Why Online or Internet Advertising?

With the advancement of internet, web has become the most preferred medium for the businesses to
promote their brands and services.

Traditional advertising involved putting up hoardings, billboards, distributing pamphlet hoping that the
customers would view them. But there wasn’t any way to measure the success of the advertisement.

With advertising on the web, one can easily track the success of the online campaigns and can know
how many users have clicked on the ad.

Through Online advertising, we can reach out to the potential customers and ads will be displayed as per
the interest of the users.

Characteristics of Online or Internet Advertising

Targeting potential customers:

With Online advertising ads can be shown to the people who are interested in your brands and services.
Also, with more targeting options available like age, demographic location, language, devices used etc.
one can more precisely reach out to specific group of people.

Easy to track:

Various tools like google analytics, Omniture provides us stats and data through which one can measure
the performance of the campaign. We can know how many people clicked on the Ad, which Ad is
performing better, what time during the day brings maximum clicks. Considering all these results we can
accordingly modify the campaign for better results.

Budget Control:

It’s entirely up to you decide how you want to spend your money. We can set the maximum amount we
want to spend on the campaign and the pattern in which it should be spent. Like during the day if the
traffic is more we can set it in a way that ads shows more during the day so as to bring more clicks.

Easy to make modifications in Ad Campaign:

Depending on the performance of the campaign, we can easily make desired modifications so as to
achieve better results. Suppose, we have an AdWords campaign wherein we see that a particular
keyword is showing better result, so we can modify other keywords on the basis on the one which is
showing better result.

Exposure to larger group of audience:

With more people accessing internet, online advertising targets large no. of audience. Ad campaign run
online can reach the audience worldwide. Businesses can get huge no. of potential customers in short
span of time as the no. of targeted audience is large.

Specific campaign for specific audience:

Ad campaign are designed keeping in mind the audience to be targeted. Depending on the interest of
the group of user we can run specific campaigns. We have a option of customizing the campaign
wherein we can select the age-group, gender, location of the user whom we want to target.

Software have made the process automated:

Various software like DSP, SSP and Ad Servers have made the process of buying and selling of inventory
automated. The bidding process has become more streamlined and transparent. Unlike traditional
advertising which had the involvement of people in buying and selling process which made it slow and
less transparent.

Important Terminologies

Advertiser: individual, organization or company who wants to promote its products and services with
the aim of reaching out to larger audience. Advertiser provides its ad to the publisher to show on their
website.

Publisher: someone who owns the website where they show the ad to promote the advertisers
business.

Example: Nike shoe ad on flipkart.com. Here, Nike is the advertiser who ad appears on publisher
flipkart’s website.
Click: action performed by the user/customer to attain desired information about the advertiser’s
product services.

Impression: Number of times an ad is displayed on the website. Each time the user sees the ad,
irrespective of if it’s clicked or not, that’s counted as an impression.

Conversion: An action by the user which benefits the business of the advertiser can be termed as
conversion. Actions like online purchase of product, downloading a software, sign up for services are all
known as conversion.

Agency: Ad agency is the organization that provides services to the advertiser and advises them the best
place where the ad should be displayed so as to get maximum return on investment.

Click through Rate: How many users who saw the ads clicked on them? Calculated as clicks/impressions.

Forms of Advertising:

Banner Ads: Most commonly used form of advertising. Banners are placed on the web page to redirect
the user to the advertisers website once clicked upon.

Button Ads: Ads in the form of clickable button, generally small in size (rectangular, circular or square).
Mostly used when advertiser wants user to take specific action like download, sign-up or register.

Interstitial Ads: This ad appears before the actual webpage of the website opens. When a user tries to
open a website, before the landing page of the website a new window comes up with the ad.

Email Ads: Emails with promotional content, discount offers are sent to the targeted users.

Metrics Used:

CPM: (Cost per Mile) amount to be paid for every 1000 impressions.

