It’s almost here! The Web Analytics Team at Jigsaw Academy is excited to give you a sneak preview of their upcoming eBook on Web Analytics. The eBook is particularly useful to all of you to want to understand web analytics and explore a career in it. In it you will find lots of useful information and you will not only get a clear understanding of what  web analytics is, but you will also comprehend just how web analytics can impact a business. It also explores popular web analytics tools and has a special career section that talks all about the skills you need to launch your career . At the end of the book, you will also find a list of really useful resources, in terms of blogs, books and videos.

Okay, so let’s wet your appetite! Presenting a small part of Chapter 1 …

Introduction to Web Analytics

 What is Web Analytics?

Before we discuss what Web Analytics is, let’s take a short historical detour and try to understand how Web analytics evolved. Web analytics has its genesis in the early attempts (circa 1990’s) to count the number of people visiting a website. Websites, in their hey days were used more as information portals and less as business platforms. So, the website owners were more concerned about making sure that they had enough server horsepower to handle the incoming traffic. With the advent of ecommerce and companies like Amazon, the websites evolved from mere information portals to full blown market places. With this grew the need to understand this new “marketplace”. Traditional marketing research techniques were not enough to answer key business questions. For companies like Amazon, which only had virtual presence, it was difficult to know, who their customers were. This led to the development of web analytics.

Web analytics leverages data to understand the virtual market place. One aspect of web analytics deals with capturing data relevant to insightful business decision making, the other aspect deals with moulding the data collected to useful metrics which managers can use to monitor progress and understand business better. Typically web analytics will help to answer the following questions:

  • Is my website a good channel for revenue growth?
  • Are conversions vis a vis site traffic adequate?
  • Should you engage in e-mail marketing?
  • Is a website redesign required?
  • How should I redesign my website?
Common Terminology

A newbie in the field of web analytics will encounter a lot of jargon. Below we review commonly used terms and catch phrases.

  • Hits: Don’t get bumped when you see this. In the world of web analytics “Hits” are actually good and people tend to brag about “the number of hits for their websites”. A hit is created when your Web server delivers a file to a visitor’s browser. PDF, sound files, Word documents, and images are a few examples of files that generate hits. A request for a page with five images would count as six hits: one hit for the page itself plus one hit for each of the five images.
  • Pageviews: A pageview is recorded when someone visits a particular page on your website. This metric gives an idea how interested people are in your website. If people are more interested in your website then they will visit more pages on it. This metric is reported as an average computed by dividing the number of Pageviews by total number of visitors.
  • Visits: Also known as a session, a visit is defined as a series of pageviews by the same user. Most analytics softwares end the session if a user remains idle for 30 minutes.
  • Unique Visitors: The unique visitor metric represents the number of individual people who visit your website. The analytics programs track their unique visitors by their ip address.
  • Site referrers: The site referrer is the URL of previous page from which a link was followed. A referrer could be a search engine, a blog or banner ad.
  • Keywords and keyphrases: These are the set of words that people use frequently to search for a particular subject on the internet.
  • Click through rate: These are used to keep a track of the effectiveness of an advertisement campaign. The click through rate is the number of times a click is made on the advertisement link divided by the number of times an advertisement was served.

Want more…Watch this space…You will have your hands on the eBook very very soon.

Related Reads:

4 Must Read Web Analytics Books That Will Help you Take Charge of Your Career

Course Video: Introduction to Web Analytics

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