Using analytics to drive more traffic to my blog, part 10
This blog is about… Web Analytics. I haven’t talked much about the Google Adsense program results yet, because I’ve been waiting to get quality data before reaching any conclusion. I’ve recently added some text links, right under the post title. These create revenue when someone clicks on then and clicks on one of the links on the landing page. I will share some results later, but 6 weeks into this Web analytics project I am a little frustrated with Google Adsense. Couple of reasons:
First, I have no control whatsoever on the ads. I can’t even pick the theme. I noticed that to keep the ads relevant, I have to mention “Web analytics” or name a vendor in the latest post otherwise some crazy ad will be served. (Siebel, Bacardi, Coach…). Clearly silly, why not have some kind of API where we pass to Google Adsense a keyword or two for targeting purposes?
Second, horrible native reporting capabilities. At the very least, give me some basic idea of who’s clicking on my ads. Referring domains and Entry page are two great starting points. This should be a walk in the park for the Google Analytics guys and provide incredible value to publishers.
Now in spite of all, Google Adsense has been working OK. I technically can’t talk about results, but to give you an idea, it pays for my Starbucks every morning (not the venti capuccino yet, just a tall coffee drip…)
[Read other posts for this series: part 1 part 2 part 3 part 4 part 5 part 6 part 7 part 8 part 9 part 10]
Net-A-Porter “Tell Santa” feature
Whoever wrote this Internet Retailer article got a little carried away with the title: Net-A-Porter gets 20-fold boost in sales through �Tell Santa� e-mails. The title seems to suggest the “Tell Santa” feature (see below) multiplied Net-A-Porter sales 20 times:
Reading further, it says that users who got to the site via the email are 20-times more likely to buy the article than someone just visiting the site (at least that’s what I understand from it). I can see that - but it’s a little disappointing especially after reading the catchy title, because the overall effectiveness of the “Tell Santa” feature depends on 2 additional factors not mentionned here:
- Percentage of overall site visitors who click, fill out the “Tell Santa” link and send it
- Click-through rate on these emails
Obviously if we’re talking about 100 email visitors/day and 1,000,000 visits/day the impact isn’t as great as suggested in the article. This article would be a lot more interesting if it gave a little more detail for what seems to be an interesting case study. Maybe the Net-A-Porter team can comment on this.
Using analytics to drive more traffic to my blog, part 9
Playing with feeds. Eric Butler’s post on Feedburner prompted me to explore some ideas with feeds. Feed readers are my #1 segment and I haven’t paid too much attention to them. I plead guilty.
Here are a few things I did:
First, I consolidated all my feeds to be delivered using Feedburner. The goal is to get better Feedburner stats, and gain access to their suite of tools. Since I use WordPress, I just downloaded this cool plug-in from Steve Smith which does this very easily.
Second, I turned on Google Adsense for feeds in Feedburner. It’s really simple to do in the Feedburner interface, but you have to apply for this with Google (they’re in beta), and after a few forms and emails, I didn’t get selected so no Google Ads in my feeds. I don’t have time to fight this right now so I’ll just pass.
Third, I turned on a few of the FeedFlare features which essentially allow me to insert useful links into my feeds such as “Email the author”, or “Add to my de.icio.us” etc. Cool!
In this process I have broken my feed links at least once or twice (Eric had the same issues I think), but it seems worthwhile. If you have a Feedburner account I encourage you to check FeedFlare out. I’ll be watching for results and publish them to this blog.
[Read other posts for this series: part 1 part 2 part 3 part 4 part 5 part 6 part 7 part 8 part 9]
Using analytics to drive more traffic to my blog, part 8
Segmenting my reader base. Well it took me about 4 weeks to figure out that my readers can be divided in three key segments: (1) Feed readers, (2) Loyal site visitors, and (3) Casual site visitors.
Feed readers are the most loyal by far. Once they subscribe to the feed, they tend not to unsubscribe (as demonstrated by the data Bloglines and Feedburner provide me). Loyal visitors directly access the site using the URL www.coffeesunanalytics.com, or, they go to Google looking for “Coffee Sun Analytics” or “Xavier Casanova” - i.e. they know what they’re looking for. Casual visitors on the other hand are typically one-time users, they find my site from a referral site or a search engine.
I’m still unsure about what’s the appropriate mix of (1) vs (2) vs (3). Currently, I’m at approximately 125-150 feed readers (total for all feeds), 200 loyal site visitors/week and about 200 casual visitors per week. Roughly 30/35/35%. Clearly the goal here is to convert the casual visitor into either a loyal site visitor or a feed reader - and I further segmented the new visitors I acquired over the last 4 weeks by referring domain.
