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Are you a web analytics company?

Do you want to know how many websites are using your software?
Do you want to know how many websites are using your customers software?
How do you competitors rank with you in the top 10, top 100, top 500, top 1000 for any country in the world?

Do you offer products and services around web analytics?

Do you have integrations with web analytics platforms?
Do you want to only approach companies who use a particular analytics platform?
Do you want to sell your services to companies who use the platform that integrates with you?

If you answer yes to these, you might be interested in our analytics platform that analyses analytics companies usage.

We will soon be releasing a tool that allows you to find out what analytics provider a website is using (any website in the top 100,000). Stay tuned for more details.

The top analytics providers websites for top 10 websites in Australia

Interested? Contact us at info@dzineclub.com for more details

I was doing a talk in Swinburne University a few days ago where I discussed the best strategy for Web Analytics. Now there are multiple ways around this but the best results that we see are when we follow this pattern

Define your target online segment

You don’t want to track everyone who lands on your website. Define that online segment who have the highest chance of conversion.

For us, Melbourne and Sydney visitors are our target market.

Define your conversion and goals metrics

What is conversion for you, be clear with that. Then build some goals around the conversions. It might be selling a product, subscribing to a newsletter, downloading a whitepaper. Then build some goals around your conversion metrics.

• For whitepaper downloads it might be number of pages viewed per visit
• for Newsletter subscriptions it might be number of information pages viewed per visit
• For Product sales it might be how many product pages viewed per session

Define your conversion steps

Build all of your conversion pages following best practices and define the steps clearly. Such as for an online store
Categories/Search Page > Product Page > Cart/Checkout Page > Payment Page > Confirmation Page

Put Call to Action buttons/ links

Put call to action buttons/links on all the pages. Make sure that every customer knows how to buy a product from you, or to subscribe to your newsletter or to download that whitepaper whatever conversion is for you.

Create Conversion Funnels in Google Analytics

Build Conversion funnels in Google Analytics based on your conversion and track them periodically

Create Goals in Google Analytics

Build goals in Google Analytics and track them periodically

Create Segmented Report in Google Analytics

Create the segment of your target market in Google Analytics and use that to track your metrics.

Make changes based on analytics Data

Review the site monthly and make changes on

• Conversion Steps
• Call to action and placement
• Testing and Targeting messages
• Other online elements

In-Page analytics in Google Analytics

Google Analytics have just released the beta version of In-Page analytics. This tool helps your visualise user engagement on your website visually. This report is similar to the overlay report but adds multiple layers of depth and customisation to your reports.

The report shows the percentage of clicks against any link and when you hover on top of it, it will show the clicks, goal value and a breakdown of all of your goals.

In-Page analytics supports image maps, advanced segments, and also outgoing links.

Figure below shows In-Page analytics in one of our partner sites www.fbfolio.com

Accessing In-page analytics from Google Analytics

To access In-page analytics from your Google Analytics account, please click on Content > In Page Analytics

Using In-Page Analytics

There are some cool things you can do using In-Page analytics. Here are a few of them

Visitor pathing analytics – Go through the whole website

Click through your whole website while in In-Page analytics mode and try and determine what paths users take.  Pick your front page (or your most popular landing page) and If you look at the top percentages on each page and follow that path, you are following the most popular path that visitors take on your website.

Have a look at how clicks affect on pages depending on where a visitor is.

Advanced Segments Breakdown

Click on the top right and bring down the advanced segments and see how your segments interact with your website. Do new visitors tend to click on about us more than returning visitors for example. You can also view any advanced segments that you have created on your Google Analytics account.

Toggle Full Screen mode

Toggle the full screen mode to view the whole of your website without the sidebar

Use Filters for advanced analysis

You can click on + Add Filter to filter a subset of your visitors for better analysis.

Filters you can use are:

– What type of a visitor it is
– What Geographic location that visitor has come from
– What campaign did that visitor originate from
– What is the source of the visitor

and other filters such as browser, screen resolution, operating system etc

What actionable information does In-Page analytics provide?

