Q 1: What are the outcomes of any website

1. Revenue Growth: Driving sales and profitability by offering a wide

range of products and optimizing conversion rates.
2. Customer Satisfaction: Delivering a seamless shopping experience
through user-friendly interfaces, product availability, and reliable
delivery.
3. Brand Loyalty: Building long-term customer relationships through
personalized service and promotions.
4. Market Reach: Expanding the customer base through targeted
marketing and competitive pricing.
5. Operational Efficiency: Streamlining logistics, inventory
management, and supply chains to reduce costs and improve
service quality.
Q 2: Suppose your working in company which is also makes business via
Shoppers.com by online transactions.
a) Explain data collected by Web Analytic tool and information collected
by it to find insights of data.
b) What is Web Analytics. Why do you need Web Analytics for your
company. Define web analytics for you company.
a) Click Steam data can give information as follows
a) What keywords are people using to find my content in organic
search?
b) How do people find my blog?
c) After reading a post, where on my site do people go to next?
d) What are the biggest entry points on my site?
e) What types of content perform the best?
f) Which pages are underperforming?
g) How many people are opening my newsletters?
h) Which links in my newsletters receive the most clicks?
i) Are there trends or patterns among these links that I should be
aware of?

c) Web Analytics is the methodological study of online or

offline patterns and trends of business. It is a technique that you
can employ to collect, measure, report, and analyze your website,
blogs, ecommerce sites, web portals data. Web Analytics is normally
carried out to analyze the performance of a website and optimize its
web usage.

If you are driving tones and tones of traffic, then you need to know how
many peoples are coming to website, How much people are spending time
on web site. What pages are being viewed. How many people are
registering? How many people are contacting? You need to analyse this so
you can take informed decision based on Analytical reports. So we need
WA. Track reports and analyse user behaviour on web so you can take
decisions based on Analytical reports and improve more and more traffic.
Traffic is coming to websites. We are getting some leads. This leads
become customers. How to get more leads and more conversion
Q 3: Why click stream data canot be used for web analytics. What are
other methods we can use to improve impact of web site.
• Thus click helps you analyze all kinds of site behavior:
• Average number of Visits by customer, Visitors behaviour, Time
spent on Site, Number of Page Viewed, What is Bounce Rate of
customers, What are Sources, and more.
• But You have so little actionable insight because clickstream
data is great at the what, but not at the why.
• It’s important to know what happened, but it is even more critical
to know why people do the things they do on your site. This was
the prime motivation behind redefinition of web analytics.

1. Clickstream — Typical web analytics can give you data on unique

viewers, pageviews, session times, browser types, and geolocation.
2. Multiple Outcomes Analysis — The payload for most web
analytics tools is goals/funnels and conversion rate analysis. Having
clearly defined website goals is necessary and a great starting point,
but not sufficient for true user insight. Analysts should recognize
that users and companies may have many different reasons for
 visiting or hosting a website. All those objective outcomes need to
be measured to see if the site is really driving the desired outcomes.
3. Experimentation & Testing — In it’s simplest form, this means
A/B testing the design of your website, including text, graphics,
buttons, banner ads, everything. Some free tools like Google
Website Optimizer actually automate the process of running
multivariate tests to help you quickly find the optimal.
4. Voice of the Customer — Even after taking your best stab at
Multiple Outcomes Analysis (#2, above) ask website visitors through
surveys: (1) why are you here?; (2) were you able to achieve what
you came for?; (3) if not, why not? The results can be tied back to
analytics data and may reveal customers’ true motivations.
5. Competitive Analysis — Your site does not exist in a vacuum.
Your competitors may be running campaigns or launching
products/features that are impacting your site’s performance (could
be either up or down).