CPA (Cost per Acquisition) Also known as Cost per Action, how much it cost an advertiser to achieve a
conversion.

CPC: Cost Per Click, how much an advertiser spends to get a click from the user?

CPE: Cost per Engagement, how much an advertiser spends to get the user engage with its
brand/business. For example: User watching a video is form of engagement.

CPL: Cost per Lead, Lead is initiative in an action. Getting an user to register, sign-up , enroll , fill form are
all form of lead.

Types of Advertising: Display Advertising:

Display Ads: A display ad can be an image, banner or text which usually appears alongside the main
content on the webpage. These can be static as well as dynamic. Display ads mostly appears on the
webpage that have relevant content to what ads are focused on.

Static ads are still images mostly containing text. Animated display ads contains animation which attracts
the audience. Flash display ads enables user to interact with the ads. They would contain a press button
or would reflect additional information once mouse cursor is rolled over it.

Display ad sizes:

Leader boards: (728×90 pixels) large in size, focused on attracting maximum audience.

Medium Skyscrapers: (120×600 pixels) tall, thin ads which appears down the side of page.

Rectangles: (300×250 pixels) these ads usually appears along with the content on the webpage.

468×60 pixel is the most popular banner size.

Types of Advertising: Search Advertising

Search Ads: Search advertising is a method of showing ads on those webpages which appears as a result
of search query placed by the user on the search engine. Search Advertising is based on the concept of
reaching out to the customer when they are looking for you. This is done by focusing on the keywords
that users enter in the search engines. The keywords can be a string or a phrase. The search engine firms
performs auctions to sell the ads on the basis of the bids received for keywords.

Process Used by Search Ads: When the publisher wants to have ads served on its webpage, it reaches
out to the search engine firm. Search Engine relates the content of the webpage with the keywords.
These keywords are then placed for the auction and once this keyword gets the bid for the ads, the ads
are served on the webpage.

Metrics : Five ways to measure search ads :

CPM, CTR, CPA, CPC, and Total Time spent on the webpage.

Types of Advertising: Social Advertising

Social Media Advertising: Social Media Advertising is the method of utilizing the social media sites for
reaching out to the potential customers. With million no. of users daily accessing the platforms like
Facebook and twitter it has become a potential place for advertisers to promote their ads. The huge
benefit for advertisers is that on social sites they get large user database to target. Almost 80% of the
firms use LinkedIn for hiring new employees.

Social media advertising helps in creating commercial publicity through social websites.

Advantages:

Social websites provides the advertisers with the opportunity of attracting larger audience as the no. of
users on social websites is enormous.

Increase in usage of mobile has resulted in social sites being accessed through mobile. So, it’s easier to
reach out to more no. of people.

Social sites get audience from different region, people of different age group and interest. So, advertiser
can target specific audience depending on his campaign.

Types of Advertising: Email Advertising

Email Advertising:

It is the process of reaching out to a group of people via emails. Email marketing is the most affordable,
effective and targeted promotional tool. Emails may contain ads, promotional text for some brand or
product, request for donation or business request. Emails cost very less as compared to other forms of
advertisement like ads on TV, Newspaper ads or promotion through hoardings. No other form of
advertisement address the audience personally with their name. This feature definitely gives email
advertising an edge over other forms of advertising. Performance of the campaign which is done
through email advertising can be easily evaluated and traced. With email marketing audience all-round
the globe can be targeted with same level of efficiency. Sending email to someone in USA requires same
amount of resource as it takes to sending to someone in UK. So, email advertising provides advertisers
with greater reach. The content of the email can vary as per the requirement of the campaign. An email
can be contain plain text as well as graphics and animations.

Steps to be adopted for achieving better results with email advertising:

Emails should have instructions which are easy to understand.

Tell clients about the benefits of your product and compare it with the rivals.

Provide client with the brief about your organisation and how business is carried out.

Sometimes offer discounts to attract customers.

Types of Advertising: Content Advertising

Content:

Ad is placed on those websites whose content is similar to that of ads. Content advertising focuses on
maintaining the consistency of the matter on the site. For example: If you are reading an article on
feedback on Nokia Lumia, at the end of the page you might see the article named Samsung latest phone
feedback. That’s a form of content advertising.

Organic Search: Organic Search results are the unpaid sections in the
search engine results page that are determined based on the content’s
relevance to the keyword query rather than because of Search Engine
Marketing. A website can take advantage of organic search by presenting
the website to Google to be filed and afterward making website pages that
depend on specific keywords that the site is focusing on. A website’s
organic rank does not cost any amount every month. The main expense is
the time and exertion to get to that ranking.
Paid Search: Paid searches are advertisements. Search engines will show
ads close to organic search results. This is the primary way search engines
make a profit. Advertisements are almost consistently shown at the very top
of a search result, or in a left/right sidebar. Paid search works on a pay-per-
click model. Paid search is a kind of contextual advertising where site
owners pay a charge to have their site shown in top search engine results
page placement.
Organic Search vs Paid Search

S.
Parameters Organic Search Paid Search
No.

Organic Search results appear Paid Search results appear at

1. Search Results
in the middle of the page. the top of the web page.

2. Clicks Organic Search gets less clicks. Paid search gets more clicks.

Organic Search is a long

By paying big amount, site can
3. Ranking process to get rank in one of the
be ranked on top quickly.
top positions.
 Traffic is better than other Traffic is not better than other
4. Traffic
forms. forms.

Conversion is not as good as Highly optimized keywords

5. Conversion
Paid search traffic. generate more conversions.

Traffic will stop if paying per

6. Effect It is long lasting.
click is stopped.

 Need of Consistent results  Immediate results

When to
 In establishing website  Targeting specific audience
7. Choose ,by a
authority  Limited time offer
company?
 Increasing website value  Priority in Ranking

 Instant results
 Costs nothing  Provides keyword info for
 Impressive Return on SEO
Investment (ROI)  Impressive Return on
 By maintaining SEO Investment (ROI)
strategy as well as  Allures ready-to-buy users
expanding that, a company  Some instances of ad
can take maximum benefit campaign data: Keywords,
8. Pros out of it. Time spent on the page,
 Increasing credibility Demographics and other
 Alluring relevant users information.
 You can help with a variety  You can help with a variety
of alternative marketing of alternative marketing
outlets, including Social, outlets, including Social,
Paid, Email, Video, and Paid, Email, Video, and
more more
 Suitable for all budgets

9. Cons  Regular maintenance is  It necessitates ongoing

required. maintenance
 Takes time to provide  Upfront costs
results  Short-term outcomes are
 Fights for real estate from provided
search engines however, an  PPC experience and skillset
SEO background and skill are required.
set are required.
Mobile Advertising

Smartphones are reinventing the connection between companies and their

customers.”
− Rich Miner, Partner at Google Ventures and Co-Founder, Android
Use of web-enabled smartphones in last decade has increased exponentially. The
people use mobile devices to communicate with their family, friends, colleagues, and
acquaintances. They stay connected to the society on various social networks, keep
themselves updated on current affairs and lifestyle. Apart from accessing E-Mails,
browsing, and messaging, people spend a huge amount of time on mobile apps for
their utility and entertainment quotient.
Today, the mobile devices such as smartphones, e-books, and tablets are
inseparable parts of their daily lives. Mobile advertising takes the advantage of this
thereby reaching out to the hands, pockets, and bags of the people.

What is Mobile Advertising?

It is a form of business promotion on Internet-enabled mobile devices such as
smartphones, e-books, and tablets to deliver marketing Advertises.
Objectives of Mobile Advertising
  Increasing the brand awareness.
 Promoting business with good Ads across all mobile phone models, network
technologies, and data bandwidths.
 Providing support for specific engagements.
 Driving sales of the product or service.

Advantages of Mobile Advertising

Mobile advertising comes with the following advantages −
 Mobile advertising provides an opportunity to connect with the people on-the-
go and at a personal level.
 It helps to achieve your objective of winning new customers and earning
conversions.
 It helps to fulfill your business branding goals.
 It can deliver intended impact by posting engaging and interactive Ads on the
mobile Internet and Apps.

Mobile Advertising Units

The Mobile Advertising can be done in the following ways −
Mobile Web Banner Ad
It is a universal colored graphics Ad unit displayed on a Mobile website. It is a still
image or an animation intended for use in mass-market campaigns. It must be
allowed to click by the viewers and can be placed in any location on a mobile-
friendly website.
The recommended formats for these Ads are − GIF, PNG, or JPEG formats for still
images and GIF format for animated images.
Rich Media Mobile (RMMA) Ad
It is a supplement Ad unit defined by the two-stages − display and activation. In
display, an RMMA Ad resides in a usual Ad space of an application or website and
calls for action in form of a banner or similar Ad unit. The RMMA features are
activated only when the viewer clicks or swipes on the displayed banner.
WAP 1.0 Banner Ad
It is a supplement monochrome, still graphics Ad unit for Ads that target older mobile
phones which do not support graphics. It can be followed by a Text Tagline Ad to
emphasize the clickable character in the Ad unit.
Text Tagline Ad
It is an Ad unit that displays only text. Text links may be used below a Mobile Web
Banner Ad. It also can be used for older mobile phones which do not provide
support for graphics. At times the publishers also prefer to use them over graphical
ads on mobile websites. Mobile screen width has no effect on text tagline sizes.
Text Messaging (SMS) Ad
The Short Message Service (SMS) allows communication between mobile phones
by exchanging short text messages limited to 160 characters. Short Messages can
be exchanged among all operating networks on every mobile phone in the world.
Thus it creates a vast market for SMS-based advertising.
SMS supports messages exchanged among mobile users as well as among mobile
users and machines, such as a PC, application, or server.
 It is a text-only medium. The font size is entirely controlled by the mobile
phone and is not under the control of advertiser or publisher.
 Length of Ad lies between 20 to 90 characters.
 Ad is inserted by publisher only at the end of the SMS content.
Multimedia Messaging Service (MMS) Ad
The advertising opportunity using MMS is significant. MMS is a rich media
messaging service that allows mobile users to exchange the messages or media
with images, audio, video, and text. MMS Ads can be of various types such as Short
Text Ads, Audio Ads, Video Ads, Banner Ads, etc.
This media resides on the user’s mobile phone once received, hence Wi-Fi or data
connection is not required to access the Ad content again.
 The MMS image Ads come in JPEG and PNG formats for still images and in
GIF format for animated ones. They come in varied sizes such as Small,
Medium, Large, extra Large, double extra Large.
 The recommended video formats are 3GP and 3G2.
 They must not exceed 100KB file size.
Mobile Video Ad
These Ads are played as video on the mobile. The advertisers need to follow the
recommendation for Mobile Video content as given −
 Landscape aspect Ratios should be 4:3, 16:9, and 11:9.
 File formats should be − WMV, AVI, MOV, MPEG2, .3GP
 Audio quality should be − 16bit 44Khz stereo.
 Video quality should be − 250kbps, 20-30 frames per second.
 Avoid using fast-moving videos.
 Avoid rapid scene changes.
 Avoid using small font for advertising messages.
 Avoid dark shots.
Mobile App Ads
These Ads are launched by the publishers alongside the host mobile application. To
minimize user’s frustration about loading the App, publishers should display these
Ads before launching or after exiting of the application. It is recommended that −
 Mobile users are notified that they will be leaving App environment to
experience the Ad.
 If Ads need to be displayed during the use of App, they publishers should use
banners to avoid switching the user away from the application domain.
 Publishers need to prevent the user’s right to cancel the Ad and return to the
App.

