web analyze

TOP LEVEL ANALYTICS

Web analytics is the measurement, collection, analysis and reporting of web data for purpose of understanding and optimizing web usage and Network level and server generated data associated with HTTP requests. (Web analytics. (2019, January 26). Retrieved from https://en.wikipedia.org/wiki/Web_analytics)

The following is an overview of the Wichita Chamber of Commerce top level analysis report

( Jan 1, 2018 Jan 30, 2019 Dec 2, 2016 - Dec 31, 2017 221 0.34 % 86 0.18 % ) ( Jan 1, 2018 - Jan 30, 2019 Dec 2, 2016 - Dec 31, 2017 168 0.26 % 156 0.33 % )

( Jan 1, 2018 - Jan 30, 2019 Dec 2, 2016 - Dec 31, 2017 143 0.22 % 122 0.26 % )

( Jan 1, 2018 - Jan 30, 2019 Dec 2, 2016 - Dec 31, 2017 106 0.16 % 8 0.02 % )

( Jan 1, 2018 - Jan 30, 2019 Dec 2, 2016 - Dec 31, 2017 80 0.12 % 8 0.02 % )

( Jan 1, 2018 - Jan 30, 2019 Dec 2, 2016 - Dec 31, 2017 78 0.12 % 45 0.09 % )

( Jan 1, 2018 - Jan 30, 2019 Dec 2, 2016 - Dec 31, 2017 % Change 60 0.09 % 97 0.20 % -38.14 % -54.89 % )

The top level analysis report shows the number of new users visiting the site for the different time periods from January 2018 to January 2019 and how it compares to the time period from December 2016 to December 2017 the various fluctuation levels and when the website had the most number of visitors which was as at November 2018 where the site reached nearly 3000 page views in that month .The top level analysis also shows the average session duration for each user and how they have they have increased by about 36.55% over the two time periods which the data analysis was conducted. It also shows the average number of sessions yearly and how they compare to each other .Bounce rate of the website per the time period the data analysis was conducted reduced by about 17% which shows significant users stayed on the page more compared to the previous period and also more content was accessed. The plot chart shows that the average website users in the time period are about less than a 1000 visitors each month and a 3% increase from December 2016 to December 2017 time period to the following year which the analysis was carried out showing very good progress in number of visitors accessing the site.

The chart also shows the various languages used by browsers in accessing the websites from French to English and various other languages and the change yearly between the time periods. Users accessing the website in English remained constant but other languages like French and Spanish increased significantly by the number of users who accessed the website in. Average page sessions also decreased during the time periods which the data analysis was carried out with a drop of 21.88% from the time period December 2016 - December 2017 to January 2018- January 2019 with about an average of 25 seconds lost per user session which could indicate new users only skimmed through content but did not spend a lot of time viewing it .However there was a significant increase of user sessions with about 19.95% of new user sessions with November 2018 contributing a huge number with about 3000 new site visitors higher than any other month within which the data analysis was carried out.

QUESTION FOUR

ACQUISITION

The following is the acquisition report of the Wichita Chamber of Commerce website and as per Avinashi Kaushik article in the Occam blog article Beginner’s Guide to Web Data Analysis: Ten Steps to Love & Success the following was noted.

1. Direct search results account for about 40.97% which is very good traffic while search engines like google account for 34.37% of traffic is shows that search engine optimization is very good and that key words are easily indexed by search engines and shows very good customer retention strategies. Campaigns and referral sites across the chamber’s social media sites and referral strategies account for about 10% which is actually pretty good .Other campaigns offer at least 28% of new users is which above the recommended average of at least 10% for adequate business success and shows business diversification.

2. The visitor loyalty is at 40-50% which shows great customer retention and good business model and peaked in November 2017 with about 3000 visits and about 100% blog visits by all users who visited the website in July 2017 which shows great loyalty and average bounce rates per session with organic searches offering high bounce rates highlighting Search engine optimization issues

3. The site has high index metric value with user number constant and rising with videos and slideshows offering high rate to which content is viewed.

4. The site has a high search to conversion rate with about 40% of user traffic in the period and direct searches accounting for about 82% of all site traffic indicating uniqueness in use of search keywords that can be easily indexed and identified.

5. One of the sites goals is member sign up and users visiting the blog after visiting the site which has a high rate of success like in July 2017 100% of all users visiting the website visited the blog which shows all set goals for the month were achieved with maximum success while overall the time period which the acquisition report was carried out indicate about 40% success to 50% success rate in achievement of users visiting the blog after visiting the website.

6. Campaigns need a complete overall as low conversion as only 16.37% of users access the website through campaigns with very low user sessions but very high goal conversion rate which should be an indicator for more funding into campaigns as they have a very high success rate in user and goal conversion rate and more investment should be put into marketing and campaigns and more in email referrals given they lead in high goal conversion rate.

7. Existing users of the site number nearly half of visitors in the site during the set timeframe but view less sessions and low goal conversion rate given they may have visited the site multiple times hence reduced sessions.

8. Analytics intelligence the Chamber should work on in using more given the overwhelming success in goal conversion rate at 431% to enable it grow bigger, increase its traffic rank and hence more members join the Chamber.

The acquisition overview is shown above.

QUESTION FIVE

STORYTELLING

The Wichita Chamber of commerce tells the story of Wichita and the state of Kansas .high intuitive visual design tells of the pillars of the chamber from how the city started from humble beginnings to the rise of a modern metropolis it is and the story of its people. Bold text in the video tags help further advocate what the chamber represents as shown below per its values of core four focus areas:          

· ADVOCATING business interests with government.

· INFLUENCING through political action.

· CONNECTING businesses with each other.

· PROMOTING the community.

The high readable topography of the text tells and further sells the story of the Wichita city and the chamber of commerce while the videos showing diversity further sell the story. Good response times and loading of content also blends into the story and how anyone accessing the site sees and gets a sense of cohesion of how everything comes together and how every element in the site is adequately spaced to help distinguish content with the background colour helping create emotional design to help new users and existing users get a sense of attachment to their City and Chamber of commerce hooking them to visit the site more often.

The addition of member video experiences helps sell the story further and create more trust and better emotional attachment to the site.

Overall the site tells the story of the city and the chamber of commerce in a very simple intuitive and interesting manner that is truly believable and valid to any audience that access the website creating visual and emotional connection to the message and drawing them to the content .