Q 4: Suppose you are working as a analytics in company Vijay Sales

selling products online. What is 8 critical Web Metrics, Why web metrics
Total traffic, Click trough rate, Site content is significant.
b) For car company an Autodrive.com explain the following web
metrics for lifecycle.
i) Customer behavior metrics ii) engagement metrics (5 marks).
Customer Behavior Metrics
• Click-Through Rate (CTR): Percentage of users who click on
specific elements like ads, buttons, or links.
• Heatmaps: Visual representation of where users click, scroll, and
spend the most time on the site.
• User Flow: Path visitors take through the site, from landing pages
to conversion points.
Engagement Metrics
• Page Views: Total number of pages viewed; can be segmented by
page type (e.g., car models, dealership locations).
• Average Session Duration: How long visitors stay on the site on
average.
• Pages Per Session: Average number of pages viewed per visit.
 • Bounce Rate: Percentage of visitors who leave the site after
viewing only one page.
Q 4 : Suppose you own a restaurant in Well Known Pavilion Mall in
Pune. Restaurant serve delicious food and your service is excellent. How
would you increase traffic to increase revenue. Consider this case for web
analytics to improve traffic to your web site. Write explanation using 4
web metric to get insights of restaurant business (total traffic, source of
traffic, bounce rate and conversion rate)

Restaurant business can be improves by observing customer behavior in

restaurant even your food is delicious and your service is excellent. May
be they more like Italian taste. May be more Hamburg were ordered on
Wednesday or more Brazilian coffee preferred on Thursday. So paying
attention to customer behavior may makes or breaks business.
But four imp metrics to get insights of website total traffic, source of
traffic, bounce rate and conversion rate
1. Total traffic is number of visitors in given amount of time such as
a week, a day or in month. It is strong indicator that you re doing right or
wrong. If you have less customer in your restaurant you will be in loss.
Same as for online transactions. You can increase your traffic by posing
blog on your website or implementing your marketing strategy on your
website.
2. Source of traffic: Customers are coming to restaurant by bike, car,
bus or by hang glider ?. Similarly for web site customer can arrive to your
web site such as google search, blog, social media or referral web sights
or many other ways. The point is you want to find out how people are
finding your web sites so that you can move your content and formulate
strategy to increase the traffic. If you find most of customer are coming
through social media accounts, use that knowledge to boost your efforts
on face book or twitter or where ever your audience come from.
3. Bounce rate: Image your customers who walk through front door
of restaurant takes quick glance around and walks back out. We also find
perfect place to eat when we are hungry or starving. Similarly Bounce is
visitor leaves before clicking any page on your website. Higher bounce
rate worst your website are. If you bounce rate is 80%, means 4 out of 5
visitors turned off. It can have any number of reason including irrelevant
content, confusing matter or annoying images. Bounce rate should be
lower than 50%. But you need to do everything to bring down as soon as
possible.
4. Conversion Rate: conversion is any action that completes the
purpose of your website. In restaurant going out by taking food from
restaurant or not walking out hungry from restaurant. For website
conversion would be signing out for news letters or buying a products.
Conversion rate is percentage of traffic conrted in to customer.
So higher Conversion Rate it is better you are.
Q 5 : What is Web Metrics Life Cycle
Web Metrics Life Cycle
• The process of web analytics is ever-evolving! It’s the analytics
where data and its analysis that will help you improve your
business, weave new strategies for it, and set new business goals.
This is where the web analytics lifecycle comes into the picture.
Unless you have a well-defined, repeatable web analytics life cycle
in place, you can never improve your business bottom line.
• A web analytics lifecycle integrates the fundamentals of web
analytics in a diagrammatic fashion. It enables you to iterate the
processes in the diagram as many times you want until you achieve
your desired goals.

• This cycle also allows you to discard the processes that aren’t working. But at the same time,
it also helps you to improve upon those processes that move the needle of your business
objectives. A web analytics cycle also allows you to modify your business goals if the data
indicates that you are heading in the wrong direction.

• Essentially, a web analytics lifecycle will have four phases that allow you to improve a
component in your business. For that, first, you must identify the part that you are looking to
change in your business. Then you must devise a test case, execute it, and finally analyze the
results.

1. Traffic Metrics

• Total Visits: Number of visits to the site within a specific timeframe.

• Unique Visitors: Number of distinct individuals visiting the site.

• Traffic Sources: Breakdown of where the traffic is coming from (e.g., organic search, paid ads,
social media, referrals).

2. Engagement Metrics

• Page Views: Total number of pages viewed; can be segmented by page type (e.g., car
models, dealership locations).

• