Web Analytics For Dummies
For Dummies (Verlag)
978-0-470-09824-0 (ISBN)
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What to expect from Web analytics
Definitions of key Web analytics terms
Help in choosing the right analytics approach
How to collect key data and apply it to site design or marketing
Techniques for distinguishing human users from bots
Tips on using Google and other free analytics tools
Advice on choosing pay and subscription services
A detailed and accurate analysis is crucial the success of your Web site. Web Analytics For Dummies helps you get it right the first time—and every time.
Pedro Sostre is a respected Internet business and marketing guru and a columnist for Revenue magazine. Jennifer LeClaire is a veteran e-commerce journalist and the weekly analytics columnist for newsfactor.com.
Introduction 1
Part I: Getting Started with Web Analytics 7
Chapter 1: Understanding Web Analytics 9
Chapter 2: Steering Clear of Common Terminology Confusion 21
Chapter 3: Getting Your Hands Dirty with Web Data 33
Part II: Choosing the Right Web Analytics Solution 57
Chapter 4: Web Analytics Tools You Can Use 59
Chapter 5: Investing in Web Analytics Tools 75
Chapter 6: Discovering Niche Solutions 97
Part III: Searching for Statistical Treasure 119
Chapter 7: Taking Out the Trash 121
Chapter 8: Reviewing Site Referrers 135
Chapter 9: Getting to Know Your Visitors 153
Chapter 10: Identifying Your Most Important Pages 167
Chapter 11: Key Performance Indicators Insights 179
Part IV: Knowledge Is Power — Making Analytics Work for You 199
Chapter 12: Sifting through Search Data 201
Chapter 13: Increasing Web Site Visibility 221
Chapter 14: Revisiting Your Online Advertising Strategy 241
Chapter 15: Chronicling Your Web Analytics History 267
Chapter 16: Fine-Tuning Your Web Site 281
Part V: The Part of Tens 301
Chapter 17: Ten Web Analytics Myths, Mistakes, and Pitfalls 303
Chapter 18: Ten Reasons Why Web Analytics Will Revolutionize E-Business 315
Chapter 19: Ten Web Analytics Best Practices 325
Appendix: Web Analytics Glossary 335
Index 343
Table of Contents
Introduction 1
About This Book 1
Foolish Assumptions 2
How This Book Is Organized 3
Part I: Getting Started with Web Analytics 3
Part II: Choosing the Right Web Analytics Solution 4
Part III: Searching for Statistical Treasure 4
Part IV: Knowledge Is Power — Making Analytics Work for You 4
Part V: The Part of Tens 5
Appendix 5
Icons Used in This Book 5
Part I: Getting Started with Web Analytics 7
Chapter 1: Understanding Web Analytics 9
Web Analytics: Why Bother? 10
Who should use Web analytics? 10
Why you should use Web analytics 12
The importance of benchmarking 14
Web Analytics 101 14
Thinking like a journalist 15
The language of Web analytics 18
Chapter 2: Steering Clear of Common Terminology Confusion 21
Hitting the Terminology Targets 22
Hits: The most deceptive stat of all 23
Pageviews: Getting closer to the truth 24
Unique visitors: The undisputable facts 25
The ABCs of Web Analytics 26
Mastering Internet Marketing Lingo 29
Defining Actionable Data 30
Untangling Technical Terms 31
Chapter 3: Getting Your Hands Dirty with Web Data 33
Help! I Can’t Find My Stats! 34
How to access your Web analytics tools 35
What if my host doesn’t offer analytics? 42
Taking a Sneak Peek at the Data 42
Recording your monthly history 42
Making note of peak days and times 45
Where’s my traffic coming from? 49
Comprehending Conversion Rates 53
Calculating that all-important metric 53
Goal Setting 101 55
Part II: Choosing the Right Web Analytics Solution 57
Chapter 4: Web Analytics Tools You Can Use 59
Before You Begin 60
What’s my budget? 60
What does your hosting company support? 60
Surveying Server-Side Software 62
The selling points of server-side analytics 63
Server-side shortcomings exposed 65
Are server-side solutions right for me? 66
Discovering Desktop Applications 66
Maintaining control with client-side analytics 66
Client-side cons and desktop downsides 68
Are client-side solutions right for me? 69
Hooked on Hosted Solutions 69
On-demand: Let the vendor do the work 69
Keep your cash flow flowing 70
Anytime access 70
Individual page tagging 71
One Web site, multiple servers 71
Hosted analytics pitfalls 71
Are hosted solutions right for me? 72
Getting the Best of All Worlds 72
Leveraging synergies of multiple tool types 73
Why you might want to use multiple vendors 73
Chapter 5: Investing in Web Analytics Tools 75
Before You Begin 76
Don’t Forget the Freebies 76
What to expect from free analytics tools 77
What not to expect from the freebies 77
Finding free analytics tools 78
Low-Cost Solutions, High-End Returns 84
Valuable capabilities for the value-conscious consumers 85
