Lessons in Segmenting

July 9, 2007

We have now been live with Site Catalyst for exactly 7 days (minus a few hours). We get enough traffic to actually have some data to look at, which is nice, but we aren’t fully implemented yet, which isn’t so nice. It actually leaves me in a slight state of limbo able to see something and come away with interesting observations, but I’m unable to segment much of the data yet as we are still implementing. And so much of my time is spent watching and think “wow, I wonder if that means anything.”

For my own edification a breif story in segmenting and so what. One of our web properties is a subscription site. In the past week visitors to the home page (which also doubles as the login page) have navigated away in under 15 sec at a rate of 37%. Gee that seems high.

So I dig a little further, where are people going? Well it turns out that 32% are actually logging in. It would be my guess that most of those are on that home page for under 15 sec, but here is where segmenting would be nice (does anyone know how to correlate time on page with next page in SC? I’m unable to figure it out yet). Potential, that <15sec crowd is made completely of members loggin in, but I really don’t know that yet. And if that’s the case, why are so many non-members (68% – and yes I know I can’t really say that, but for arguments sake) sticking around the home page but not signing up?

Man I’ve got bunches to learn yet.

Correlating KPImportance

June 27, 2007

Brent and I sat down with Site Catalyst today to begin building what we want for our traffic correlations. We made a critical error that I only see now looking back over our meeting, we didn’t bring with us our KPI’s nail them to wall in front of us.

In the moment it just seemed like maybe the heat (the air conditioning is out on our floor and as I type this it is a balmy 85 degrees in the office – but it’s getting fixed tomorrow) was making the thinking harder as we asked questions of each other about what do we really care about correlating and what’s important and what we may be over looking.

But now with a cool glass of water and a bit over an hour gone by I can see so clearly how much more easily that process would have gone had we had our KPI’s right there, not just to reference, but to build directly from. Rookie mistake?

Specifically my trouble is with goals. While we at my real job are busy implementing I’ve been busy practicing these “So What” adventures using GA with one of my own sites for an event I have coming soon (in my spare time I swing dance, teaching and event planning). Little by little I’ve been learning the ropes, though I haven’t made any attempt at optimization yet, for the moment I’m just studying what means what and the implications.The trouble is that I’ve established a couple of goals in GA, and while I know the goals have been reached on multiple occasions I cannot, for the life of me, using any URL format, get GA to report any conversions even though the page that supposedly indicates a conversion event appears within the content reports. I’ve gone over the documentation, tried numerous formats, and still can’t get any conversions to appear. 

Oh the irony

June 20, 2007

I am loathe to live in detail work land. I don’t operate very well there, it makes me feel crazy. So the idea of web analytics excites me, lots of thinking and looking, asking, etc. with only a small amount of detail work (required from me specifically). So how ironic is it that as we implement Site Catalyst most of this week has been spent tediously weeding through the duplicate page names of our web sites and make each unique.