Web Analytics For Dummies

Performing your first Web site analysis just got a whole lot
easier. Web Analytics For Dummies offers everything you need
to know to nail down and pump up the ROI on your Web presence. It
explains how to get the stats you need, then helps you analyze and
apply that information to improve traffic and click-through rate on
your Web site. You'll discover:

• What to expect from Web analytics

• Definitions of key Web analytics terms

• Help in choosing the right analytics approach

• How to collect key data and apply it to site design or
  marketing

• Techniques for distinguishing human users from bots

• Tips on using Google and other free analytics tools

• Advice on choosing pay and subscription services

A detailed and accurate analysis is crucial the success of your
Web site. Web Analytics For Dummies helps you get it right the
first time--and every time.

Autorentext

Pedro Sostre is a respected Internet business and marketing
guru and a columnist for Revenue magazine.

Jennifer LeClaire is a veteran e-commerce journalist and
the weekly analytics columnist for newsfactor.com.

Zusammenfassung
Performing your first Web site analysis just got a whole lot easier. Web Analytics For Dummies offers everything you need to know to nail down and pump up the ROI on your Web presence. It explains how to get the stats you need, then helps you analyze and apply that information to improve traffic and click-through rate on your Web site. You'll discover:

• What to expect from Web analytics
• Definitions of key Web analytics terms
• Help in choosing the right analytics approach
• How to collect key data and apply it to site design or marketing
• Techniques for distinguishing human users from bots
• Tips on using Google and other free analytics tools
• Advice on choosing pay and subscription services
  A detailed and accurate analysis is crucial the success of your Web site. Web Analytics For Dummies helps you get it right the first timeand every time.

Inhalt

Introduction 1

Part I: Getting Started with Web Analytics 7

Chapter 1: Understanding Web Analytics 9

Chapter 2: Steering Clear of Common Terminology Confusion 21

Chapter 3: Getting Your Hands Dirty with Web Data 33

Part II: Choosing the Right Web Analytics Solution 57

Chapter 4: Web Analytics Tools You Can Use 59

Chapter 5: Investing in Web Analytics Tools 75

Chapter 6: Discovering Niche Solutions 97

Part III: Searching for Statistical Treasure 119

Chapter 7: Taking Out the Trash 121

Chapter 8: Reviewing Site Referrers 135

Chapter 9: Getting to Know Your Visitors 153

Chapter 10: Identifying Your Most Important Pages 167

Chapter 11: Key Performance Indicators Insights 179

Part IV: Knowledge Is Power Making Analytics Work for You 199

Chapter 12: Sifting through Search Data 201

Chapter 13: Increasing Web Site Visibility 221

Chapter 14: Revisiting Your Online Advertising Strategy 241

Chapter 15: Chronicling Your Web Analytics History 267

Chapter 16: Fine-Tuning Your Web Site 281

Part V: The Part of Tens 301

Chapter 17: Ten Web Analytics Myths, Mistakes, and Pitfalls 303

Chapter 18: Ten Reasons Why Web Analytics Will Revolutionize E-Business 315

Chapter 19: Ten Web Analytics Best Practices 325

Appendix: Web Analytics Glossary 335

Index 343

Table of Contents

Introduction 1

About This Book 1

Foolish Assumptions 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

Part V: The Part of Tens 5

Appendix 5

Icons Used in This Book 5

Part I: Getting Started with Web Analytics 7

Chapter 1: 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

Web Analytics 101 14

Thinking like a journalist 15

The language of Web analytics 18

Chapter 2: 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 ABCs of Web Analytics 26

Mastering Internet Marketing Lingo 29

Defining Actionable Data 30

Untangling Technical Terms 31

Chapter 3: 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

Goal Setting 101 55

Part II: Choosing the Right Web Analytics Solution 57

Chapter 4: Web Analytics Tools You Can Use 59

Before You Begin 60

What's my budget? 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? ...