BA 4: WEB AND SOCIAL MEDIA ANALYTICS

MODULE V

Website Outcome:

 Goal Completion, Goal Value, Goal Conversion Rate, Goal

abandonment Rate, Goal Reports,

 E-Commerce, Shopping Analysis, Product Performance, Sales

Performance, affiliate Marketing, Customer Loyalty

Introduction to Goals:
• Goals measure how well your site or app fulfills your target objectives.
• A goal represents a completed activity, called a conversion, that contributes to the success of
your business.
• Examples of goals include making a purchase (for an ecommerce site), completing a game level
(for a mobile gaming app), or submitting a contact information form (for a marketing or lead
generation site).
• Defining goals is a fundamental component of any digital analytics measurement plan.
• Having properly configured goals allows Analytics to provide you with critical information, such
as the number of conversions and the conversion rate for your site or app.
• Without this information, it's almost impossible to evaluate the effectiveness of your online
business and marketing campaigns.
• Goals can be applied to specific pages or screens your users visit, how many pages/screens
they view in a session, how long they stay on your site or app, and the events they trigger while
they are there.
• Every goal can have a monetary value, so you can see how much that conversion is worth to
your business.
• Using values for goals lets you focus on the highest value conversions, such as transactions with
a minimum purchase amount.
• When a visitor to your site or user of your app performs an action defined as a goal, Analytics
records that as a conversion. That conversion data is then made available in a number of
special-purpose reports
Goal Completion:
• Goal completion in web analytics refers to the process of defining and tracking specific user
actions on a website that represent a conversion or successful outcome.
• A goal could be any action that is valuable to the website owner, such as completing a
purchase, filling out a form, subscribing to a newsletter, or watching a video.
• By setting up and tracking goals, website owners can measure the effectiveness of their
marketing campaigns, user experience, and content, and make data-driven decisions to
optimize their website and improve conversion rates.
• Goal completion is a key metric in web analytics that helps businesses understand how well
their website is performing in terms of achieving its objectives.
• Here are some reasons why goal completion is important in measuring website success:
• It provides a clear and measurable indication of website performance: By setting up specific
goals and tracking them, businesses can see exactly how many visitors are taking desired
actions on their website, which helps them to measure the effectiveness of their marketing
campaigns, user experience, and content.
• It enables businesses to optimize their website for conversions: By analyzing the data on goal
completion, businesses can identify the areas of their website that are causing visitors to drop
off or abandon the conversion process. This allows them to make data-driven decisions to
optimize their website and improve conversion rates.
• It helps businesses to measure the ROI of their marketing campaigns: By tracking goal
completion, businesses can see which marketing channels or campaigns are generating the
most conversions and revenue, and which ones are not performing well. This information helps
them to allocate their marketing budget more effectively.
• It enables businesses to set and achieve specific objectives: By setting up and tracking goals,
businesses can set specific objectives for their website and track their progress towards
achieving them. This helps to keep their team focused on the most important metrics and
objectives.
Improving goal completion on a website is essential for increasing conversion rates, revenue, and
overall success. Here are some strategies that can be used to improve goal completion:

• Improve website usability and navigation: Ensure that the website is easy to use and navigate.
Use clear and concise messaging, simple designs, and intuitive user interfaces.
• Optimize landing pages: Landing pages should be designed to guide visitors towards
completing the desired action. Use clear and attention-grabbing headlines, compelling copy,
and relevant images and videos.
• Test and optimize calls-to-action (CTAs): Experiment with different CTAs such as button design,
placement, and wording to see what works best. Use A/B testing to compare the performance
of different versions.
• Simplify the checkout process: Make the checkout process as simple and streamlined as
possible. Reduce the number of form fields, use progress indicators, and provide clear
instructions.
• Reduce page load times: Slow page load times can lead to frustration and high bounce rates.
Use tools to analyze page speed and make improvements where necessary.
• Personalize the user experience: Use data to personalize the user experience, such as
recommending products based on previous purchases or showing relevant content based on
user behavior.
• Provide social proof: Include social proof, such as customer reviews, ratings, and
endorsements, to increase trust and credibility.