Sensor-Enabled Mobile Advertising

The problem with the conventional Ads such as banners was they were designed for
personal computers. They are translated to mobile version with a great effort. They
are so small that the mobile users prone to click on them unintentionally and regret
for doing so. Also, with the conventional mobile Ads, the users have to click through
to another website where they find the product and proceed for purchasing.
Experts are developing sensor-based motion Ads to enhance users’ experience with
the mobile Ads.
Using Mobile Sensors for Advertising
Most state-of-the-art smartphones have a number of tiny sensors. There is
an accelerometer to detect movement and orientation of the mobile phone,
the gyroscope for measuring device rotation around X, Y, and Z axes,
a compass to detect North direction, etc. Together, these sensors are extremely
useful for mobile advertising.
For example, an Ad can be created for making your own cocktail which requires
shaking the phone after selecting a few ingredients. Thus, it would be very engaging
and interactive in a realistic manner.
Creating such Ads require machine learning algorithms that can understand different
motions and take action on them. A challenge with these Ads is, they need to
respond to the users’ action in real time.

SMS Marketing

SMS Marketing is sending promotional campaigns or transactional messages for marketing

purposes using text messages (SMS). These messages are mostly meant to communicate
time-sensitive offers, updates, and alerts to people who have consented to receive text
messages from your business.

If this SMS marketing definition sounds too complicated — don’t worry. This article
covers all of the above to give you a better idea of how SMS marketing can enhance
your digital marketing strategy.
It’s no secret that developing relationships with customers takes work. If you want to reach
your customers, you can’t wait for them to come to you. You have to be proactive and go
where they are.

And they’re more often than not on the go, with only their mobile devices in their pockets.

So text messages along with email, WhatsApp, and push notifications, give you a direct line
of contact. This has made text message marketing (also called mobile marketing and SMS
marketing) one of the most effective forms of communicating with customers when done the
right way.

What Is SMS Marketing Used For?

SMS can be used in a number of different ways. I will share with you some of the most
common use cases to give you a better idea of what you can do with SMS and how it might
help your business.

Short-term promotions for retail or ecommerce businesses

Coupons and promotions are an excellent way to drive more people to your store or website.
If you are conducting a limited-time sale or promotion, you obviously want as many people
to hear about it as possible.
SMS marketing campaigns are a great channel to communicate these offers, especially if you
want to let customers know while they are on the move. That way you can be sure that they
don’t miss out because they didn’t get the message in time.

Urgent updates about events or customer orders

There are a lot of moving parts that go into planning and executing an event. The more
people you have attending the event, the more challenging it becomes to communicate the
necessary information to everyone.

With SMS, you can easily communicate any changes, cancellations, general information, or
updates with better real-time engagement than email or other channels.

Appointment reminders

If your business runs on scheduled appointment times, then you know the frustration of
having clients forget appointment times and show up late. Even more frustrating, clients fail
to show up at all.

Not only does this throw off your schedule, it wastes your time. It means that you may have
turned down other appointments because that appointment slot was taken.

Sending reminder text messages is a fantastic way of making sure that people don’t forget
their appointments. Simply use marketing automation to set up an automated text to follow
up each appointment booking.

Internal alerts

If you have a large number of employees, it can be hard to communicate urgent messages
(office closures, emergency updates, etc.) to everyone all at once.

You can send them an email, but they may not see it (I know I don’t check my work email
too often outside of work). SMS is a great way to guarantee that everyone receives your
message on time.

Why Is SMS Marketing Effective?

SMS is one of the most useful marketing channels at your disposal for several reasons:

Ubiquity of smartphones
With 85% of adults in the US owning a smartphone in 2021, SMS is an excellent way to
reach customers directly. By including a link in this text, you can drive engagement with
your business online.
Closes the email marketing loop
Although email and SMS marketing have many similarities in their strategy implementation,
they work best in tandem. As mentioned earlier, you can use SMS to send instant
notifications, while email contains more long-form content like a newsletter with useful
resources.
High engagement rates
SMS engagement rates are astronomical compared to email, with 90% of SMS messages
read within 3 minutes of receiving them. This makes SMS very helpful in delivering critical
information with a high success rate.
Great for emerging markets
If your business is trying to operate in countries where data is expensive and wi-fi is less
common, SMS is a much better channel to communicate information.

