| Introduction | | 1 | |
| | 1 | |
| | 2 | |
| How This Book Is Organized |
| | 3 | |
| Part I: Getting Started with Web Analytics |
| | 3 | |
| Part II: Choosing the Right Web Analytics Solution |
| | 4 | |
| Part III: Searching for Statistical Treasure |
| | 4 | |
| Part IV: Knowledge Is Power --- Making Analytics Work for You |
| | 4 | |
| | 5 | |
| | 5 | |
| | 5 | |
| Part I: Getting Started with Web Analytics |
| | 7 | |
| Understanding Web Analytics |
| | 9 | |
| Web Analytics: Why Bother? |
| | 10 | |
| Who should use Web analytics? |
| | 10 | |
| Why you should use Web analytics |
| | 12 | |
| The importance of benchmarking |
| | 14 | |
| | 14 | |
| Thinking like a journalist |
| | 15 | |
| The language of Web analytics |
| | 18 | |
| Steering Clear of Common Terminology Confusion |
| | 21 | |
| Hitting the Terminology Targets |
| | 22 | |
| Hits: The most deceptive stat of all |
| | 23 | |
| Pageviews: Getting closer to the truth |
| | 24 | |
| Unique visitors: The undisputable facts |
| | 25 | |
| The ABC's of Web Analytics |
| | 26 | |
| Mastering Internet Marketing Lingo |
| | 29 | |
| | 30 | |
| Untangling Technical Terms |
| | 31 | |
| Getting Your Hands Dirty with Web Data |
| | 33 | |
| Help! I Can't Find My Stats! |
| | 34 | |
| How to access your Web analytics tools |
| | 35 | |
| What if my host doesn't offer analytics? |
| | 42 | |
| Taking a Sneak Peek at the Data |
| | 42 | |
| Recording your monthly history |
| | 42 | |
| Making note of peak days and times |
| | 45 | |
| Where's my traffic coming from? |
| | 49 | |
| Comprehending Conversion Rates |
| | 53 | |
| Calculating that all-important metric |
| | 53 | |
| | 55 | |
| Part II: Choosing the Right Web Analytics Solution |
| | 57 | |
| Web Analytics Tools You Can Use |
| | 59 | |
| | 60 | |
| | 60 | |
| What does your hosting company support? |
| | 60 | |
| Surveying Server-Side Software |
| | 62 | |
| The selling points of server-side analytics |
| | 63 | |
| Server-side shortcomings exposed |
| | 65 | |
| Are server-side solutions right for me? |
| | 66 | |
| Discovering Desktop Applications |
| | 66 | |
| Maintaining control with client-side analytics |
| | 66 | |
| Client-side cons and desktop downsides |
| | 68 | |
| Are client-side solutions right for me? |
| | 69 | |
| Hooked on Hosted Solutions |
| | 69 | |
| On-demand: Let the vendor do the work |
| | 69 | |
| Keep your cash flow flowing |
| | 70 | |
| | 70 | |
| | 71 | |
| One Web site, multiple servers |
| | 71 | |
| Hosted analytics pitfalls |
| | 71 | |
| Are hosted solutions right for me? |
| | 72 | |
| Getting the Best of All Worlds |
| | 72 | |
| Leveraging synergies of multiple tool types |
| | 73 | |
| Why you might want to use multiple vendors |
| | 73 | |
| Investing in Web Analytics Tools |
| | 75 | |
| | 76 | |
| Don't Forget the Freebies |
| | 76 | |
| What to expect from free analytics tools |
| | 77 | |
| What not to expect from the freebies |
| | 77 | |
| Finding free analytics tools |
| | 78 | |
| Low-Cost Solutions, High-End Returns |
| | 84 | |
| Valuable capabilities for the value-conscious consumers |
| | 85 | |
| Getting acquainted with low-cost vendors |
| | 85 | |
| Enterprise Analytics for the Data Hungry |
| | 92 | |
| WebTrends Web Analytics 8 |
| | 93 | |
| Omniture Site Catalyst 13 |
