Ok. I kind of suck at live blogging, but it's not all my fault. There aren't a lot of places to plug in and my battery keeps dying...time to get a back up batt.
Anyhow, I'm sitting here in a web analytics session moderated by Amanda Watlington, from Searching for Profit
Matt Bailey - SiteLogic
I came in late, so I missed the first part of Matt's talk, but he seemed to really be keying on the idea of segmenting traffic and conversion rates. Rather than looking at the entire site and saying we get X-number of visits, X conversion rate, look at what your customers are doing based on what keyword they came from, or how they got to your site.
3 C's of Analytics: Context, Comparison, Contrast
Come up with KPI's and look at how those KPI's by user segment. Keyword, landing page, etc.
"Analytics is not about numbers, it's about improving the customer experience." (so true!)
He quoted numbers from some study (not sure which) that showed that companies who hired a web analyst saw improvement between 900-1200% -- IF they take action.
Laura Thieme - BizResearch
Laura talked about specific reports she uses from several different analytics providers, including Omniture, ClickTracks, and Google Analytics. ClickTracks is good for funnel reports, Omniture is good for trend and A/B reports,
C-Level Execs want to see high level, bottom-line numbers like conversion rates, sales, etc.
She recommends using more than one analytics tool. Google is free, so why not use it? There is not any one perfect analytics tool. She like different reports from each one.
Set up conversion goals.
Q&A
Matt: don't be afraid to spend money on analytics. Whatever you spend on a good analytics package, you will make back within a few months. However, it doesn't matter if you have the most expensive analytics tool, but nobody to interpret the data, you won't get any benefit from it. Avinash Kaushik has an 80/20 rule - spend 80% on the person, 20% on the tool.
What do you tell clients who use flash?
Matt: don't do it. He likes to show them that most people back out of that page without even making it to the real site. Laura: Clients need to be educated. Difference between hits/visits.
Couldn't hear the question, maybe something about segmentation...
Matt: The amount of information is limited, but the trick is to not get boggled by numbers. Build the context.
How much time to spend on this stuff?
Matt: How much time do you have? With analytics, it's easy to get wrapped up on stuff. Start with the high level issues and work your way down. Don't get so wrapped up in the details.
Matt: Overlay doesn't matter unless you're segmenting the traffic (clicktracks offers this option)
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