Who Can Benefit From Using SMS Marketing Services?

Text messages can be a great addition to your digital marketing efforts, no matter if you’re a
small business owner or a corporate communications lead. They serve the unique function of
communicating very urgent information in a highly reliable way.

But, there are certain businesses that reap major benefits of SMS marketing:

 Ecommerce stores: Whether you’re sending promotional campaigns, or

order/shipping confirmations, SMS is a great ecommerce marketing channel.
 Travel companies: SMS is essential to travel companies because customers need
real-time information on the go. This includes flight time updates, gate changes,
cancellations, weather alerts, and many more.
 Service businesses that require appointments: Send SMS reminders so your clients
never miss another appointment. This will save you tons of time and money wasted
on no-shows and late appointments.
 Large organizations with 100+ employees: For urgent information, email is too
slow. Using SMS for your internal communication is the best way to ensure that
every employee gets the information you want to send them at the right time.

SMS Marketing Best Practices and Rules

Make sure your contacts have opted in to SMS

Text messaging is a very effective and direct line of communication to the customer. But,
there are rules that you should consider when planning your SMS marketing strategy.

The first, and most important one is receiving permission from your contacts to send them
SMS messages. Simply ask for consent to use their phone numbers for marketing, just like
you do for email marketing. And don’t forget to leave them the option to unsubscribe via link
in each text message.

Mind the timing of your messages

Unlike email or social media, which are only checked a few times daily, people open text
messages almost immediately. This is great for urgent messages, but you don’t want to abuse
this power by disturbing contacts at odd hours in the day.

Would you want to run out and use a coupon that just woke you up at 2 AM on a Wednesday
night? Didn’t think so.

Some countries even have laws about when you can send marketing text messages (e.g.
France does not allow SMS marketing on Sundays, holidays, or anytime after 10 PM).

Include your company’s name in your messages

When sending bulk SMS messages, most providers send them through a shortcode, which
means your contacts won’t know it is coming from you.

That is why you have to let your contacts know who is sending the message in the first place.
You don’t want to send a promotional coupon to customers and not have them know where
to go, right?

Always add a call-to-action (CTA)

Just like with other marketing messages, urge people to take the next step. What do you want
them to do? Visit your website? Come to an event? Tell them to drive click-through rates.

Use SMS to complement the rest of your digital marketing strategy

The beauty of digital marketing is that there are so many channels that you can use to interact
with your customers. All of these channels tie together to create a marketing communication
system that enables businesses to build relationships with customers and leads at great scale.

SMS and email marketing are two channels that are very complementary. You can create
campaigns through both channels, using email for including more detailed information and
SMS to communicate more time-sensitive or urgent information.

How Does SMS Marketing Work?

SMS marketing messages are sent from “short codes,” as opposed to full telephone numbers.
These short codes are typically 5-6 digits, and can be associated with one sender, or shared
across multiple senders.

Many countries (including the US) do not allow sender information to be altered. This means
your message will appear as a text message from whatever short code your provider used
(not from your business). That is why it’s important to include your company’s name in the
message.

There are two message types you can send with SMS marketing:

1. Campaigns: Campaign messages are the classic “one-to-many” bulk text messages.
They are typically used to communicate promotions (coupons, sales, etc.), or general
information (event details, updates, weather alerts, etc.).
2. Transactional: Transactional messages are “one-to-one” messages that are triggered
by a certain event or behavior. An example of this would be an order confirmation or
shipping notification for an ecommerce purchase. These messages communicate
relevant and timely information to an individual.

Can SMS Marketing Work for Your Business?