| | 94 | |
| | 94 | |
| Coremetrics Online Analytics |
| | 95 | |
| Discovering Niche Solutions |
| | 97 | |
| Web Analytics: A Boon for Bloggers |
| | 98 | |
| | 98 | |
| | 99 | |
| | 100 | |
| | 100 | |
| | 102 | |
| Read All about It: RSS Analytics |
| | 103 | |
| | 104 | |
| | 105 | |
| | 105 | |
| | 106 | |
| | 108 | |
| | 108 | |
| | 109 | |
| Because You Are Paying Per Click |
| | 110 | |
| | 111 | |
| | 112 | |
| People Watch with Live Analytics Tools |
| | 113 | |
| | 114 | |
| | 114 | |
| | 116 | |
| Exploring A/B and Multivariate Testing Software |
| | 117 | |
| Part III: Searching for Statistical Treasure |
| | 119 | |
| | 121 | |
| Classifying Nonhuman Users |
| | 122 | |
| Robots, spiders, and Web crawlers |
| | 122 | |
| The evil of e-mail harvesters |
| | 123 | |
| Uptime hosting monitoring services |
| | 124 | |
| Gotta love link checkers and validators |
| | 125 | |
| Recognizing RSS feed readers |
| | 126 | |
| | 126 | |
| Why Eliminate Nonhuman Users? |
| | 127 | |
| The Danger of Referrer Spam |
| | 129 | |
| Recognizing referrer spam |
| | 129 | |
| | 130 | |
| | 130 | |
| Use the rel = ``no follow'' solution |
| | 131 | |
| Rely on your analytics tools |
| | 131 | |
| Ignoring Non-Mission-Critical Stats |
| | 132 | |
| | 132 | |
| | 132 | |
| Basking in your international appeal |
| | 133 | |
| Who's hosting my visitors? |
| | 133 | |
| Authenticated users and anonymous users |
| | 134 | |
| | 134 | |
| | 134 | |
| | 134 | |
| | 135 | |
| | 136 | |
| Discovering Your Traffic Partners |
| | 136 | |
| Identifying your referrers |
| | 138 | |
| Classifying sources of Web traffic |
| | 140 | |
| Searching for Statistical Treasure |
| | 141 | |
| Which search engines list your site? |
| | 142 | |
| Are you missing out on the search action? |
| | 143 | |
| Which search engines send you traffic? |
| | 144 | |
| Beyond Search Engines: Where Else Is My Traffic Coming From? |
| | 147 | |
| Measuring the value of link building campaigns |
| | 149 | |
| Are my Web rings really working? |
| | 150 | |
| Counting click-throughs from e-mail campaigns |
| | 151 | |
| Getting to Know Your Visitors |
| | 153 | |
| Gleaning from Your Visitors' Past |
| | 154 | |
| Searching for Significance |
| | 156 | |
| Determine popular search terms |
| | 158 | |
| Find requests for products, services, and information you don't yet offer |
| | 158 | |
| Referring off-the-wall requests |
| | 159 | |
| Gleaning from Clickstreams and Labeling |
| | 159 | |
| Wow! My Site Has Multinational Appeal! |
| | 162 | |
| | 163 | |
| | 163 | |
| Mulling over miscellaneous browser data |
| | 165 | |
| Identifying Your Most Important Pages |
| | 167 | |
| It's Not a Popularity Contest --- Or Is It? |
| | 168 | |
| Which Pages Drive Your Traffic? |
| | 171 | |
| To Err Is Human, to Fix Is Divine |
| | 173 | |
| | 173 | |
| Unearthing unsightly errors |
| | 176 | |
| Working with Dynamic Pages |
| | 177 | |
| Key Performance Indicators Insights |
| | 179 | |
| KPIs: When Not Just Any Data Will Do |
| | 180 | |
| Calculating basics: Percentages and rates; averages; and ratios |
| | 181 | |
| Keeping up with common KPIs |
| | 183 | |
| The Granddaddy List of KPIs |
| | 188 | |
| User and traffic growth KPIs |
| | 188 | |
| Content-effectiveness KPIs |