Getting acquainted with low-cost vendors 85
Enterprise Analytics for the Data Hungry 92
Web Trends Web Analytics 8 93
Omniture Site Catalyst 13 94
WebSideStory HBX 94
Coremetrics Online Analytics 95
Web Analytics For Dummies xii
Chapter 6: Discovering Niche Solutions 97
Web Analytics: A Boon for Bloggers 98
Mint 98
Measure Map 99
Bloglet 100
Technorati 100
103beescom 102
Read All about It: RSS Analytics 103
FeedBurner 104
FeedFoundry 105
Pheedo 105
SimpleFeed 106
Analytics in a Pod 108
Tracking with PodTractor 108
RadioTail Ripple 109
Because You Are Paying Per Click 110
CampaignTracker 20 111
BlackTrack 112
People Watch with Live Analytics Tools 113
WhosOn 114
VistorVille 114
VisiStat 116
Exploring A/B and Multivariate Testing Software 117
Part III: Searching for Statistical Treasure 119
Chapter 7: Taking Out the Trash 121
Classifying Nonhuman Users 122
Robots, spiders, and Web crawlers 122
The evil of e-mail harvesters 123
Uptime hosting monitoring services 124
Gotta love link checkers and validators 125
Recognizing RSS feed readers 126
Blog-monitoring services 126
Why Eliminate Nonhuman Users? 127
The Danger of Referrer Spam 129
Recognizing referrer spam 129
Fighting Referrer Spam 130
Blacklist the spammers 130
Use the rel = “no follow” solution 131
Rely on your analytics tools 131
Ignoring Non–Mission-Critical Stats 132
Who needs hit counts? 132
Do you have the time? 132
Basking in your international appeal 133
Table of Contents xiii
Who’s hosting my visitors? 133
Authenticated users and anonymous users 134
Downloadable files 134
Favorites and bookmarks 134
Miscellaneous miscellany 134
Chapter 8: Reviewing Site Referrers 135
Revving Up for Referrers 136
Discovering Your Traffic Partners 136
Identifying your referrers 138
Classifying sources of Web traffic 140
Searching for Statistical Treasure 141
Which search engines list your site? 142
Are you missing out on the search action? 143
Which search engines send you traffic? 144
Beyond Search Engines: Where Else Is My Traffic Coming From? 147
Measuring the value of link building campaigns 149
Are my Web rings really working? 150
Counting click-throughs from e-mail campaigns 151
Chapter 9: Getting to Know Your Visitors 153
Gleaning from Your Visitors’ Past 154
Searching for Significance 156
Determine popular search terms 158
Find requests for products, services, and information you don’t yet offer 158
Referring off-the-wall requests 159
Gleaning from Clickstreams and Labeling 159
Wow! My Site Has Multinational Appeal! 162
Betting on Browser Data 163
Monitoring browser usage 163
Mulling over miscellaneous browser data 165
Chapter 10: Identifying Your Most Important Pages 167
It’s Not a Popularity Contest — Or Is It? 168
Which Pages Drive Your Traffic? 171
To Err Is Human, to Fix Is Divine 173
Deciphering error codes 173
Unearthing unsightly errors 176
Working with Dynamic Pages 177
Chapter 11: Key Performance Indicators Insights 179
KPIs: When Not Just Any Data Will Do 180
Calculating basics: Percentages and rates; averages; and ratios 181
Keeping up with common KPIs 183
Web Analytics For Dummies xiv
The Granddaddy List of KPIs 188
User and traffic growth KPIs 188
Content-effectiveness KPIs 189
Internal search effectiveness 191
Marketing-effectiveness KPIs 192
Conversion KPIs 194
Shopping cart KPIs 195
Which KPIs Are Right for You? 196
E-commerce sites 196
Content sites 197
Lead generation sites 197
Support sites 198
Creating Your Own KPIs 198
Part IV: Knowledge Is Power — Making Analytics Work for You 199
Chapter 12: Sifting through Search Data 201
Sifting Your Search Terms 202
Accessing the search data 202
Reviewing your top search terms 204
My Visitors Are Searching for What?! 206
Pleasant surprises 206
Searching for relevant terms 207
Profit thieves 207
Cashing In on Common Misspellings 208
Beyond Traffic to Conversions 209
Traffic Analyzer 210
Portent Interactive 210
103beescom 212
Flip-Flopping the 80/20 Rule 212
Monitoring Internal Site Searches 215
Driving sales, not traffic 216
The bottom line from the top down 216
Before you begin 217
Searching for Accuracy and Relevancy 218
Creating Targeted Landing Pages 218
Your Search Yielded Zero Results 219
Chapter 13: Increasing Web Site Visibility 221
Finding New Customers 222
Scanning your search engines 222
Improving your search rankings 223
Measuring your SEO efforts 224
Table of Contents xv
Extending your geographic reach 229
Targeting high conversion categories 230
Milking Multichannel Sales 233
Reach Out and Touch Your Referrers 233
Like needles in the proverbial haystack 234
Pondering strategic alliances 235
Qualifying the leads 236
Understanding Strategic Alliances 237
