Introduction

1

2

Our Approach

2

2.1

Our Measurement Framework

2

2.2

Key Website Measurements

3

2.3

Collecting the Raw Data

3

2.2

Using Historical Information to Select Metrics

3

3

Setting Targets

5

3.1

Sales Related Targets

5

3.2

Branding or Informational Related Targets

7

4

Site Usage

8

4.1

Site Conversion Rate

8

4.2

Visitors and Sessions

10

4.3

Customer and Visitor Acquisition Costs

11

4.4

How People are Using the Site

11

4.5

Repeat Sessions

12

4.6

Time Between Repeat Visits

13

4.7

Geographic Information

13

4.8

Search Engine Activity

14

5

Site Content Analysis

15

5.1

Top Entry Pages

15

5.2

Most Popular Pages

15

5.3

Top Pages For Single Page View Sessions

15

5.4

Top Exit Pages

16

5.5

Top Paths

16

5.6

Effectiveness of Key Content

16

6

How Visitors Arrived at the Site

17

6.1

Our Methodology

18

6.2

Search Engines

19

6.3

Referring Sites

19

6.4

Search Terms

19

6.5

Visitors Bookmarking the Web Site

20

6.6

Other Referrals

20

7

Quality Assurance

21

8

Next Steps

22

8.1

Collect the appropriate data

22

8.2

Select an appropriate measurement system

22

8.3

Analyse and report

23

8.4

Archive and store

23

8.5

Know your level of success

23