Web Site Measurement Hacks

book cover
Web Site Measurement Hacks
By Eric T. Peterson
Publisher: O'Reilly
Pub Date: August 2005
ISBN: 0-596-00988-7
Pages: 430

Table of Contents  | Index

In order to establish and then maintain a successful presence on the Web, designing a creative site is only half the battle. What good is an intricate Web infrastructure if you're unable to measure its effectiveness? That's why every business is desperate for feedback on their site's visitors: Who are they? Why do they visit? What information or service is most valuable to them?

Unfortunately, most common Web analytics software applications are long on functionality and short on documentation. Without clear guidance on how these applications should be integrated into the greater Web strategy, these often expensive investments go underused and underappreciated.

Enter Web Site Measurement Hacks, a guidebook that helps you understand your Web site visitors and how they contribute to your business's success. It helps organizations and individual operators alike make the most of their Web investment by providing tools, techniques, and strategies for measuring--and then improving--their site's usability, performance, and design. Among the many topics covered, you'll learn:

  • definitions of commonly used terms, such as "key performance indicators" (KPIs)

  • how to drive potential customers to action

  • how to gather crucial marketing and customer data

  • which features are useful and which are superfluous

  • advanced techniques that senior Web site analysts use on a daily basis

By examining how real-world companies use analytics to their success, Web Site Measurement Hacks demonstrates how you, too, can accurately measure your Web site's overall effectiveness. Just as importantly, it bridges the gulf between the technical teams charged with maintaining your Web's infrastructure and the business teams charged with making management decisions.

It's the technology companion that every site administrator needs.

book cover
Web Site Measurement Hacks
By Eric T. Peterson
Publisher: O'Reilly
Pub Date: August 2005
ISBN: 0-596-00988-7
Pages: 430

