Web Data Analysis

Step 1: Visit the Website

  • Visit the website whose data you will analyze.
  • See how it works.
  • Write down what do like and don't like.
  • Do the same for a competitor
  • Actions: Write down general notes and micro-conversions/macro-conversions

Step 2: Acquisition Strategy

  • Check traffic sources report from Google Analytics
  • You need balance between search engines, referring sites and direct traffic.
  • A good balance:
    • Search engines 40%-50%
    • direct traffic more than 20%
    • Referring sites 20%-30
    • Campaigns 10% (other category)
  • Actions: Go deeper with categories and identify strengths and weaknesses like surprising keywords, missing sources of traffic, trends in campaign vs. direct visits.

Step 3: Visitor Loyalty & Recency

  • Check how strongly attached are the visitors to the site. The report that can be used is the standard visitor loyalty report. It shows how many times in a period, the same person visits the website.
  • Look for high counts. If the majority visit the website once, then this is a serious problem.
  • Also look at visitor recency report. This measures the gap between two visits of the same visitor.
  • The report Length of Visit will show how long visitors stay at the website.

Step 4: Top Landing Pages

  • Check report Top Landing Pages. Click on the Comparison view and choose Bounce Rate as the individual page. It shows bounce rates indexed against site average for the top entry points of the website. Look for the red parts to see what pages have high bounce rate.
  • Visit the pages and check what the problem is. It can be one of two things:
    • Wrong people visit those pages.
    • The pages are poorly constructed.
  • Next click on the link and visit the page level report. Choose Entrance sources and Entrance Keywords from Analyze. These views will tell you which sources and keywords are contributing huge bounces.
  • Action: Use Usability Checklist to define actions for these pages.

Step 5: Keyword Tag Clouds