Web Analytics Primer from an "Evangelist"

This is a great new article by Avinash Kaushik, the “Analytics Evangelist” for Google. I have posted a few other articles that touch on the topic of web analytics because I consider this a relatively untapped, but potentially rich source of information.

This is a very good primer for web analytics. Kaushik describes basic concepts in how website usage, or “visit” data, has utility. These concepts are fundamental, but certainly are still the most widely used in website analytics.

The applications for analysis for the six basic measures mentioned:

■ Visits
■ Page views
■ Pages/visit
■ Bounce rate
■ Average time on site
■ % new visits

These are universal in creating core metrics for a website—you need to have some place to start to know where you are going.

Basic ideas off the top of my head for these simple applications include:
1) Basic web stats for an online donations page—what is the “close” rate of those who visit?
2) Tracking sourcing from online pages—what are the most effective and least effective “links” sending people to your online donations page?
3) Identifying other interest areas through usage stats—are there other surprising sources on your site that have generated strong interest? Special events, news, messages? Possible affinities or, at the very least, interests may lie undetected.

And this is just a start. Obviously, as you layer and link pages, data, etc., the specificity of the analysis can increase sharply. This is a basic start.

Try it out. Show a colleague—see if they are interested…

New to Web Analytics? Confused about Web Analytics? Think it is too hard? Scared of tools and consultants?

This post is for you, its goal: Web Analytics Demystified! Yeah!

Web Analytics is complex. That is what it is. Complex.

Get the nuance? Complex. Mysterious. Inviting. Come in. Sit down. See what’s there. No free rides. You’ll do your part, your efforts will have a rich payback.

Complex holds the promise that you’ll get it. Nay, you can get it. Come in, welcome.
Start with this post.

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Online Fundraising - How is Behavior Different?

With its relative ease of operation, low overhead costs, and the increasing role of the Internet replacing previously in-person transactions in our daily lives, online fundraising is now a major player in fundraising. While working on a recent project regarding various giving channels I asked myself this question:

How is online giving behavior different from offline?

While this might not satisfy any requirements as "breaking news" (it is nearly a year old), I found this study regarding online fundraising behavior incredibly informative.

Some interesting findings:

• The Internet can serve as an effective acquisition source
• Online donors tend to be younger and wealthier than offline donors
• Online donors have lower renewal rates than offline donors
• Multiple channel donors (online and phone or mail or personal solicitation) have higher revenue and retention rates

This article does a fantastic job summarizing the study, and I suggest you read it.

Online Fundraising on the Rise - Target Analysis Group and Donordigital Report finds

While the Internet, broadband networks and email have grown to be the new fundraising tools for non-profits over the past several years, their potential has not been reached - in terms of the amount of money raised and the number of organizations fundraising online.

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