:Presented by

Indranil Nandy : 06CS6010

Dibyahas Bordoloi : 06CS6008
Satish Kumar Khitoliya : 06CS6020

: Under the guidance of

Prof. P.K.J. Mohapatra

1
 Introduction
what is WEB METRICS?

Digital technologies have opened the door for

new kinds of data collection for the analysis of
business processes.
As you travel the web, everywhere you go and
everything you do leaves a trail of bits.
Your visit to any site is being logged by a server.
Every request to a server is recorded and
assigned a status code, which describes how the
server responded.
The data logged by servers can be analyzed to
help optimize network infrastructure, improve
web site architecture, measure the effectiveness
of site design and advertising campaigns, and
much, much more.
WEB METRICS just stands for this purpose of
analyzing the log data.

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 WEB METRICS now used in every
web-analytic tool

Today there are a lot of web-analysis softwares or tools

using WEB METRICS to optimize the performance of their
web-sites.
Some of these are as followings :
ClickTracks
CoreMetrics
WebTrend
SAS
IBM SurfAid
Google Analytic

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 Why WEB METRICS?
Before proceeding to the details of WEB METRICS, we have
to know what is the main problem, the websites are now
facing?

The main problem is that they have a low "conversion rate" -

visitors to their web sites just aren't turning into buyers in
the numbers needed to make a healthy profit.

So, how to keep track?What

of thisis record andRate
Conversion analyze scientifically
those data (i.e., log It
data)?
is the ratio of the number of visitors who
,.have taken at least any action on a page, e.g
WEB METRICS just stand for this
,purchase purpose.
or register or hyperlink to another page
to the number of total visitors on that page within
They are the ones .athat
given period
have of time
dramatic impact on the
profitability of your website. By tracking these metrics and
trying to affect them, you can get your web site a lot closer
to the goals you are trying to achieve - and that applies to
both sales and content sites.

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 What are the GOALS?
[G of GQM]

The key objectives of any website are

the following goals :
 Increased Revenue
 Decreased Cost
 Enhanced Company Profile
 Customer Satisfaction

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 WEB METRICS : a scientific measure

With the growing volume of information the companies now

have to be smarter with their decision makings.

As web usage becomes more sophisticated and the need for

Return Of Investment (ROI) justification turns critical,
web traffic analysis is becoming a science.

Now there is a need to obtain real figures that are auditable

and can be used to form business plans.

WEB METRICS is that scientific measure of these figures.

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 What are those questions
to be answered?
[Q of GQM]
Successful ROI analysis of your web site can only achived if
you can answer questions such as :

How many people browse and then visit my stores and buy?
What do customers want from my website?
Can I decrease my total cost of ownership?

This type of information can only be achived if you join the

web traffic analysis data with the application server data,
the customer, sales and marketing data. Then you are able
to answer questions such as

What is the total value of the website?

What is the value of each individual visitor?

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 Q in details

One common element that often needs fixing on e-

commerce web sites is the number of clicks it
takes a potential customer to make a purchase.
The fewer clicks, the better.

So, one obvious question is :

1. What is the average click rate?

That’s why Amazon.com fights so hard to protect its

1-Click Checkout patent.

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 Q in details [contd.]
The next question which then automatically comes is :
2. Where a potential customer left your website before
completing a purchase?

If a lot of prospects drop out of the sales process at a given

point, then it is clear that something is wrong on that
particular page. It might be that the copy doesn't make it
clear what the potential customer should do next or there
might be a shortcoming with the design of a page - the
layout and various navigational buttons, for instance, could
be causing confusion.

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 Q in details [contd.]
The next questions could be the followings :

3. What is the average number of visitors to the website within a

given period of time?

4. What is the number of visitors who have taken at least an action

on the page within a given period of time, e.g., purchased
something or registered or hyperlinked to another related page ?

5. What is the ratio of the previous two (ratio of 4 to 3)?

This is known as CONVERSION RATE, a famous
metrics in E-commerce.
The average conversion rates for Web sites are in the
3% to 5% range. Below 2% is considered poor, while 10% and above
is awesome.

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 Q in details [contd.]
6. How to keep track of the visits of the individuals?
For this, we can set a session length (say, 30 minutes
for a session) and then can ask the same question slightly
changed :

7. What is the average number of sessions one visitor is using?

The lower the total traffic, the longer the session
length should be for a meaningful statistic.

8. Number of unique individuals in the site.

?What is Entry Page
9. Number of visitors who have visited once. are those pages through
Entry pages
which the visitors enter into the site
10. Number of visitors who have visited more than once.

11. Frequency of accessing HOME page among the entry pages.

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 Q in details [contd.]
?What is Single Access Page
Single Access Pages are
those pages which are traversed
but from them no other pages
12. Frequency of Entry pages
are behaving asnoSingle
traversed, i.e., other
Access Pages. .Link is traversed from that page
Number of Single Accessed
Entry pages tells how many
13. Total number of orderspeople
received.
looked at this page and
.then looked no other page
14. Amount spent on each order.