By implementing these strategies, businesses can improve their website's usability, user
experience, and overall conversion rates.
It's important to continuously analyze data and test new approaches to ensure ongoing
improvements to goal completion.
Goal Value:
• Goal value is a metric used in web analytics that assigns a monetary value to each goal
completion, which helps businesses understand the financial impact of their website
objectives.
• By assigning a value to each goal completion, businesses can calculate the ROI of their website
and marketing campaigns, and make data-driven decisions to optimize their website and
improve conversion rates.

• For example, a website owner who sells products online might assign a value of $50 to each
completed purchase. This means that every time a visitor completes a purchase on the
website, it is worth $50 to the business. By tracking the number of completed purchases and
multiplying it by the goal value, the business can calculate the total revenue generated from
the website.
• Another example of goal value could be for a lead generation website. In this case, the goal
might be to generate leads by having visitors fill out a form with their contact information.
• The business could assign a value of $10 to each completed form submission, based on the
estimated lifetime value of a lead. By tracking the number of form submissions and multiplying
it by the goal value, the business can calculate the total value of the leads generated from the
website.

• Assigning a value to each goal completion is important because it allows businesses to

prioritize their website objectives and allocate resources accordingly.
• For example, if a business finds that a particular goal has a high value, they may choose to
focus more resources on optimizing that goal and improving conversion rates.
Goal Conversion rate:
• Goal conversion rate is a key performance indicator (KPI) used in web analytics that measures
the percentage of visitors who complete a specific goal on a website.
• The goal can be any desired action, such as completing a purchase, filling out a form, or
subscribing to a newsletter.
• The goal conversion rate is calculated by dividing the number of goal completions by the total
number of website visitors, and multiplying the result by 100 to get a percentage.
• For example, if a website receives 10,000 visitors in a month and 500 of those visitors complete
a purchase, the goal conversion rate for purchases would be 5%. (500/10,000 x 100 = 5%).
• Goal conversion rate is an important metric because it helps businesses understand how well
their website is performing in achieving its objectives.
• A low goal conversion rate could indicate that there are issues with the website's user
experience, messaging, or calls-to-action (CTAs), while a high goal conversion rate indicates
that the website is effective in persuading visitors to take the desired action.
( A call to action (CTA) is a message or button on a website that prompts the visitor to take a specific action, such as
"Buy Now," "Sign Up," or "Learn More." )
• For example, if a business sets a goal to increase the number of leads generated from their
website, they can measure the goal conversion rate of their lead generation form. If the goal
conversion rate is low, they can investigate possible issues such as a complicated form, unclear
instructions, or insufficient incentives. By optimizing the form and improving the user
experience, they can increase the goal conversion rate and generate more leads.

• Another example of using goal conversion rate is for an e-commerce website. By tracking the
goal conversion rate of product pages, businesses can identify which products are most
popular and which ones are not performing well. This information can help them make data-
driven decisions to optimize their product pages and improve sales.
Goal Abandonment rate:
• Goal abandonment rate is a web analytics metric that measures the percentage of visitors who
start but do not complete a specific goal on a website. The goal can be any desired action, such
as completing a purchase, filling out a form, or subscribing to a newsletter.
• The goal abandonment rate is calculated by dividing the number of visitors who abandon the
goal by the total number of visitors who started the goal, and multiplying the result by 100 to
get a percentage.
• For example, if a website receives 1,000 visitors who start filling out a form, but only 500 of
them complete the form, the goal abandonment rate for the form would be 50%. (500/1,000 x
100 = 50%)
• Goal abandonment rate is an important metric because it helps businesses identify potential
issues that prevent visitors from completing the desired action.
• High goal abandonment rates could indicate issues such as a complicated form, too many
required fields, or technical errors. By identifying and addressing these issues, businesses can
improve their goal completion rates and achieve their objectives.
• For example, if a business has a goal to increase online sales, they can measure the goal
abandonment rate of their checkout process. If the goal abandonment rate is high, they can
investigate possible issues such as a confusing checkout flow, unexpected fees, or a lack of
payment options. By optimizing the checkout process and improving the user experience, they
can reduce the goal abandonment rate and increase sales.