In your website, In-Page analytics answers questions such as

• Are your call to action giving you results
• Which links are your visitors clicking
• What path are your visitors taking in the site
• On any page, are your visitors doing what you want them to do

Zuccala Homes

We are currently in process of building the website for Zuccala Homes, a home builder based out of Melbourne.  The site is up live and now we are tweaking the website for Usability based on user experience and what visitors have done on the website so far. Here is the screenshot of the front page.

Zuccala Homes House and Land Packages

We just went live with the House and Land Packages section that displays all the current house and land packages available by suburb. While you can use the search functionality on the left hand side of the page, you can click on individual suburbs to view the current suburbs.

Zuccala Homes User Experience and Usability

So far we have tweaked the tabs, the search functionality, Enquiries to make sure that the user experience is better and works properly. When we started the website, there was also an issue with speed, that has now been fixed so that it loads quickly.

Here are the new tabs that we are using.

Zuccala Homes Web Analytics

Web Analytics has been a core component of the whole website. It is very data driven and we are making changes to make sure that houses are easier to find, navigate, get information and enquire.

Keyword Conversion Tracking – What is it?

The most important stat for a website is conversion. A conversion might be a purchase for an online store, a filled enquiry form for a services company, a whitepaper download, etc etc. Keyword Conversion tracking helps you understand the most important thing that contributed to that conversion. The keyword that the visitor put into the Search Engine, landed on your website or microsite and triggered a conversion event. These are the visitors that are doing conversion on your website. Lets look at how you can track this.

Keyword Conversion Funnel – Customer Conversion LifeCycle

Lets have a look at a customer conversion lifecycle. 

What you have at the Traffic stage where most of the data gets analyzed is a lot of noise. At this stage, you have visitors coming from multiple sources, referrals using multiple keywords. When Visitors land on your page, some bounce back. Some move into research stage where they are consuming the information.

Once satisfied, some visitors will move into a consideration stage, and with the right information in front of them eventually move into a conversion stage. This is where you want to track what your users searched for to eventuate the conversion.

Using Keyword Conversion Tracking with Web Analytics

You need a fairly robust analytics solution to track Keyword Conversion. You need at least Google Analytics or Piwik Web Analytics at the free end. At the paid end, you get more robustness, flexibility, analysis and offline data analysis through platforms such as Adobe SiteCatalyst powered by Omniture, CoreMetrics or WebTrends.  Please view our post on the list of Web Analytics Platforms for more information on these providers.

Google Analytics Keyword Conversion Tracking

• Set up Goals in Google Analytics (against your conversions)
• Click on Traffic Sources > Keywords
• Click on the Goal Tab that refers to your conversion
• View the report (Note: click on the heading of your conversion name to sort it)

Piwik Web Analytics Keyword Conversion Tracking

• Set up Goals in Piwik Web Analytics
• Click on the Goals Tab and pick your specific Goal
• Select  a suitable date range
• Click on keywords > Conversion Rate to see the most popular converting Keywords

Keyword Conversion Tracking Outcomes

So now you have the data! But what do you do with the data?

• Focus on converting Keywords
• Focus on optmising our landing pages to those Keywords
• Review Visitor Traffic Path
• Optmise Visitor Traffic Path.

Source Conversion Tracking & Referral Conversion Tracking

Similarly, you need to start tracking your source and your Referrals for best way for conversion.

DzineClub Web Analytics Implementation and Consulting services can help you gain these insights from your otherwise flat ordinary reporting and help you really evaluate your business. Using these information you will know where to invest in moving forward. 

For more information please email us at info@dzineclub.com

One of the newer plug-in in Piwik Web Analytics is Goals. This plug-in allows you to track Goals on your website, put monetary value against them and analyse which areas and sources of traffic are contributing to your goals.

It is not as advanced as Goals in Google Analytics and not as comprehensive. It doesn’t have a conversion funnel and multiple stages but still does a really good job of giving you an overview about how and why a conversion is happening on your website.

Types of Goals and Setting them

Visitor Goals

Visitor Goals can be set up and assigned a dollar value when

• a visitor visits a page on the website
• a visitor downloads a file
• a visitor clicks on a link to an external website

Manual Goals

Manual Goals can also be set up and called as required

• Visitor makes a purchase (The price value can be passed to the Goal)
• Visitor clicks on a link
• Visitor Fills a form (or a form element)

Once all of these are set up, comes the interesting part.