| | 189 | |
| Internal search effectiveness |
| | 191 | |
| Marketing-effectiveness KPIs |
| | 192 | |
| | 194 | |
| | 195 | |
| Which KPIs Are Right for You? |
| | 196 | |
| | 196 | |
| | 197 | |
| | 197 | |
| | 198 | |
| | 198 | |
| Part IV: Knowledge Is Power --- Making Analytics Work for You |
| | 199 | |
| Sifting through Search Data |
| | 201 | |
| Sifting Your Search Terms |
| | 202 | |
| Accessing the search data |
| | 202 | |
| Reviewing your top search terms |
| | 204 | |
| My Visitors Are Searching for What?! |
| | 206 | |
| | 206 | |
| Searching for relevant terms |
| | 207 | |
| | 207 | |
| Cashing In on Common Misspellings |
| | 208 | |
| Beyond Traffic to Conversions |
| | 209 | |
| | 210 | |
| | 210 | |
| | 212 | |
| Flip-Flopping the 80/20 Rule |
| | 212 | |
| Monitoring Internal Site Searches |
| | 215 | |
| Driving sales, not traffic |
| | 216 | |
| The bottom line from the top down |
| | 216 | |
| | 217 | |
| Searching for Accuracy and Relevancy |
| | 218 | |
| Creating Targeted Landing Pages |
| | 218 | |
| Your Search Yielded Zero Results |
| | 219 | |
| Increasing Web Site Visibility |
| | 221 | |
| | 222 | |
| Scanning your search engines |
| | 222 | |
| Improving your search rankings |
| | 223 | |
| Measuring your SEO efforts |
| | 224 | |
| Extending your geographic reach |
| | 229 | |
| Targeting high conversion categories |
| | 230 | |
| Milking Multichannel Sales |
| | 233 | |
| Reach Out and Touch Your Referrers |
| | 233 | |
| Like needles in the proverbial haystack |
| | 234 | |
| Pondering strategic alliances |
| | 235 | |
| | 236 | |
| Understanding Strategic Alliances |
| | 237 | |
| | 237 | |
| | 238 | |
| | 238 | |
| | 238 | |
| New people, partners, and opportunities |
| | 240 | |
| Revisiting Your Online Advertising Strategy |
| | 241 | |
| Many Ad Types, Many Analytics Tools |
| | 242 | |
| Tracking Efforts with Tracking URLs |
| | 243 | |
| Tracking keywords with Google Analytics |
| | 244 | |
| | 246 | |
| Adding Campaign Analytics to the Mix |
| | 246 | |
| Openads points you to profits |
| | 247 | |
| | 247 | |
| Clickalyzer's marketing co-ops |
| | 248 | |
| | 248 | |
| Need detectives on your case? |
| | 249 | |
| CFAnalytics: Free and plenty of perks |
| | 250 | |
| AdWatcher adds it all up for you |
| | 250 | |
| | 250 | |
| Evaluating E-mail Marketing Campaigns |
| | 251 | |
| WebTrends targets markets |
| | 251 | |
| | 252 | |
| E-mail marketing KPIs to monitor |
| | 253 | |
| Tracking Offline Responses to Online Ads |
| | 255 | |
| | 256 | |
| | 256 | |
| Using unique toll-free phone numbers |
| | 256 | |
| Ferreting Out Ad Stats that Don't Work |
| | 257 | |
| Comparing engine to engine |
| | 257 | |
| Comparing keyword to keyword |
| | 260 | |
| Unraveling Conversion Process Breakdowns |
| | 261 | |
| Understanding the conversion funnel |
| | 262 | |
| Cueing in to conversion funnel issues |
| | 262 | |
| Examining Google's Conversion Funnel |
| | 263 | |
| Employing Conversion Tracking Tools |
| | 264 | |
| Optimizing Your Ad Campaigns |
| | 265 | |
| Chronicling Your Web Analytics History |
| | 267 | |
| Name, Rank, and Serial Number |
| | 268 | |
| Saving data on the server side |
| | 269 | |
| Saving data with client-side solutions |
| | 270 | |
| Saving data with hosted applications |