Table of Contents  | Index

      About the Author
      Why Web Site Measurement Hacks?
      How This Book Is Organized
      About the Use of Screenshots and Vendor Information in This Book
      Conventions Used in This Book
      Using Code Examples
      How to Contact Us
      Safari Enabled
      Got a Hack?
        Chapter 1.  Web Measurement Basics
      Section 1.1.  Hacks 113: Introduction
      Hack 1.  Talk the Talk
      Hack 2.  Best Practices for Web Measurement
      Hack 3.  Select the Right Vendor
      Hack 4.  Staff for Web Measurement Success
      Hack 5.  Get to Know Your Visitors
      Hack 6.  Understand Common Data Sources
      Hack 7.  Understand Visitor Intent
      Hack 8.  Know When to Use Packet Sniffing
      Hack 9.  Write a Useful Web Measurement Request for Proposal (RFP)
      Hack 10.  Find a Free or Cheap Web Measurement Solution
      Hack 11.  Use Analog to Process Logfiles
      Hack 12.  Build Your Own Web Measurement Application: An Overview and Data Collection
      Hack 13.  Build Your Own RSS Tracking Application: An Overview and Data Collection
        Chapter 2.  Implementation and Setup
      Section 2.1.  Hacks 1436: Introduction
      Hack 14.  Optimize the Implementation Process
      Hack 15.  Improve Data Accuracy with Cookies
      Hack 16.  Know When to Use First-Party Cookies
      Hack 17.  Alternatives to Cookies
      Hack 18.  Use Macromedia Flash Local Shared Objects Instead of Cookies
      Hack 19.  Fine-Tune Your Data Collection
      Hack 20.  Define Useful Page Names and Content Groups
      Hack 21.  Understand Where Data Gets Lost
      Hack 22.  Deconstruct Web Server Logfiles
      Hack 23.  Exclude Robots and Spiders from Your Analysis
      Hack 24.  Bust the Cache for Accuracy
      Hack 25.  Use Query Strings Effectively
      Hack 26.  Web Measurement and Visitor Privacy
      Hack 27.  Establish a P3P Privacy Policy
      Hack 28.  Deconstruct JavaScript Page Tags
      Hack 29.  Understand Web Bugs
      Hack 30.  Hack the JavaScript Document Object Model
      Hack 31.  Use Custom Variables Wisely
      Hack 32.  Best Practices for Data Integration
      Hack 33.  Measure Your Intranet or Extranet
      Hack 34.  Measure Your Mistakes
      Hack 35.  Build Your Own Web Measurement Application: The Core Code
      Hack 36.  Build Your Own RSS Tracking Application: The Core Code and Reporting
        Chapter 3.  Online Marketing Measurement
      Section 3.1.  Hacks 3753: Introduction
      Hack 37.  Understand Marketing Terminology
      Hack 38.  Identify Your Business Objectives
      Hack 39.  Define Conversion Events
      Hack 40.  Measure Banner Advertising
      Hack 41.  Measure Email Marketing
      Hack 42.  Measure Paid Search Engine Marketing
      Hack 43.  Measure Organic Search
      Hack 44.  Contrast Paid Keywords Versus Actual Search Queries
      Hack 45.  Measure Affiliate Marketing
      Hack 46.  Use Unique Landing Pages
      Hack 47.  Measure Content Syndicated via RSS
      Hack 48.  Segment Visitors to Understand Specific Group Activity
      Hack 49.  Measure Conversion Through Multiple Goals
      Hack 50.  Leverage Referring Domains and URLs
      Hack 51.  Calculate Click-to-Visit Drop-off
      Hack 52.  Create Visitor Loyalty Segments
      Hack 53.  Build Your Own Web Measurement Application: Marketing Data
        Chapter 4.  Measuring Web Site Usability
      Section 4.1.  Hacks 5467: Introduction
      Hack 54.  Measure the Value of Pages and Clicks
      Hack 55.  Measuring Clicks the Old-Fashioned Way
      Hack 56.  Use Language to Drive Action
      Hack 57.  Deconstruct Time Spent on Site
      Hack 58.  Use the Entry, Exit, and Single-Access Page Report
      Hack 59.  Measure Multi-Step Processes
      Hack 60.  Measure Usability in the Checkout Process
      Hack 61.  Measure "Internal Campaigns"
      Hack 62.  Use Browser Overlays
      Hack 63.  Run Your Own Split-Path Tests
      Hack 64.  Measure Internal Searches
      Hack 65.  Take Advantage of "Zero Results" Internal Search Results
      Hack 66.  Effectively Measure the "Known" Visitor
      Hack 67.  Build Your Own Web Measurement Application: Usability Data
        Chapter 5.  Technographics and "Demographics"
      Section 5.1.  Hacks 6880: Introduction
      Hack 68.  Measure Site Performance
      Hack 69.  Measure Connection Type
      Hack 70.  Know How to Use Screen Resolution Data
      Hack 71.  Know How to Use Browser Version Information
      Hack 72.  Know if People Are Bookmarking Your Site
      Hack 73.  Measure Browser Plug-ins
      Hack 74.  Know Which Technographic Data to Ignore
      Hack 75.  Know How to Use Visitor Language Reports
      Hack 76.  Hacking into Page-Level Details for Language
      Hack 77.  Track Demographic Data Using Custom Variables and Visitor Segmentation
      Hack 78.  Track Your Geographic Visitor Distribution
      Hack 79.  Accurately Measure Downloads
      Hack 80.  Build Your Own Web Measurement Application: Technographic Data
        Chapter 6.  Web Measurement and the Online Retail Model
      Section 6.1.  Hacks 8190: Introduction
      Hack 81.  Know How to Use Retail Analytics
      Hack 82.  Measure the Shopping Cart
      Hack 83.  Measure the Checkout Process
      Hack 84.  Understand Frequency and Lifetime Value
      Hack 85.  Measure Potential Customer Value Using Recency and Latency
      Hack 86.  Manage Lifetime Value Using the Visitor Segment Value Matrix
      Hack 87.  Use Cross-Sell Data to Sell More Products
      Hack 88.  Use Geographic Segmentation to Measure Offline Marketing
      Hack 89.  Measure New and Returning Customers
      Hack 90.  Build Your Own Web Measurement Application: Commerce Data
        Chapter 7.  Reporting Strategies and Key Performance Indicators
      Section 7.1.  Hacks 91100: Introduction
      Hack 91.  Distribute Reports Wisely
      Hack 92.  Know If the News Is Good
      Hack 93.  (Don't) Benchmark Your Site
      Hack 94.  Use Key Performance Indicators
      Hack 95.  Know the Difference Between a KPI and a Measurement
      Hack 96.  Key Performance Indicators for Online Retailers
      Hack 97.  Key Performance Indicators for Advertising and Content Sites
      Hack 98.  Key Performance Indicators for Customer Support Sites
      Hack 99.  Key Performance Indicators for Business Sites (Lead Generation)
      Hack 100.  Build Your Own Web Measurement Application: Reporting