Reporting – The Interesting Part

Once you set up your goals, this is where it gets interesting. The data you can get out of Goals in piwik quickly is amazing. Here is the info you can get

Please note that all the reports below are reflective of only one goal – enquiries

How many Goals you are hitting every day

A graph of daily Goals on your dashboard, which gives you a quick overview of how many goals you are hitting daily and the trend

What is your conversion Rate on Goals

Based on the conversion graph you can see how many conversion you have had, and what is our conversion rate. If you have setup multiple goals you can see the overall conversion rate for all the goals

What Keywords and giving you the highest Conversions

This report is very good and quickly gives you a good overview of what keywords are producing conversions for you.

What Search Engines are Giving you the highest Conversions

A report on what Search Engines are Giving you the highest Conversions

What Websites / Affiliates are Giving you the Highest Conversions

Some Affiliates might be sending you a lot of traffic but not necessarily turning that into conversion. This report will help you identify the hit rate for goals against your affiliate websites

What Marketing Campaigns are giving you the highest conversions

This includes your email campaigns, direct mail campaigns, Advertisements, Offline campaigns that you have tracked as well as your SEM Campaigns

What is your breakdown of conversion across Search Engines / Direct Entry and Referrers

Which of your referrers gives you the highest conversion. I

Conversion Goals  Breakdown by Country and Continent

What countries and contributing to your Conversion Goals

Conversion Goals Breakdown by Time of the day

What time of the day are your visitors most likely to convert

Would you like to get these reports for your website? Get in touch with us at info@dzineclub.com

Small Businesses

Small businesses will struggle to target a broad range of keywords because that requires a good online infrastructure, online time and money investment and a good SEO investment. The best way is to target very niche sniper keywords (upto 5) which are location focused or very niche product focused. You should however make sure that you are updating your sites with 10-15 extra shotgun keywords which will be brand focused so that as you grow you can expand on these.

Medium Businesses

The more infrastructure you have, the more time and money you can spend, the better your results will be. Medium Businesses can target upto 20 sniper keywords based around their niche products and services and constantly target upto 50 shotgun keywords. Obviously you will have at least 3-5 that pin points customers to you.

Tracking Keyword Performance

Make sure that if you are spending money on your keywords, you are tracking each individual keyword in these 3 settings

• How are you ranked against those keywords
• How many impressions are you getting organically and how many searchers click on your link to get to your website
• How many conversions you are making against those keywords every month

These stats will help you cover the gaps on the traffic flow.

The Live Plugin for Piwik – Open Source Web Analytics gives the following information for your visitors if you enable the live plugin.

Date:
Date when the visited

Time:
Time of Visit

IP Address:
IP address of visitor

Location:
What Country the visitor came from

Internet Provider:
Who was the internet provider

Pages per visit:
How many pages they visited

New/Returning Visitor:
New Visitor or Returning Visitor

Visit duration:
How long they stayed on site

Referrer URL:
What traffic source they originated form

Keywords:
If they used a Search Engine what keywords they used

Operating System:
What Operating System they used

Browser:
What browser they were using

Plugin:
What plugins they had installed

• java
• flash
• quicktime
• realplayer
• windowsmedia
• silverlight
• gears
• pdf
• director

Traffic flow:
What actions they took on the site? what pages they started with and what pages did they flow into

One of the features that we love after using Piwik web analytics for DzineClub Website is the live plugin/feature. This allows us to see in live and real time where our visitors are coming from with what attributes, how long they are spending on the site and what actions they took on the website.

Using Piwik Web Analytics, we can see for example our latest visitor was from France and came through Google Search Enging searching on Social Media Marketing. He/She spent 3.5 minutes going through roughly 6 pages on the site.

This also gives us a better information on our Paid Search Engine Marketing so that we can see on an individual level, how our various Search Engine Marketing campaigns are working out for us and improve them as required. The Live plugin for Piwik – open source web analytics allows us to look at that information at that granular level.

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Interested in Analytics solutions for your websites??

DzineClub can help you strategize and implement analytics solutions (Google Analytics, Piwik Web Analytics) on your websites based on your requirements. Please send us an email at info@dzineclub.com for more information.