Posted by Sheba Fernando
June 29th, 2011

In this blog I am going to drill down the details of the various web intelligence attributes that an organization will be interested and possible business intelligence reports that can be drawn out to enable faster decision making on a corporate web strategy


Let’s take the first attribute which is on the visitors who enter our site. Organizations are interested to know about the nature of visitors , their visit patterns,  entry point of visitors, their navigation patterns and exit check points.

With web analytics , you can analyze how many absolute unique visitors visit your website and the time they have spent on each page in your website. You can also narrow down information on how many of them are new and how many are returning visitors. A high number of new visits suggests that you are successful driving traffic to your site, while a high number of return visits suggest that the site content is engaging, enough visitors to come to our website. We can also understand (Recency) how recently visitors have visited our website and (Loyalty) how frequently they return to our website.

Another important factor is bounce rates – when a visitor gets into our site and just exits without spending time on it or navigating thru it. A view at the bounce rate of the site gives a good opportunity to revise content, analyze on which page most visitors leave and why.

Some sample reports on visitors

Traffic Sources

Organizations do considerable amount of investment on Ecommerce, Web campaigns and AdWords to route traffic to their websites. It is very important we measure the spend on websites by understanding where your quality traffic is coming from on the internet. There are 3 different categories of traffic sources to any website Direct traffic, Referring sites and Search Engines.

Direct traffic – Visitors who clicked on a bookmark or directly typed the url to arrive at your web site

Referrals – Any site that sends traffic to you , like blogs , banner ads or any site that links to your site

Search Engine – Visitors who click on a search results link on google or yahoo or any search engine. Search engine traffic can be organic ie., free search results or paid. Paid search engine traffic is pay per click or cost per click traffic that you purchase from a search engine.

Through web analytics you can compare your traffic sources and understand which search engine sends you quality traffic. This can help you decide the search engine you would want to advertise. If there are good traffic from referral sites ,the organizations can make informed decisions on investing time on blogs / white papers or Google group posts / static pages or look for banner ads for cost effective traffic routing

Organizations want to understand highest traffic drivers, but also wanted to make sure that the traffic was qualified to achieve the goals set for the web site. An indicator of quality can be the bounce rate. A high bounce rate suggests that the site isn’t relevant to what the visitor is looking at. There can be chances that the popular sources of traffic can contribute to high bounce rates and underperform the site average.

Some sample reports on Traffic sources

Thanks for reading. In my next blog we can look into other categories like content effectiveness , goal setting and ecommerce.


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