Playing with data a little I’m learning two new lessons. The first one confirms the importance of the referral source as a key conversion driver: according to my segmented reports, first time users which were referred to me by other Web analytics bloggers (for example Eric Butler and Eric Peterson ) do come back - whereas first time users who got to my site from Google or another random referral aren’t coming back. In other words, the (3) to (2) conversion rate greatly varies depending on the referral source.
Second, I do not believe posting everyday is a productive use of my time, for this blog. In weeks when I’ve posted 7 or 8 posts, I have received tons of natural search traffic - actually I even got “digged” . This effect tends to last for 10 days or so, meaning that if you spot posting for a while you still get some inertia going but it dramatically slows down eventually. I (of course) will not complain getting 30 or 50 Google Search users on a given day, except that these never come back.
So unless you are a professional blogger/doing this for money, don’t waste your time over-blogging.
[Read other posts for this series: part 1 part 2 part 3 part 4 part 5 part 6 part 7 part 8]
Using analytics to drive more traffic to my blog, part 7
Interesting fact about RSS feed users. What happened to my traffic? The last week or two have been kind of depressing as far as visitor activity on my site. Unpredictable patterns, some days strong, other days slow, and little correlation between how often I’m posting and how many visitors I’m getting.
One thing did surprise me however. I use Feedburner for formating and delivering my RSS feeds, and watch my feed circulation stats almost daily. And quite surprisingly, these numbers have kept going up even though I have posted much the last few days and my direct site traffic has been cut in half.
Running Fireclick session numbers vs Feedburner circulation stats for the last 8 months, I noticed a very interesting phenomenon which happened in September. My site has been down for 3 straight weeks (I was in Europe, unable to restart my router in my basement) - which of course brought the direct session count to the site down to 0. The feed circulation however kept going for a few days, took a dip, then started going back up.
Taking a closer look at the stats I think the lag between the direct site traffic and the feed circulation is about 12 days. (Red line represents the Feedburner stats and the blue one the Fireclick session stats - day by day since April 3rd ‘05).
The other interesting property of RSS feed users is loyalty, which I’m sure will be of interest to the Web 2.0 community. I don’t have enough data yet to prove this, but if you look at the chart above the red line does exhibit a slow start then a consistent uptrend - while the blue line is a lot more erratic. The vertical scale by the way is normalized according to an overall average.
[Read other posts for this series: part 1 part 2 part 3 part 4 part 5 part 6 part 7]
Stanford Guidelines for Web Credibility
Gus Kormeier from Altrec pointed me to the Stanford Guidelines for Web Credibility, an interesting page recapitulating some of the key ingredients for a credible Web site - with references to research papers to illustrate/prove the recommendations.
Most confusing article ever written on Google Analytics
This 812,934th article on Google Analytics was written up a little too quickly… Favorite quote:
The launching of the free Urchin Web Analytics sends a message to large SEO or analytics companies such as WebSideStory, Lunsford and Efficient Frontier. The three companies, including small SEO businesses, specialize in optimization by relying on complex algorithm to analyze their clients� web traffic. All three large analytics companies have suffered falling stocks on November 14, as soon as Google�s Analytics software became free.
(Jeff Lunsford is WebSideStory’s CEO, Efficient Frontier isn’t public, they don’t compete with Google Analytics, etc…)
Using analytics to drive more traffic to my blog, part 6
Is there a correlation between a post’s popularity and its length? Maybe. I tried to prove this by pulling out a Page Metrics report from my favorite Web analytics tool and ranking posts by the number of sessions to it. This is what I found:
My theory is that the longer it takes for people to read a post, the more captivated they are, the more likely they will recommend it to a friend - the higher the session count for the post.
Definetly a simplistic theory but I have to run with this assumption right now and continue to grow my base of readers with longer, higher quality posts.
[Read other posts for this series: part 1 part 2 part 3 part 4 part 5 part 6 part 7]
Firefox likes cookies
Firefox 1.5 looks amazing and I am relieved to see cookies are treated right. I mention this because one of the new Firefox 1.5 features looked pretty scary on paper for all the cookie-monsters of the world:
Clear Private Data: Protect your privacy with the new Clear Private Data tool. With a single click, you can delete all personal data, including browsing history, cookies, web form entries and passwords.
Luckily upon clicking on the new Clear Private Data button, you can see that cookies aren’t deleted by default.
Perhaps due to the fact that Google - a big supporter of Firefox (to say the least) - heavily relies on cookies for personalization purposes and tracking (via Urchin/Google Analytics). Whatever the real reason, Firefox is sending the right message: cookies aren’t evil.
Web analytics model for Web 2.0
I came across this nice write up from Peter Rip on Web 2.0 business models, and realized how deeply the Web analytics industry will need to transform itself to accomodate the upcoming Web 2.0. As content gets more and more granular, more automated, and more “mashed-up” - reporting needs will radically change over the next 2 or 3 years (for content sites as well as retail sites).