15. Orders received from new customers only.

16. Number of orders from former customers.

17.Total sale or may be Net sale (Sales – Returns).

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 Q in details [contd.]

18.Total expenditures on a campaigning or for a

period of time.

19. Percentage of total sales purchased by heavy

customers.

20. Number of reorders from an old customer.

21. Sales per visitor.

etc..etc.

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 So, what the Metrics?
[M of GQM]

All the above questions can be answered with help of the following
Metrics. All the metrics together is said WEB METRICS.

The WEB METRICS can be categorized in the following groups and

under each group corresponding metrics are specified in the
successive slides.

These are the categories :

 Content Metrics
 Usability Metrics
 Macro-action Metrics or e-Commerce Metrics

Now, we are elaborating each group in the successive slides.

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 M in details
CONTENT METRICS
The purchase percentage of
1. Repeat Visitor Share repeating visitors out of total
sales

2. Heavy User Share

3. Committed Visitor Sharethose
Committed Visitors are
for whom no ongoing
4. Committed Visitor Index,transaction is processed
all the transactions with

5. Committed Visitor Volume

them have been committed

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 M in details[contd.]
USABILITY METRICS
the percentage of the number of visits to any
particular page where that page was the last
page in a visit, divided by the number of visits
1. Visitor Engagement Index
to that page. By identifying pages that result
in a high percentage of visit termination, one
2. No Sale Rate.can
: HOME pagesite design
better address

3. No Sale Rate : ALL pages

4. Page Leakage Percentage
5. Scanning Visitor Share Scanning Visitors are
those for whom at least
6. Scanning Visitor Index one ongoing transaction is
being processed
7. Scanning Visitor Volume

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 M in details [contd.]
e-COMMERCE METRICS
1. Average Order Size (AOS)
2. Customer Conversion Rate (CCR)
3. Sales per Visitor (SPV)
4. Customer Acquisition Cost (CAC)
5. Customer Retention Cost (CRC)
6. Cost per Visitor (CPV)
7. Customer Acquisition Gap (CAG)
8. Customer Acquisition Ratio (CAR)
9. Site Penetration Ratio (SPR)
10.Site Penetration Index (SPI)
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 Goals and Metrics
Refinement
• Attract Visitors to Website
• Maximizing the content caliber
• Improve Navigation
• Increase Conversion
• Personalizing the Web Site

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Goal : Attract visitors to
the Website
• Which medium should be used to attract
people ?

– Check the referral links

– www.kodak.com 53 day measurement study
– Search Engines and Directories : 45% of visitors
– Reviews on leading news/community sites : 39%
– ISPs : 14%

• Site Penetration Index (SPI)

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Goal : Attract visitors to
the Website
• What is the impact of the online
communication.
• Are people familiar with a brand or
product as a result of exposure ?
– Measure the Awareness Level.
• Customer Acquisition Ratio (CAR)
• Customer Acquisition Cost (CAC)

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Goal : Attract visitors to
the Website
• Can People connect a message or
slogan with a specific brand ?
– Find the Message Association.
• Are people more likely to buy a given
product or service ?
– Find the Purchase Intent.
– Sales Per Visitor (SPV)

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Goal : Attract visitors to
the Website
• Do respondents remember seeing the
banner ?
– Banner Recall.
• Do they like it ?
– Visual Appeal.
• Visitor Engagement Index (VEI)
• Page Leakage Percentage (PLP)

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Goal : Attract visitors to
the Website
• What is the visibility through search
engines ?

• Calculate SEOP(Search Engine

Optimization and Positioning )

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Goal : Attract visitors to
the Website
• Calculate SEOP :
• # of surfers searching your terms at google.com
• Multiply total searches by 10% Clickthrough rate ( Case
studies show that 10 % is achievable if you are in top three
search results )
• Multiply by average conversion at your site ( Conversion is
the %ge of site visitors by joining a email list, filling out an
online form or buying something)
• Multiply by the ultimate $ you make on average per
conversion.

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 Goal : Maximizing the
Content Caliber
• Question : Is the Content Good ?

– Learn which articles are more popular by

asking for user’s rating.
– Ask for descriptive opinions
• Visitor Share, Visitor Index, Visitor
Volume

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 Goal : Maximizing the
Content Caliber
• How to increase Stickiness ( Desirable
trait to make people stay longer, look at
more pages, see more pages) ?
• www.coca-cola.com offers screensavers,
games, wishlists and a tour of their
bottling plant to drive their name and logo
deep into the hearts and minds of the
visitors.

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 Goal : Maximizing the
Content Caliber
• How to increase Stickiness (Definition of
Stickiness)?

Total Amount of Time Spent

• viewing all pages
• Stickiness =----------------------------------
Total Number of Unique Users

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 Goal : Maximizing the
Content Caliber

• What is the number of Downloads ?