• Another example of using goal abandonment rate is for a lead generation website. By tracking
the goal abandonment rate of their lead generation form, businesses can identify issues that
prevent visitors from completing the form, such as a lengthy form or unclear instructions. By
optimizing the form and improving the user experience, they can reduce the goal
abandonment rate and generate more leads.
Goal Reports:
Goal reports are a feature of web analytics that enable businesses to track and analyze the
performance of specific goals on their website. Goals can be any desired action, such as
completing a purchase, filling out a form, or subscribing to a newsletter.
Goal reports provide businesses with valuable insights into how well their website is performing
in achieving its objectives and can help them identify areas for improvement.
There are several types of goal reports available in web analytics platforms, including:
1. Goal Completion Report: This report provides an overview of how many visitors completed a
specific goal on a website, as well as the conversion rate and the total value of the completed
goals. This report is useful for measuring the overall performance of a goal and can help
businesses identify which goals are most effective in achieving their objectives.
2. Funnel Visualization Report: This report shows the step-by-step journey that visitors take
towards completing a specific goal, and can help businesses identify where visitors drop off
or abandon the goal. This report is useful for optimizing the user experience and improving
the conversion rate of a goal.
3. Goal Flow Report: This report provides a visual representation of how visitors navigate
through a website towards completing a specific goal. It shows the different paths that
visitors take and can help businesses identify the most common paths and the areas where
visitors drop off. This report is useful for optimizing the website's navigation and improving
the user experience.

4. Reverse Goal Path Report: This report shows the path that visitors take after completing a
specific goal, and can help businesses identify opportunities for upselling or cross-selling. For
example, if a visitor completes a purchase, the reverse goal path report can show which
product pages they visited before completing the purchase, which can help businesses
identify related products that may be of interest to the visitor.
E-commerce:
E-commerce, or electronic commerce, is the buying and selling of goods and services over the
internet. It has transformed the way businesses operate and how consumers shop by enabling
them to buy products online from anywhere in the world, at any time.

E-commerce includes a range of activities such as online shopping, electronic payments, and
online auctions. It involves businesses using digital channels to engage with their customers, sell
their products and services, and manage their operations.

There are several types of e-commerce, including:

1. Business-to-consumer (B2C): This involves selling products and services directly to individual
consumers through online stores or marketplaces.
2. Business-to-business (B2B): This involves selling products and services between businesses
through online marketplaces or through electronic data interchange (EDI) systems.
3. Consumer-to-consumer (C2C): This involves individuals selling products and services to other
individuals through online marketplaces, auction sites, or social media platforms.
4. Consumer-to-business (C2B): This involves individuals selling their products or services to
businesses, such as freelance work or photography.

E-commerce has several benefits for businesses, including:

• Increased reach: E-commerce enables businesses to reach customers around the world, rather
than just those within their local area.
• Cost savings: E-commerce eliminates the need for physical storefronts, which can reduce costs
associated with rent, utilities, and staffing.
• Increased sales: E-commerce allows businesses to sell their products and services 24/7, which
can increase sales and revenue.
• Improved customer experience: E-commerce enables businesses to provide a more
personalized and convenient shopping experience for customers through features such as
personalized recommendations, one-click checkout, and order tracking.
• E-commerce and web analytics have a close relationship as web analytics is a crucial tool for
measuring the success of e-commerce websites. Web analytics involves collecting, analyzing,
and reporting on website data, which can help e-commerce businesses make data-driven
decisions to optimize their website and improve the user experience.
• Web analytics can provide valuable insights into how users interact with e-commerce websites,
including which pages they visit, how long they stay on each page, and how they navigate the
website. E-commerce businesses can use this data to identify areas for improvement, such as
optimizing product pages, streamlining the checkout process, or improving website speed.

