Web Analytics Report: Acquisition Reports
This paper
will discuss the importance of Web Analytics reporting and online experience of
website visitors. Also, the importance of Web Analytics 2.0 in goals and conversion
rates reporting on who, when, where and traffic analysis
reports. There will also be a recommendations on a marketing plan on how the
school’s CEO to gain profit on new flavored peanuts.
Web Analytics 2.0
Web
Analytics 2.0 is the context of “what” and “why” combination and the traffic
that comes along with it. The “what” is referring to the quantitative data on;
“what pages and what product are being viewed; collecting, storing, and
analyzing click-level data. The understanding of “why” is qualitative”; why
pages and products were viewed. This type of questioning will expand on the answers
of experimenting and testing explaining
“why” on customer behaviors in web analytics (Kaushik, 2009).
Web Analysis 2.0 uses key insight analysis (KIA) examples:
o
Click Density Analysis; uses site overlay
features of web analytics tools of knowing of customers’ needs on the website
such as, difference in behaviors for different kinds of traffic to the website.
o
Visitors’ primary purpose; understanding why the
customer is viewing and possibly shopping on the website.
o
Task completion Rates; counting measurements of
viewing pages and qualitative data to understand if customers complete task and
if they have found what they are looking for.
o
Segmented Visitors Trends; tools that allow real
segmentation of customers’ data and their behavior in a meaningful way for
understanding of website interaction.
o
Multichannel Impact Analysis; measuring impact
of other channels versus channels of company’s websites.
There are two types of traffic:
o
Referral- visitors
from other websites that clicks a link from another website to yours and vice
versa
o
Direct- visitors
searched from a search from a browser and landed on the site, not from another
link.
Acquisition report shows how a
visitor arrived to your site, which would explain showing if they were either
from a referral or direct traffic. These reports also help with marketing
campaigns to attract these visitors such as traffic source based by numeric
metrics.
·
Metrics used to support these types of reports:
·
New and existing visitors- the amount of first
and existing visitors who come visit a website.
·
Sessions- one or more person interactions.
Single sessions will have multiple screen or page views, social interactions,
and events.
·
Page Views- of anytime a page is loaded by a
visitors’ browser, the number of page views is counted.
·
Pages per session- the amount of page views
during a session on the website.
·
Session Duration- the average length of
visitors’ engagement in a session.
·
Bounce rate- is the percentage of visits of visitors
who enter a page and exit (Gligorovski, Mancheski, and Mamuti, 2019).
Goals
are used to measure the effectiveness of marketing campaigns at getting
visitors to take some action that generates revenue for an organization. First it depends on the goal of the website,
what is the website for and what do they want to accomplish for the company and
their visitors? That should be the first question in asking themselves as an
organization. The conversion is any kind of action that you want the visitors
to take on a website (Beasley,
2013).
Two
important ideas of web analytics is the goal and the conversion, is the same
thing of getting used interchangeability. Once you have the goals of the
website such as visitors watching videos, reading articles, and buying
products, or any goal of the website.
Reports:
is conversion rate of showing all the goals the sum of all conversions and the
average conversion rate. This is important on knowing who, when, where and the
amount of people that are watching, listening, reading, and ordering. If any of
these numbers are low, then you need to know why and to bring the numbers up
you need a marketing plan to get more visitors to do what you want them to do.
Traffic
analysis starts with the sources and mediums of “how the visitors got to the
website?” Source is the specific location the visitor came from, such as a
search engine or another link from a site.
Medium, is the link from the source or connection on the visitor getting
to the website.
Examples
of default mediums are:
·
Organic; visitors
using search engines to find and enter the website
·
Referral; visitors
clicking on links from other sources and websites such as social media site,
and email marketing.
·
Direct visitors who
type the URL website from their browser.
·
CPC (cost per click)
advertisement, such as coming from email marketing, social media ad, or text
message link (Beasley, 2013).
Recommendations
to the CEO’s you will need to make a marketing plan on how to get more views
and to the schools website. Based by the Traffic report view the existing and
new visitors to the site, who already bought products and view the sales of the
top flavors of peanuts. Promote those flavors for the next events of social
gathering of the school’s curriculum and of the season. Then, there will be a
need to use trackers and cookies to see what visitors viewed the item or put it
in the cart but did not purchase. Offer incentives for that same product to
have them buy the product.
Starting with the
information from the table, a few metrics to consider with the marketing plan
for the new flavor peanuts. Few important factors is the out of the total of
396 session, 100% of them where by new visitors, the goal conversion for Google
way 78%, this means that there was a lot of activity on the web search and was
mainly by web search or ads, and most of
the users where searching from their iPhones.
This
is good information of learning that there are more new visitors to the
website, and they are using it either through Google search or their users are
searching with their iPhones. Great marketing plan to find out of new peanut flavors
can be in Google search ads and iPhones. The next thing is to have a contest of
what is the best flavors for production or have the consumers enter in new
flavor ideas.
If
the CEO’s of the school want to know how data flow from website, shown below is
a great examples of a diagram.
Context
diagram example shows the data flow that contains the one process of the entire
system. The process starts out with zero and the external entities are a major
data flow to and from the system. Each level will show the process of:
Level
1- the explosion of the context diagram with the process is numbered with an integer.
Child
levels; process on level 1 will exploded in creating more detail diagram. Diagram
1 is referred to the parent process and diagram is the result of the child
diagram. Child diagram are numbered
based by the parent process of a decimal point, and a unique number for each
child process.
(Data Flow Diagram from
Amira , 2008).
Conclusions
Traffic Analysis is important on
viewing visitors’ actions and understanding “why” based on their behaviors. Publishing
and launching a website is great for visitors to access information and easy
sales transactions. Unfortunately, without a reporting data system and viewing visitor’s
actions, there will not be another way to monitor traffic activity on the
website and plan for gaining more visitors, understanding their behaviors, and obtaining
company’s business goals during the process.
References
Amira (2008)
Data Flow Diagram for Purchasing Website
Beasley, M. (2013).
Practical web analytics for user experience: How analytics can help you
understand your users. Boston: Morgan
Kaufmann imprint of Elsevier.
Gligorovski,
V., Mancheski, G., and Mamuti, A., (2019) The Importance of the Acquisition
Overveiw Report Using Google Analytics to Measure the Perfromance of various
Traffic Sources in a Digital Economy. http://eprints.uklo.edu.mk/3042/1/63-Gligorovski-Manceski-Mamuti.pdf
Kaushik, A. (10/2009). Web Analytics 2.0: The Art of Online Accountability and
Science of Customer Centricity. [devry]. Retrieved from https://devry.vitalsource.com/#/books/9781118065846/
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