• Find the popular downloads :

• Trial Softwares
• Freewares
• Utilities

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 Goal : Maximizing the
Content Caliber
• What is the comparative popularity of contents ?

• Compare the Stickiness.

– What are people looking at ?
– What really interests them ?

• Visitor Engagement Index

• www.wiley.com keeps eye on page views, pdf
downloads, sample requests, email enquiries

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 Goal : Maximizing the
Content Caliber

• What is the Freshness Factor

Average Content Area Refresh Rate

Freshness
Factor =------------------------------------------

Average Section Visit Frequency

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Goal : Improve Navigation
• www.vividence.com ‘s ‘Tangled Web Survey’
over 69 web sites, among 13,000 users

• 53 % had poorly organized search results

• 32% had poor information architecture
• 27% had cluttered home pages
• 25% had problems with confusing labels
• 13% had difficulties with inconsistent
navigation

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 Goal : Improve Navigation

• What is the first impression ?

• What do they see first ?
• How does that page appears ?
• What elements do they see on that
first page ?
• Visitor Engagement Index (VEI)

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 Goal : Improve Navigation
• Is the site well classified ?

– If people are looking for a Palm PDA will

they find it in Computers, Electronics or
Office Gadgets ?
– Where are people most likely to look for
it ?
• Page Leakage Percentage (PLP)

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 Goal : Improve Navigation

• www.sun.com strategy

• Card Sorting to discover categories

• Icon intuitiveness testing
• Card distribution to icons.
• Thinking aloud walk through

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 Goal : Improve Navigation

• Should a Splash Page be there ?

No of visitors who click “Skip Intro”

Skip Factor = ----------------------------------*100
No of visitors who visit Flash Intro

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 Goal : Improve Navigation
• What is the best path from Point A
to Point B ?
• Oregon Maine’s Home Page : Nobody goes directly
to Contact Page from Home Page.
• Do people lack a need to contact the company
until they have a question about their products.
• Or there is no link from the Home Page to the
Contact’s Page.
• Migration Rate (MR)

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 Goal : Improve Navigation
• VisVip Tool from NIST(National Institute
of Standards and Technology )
• Which part of the website were used for the performance
of a given task ?
• Which parts were not used ?
• How long did various subjects take to perform a task ?
• How long did they take when visiting individual pages ?
• How did subject’s paths compare with that of an expert ?
• What is the overall linkage structure of the website ?
• What pattern of navigational behavior did the subjects
exhibit ( e.g., revisiting a homepage, circling etc. )

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 Goal : Improve Navigation

• What is the Slipperiness ?

Slipperiness is the opposite of

Stickiness.
• Slipperiness is also a virtue !

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 Goal : Improve Navigation

• What is the Migration Rate ?

• It is the Slipperiness between

Sections.
Av No of exits from Content Area
Migration = ---------------------------------------* 100

Rate Av No of Visit to Content Area

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 Goal : Increase
Conversion
• Conversion : The moment of
commitment
– Create a email account (www.yahoomail.com)
– Subscribing to a newsletter(www.cnn.com)
– Participating in a discussion(www.movie.com)
– Downloading a whitepaper(www.ieee.org)
– Buying a product (www.amazon.com)

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 Goal : Increase
Conversion
• Are you attracting the right people ?

– Banner ads that attract 14 year olds to

a car selling site is not helping.
– Check the advertising.
• Customer Acquisition Ratio (CAR)

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 Goal : Increase
Conversion
• Are you losing the right people ?
– Problem with Navigation or Persuasion

• Are people abandoning the shopping cart ?

– Review the sales order process and make it
easier to use.
• Customer Acquisition Gap (CAG)

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 Goal : Personalizing the
Website
• What segmentation should I use ?
– Technographic
– Interest
– Demographic
– Customer Knowledge
– Industry and Job Factor
– Personality
– Surfing Mode
• Visitor Engagement Index (VEI)

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 Utility/Advantages :
Through web metrics
This iscompanies
the ratio ofwill gain
total competitive
amount advantage
of time spent
through the ability
viewingtoall understand the
pages to total followings
number :
of unique
users
1. Web visitor behaviour
2. Advertising and email click-through rates
3. Site stickiness
4. Shopping Cart Abandonment Value
5. Customer Segmentation Clustering
6. Propensity to buy
7. Detailed Path Analysis
8. Product Affinity Analysis

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 Conclusion

“The Web is a new frontier, but WEB

METRICS are at the forefront of
making it a less risky place for e-
business”

-John. E. Shreeve
(Journalist & Editor)

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 References:
http://www.iturls.com/English/SoftwareEngineering/WE_b.asp

http://www.issel.co.uk/webmetrics/

http://digitalenterprise.org/metrics/metrics.html

http://www.divine.com/rl/pdf/solutions/divineAB_Web_Metrics_Analy

http://www.eresearching.com/pdf/WebMetrics101.pdf

http://www.malch.com/arshiya/a-items/web_metrics.html

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