Analyzing your web site

John PowellDirector of Web Development

Understanding your web site

• What do you want to know?

• What is happening within department?

• Who is your target audience? Are you reaching them?

Identify your needs

• Identify 3 things you would like to know about visitors to your web site.

• Why?

• How will this information help you?

Visitors

• How many unique visitors?• Pages per visit• Time spent on site• Bounce Rate• New vs. Returning visitors

How Did They Arrive at My Site?

• Search engine, direct or referred

• Where are they located?

Content

• Top viewed pages

• Top landing page / Top exit page

• Viewing patterns

Visitors

Visitors

Bounce Rate

• represents the percentage of initial visitors to a site who "bounce" away to a different site, rather than continue on to other pages within the same site.

The formula used to calculate bounce rate is: Bounce Rate = Total Number of Visits Viewing One Page / Total Number of Visits [Source: en.wikipedia.org/wiki/Bounce_rate ]

What is a good Bounce Rate?• (Average: 40 % to 60 %)– 40% or lower – Excellent– 40 % to 50% - Great– 50 % to 60 % - Good– 60 % to 75 % - Ok but needs improvement

• 75 % or higher – low need to revisit your web site organization/structure/content.

[Source: Google. 2008. "Google University - Bounce Rate: The Simply Powerful Metric"]

New vs. Returning Visitors

New Visitors

How Did They Arrive at My Site?

Traffic Sources

• Direct (typed URL or bookmarked)• Search (Google or other search engine)• Referral (Other web sites)

Traffic Sources

Traffic Sources

Location

Location - City

Content

Site Content

Landing Pages

Exit Pages

Visitor Flow

Mobile Devices

In-Page Analytics