Getting started on web analytics part II >> Kostis Panayotakis

Getting started on web analytics - part II

Posted: March 2007 C: Business Intelligence Posted by: K. Panayotakis

Continuing an introduction on web analytics from Part I, an additional set of Google analytics views is offered in this post.

Geo Map Overlay

Depicts the volume of visitors coming from different global locations. The largest points indicate locations driving most visits. This analysis may allow a business to optimize its presence in various geographical sites – areas of high demand should be better supported (sales and support channels).

Top content

One can observe on the pie in the figure below, that approximately 80 % of unique views are sourced by 10 pages. (a common finding on web sites).

Navigation analysis (or path analysis)

Allows behavioral analysis on the web site.

Where do visitors come from when they visit a certain page and where do they go afterwards (data are available for internal navigation only). This analysis can provide insight on what is considered relevant from the visitors’s perspective and what is in demand.

This tool can also be used to evaluate whether a certain site path designed to serve a specific purpose, is followed by the users (for example the steps taken to place an order or declare a fault).