Some key metrics that e-commerce businesses can track through web analytics include:
• Conversion rate: The percentage of website visitors who complete a specific goal, such as
making a purchase.
• Average order value: The average amount spent by customers on each order.
• Cart abandonment rate: The percentage of users who add items to their cart but do not
complete the purchase.
• Traffic sources: The sources of traffic to the website, such as search engines, social media, or
referral sites.
• Customer demographics: Information about the age, gender, location, and interests of website
visitors.
By analyzing these metrics, e-commerce businesses can gain a better understanding of their
customers and their behavior on the website. They can use this information to make data-driven
decisions to improve the user experience and increase sales.
Shopping Analysis:
Shopping analysis is an important aspect of web analytics for e-commerce websites.
Shopping analysis involves tracking and analyzing user behavior throughout the shopping
process, from product browsing to checkout, in order to identify areas for improvement and
increase sales.
Some key metrics that e-commerce businesses can track through shopping analysis include:
• Product views: The number of times each product page has been viewed.
• Add-to-cart rate: The percentage of users who add a product to their cart after viewing the
product page.
• Cart abandonment rate: The percentage of users who add items to their cart but do not
complete the checkout process.
• Checkout completion rate: The percentage of users who complete the checkout process and
make a purchase.
• Average order value: The average amount spent by customers on each order.
• Time to purchase: The time taken by users to complete the checkout process.
By analyzing these metrics, e-commerce businesses can gain insights into how users interact with
their website and identify areas for improvement.
For example, if the add-to-cart rate is low, the business may need to improve the product
descriptions or provide more images of the product. If the cart abandonment rate is high, the
business may need to simplify the checkout process or offer incentives such as free shipping.

Shopping analysis can also help e-commerce businesses identify trends in user behavior, such as
which products are most popular, which pages have the highest bounce rate, or which traffic
sources generate the most sales.
Product Performance:
Product performance analysis is an important aspect of web analytics for e-commerce
businesses as it helps them understand which products are performing well and which products
are not.
By analyzing product performance data, businesses can make data-driven decisions about
product selection, pricing, and promotions to increase sales and improve profitability.

Some key metrics that e-commerce businesses can track through product performance analysis
include:
• Revenue: The total amount of revenue generated by each product.
• Conversion rate: The percentage of users who viewed the product page and made a purchase.
• Average order value: The average amount spent by customers on each order containing the
product.
• Quantity sold: The total number of units of the product sold.
• Inventory levels: The current inventory levels of the product and how quickly it is selling.
• Customer reviews and ratings: The number of customer reviews and ratings for the product
By analyzing these metrics, e-commerce businesses can gain insights into how each product is
performing and identify areas for improvement.
For example, if a product has a low conversion rate, the business may need to improve the
product description or offer promotions to encourage purchases.
If the inventory levels are low and the product is selling quickly, the business may need to order
more inventory to avoid stockouts.

Product performance analysis can also help businesses identify trends in customer behavior, such
as which products are frequently purchased together or which products are most popular in a
particular geographic region.
Sales Performance:
Sales performance analysis is an important aspect of web analytics for e-commerce businesses. It
involves tracking and analyzing sales data to identify trends, understand customer behavior, and
optimize sales strategies to improve revenue and profitability.
Some key metrics that e-commerce businesses can track through sales performance analysis
include:
• Total revenue: The total amount of revenue generated by the business over a specific time
period.
• Sales growth rate: The rate at which sales revenue is increasing or decreasing over time.
• Customer lifetime value: The total amount of revenue that a customer is expected to generate
over their lifetime.
• Average order value: The average amount spent by customers on each order.
• Customer acquisition cost: The cost of acquiring new customers through marketing and
advertising efforts.
• Sales by product category: The amount of revenue generated by each product category.
By analyzing these metrics, e-commerce businesses can gain insights into their sales
performance and identify areas for improvement.
For example, if the customer acquisition cost is high, the business may need to revise their
marketing strategy to target more cost-effective channels.
If the average order value is low, the business may need to offer incentives or promotions to
encourage customers to purchase more products.

Sales performance analysis can also help businesses identify trends in customer behavior, such as
which products are frequently purchased together or which customer segments generate the
most revenue.
This information can be used to develop targeted marketing campaigns and product
recommendations to increase sales and improve customer loyalty.
Affiliate Marketing:
• Affiliate marketing is a type of performance-
based marketing where businesses pay
affiliates (independent marketers or
publishers) a commission for promoting their
products or services and driving sales.
• The affiliate simply searches for a product they
enjoy, then promotes that product and earns a
piece of the profit from each sale they make.
• The sales are tracked via affiliate links from
one website to another.
• In e-commerce, affiliate marketing is a popular
method for businesses to increase their online
sales by leveraging the reach and influence of
affiliate partners.
How Does Affiliate Marketing Work?

Affiliate marketing works by spreading the responsibilities of product marketing and creation
across parties.
It leverages the abilities of a variety of individuals for a more effective marketing strategy while
providing contributors with a share of the profit.