| | 270 | |
| | 270 | |
| Benchmarking Your Conversion Rate |
| | 271 | |
| Oh, what difference does it make? |
| | 273 | |
| Benchmarking against the masses |
| | 273 | |
| | 274 | |
| Benchmarking Times and Seasons |
| | 275 | |
| Month-to-month monitoring |
| | 275 | |
| Scoping history season-to-season |
| | 275 | |
| | 276 | |
| Identifying Hidden Trends |
| | 277 | |
| Many Tools, Many Benchmarks |
| | 278 | |
| Access Log Files: To Save or Not to Save? |
| | 278 | |
| The case for dumping logfiles |
| | 279 | |
| The case for saving access logs |
| | 280 | |
| Fine-Tuning Your Web Site |
| | 281 | |
| Understanding Optimization Strategies |
| | 282 | |
| Search engine optimization |
| | 282 | |
| Calling on conversion design |
| | 283 | |
| Capturing customers with conversion content |
| | 284 | |
| Optimizing Your Home Page |
| | 285 | |
| What Sends Visitors Running? |
| | 287 | |
| Optimizing Your Landing Pages |
| | 288 | |
| Measuring landing page KPIs |
| | 289 | |
| If visitors don't love the landing page |
| | 290 | |
| | 291 | |
| Measuring product page KPIs |
| | 291 | |
| Perking up poorly producing product pages |
| | 292 | |
| Starting with a Clean Web Slate |
| | 293 | |
| Determining Why Your Customers Abandon You |
| | 293 | |
| Reducing Shopping Cart Abandonment |
| | 295 | |
| Finding out why shopping carts are abandoned |
| | 296 | |
| Shopping cart KPIs to watch |
| | 296 | |
| Sealing the shopping cart deal |
| | 297 | |
| Measuring the Effect of Site Changes |
| | 299 | |
| | 301 | |
| Ten Web Analytics Myths, Mistakes, and Pitfalls |
| | 303 | |
| Averages Are the Analytics Answer |
| | 304 | |
| Monthly Visitor Trends Tell All |
| | 304 | |
| Pinpoint Precision Is Paramount |
| | 305 | |
| Unique Visitor Data Tells the Truth |
| | 307 | |
| All Web Analytics Software Is Alike |
| | 307 | |
| | 309 | |
| Make money with your metrics |
| | 310 | |
| A Picture Speaks a Thousand Words |
| | 310 | |
| Popular Search Terms Hold the Key to More Traffic |
| | 312 | |
| Funnel Vision Offers a Quick Fix |
| | 313 | |
| Betting the Farm on Top 10 Lists |
| | 313 | |
| Ten Reasons Why Web Analytics Will Revolutionize E-Business |
| | 315 | |
| Truly Develop a User-Oriented Web site |
| | 316 | |
| Make the Most of Online Marketing |
| | 317 | |
| Save Money on Paid Search Campaigns |
| | 317 | |
| Cross-Sell and Up-Sell Your Customers |
| | 318 | |
| Realize Real-Time Opportunities |
| | 319 | |
| Combating Controversial Click Fraud |
| | 320 | |
| Closing the Delayed Conversion Loop |
| | 320 | |
| Optimize Self-Support Functions |
| | 321 | |
| Increase Results from E-Mail Campaigns |
| | 322 | |
| Predict the Future Here and Now |
| | 323 | |
| Ten Web Analytics Best Practices |
| | 325 | |
| Define Metrics That Matter |
| | 326 | |
| Monitor Only Your Vital KPIs |
| | 327 | |
| Segment Your Visitors' Behavior |
| | 327 | |
| Know Your Navigation Report |
| | 328 | |
| Keep Up With Keyword Campaigns |
| | 329 | |
| Optimize Your Landing Pages |
| | 330 | |
| Calculate Visitor Conversion |
| | 331 | |
| Save Your Historical Data |
| | 332 | |
| | 332 | |
| Commit to Continual Improvement |
| | 33 | |
| Appendix: Web Analytics Glossary | | 335 | |
| Index | | 343 | |
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