Affiliates 237
Link exchanges 238
Content sharing 238
Co-registrations 238
New people, partners, and opportunities 240
Chapter 14: Revisiting Your Online Advertising Strategy 241
Many Ad Types, Many Analytics Tools 242
Tracking Efforts with Tracking URLs 243
Tracking keywords with Google Analytics 244
Tracking URLs cons 246
Adding Campaign Analytics to the Mix 246
Openads points you to profits 247
TrackPoint ad tracking 247
Clickalyzer’s marketing co-ops 248
Combating Click Fraud 248
Need detectives on your case? 249
CFAnalytics: Free and plenty of perks 250
AdWatcher adds it all up for you 250
WhosClickingWho? 250
Evaluating E-mail Marketing Campaigns 251
WebTrends targets markets 251
Reaching for relevancy 252
E-mail marketing KPIs to monitor 253
Tracking Offline Responses to Online Ads 255
Using coupon codes 256
Using unique URLs 256
Using unique toll-free phone numbers 256
Ferreting Out Ad Stats that Don’t Work 257
Comparing engine to engine 257
Comparing keyword to keyword 260
Unraveling Conversion Process Breakdowns 261
Understanding the conversion funnel 262
Cueing in to conversion funnel issues 262
Examining Google’s Conversion Funnel 263
Employing Conversion Tracking Tools 264
Optimizing Your Ad Campaigns 265
Web Analytics For Dummies xvi
Chapter 15: Chronicling Your Web Analytics History 267
Name, Rank, and Serial Number 268
Saving data on the server side 269
Saving data with client-side solutions 270
Saving data with hosted applications 270
Saved by the spreadsheet 270
Benchmarking Your Conversion Rate 271
Oh, what difference does it make? 273
Benchmarking against the masses 273
Benchmarking Your KPIs 274
Benchmarking Times and Seasons 275
Month-to-month monitoring 275
Scoping history season-to-season 275
Another year goes by 276
Identifying Hidden Trends 277
Many Tools, Many Benchmarks 278
Access Log Files: To Save or Not to Save? 278
The case for dumping logfiles 279
The case for saving access logs 280
Chapter 16: Fine-Tuning Your Web Site 281
Understanding Optimization Strategies 282
Search engine optimization 282
Calling on conversion design 283
Capturing customers with conversion content 284
Optimizing Your Home Page 285
What Sends Visitors Running? 287
Optimizing Your Landing Pages 288
Measuring landing page KPIs 289
If visitors don’t love the landing page 290
Optimizing Product Pages 291
Measuring product page KPIs 291
Perking up poorly producing product pages 292
Starting with a Clean Web Slate 293
Determining Why Your Customers Abandon You 293
Reducing Shopping Cart Abandonment 295
Finding out why shopping carts are abandoned 296
Shopping cart KPIs to watch 296
Sealing the shopping cart deal 297
Measuring the Effect of Site Changes 299
Part V: The Part of Tens 301
Chapter 17: Ten Web Analytics Myths, Mistakes, and Pitfalls 303
Averages Are the Analytics Answer 304
Monthly Visitor Trends Tell All 304
Table of Contents xvii
Pinpoint Precision Is Paramount 305
Unique Visitor Data Tells the Truth 307
All Web Analytics Software Is Alike 307
But Numbers Never Lie 309
Make money with your metrics 310
A Picture Speaks a Thousand Words 310
Popular Search Terms Hold the Key to More Traffic 312
Funnel Vision Offers a Quick Fix 313
Betting the Farm on Top 10 Lists 313
Chapter 18: Ten Reasons Why Web Analytics Will Revolutionize E-Business 315
Truly Develop a User-Oriented Web site 316
Make the Most of Online Marketing 317
Save Money on Paid Search Campaigns 317
Cross-Sell and Up-Sell Your Customers 318
Realize Real-Time Opportunities 319
Combating Controversial Click Fraud 320
Closing the Delayed Conversion Loop 320
Optimize Self-Support Functions 321
Increase Results from E-Mail Campaigns 322
Predict the Future Here and Now 323
Chapter 19: Ten Web Analytics Best Practices 325
Define Metrics That Matter 326
Monitor Only Your Vital KPIs 327
Segment Your Visitors’ Behavior 327
Know Your Navigation Report 328
Keep Up With Keyword Campaigns 329
Optimize Your Landing Pages 330
Calculate Visitor Conversion 331
Save Your Historical Data 332
Make Changes Gradually 332
Commit to Continual Improvement 333
Appendix: Web Analytics Glossary 335
Index343
Web Analytics For Dummies xvii
| Erscheint lt. Verlag | 8.5.2007 |
|---|---|
| Reihe/Serie | For Dummies |
| Zusatzinfo | Charts: 50 B&W, 0 Color; Screen captures: 100 B&W, 0 Color; Graphs: 50 B&W, 0 Color |
| Sprache | englisch |
| Maße | 185 x 234 mm |
| Gewicht | 522 g |
| Einbandart | Paperback |
| Themenwelt | Informatik ► Web / Internet ► Suchmaschinen / Web Analytics |
| ISBN-10 | 0-470-09824-4 / 0470098244 |
| ISBN-13 | 978-0-470-09824-0 / 9780470098240 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
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