WEB ANALYTICS AND

CONVERSION
OPTIMIZATION
PRESENTED BY (GROUP NO. 4 ) :
FARZAN KARIM
FAZIL FAROOQUI
GAURAV PRATAP SINGH
HALEEM AHMED
JUNAID
PRESENTATION OVERVIEW

• Introduction to web analytics

• Off-site web analytics
• On- Site web Analytics
• Reasons for using web analytics
• Introduction to the notion of conversion optimization.
• Elements of CRO process
• Understanding CRO.
INTRODUCTION TO WEB ANALYTICS
WHAT IS WEB ANALYTICS ?
OFF-SITE WEB ANALYTICS

• Measures potential audience of website.

• Visibility or share.
• Buzz or ratings of the website
• Comparison with others websites.
• Provides insights of competitors.

• Tools :
• Google insight, compete.com
ON- SITE WEB ANALYTICS

• Measures behaviour of visitor.

• Whole movement of visitor tracked.
• Helps in interpretations of key performance indicators
• More accurate.

• Tools:
• Google analytics, web trends.com
TOOLS FOR OFF SITE AND ON SITE
ANALYTICS
 REASON FOR USING WEB ANALYTICS
Analytics provide direct insight into how your site is doing and what your
customers are saying about your product or your business. The data equips you
with the ability to decide what’s working and where you can make
improvements.

1. Keyword Insight
You may be under the impression that just because you’re a small business
owner, you’re closer to the customer and understand the words and phrases
that are driving people to your site. In truth, analytics gives you proof through
the data. Analytics provides insight into which words are the big drivers to
your site. It also not only shows you how many people searched the term, but
also if they are new or returning visitors and how long they stayed.
2. Customer Insight
Now that you understand what your customers are looking for, it gives you a better
idea of who they are, how they behave, how they segment their keywords and
compare it to how you are segmenting. With this data you’ll find the most interesting
ways your customers behave,
3. Social Insight
This insight allows you to readjust the precious manpower and money to maybe one
channel more so than the other. These social insights allow you to:
Identify the traffic coming to your site and what that traffic does on your site
Understand which of your social channels are the top performers with your target
audience
And equips you with the right data to make more informed decisions
4. Page Quality
Page analytics can give you insight to how your site is helping users meet their
needs, or if they are simply coming then going. This includes data on how each
page on your site is performing by whether or not it is sending potential leads
down the funnel to conversion.
5. Trends and Conclusions
Analytics are meant to help you see not only the differences in data from week to
week, but also to let you see the trends over time. But make sure you’re not
drawing conclusions too quickly. Ensure that with the trends and segmentation,
you can find what is driving people away from your sight.
PAGE TAGGING
• Page tagging refers to the implementation of tags in the
existing HTML code of a given web presence. These
markings help to analyze the behaviour of users when
they are moving between two page views. As a client-
side method for gathering data, it presents an alternative
to server-based log analyses, and it’s often also referred
to as a web analysis.

• It involves placing javascript tags in your website code.

This javascript sends the tracking data back to some
analytics tool.
DETERMINING GEOGRAPHICAL
LOCATIONS
• Helps to check from where the heavy traffic is coming
from.
• Helps global company to narrow their strategy as per the
location.
• Can help to provide the product and services in their
native language.

• Tools :
• Google analytics helps to determine from where the
heavy traffic is coming from
GOOGLE ANALYTICS

• Freemium web analytics service by Google, to track and

report website traffic.
• Tool that provides the overall details even smaller things
to help you to understand the analytics in a better way.
STEPS IN GOOGLE ANALYTICS
C.R.O
 WHAT IS C.R.O ?
• Conversion Rate Optimization is the method of
creating an experience for a website or landing page
visitors with the goal of increasing the percentage of
visitors that convert into customers.
 WHAT C.R.O IS NOT ?
• C.R.O is not S.E.O

• C.R.O is not what the H.I.P.P.O( highest paid

person opinion) says.

• C.R.O is not copying other websites.

• C.R.O is not guesswork instinct random.

IMPORTANT TERMS
• Call to action (C.T.A)

• Conversion funnel

• Split testing

• Multivariate Testing (M.V.T)

CALCULATE CONVERSION RATE
If a user can convert each time they visit the site:

• Session 1: User was familiarizing themselves with

the site. (No conversion)
• Session 2: User bought a new smart phone. (This
is a conversion)
• Session 3: User came back and bought a new
pair of shoes and a watch. (Another
conversion).
CALCULATING CONVERSION RATE BY
SESSIONS:
If a user can only convert once:

• Session 1: User came to the site for the first time

to explore the service. (No conversion).
• Session 2: User subscribed to a service. (This is
our conversion)
• Session 3: User came back to access the site.
(Can’t convert)
CALCULATING CONVERSION RATE BY
UNIQUE USERS:
Elements of the CRO process
DATA COLLECTION AND PROCESSING

• The first step to CRO is identifying potential areas

for improvement and optimization on your
website.
• Start by gathering user data that will inform and
guide your testing.
• Google Analytics can provide a detailed snapshot
of who your users are and their behaviors.
FORMING AND TESTING A HYPOTHESIS

• After data collection, forming a hypothesis is the

next step. This process forms the foundation of
why changes are made.
• Hypotheses are made based on observation and
deduction.

It includes different types of testing:

• A/B Testing
• Split Testing
• Multivariate Testing
MEASURING THE TESTS

• At the this stage, you’ll review your test results

and decide how to optimize your website.

• The next step is to plan how to implement these

changes to your website. Work with engineering,
web development, and design teams to
determine the implementation cost and if the
projected revenue outweighs the cost.
WHY CONVERSION RATE OPTIMIZATION IS
IMPORTANT FOR YOUR BUSINESS:
• Pay-Per-Clicks (PPCs) are getting costlier
• Increase in online competition
• Shortening consumer attention span
• Improves the layout of your website
• Improve your website’s efficiency immediately
Most Important Conversion Metrics
PAGE VIEWS

A page view is an instance of a page being loaded

(or reloaded) in a browser.
MOBILE VS. DESKTOP VISITORS

This helps you see what kinds of devices people

used to visit your site, whether laptop, tablet, or
mobile phone.
PAGE TIMINGS
This is how long each of your pages takes to load --
the faster, the better. That’s because Google
includes page load times and speed in their SEO
rankings.
TRAFFIC SOURCE
How did people get to your website? Social?
Organic search? Direct clicks? Knowing this tells
you where you should put more of your energy or
what you should shutoff.
NEW VS. RETURNING VISITOR

There are two types of viewers, new and returning.

Either they’ve been there before, or they haven’t.
This is measured by looking at each visitor’s IP
address.
TIME ON SITE (TOS)

This refers to how long people spend on your site

per visit, as well as per page.
EXIT PAGES

• These are the pages where people leave your

website, and most of them will leave on the
same page they landed on in the first place.
• If you find that most people all exit on the same
page, such as hitting your front page and leaving
again, you need a makeover.
THANK YOU