About This Book
How This Book Is Organized
Part I: Getting Started with Web Analytics
Part II: Choosing the Right Web
Part III: Searching for Statistical Treasure
Part IV: Knowledge Is Power —
Making Analytics Work for You
Part V: The Part of Tens
Icons Used in This Book
Web Analytics: Why Bother?
Who should use Web analytics?
Why you should use Web analytics
The importance of benchmarking
Web Analytics 101
Thinking like a journalist
The language of Web analytics
Hitting the Terminology Targets
Hits: The most deceptive stat of all
Pageviews: Getting closer to the truth
Unique visitors: The undisputable facts
The ABCs of Web Analytics
Mastering Internet Marketing Lingo
Defining Actionable Data
Untangling Technical Terms
Help! I Can’t Find My Stats!
How to access your Web analytics tools
What if my host doesn’t offer analytics?
Taking a Sneak Peek at the Data
Recording your monthly history
Making note of peak days and times
Where’s my traffic coming from?
Comprehending Conversion Rates
Calculating that all-important metric
Goal Setting 101
Before You Begin . .
What’s my budget?
What does your hosting company support?
Surveying Server-Side Software
The selling points of server-side analytics
Server-side shortcomings exposed
Are server-side solutions right for me?
Discovering Desktop Applications
Maintaining control with
Client-side cons and desktop downsides
Are client-side solutions right for me?
Hooked on Hosted Solutions
On-demand: Let the vendor do the work
Keep your cash flow flowing
Individual page tagging
One Web site, multiple servers
Hosted analytics pitfalls
Are hosted solutions right for me?
Getting the Best of All Worlds
Leveraging synergies of multiple tool types
Why you might want to use
Before You Begin
Don’t Forget the Freebies
What to expect from free analytics tools
What not to expect from the freebies
Finding free analytics tools
Low-Cost Solutions, High-End Returns
Valuable capabilities for the
Getting acquainted with low-cost vendors
Enterprise Analytics for the Data Hungry
WebTrends Web Analytics 8
Omniture Site Catalyst 13
Read All about It: RSS Analytics
Analytics in a Pod
Tracking with PodTractor
Because You Are Paying Per Click
People Watch with Live Analytics Tools
Exploring A/B and Multivariate
Classifying Nonhuman Users
Robots, spiders, and Web crawlers
The evil of e-mail harvesters
Uptime hosting monitoring services
Gotta love link checkers and validators
Recognizing RSS feed readers
Why Eliminate Nonhuman Users?
The Danger of Referrer Spam
Recognizing referrer spam
Fighting Referrer Spam
Blacklist the spammers
Use the rel = “no follow” solution
Rely on your analytics tools
Ignoring Non–Mission-Critical Stats
Who needs hit counts?
Do you have the time?
Basking in your international appeal
Who’s hosting my visitors?
Authenticated users and anonymous users
Favorites and bookmarks
Revving Up for Referrers
Discovering Your Traffic Partners
Identifying your referrers
Classifying sources of Web traffic
Searching for Statistical Treasure
Which search engines list your site?
Are you missing out on the search action?
Which search engines send you traffic?
Beyond Search Engines: Where Else
Is My Traffic Coming From?
Measuring the value of link
Are my Web rings really working?
from e-mail campaigns
Gleaning from Your Visitors’ Past
Searching for Significance
Determine popular search terms
Referring off-the-wall requests
Gleaning from Clickstreams and Labeling
Wow! My Site Has Multinational
Betting on Browser Data
Monitoring browser usage
Mulling over miscellaneous browser data
It’s Not a Popularity Contest — Or Is It?
Which Pages Drive Your Traffic?
Working with Dynamic Pages
KPIs: When Not Just Any Data Will Do
Keeping up with common KPIs
The Granddaddy List of KPIs
User and traffic growth KPIs
Internal search effectiveness
Shopping cart KPIs
Which KPIs Are Right for You?
