Web Site Performance An analytical approach for benchmarking and tuning

Objective Determine whether your web site meets its goals Determine whether your web site meets its goals Is the Web site usable? Is the Web site usable? Are parts of the Web site invisible? Are parts of the Web site invisible? Understand normal use patterns Understand normal use patterns Mode of constant improvement Mode of constant improvement Action / Goal oriented change Action / Goal oriented change

Enterprise approach to analytics Multiplicity of Resources to track Multiplicity of Resources to track –Web Servers –OPACS –E-Resources –Databases –Repositories Important to track the flow of use among all the library’s Web-based resources Important to track the flow of use among all the library’s Web-based resources Beyond the library: study flow to and from higher-level Web sites and portals (University -> Courseware -> Library) Beyond the library: study flow to and from higher-level Web sites and portals (University -> Courseware -> Library)

Web server logs Web servers are routinely configured to record detailed information about each request. Common elements include: Web servers are routinely configured to record detailed information about each request. Common elements include: –File requested –Date / time stamp –Status code –Request directive (get, post, head) –Referrer (where the user came from) –User agent (browser and platform data)

Example Web log Raw data for analysis process Raw data for analysis process :01: GET /index.pl c hsd1.md.comcast.net Mozilla/4.0+(compatible;+MSIE+6.0;+Windows +NT+5.1;+SV1;+.NET+CLR ) e=off&q=september+11+television+archive

Exploiting referral data The query string component of the referrer can be parsed to reveal search terms and other interesting information The query string component of the referrer can be parsed to reveal search terms and other interesting information =off&q=september+11+television+archive =off&q=september+11+television+archive =off&q=september+11+television+archive =off&q=september+11+television+archive –User typed “september 11 television archive” in Google to find our site Important to study how users get to your site Important to study how users get to your site [example: TV News Public Web queries vs OpenWeb) [example: TV News Public Web queries vs OpenWeb)

Analysis methodology Go beyond simply counting pages Go beyond simply counting pages Identify Sessions Identify Sessions Categorize users Categorize users Determine use patterns Determine use patterns Measure interest Measure interest –Time spent on Web site –Bounce rate –Page overlay analysis

Move from measurement to impact Establish site goals Establish site goals Benchmark current use Benchmark current use Implement goal oriented improvements Implement goal oriented improvements Measure impact Measure impact Repeat as needed Repeat as needed (Example: enhancement of TV News OpenWeb) (Example: enhancement of TV News OpenWeb)

Appropriate data filtering Requests from indexing bots (crawlers) can skew statistics Requests from indexing bots (crawlers) can skew statistics Count user requests and bot requests separately Count user requests and bot requests separately Performance monitors Performance monitors Link checkers Link checkers Monitoring crawler activity is an important component of SEO and Web site discoverability strategies. Monitoring crawler activity is an important component of SEO and Web site discoverability strategies.

Resource Discovery How do users get to your site? How do users get to your site? Track performance of the Web site relative to major search engines Track performance of the Web site relative to major search engines SEO – Search engine optimization SEO – Search engine optimization Few users begin with library Web sites Few users begin with library Web sites

Search engine optimization Systematic harvesting of pages from Web site Systematic harvesting of pages from Web site XML Sitemap API XML Sitemap API Tune pages to maximize exposure in search engines Tune pages to maximize exposure in search engines Monitor with Google Webmaster tools Monitor with Google Webmaster tools Monitor with Google Analytics Monitor with Google Analytics Action-oriented incremental changes Action-oriented incremental changes

Google SiteMaps XML specification for systematically submitting URLs that represent a Web site XML specification for systematically submitting URLs that represent a Web site Makes indexing more efficient but does not affect PageRank Makes indexing more efficient but does not affect PageRank SiteMap interface provides utilities for monitoring how the site has been indexed with some analytical information on terms used to find your Web site. SiteMap interface provides utilities for monitoring how the site has been indexed with some analytical information on terms used to find your Web site.

Webmasters Tools Submit Sitemaps Submit Sitemaps Monitor harvesting of sitemaps Monitor harvesting of sitemaps Robots.txt Robots.txt Keyword performance Keyword performance

Google Sitemap Details Details

Google Sitemap Sitemap Details Sitemap Details

Google Sitemap Top search queries Top search queries

Sitemap Protocol Sitemap.xml Sitemap.xml

Sitemap Protocol

Measuring Web Site Use Log-based tools Log-based tools –Analog (basic / free) –Web Trends –NetTracker –Urchin –External perspective –Google Analytics

Google Analytics Free tool available for measuring Web site use Free tool available for measuring Web site use Based on data sent from Web server to Google Based on data sent from Web server to Google No personally identifiable data transmitted No personally identifiable data transmitted Javascript snippet added to each page Javascript snippet added to each page

Google Analytics Visits Visits Pageviews Pageviews Trends over time Trends over time Content Content Traffic sources Traffic sources

Goal-oriented analytics Define Goals Define Goals Measure site performance through completed goals Measure site performance through completed goals Funnels Funnels

Google Analytics Selection Menu Selection Menu

Google Analytics Dashboard Dashboard

Google Analytics Visitors Visitors

Google Analytics Two Factors Two Factors

Google Analytics Visitors by Country Visitors by Country

Google Analytics Keywords Keywords

Google Analytics Referring Sites Referring Sites

Google Analytics Content by Title Content by Title

Google Analytics Goals Goals

Google Analytics Goal Conversion Goal Conversion

Google Analytics Ecommerce Ecommerce

Questions and Discussion