Three different parties are involved in working of affiliate marketing:

1. Seller and product creators.
2. The affiliate or advertiser.
3. The consumer.
1. Seller and product creators.
The seller, whether a solo entrepreneur or large enterprise, is a vendor, merchant, product
creator or retailer with a product to market.
The product can be a physical object, like household goods, or a service, like makeup tutorials.
For example, the seller could be an ecommerce merchant that started a electronics products
business and wants to reach a new audience by paying affiliate sites to promote their products.

2. The affiliate or publisher.

Also known as a publisher, the affiliate can be either an individual or a company that markets the
seller’s product in an appealing way to potential consumers. In other words, the affiliate
promotes the product to persuade consumers that it is valuable or beneficial to them and
convince them to purchase the product. If the consumer does end up buying the product, the
affiliate receives a portion of the revenue made.
Affiliates often have a very specific audience to whom they market, generally adhering to that
audience’s interests.
3. The consumer.
For the affiliate system to work, there needs to be sales — and the consumer or customer is the
one who makes them happen.
The affiliate will market the product/service to consumers through the necessary channel(s),
whether it be social media, a blog or a YouTube video, and if the consumer deems the product as
valuable or beneficial to them, then they can follow the affiliate link and checkout on the
merchant's website.
If the customer does purchase the item, then the affiliate receives a portion of the revenue
made.
How Do Affiliate Marketers Get Paid?
The consumer doesn’t always need to buy the product for the affiliate to get a commission.
Depending on the program, the affiliate’s contribution to the seller’s sales will be measured
differently.
The affiliate may get paid in various ways:
1. Pay per sale.
This is the standard affiliate marketing structure. In this program, the merchant pays the affiliate
a percentage of the sale price of the product after the consumer purchases the product as a
result of affiliate marketing strategies.
2. Pay per lead.
A more complex system, pay per lead affiliate marketing programs compensates the affiliate
based on the conversion of leads. The affiliate must persuade the consumer to visit the
merchant’s website and complete the desired action — whether it’s filling out a contact form,
signing up for a trial of a product, subscribing to a newsletter or downloading software or files.
3. Pay per click.
Affiliate marketing is largely about generating traffic to websites and trying to get customers to
click and take action.
PPC (pay per click) programs focus on incentivizing the affiliate to redirect consumers from their
marketing platform to the merchant’s website. This means the affiliate must engage the
consumer to the extent that they will move from the affiliate’s site to the merchant’s site. The
affiliate is paid based on the increase in web traffic.
4. Pay per install.
In this payout system, the affiliate gets paid each time they direct a user to the merchant’s
website and installs a product, generally a mobile app or software.
So, if a retailer budgets for a $0.10 bid for each install generated via an affiliate program, and the
campaign results in 1,000 installs, then the retailer will pay ($0.10 x 1,000) = $100.
How is affiliated marketing used to improve website performance?

Affiliate marketing can be used to improve website performance in a number of ways, including:
Increasing traffic: Affiliate marketing can help businesses increase traffic to their website by
leveraging the audience of their affiliate partners. By partnering with affiliates who have a large
and engaged audience, businesses can drive more traffic to their website and potentially
increase their customer base.
Improving conversions: Affiliate marketing can also help businesses improve their website's
conversion rate by driving targeted traffic to their site. Because affiliate marketing typically
involves promoting specific products or services, the traffic generated from affiliate partners is
often highly targeted and more likely to convert.
Diversifying marketing channels: By utilizing affiliate marketing as a marketing channel,
businesses can diversify their marketing efforts and reach new audiences that they may not have
been able to reach through other channels.
Enhancing brand awareness: Affiliates can help businesses improve their brand awareness by
promoting their products or services to their audience. This can help businesses reach new
customers and improve their overall brand visibility.
Improving search engine rankings: Affiliate marketing can indirectly help businesses improve
their search engine rankings by generating more traffic and backlinks to their website. This can
help improve their overall visibility in search engine results pages and drive more organic traffic
to their site.
 T h a n k Yo u ! !
Important Questions
• Discuss the various goals related metrics used to analyse website outcomes.
• What do you understand by E-Commerce? What measures can be used to
judge the success of E-Commerce?
• Explain the concept of Affiliate Marketing in E-Commerce. Discuss the ways in
which affiliate marketing improves the website performance.