Lead generation sites
Creating Your Own KPIs
Sifting Your Search Terms
Accessing the search data
Reviewing your top search terms
My Visitors Are Searching for What?!
Searching for relevant terms
Cashing In on Common Misspellings
Beyond Traffic to Conversions
Flip-Flopping the 80/20 Rule
Monitoring Internal Site Searches
Driving sales, not traffic
The bottom line from the top down
Before you begin . .
Searching for Accuracy and Relevancy
Creating Targeted Landing Pages
Your Search Yielded Zero Results . .
Finding New Customers
Scanning your search engines
Improving your search rankings
Measuring your SEO efforts
Extending your geographic reach
Milking Multichannel Sales
Reach Out and Touch Your Referrers
Like needles in the proverbial haystack
Pondering strategic alliances
Qualifying the leads
Understanding Strategic Alliances
New people, partners, and opportunities
Many Ad Types, Many Analytics Tools
Tracking Efforts with Tracking URLs
Tracking keywords with Google Analytics
Tracking URLs cons
Adding Campaign Analytics to the Mix
Openads points you to profits
TrackPoint ad tracking
Clickalyzer’s marketing co-ops
Combating Click Fraud
Need detectives on your case?
CFAnalytics: Free and plenty of perks
AdWatcher adds it all up for you
Comparing engine to engine
Comparing keyword to keyword
Understanding the conversion funnel
Cueing in to conversion funnel issues
Examining Google’s Conversion Funnel
Employing Conversion Tracking Tools
Optimizing Your Ad Campaigns
Name, Rank, and Serial Number
Saving data on the server side
Saving data with client-side solutions
Saving data with hosted applications
Saved by the spreadsheet
Benchmarking Your Conversion Rate
Oh, what difference does it make?
Benchmarking against the masses
Benchmarking Your KPIs
Benchmarking Times and Seasons
Scoping history season-to-season
Another year goes by . .
Identifying Hidden Trends
Many Tools, Many Benchmarks
Access Log Files: To Save or Not to Save?
The case for dumping logfiles
The case for saving access logs
Understanding Optimization Strategies
Search engine optimization
Calling on conversion design
Capturing customers with
Optimizing Your Home Page
What Sends Visitors Running?
Optimizing Your Landing Pages
Measuring landing page KPIs
If visitors don’t love the landing page
Optimizing Product Pages
Measuring product page KPIs
Perking up poorly producing
Starting with a Clean Web Slate
Determining Why Your Customers
Reducing Shopping Cart Abandonment
Finding out why shopping
carts are abandoned
Shopping cart KPIs to watch
Sealing the shopping cart deal
Measuring the Effect of Site Changes
The Part of Tens
Averages Are the Analytics Answer
Monthly Visitor Trends Tell All
Pinpoint Precision Is Paramount
Unique Visitor Data Tells the Truth
All Web Analytics Software Is Alike
But Numbers Never Lie . .
Make money with your metrics
A Picture Speaks a Thousand Words
Popular Search Terms Hold
the Key to More Traffic
Funnel Vision Offers a Quick Fix
Betting the Farm on Top 10 Lists
Ten Reasons Why Web Analytics
Will Revolutionize E-Business
Truly Develop a User-Oriented Web Site
Make the Most of Online Marketing
Save Money on Paid Search Campaigns
Cross-Sell and Up-Sell Your Customers
Realize Real-Time Opportunities
Combating Controversial Click Fraud
Closing the Delayed Conversion Loop
Optimize Self-Support Functions
Increase Results from E-Mail Campaigns
Predict the Future Here and Now
Define Metrics That Matter
Monitor Only Your Vital KPIs
Segment Your Visitors’ Behavior
Know Your Navigation Report
Keep Up With Keyword Campaigns
Optimize Your Landing Pages
Calculate Visitor Conversion
Save Your Historical Data
Make Changes Gradually
Commit to Continual Improvement