optimizing landing pages, and tracking user interactions. Key terms like "hit," "page view," and "session" are crucial for data interpretation. Tools such as Google Analytics provide powerful insights into customer behavior, helping businesses improve their offerings and enhance user experience. Identifying vendor advantages in web analytics further informs competitive strategies in today's digital landscape.

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Monitoring a web site’s health

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  1. Monitoring a web site’s health

  2. Web Analytics - Definition • Measurement of the behavior of visitors to a website • Which aspects of the website work towards the business objectives • Which landing pages encourage people to make a purchase • Web Analytic information gathered from: • http://en.wikipedia.org/wiki/Web_analytics#Web_server_logfile_analysis

  3. Web Analytics - Technologies • Web server logfile analysis • Recording transactions in a logfile • Page tagging • Passing page request and user information (JavaScript)

  4. Web Analytics – Terms • Hit • A request for a file from the web server. • Available only in log analysis. • Page View • A request for a file whose type is defined as a page in log analysis. • An occurrence of the script being run in page tagging. • In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images, .js and .css files) are also requested from the web server.

  5. Web Analytics – Terms • Visit / Session • A series of requests from the same uniquely identified client with a set timeout. • A visit is expected to contain multiple hits (in log analysis) and page views. • Visitor / Unique Visitor • The uniquely identified client generating requests on the web server (log analysis) or viewing pages (page tagging). • A visitor can make multiple visits. • Repeat Visitor • A visitor that has made at least one previous visit. • New Visitor • A visitor that has not made any previous visits.

  6. Dashboards • Software for gathering data from business applications • Help managers visualize the collected information. • Example, designed to give a manager up-to-the-minute customer sales data • Create a visual "dashboard" for tracking specific metrics • Size of transactions

  7. Assignment • Find one vendor of web analytic service • Identify the Primary Service Offering

  8. Web Site Health • What’s broken? • Links • Graphics • Content • What’s Important? • Prioritize • Key to business • Customer satisfaction

  9. Web Site Health • Prioritize • Shopping cart abandonment • Repeat visits • Bells and whistles • Shopping experience • Revenue • Cause and effect on the business

  10. Web Site Health • Sporadic problems • Caching problems • Supplier problems

  11. Problems Consumers Face

  12. Metrics customers value most

  13. Google – free analytics • Tour • www.google.com/analytics/sign_up.html • Funnel vision • Visitor segmentation • Geotargeting • Concerns • Security • Privacy • Other vendors?

  14. Class Work • Each student identify the vendor of web analytics and its competitive advantage • Discuss the assigned case study from Google’s site • Answer: will Google's free service put the vendor out of business. Why or why not?

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