July 2008
Intermediate to advanced
398 pages
11h 18m
English
Content preview from Website OptimizationBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 10. Website Optimization Metrics
What gets measured gets managed.
—Peter Drucker
Without quantifiable metrics, website optimization (WSO) is a guessing game. But with hundreds of billions of e-commerce dollars at stake, most companies cannot afford to guess. [153]
With web metrics, you can progressively improve your search engine marketing (SEM) campaigns, conversion rates, and website performance. The results of using these controlled experiments [154] are more profits, happier customers, and higher return on investment (ROI). The folks at Amazon.com have a saying that nicely sums up the gist of this chapter: "data trumps intuition.” [155]
Tip
Web analysts are a special breed. They’re people who measure everything. They know how many miles per gallon their cars get, the expense associated with each mile, and which routes to take to increase efficiency. According to Jim Sterne, founder of the eMetrics Summit (http://www.emetrics.org), good web analysts are in short supply.[156]
Nevertheless, website owners are awash in a sea of data. With such a surfeit of statistics the variety of metrics available to analyze can be overwhelming. You can use web analytics software such as WebTrends to analyze server log data and provide standardized reports. But how do you choose the best metrics to measure website success? How do you best run controlled experiments such as A/B split tests, multivariate tests, and parallel flights? What is the best Overall Evaluation Criterion (OEC) for your ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.