Only one to find out — test it on your audience! If you’re already using email, try including
SMS marketing in your mix as well.

Now you should have a better idea of what SMS marketing is, and why it is great. Here’s a
quick recap of some of the pros:
  Real-time
 Reliable delivery
 Direct connection to the customer
 High engagement
 Compliments your email marketing strategy

Web Analytics

A business needs it to collect the data about ongoing activities, results, and effects
of policies and strategies, etc., when it comes to online marketing. Web analytics
comes to help to do this.
Web analytics is used to determine the performance of investments assigned in
terms of online advertises, customers, and business profitability. Web analytics
plays an important role in calculating ROI of your business.

What is Web Analytics?

Web Analytics or Online Analytics refers to the analysis of quantifiable and
measureable data of your website with the aim of understanding and optimizing the
web usage.
Web analytics focuses on various issues. For example,

 Detailed comparison of visitor data, and Affiliate or referral data.

 Website navigation patterns.
 The amount of traffic your website received over a specified period of time.
 Search engine data.
Web analytics improves online experience for your customers and elevates your
business prospects. There are various Web Analytics tools available in the market.
For example, Google Analytics, Kissmetrics, Optimizely, etc.
Types of Web Analytics
There are two types of web analytics −
 On-site − It measures the users’ behaviour once it is on the website. For
example, measurement of your website performance.
 Off-site − It is the measurement and analysis irrespective of whether you own
or maintain a website. For example, measurement of visibility, comments,
potential audience, etc.

Metrics of Web Analytics

There are three basic metrics of web analytics −
Count
It is most basic metric of measurement. It is represented as a whole number or a
fraction. For example,

 Number of visitors = 12999, Number of likes = 3060, etc.

 Total sales of merchandise = $54,396.18.
Ratio
It is typically a count divided by some other count. For example, Page views per
visit.
Key Performance Indicator (KPI)
It depends upon the business type and strategy. KPI varies from one business to
another.

Micro and macro Level Data Insights

Google Analytics gives you more insight data accurately. You can understand the
data at two levels micro level and macro level.
Micro Level Analysis
It pertains to an individual or a small group of individuals. For example, number of
times job application submitted, number of times print this page was clicked, etc.
Macro Level Analysis
It is concerned with the primary business objectives with huge groups of people
such as communities, nation, etc. For example, number of conversions in a
particular demographic.

Web Analysis - What to Measure?

These are the few measurements conducted in web analytics −
Engagement Rate
It shows how long a person stays on your web page. What all pages he surf. To
make your web pages more engaging, include informative content, visuals, fonts
and bullets.
Bounce Rate
If a person leaves your website within a span of 30 sec, it is considered as a
bounce. The rate at which users spin back is called the bounce rate.
To minimize bounce rate include related posts, clear call-to-action and backlinks in
your webpages.
Dashboards
Dashboard is single page view of information important to user. You can create your
own dashboards keeping in mind your requirements. You may keep only frequently
viewed data on dashboard.
Event Tracking
Event tracking allows you to track other activities on your website. For example, you
can track downloads and sign-ups through event tracking.
Traffic Source
You can overview traffic sources. You can even filter it further. Figuring out the key
areas can help you learn about the area of improvement.
Annotations
It allows you to view a traffic report for past time. You can click on graph and type in
to save it for future study.
Visitor Flow
It gives you a clear picture of pages visited and the sequence of the same.
Understanding users’ path may help you in re-navigation in order to give customer a
hassle-free navigation.
Content
It gives you insight about website’s content section. You can see how each page is
doing, website loading speed, etc.
Conversions
Analytics lets you track goals and path used to achieve these goals. You can get
details regarding, product performances, purchase amount, and mode of billing.
Web Analytics offer you more than this. All you need is to analyze things minutely
and keep patience.
Page Load Time
More is the load time, the more is bounce rate. Tracking page load time is equally
important.
Behavior
Behavior lets you know page views and time spent on website. You can find out how
customer behaves once he is on your website.