I am returning to the blog after some time now. I read through Eric Peterson's Web Analytics Demystified and I am attaching the cheat sheet I made for myself after reading the book.
Please note that this attached spreadsheet is just a list of useful things but I highly recommend reading the book as Eric has done a wonderful job of giving details not only about KPIs but also how they should be interpreted. I would also like to mention that contents in the spreadsheet are adapted from Web Analytics Demystified so all the credit for the work goes to Eric. I have just re-iterated his work as per my interpretation.
This "Cheat Sheet" will help you if you are already on the hot seat and need a list of questions you should be answering using your web analytics package.
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Link to the spreadsheet:
Web Analytics Demystified Cheat Sheet
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Here are the questions that I gathered as an analyst
Type: Question
Technology: How do visitors connect to your web site?
Technology: What is the weight of your landing page?
Survey: What is your gender?
Survey: When were you born?
Survey: Family income level?
Survey: Presence of children in the household?
Survey: Preferences?
Survey: Indicated likelihood to purchase?
Content Organization: What are the number of visits to a content group?
Content Organization: What are number of unique visitors, broken down by day and month?
Content Organization: What is the average time spent viewing the content group?
Content Organization: What are some type of content usage analysis, such as what content groups led visitors to this particular group, and what content groups they were likely to visit after the current group?
Process Measurement: What are multiple step processes in terms of steps in the process?
Process Measurement: What are the pages involved in the process?
Process Measurement: What is the drop off rate from step to step?
Visitor Segmentation: Do different segments of visitors behave differently in terms of the pages or products they view?
Visitor Segmentation: Do different segments of visitors spend more time on your web site or return more or less frequently than others?
Visitor Segmentation: Are different segments of visitors converting at higher or lower rates than others?
Visitor Segmentation: How long does it take, on average, to move a visitor from a lower value group to a higher-value group and can that time be influenced by making changes to web site?
Visitor Segmentation: Has the visitor converted before or this is the first time?
Visitor Segmentation: Registered or Unregistered?
Visitor Segmentation: High and Low Life Time Value?
Campaign Analysis: What is the conversion goal?
Campaign Analysis: What is the number of campaign response?
Campaign Analysis: What is the number of campaign conversions?
Campaign Analysis: What is the campaign conversion rate?
Campaign Analysis: What are the campaign entry pages?
Campaign Analysis: What are the campaign goal pages?
Campaign Analysis: What are the products purchased?
Campaign Analysis: What are the conversion goals? Are they multiple steps? First register and then buy
Campaign Analysis: What are the groups the campaigns can be organized in?
Commerce Measurement: How many cart adds?
Commerce Measurement: How many checkouts?
Commerce Measurement: What is the browse to buy ratio?
Commerce Measurement: Most abandoned products?
Commerce Measurement: Who is making the purchase? What segment?
Commerce Measurement: What are most bought products?
Commerce Measurement: When are people buying?
Commerce Measurement: Where do people buying products come from?
Commerce Measurement: How did the customers make a purchase?
Commerce Measurement: What are the most popular product categories sold?
Commerce Measurement: What are the internal search terms?
Commerce Measurement: Can you measure the cross selling activities?
Measuring Reach What are the page views, visits and unique visitors?
Measuring Reach How the spikes from average trend can explain other activity going on the web site?
Measuring Reach: What are the Year over Year change for the
Measuring Reach: How many new visitors do you have in a calendar day, week, month or year?
Measuring Reach: Do you reach new people more effectively on weekends, early in the week or later in the week?
Measuring Reach: Are new visitors more likely to visit during the daytime or in the evening?
Measuring Reach: Do new visitors react to new marketing materials immediately or is there lag time between media drops and new visitor response?
Measuring Reach: What is ratio of new to returning visitors?
Measuring Reach: What is ratio of new visitor to total visitors?
Measuring Reach: What are the pages with top entries?
Measuring Reach: What are the pages with top exits?
Measuring Reach: What is the geographic distribution of your visitors?
Measuring Reach: What is the geographic reach of your market?
Measuring Reach: What are the traffic trends to error pages? - Monitor Weekly
Measuring Reach: What are the error pages? - Monitor Weekly
Measuring Reach: What is the email campaign Open rate?
Measuring Reach: What is the rough email campaign Open rate?
Email Campaign: What is the number of total sends?
Email Campaign: What is the number of successful sends?
Email Campaign: What is the number of Hard Bounces?
Email Campaign: What is the number of Soft Bounces?
Email Campaign: What is the number of messages MIA?
Email Campaign: What is the number of Tracked Opens?
Email Campaign: What is the number of Estimated Opens?
Email Campaign: What is the number of Tracked Clickthroughs?
Email Campaign: What is the number of Forwards and Referrals?
Measuring Acquisition: What are average visits/visitors?
Measuring Acquisition: What are the average Page Views/Visit
Measuring Acquisition: What are the average Page Views/Visitors
Measuring Acquisition: What is the Page Slips ratio for your key acquisition pages?
Measuring Acquisition: What is the Page Stick ratio for your key acquisition pages?
Measuring Acquisition: What is the Cost per Visitor?
Measuring Acquisition: What is the Heavy User Share?
Measuring Acquisition: What is is the Content "Focus"? For new sections and new properties?
Measuring Acquisition: Whats the percentage of visits below 90 seconds to total visits?
Measuring Acquisition: What is the Response Rate of your campaign?
Measuring Acquisition: What is Cost per Acuisition of your campaign?
Measuring Acquisition: What is Cost per Click for your campaign?
Measuring Acquisition: What is the Cost per Respondent that you can spend? - Look at the algorithm in comments in the metric tab
Measuring Acquisition: What are the referring sources?
Measuring Acquisition: What are the search engines?
Measuring Acquisition: Are visitors coming from Organic or Paid searches?
Measuring Acquisition: What are the search keywords and phrases?
Measuring Conversion: What is the conversion rate?
Measuring Conversion: What is the "Rolling" Campaign Return On Investment?
Measuring Conversion: What is the "Total" Campaign Return On Investment?
Measuring Conversion: What is the Abandonment Rate at each step?
Measuring Conversion: How does the Conversion Funnel Look like? (Usage of Abandonment Rate and calculating for the complete flow)
Measuring Conversion: What is the Averag Order Value?
Measuring Conversion: What is the Conversion Rate for New Customers?
Measuring Conversion: What is the Conversion Rate for Repeat Customers?
Measuring Conversion: What is the ratio Sales per Visitor?
Measuring Conversion: What is ratio of search result to no result?
Measuring Retention: What is the Ratio of Daily to Monthly Returning Visitors?
Measuring Retention: What is the Frequency of Visit?
Measuring Retention: What is the Retained visitor conversion rate?
Measuring Retention: What is the Retention Rate for visitors?
I am going to read Call to Action: Secret Formulas to Improve Online Results written by Brian and Jeffrey Eisenberg and will be back on the blog after I have a cheat sheet made for the book.
