1. Jump to first page Tracking users Analyzing how people use your site by Dylan Tweney www.tweney.com dylan@tweney.com

2. Dylan Tweney www.tweney.com From Web logs to customer databases n Web servers record massive amounts of data n Making that data usable is another thing altogether! n Web data is an integral part of e- business intelligence -- learn to love it n If a Web site goes down and there’s no one there to hear it, does it make a sound?

3. Dylan Tweney www.tweney.com A sample web traffic log

4. Dylan Tweney www.tweney.com Log file details n net124.infoworld.com - - [15/May/2000:13:54:50 -0400] "GET /weblog.shtml HTTP/1.1" 200 21583 "http://www.tweney.com/" "Mozilla/4.0 (compatible; MSIE 5.0; Windows 98; DigExt)" n j101.inktomi.com - - [15/May/2000:13:54:59 -0400] "GET / HTTP/1.0" 200 17931 "-" "Slurp/si (slurp@inktomi.com; http://www.inktomi.com/slurp.html)"

5. Dylan Tweney www.tweney.com Finding useful information n Forget “hits” n Concentrate on pageviews and unique visitors n Examine paths through site n Relative page analysis (home page vs. other pages; top pages on site)

6. Dylan Tweney www.tweney.com Referer log data n How do surfers find your site? n Search engine query terms - what’s working? n Who’s linking to your site?

7. Dylan Tweney www.tweney.com Other important metrics n Click-throughs (on banners, product offers, etc.) n Conversion rates (sales!) n Other business metrics: Cost per customer, cost per sale, repeat customer rate, average transaction size, etc….

8. Dylan Tweney www.tweney.com Software that can help n WebTrends n Accrue Hit List (formerly Marketwave) n Macromedia Aria (formerly Andromedia)

9. Dylan Tweney www.tweney.com Outsourcing options n I/Pro n Service Metrics n Keynote n WebCriteria

10. Dylan Tweney www.tweney.com Traffic analysis demo n Sample WebTrends report n click here click here

11. Dylan Tweney www.tweney.com Slicing and dicing n Page views by section of your site n Page views by day / hour n Host domains / companies (AOL, etc.) n Browsers / operating systems used n Visiting robots

12. Dylan Tweney www.tweney.com Design / implementation / analysis loop n Design for your customers n Build and deploy -- then examine usage data n Make sure data finds its way back to site builders! n “A/B testing” (per Jeff Bezos)

13. Dylan Tweney www.tweney.com Demographics: the holy grail of Web analysis n (It’s arduous to find, only the pure in heart can bring it home, and it usually arrives too late to help) n More specifically: Moving technical metrics to business context n Integrating customer information with Web behavior n Accrue Insight n net.Genesis

14. Dylan Tweney www.tweney.com Specific customer behavior n Identify your best customers—and treat them accordingly! n Requires some kind of user identification: registration, login, cookies, unique URLs

15. Dylan Tweney www.tweney.com Security and privacy issues n Don’t do a DoubleClick n Privacy statement: Draft, and post n Let users decide whether or not to share their data

16. Dylan Tweney www.tweney.com How to capture more valuable data n Surveys u and, as bait: contests and giveaways n Incentive programs for frequent customers / visitors (CyberGold, Beenz, Flooz) n Search engine logs n Email newsletters n User registration n Personalization

17. Dylan Tweney www.tweney.com Survey services/software n Zoomerang n CoolSurveys n PinPoint

18. Dylan Tweney www.tweney.com Analyze your own search engine logs n What are people searching for on your site? n What searches turn up zero results? n What searches turn up more than 2 screens of results? n Close the loop with enhanced metatags, manually-crafted search results, “jump” keywords

19. Dylan Tweney www.tweney.com Using email to track usage n A “page view” doesn’t have to happen through a Web browser n Opt-in newsletters are a terrific indication of interest n Use unique URLs to track click- throughs on mailings n HTML e-mail lets you count who’s actually opening the messages

20. Dylan Tweney www.tweney.com User registration strategies n Deliver real value in exchange for personal information / registration n Cookies -- simplify subsequent identification / login n Follow up with registered users after sale -- or non-sale -- via email survey n Track registered users’ traffic vs. known data (e.g. purchase history, ZIP code)

21. Dylan Tweney www.tweney.com Personalization! n Let your customers tell you what they want n Completes the design/implement loop with customer-specific feedback -- automatically n Example: Amazon.com Recommendations (demo)demo)

22. Dylan Tweney www.tweney.com Benchmarking n Compare your site to the rest of the Web -- and your competitors n Media Metrix n BizRate.com n Keynote Systems

23. Dylan Tweney www.tweney.com Conclusions n The best designed-site in the world still needs real-world testing n Listen to your users -- and watch them. They’ll tell you what’s working -- and what needs to be fixed. n Continue enhancing your site based on feedback & traffic analysis.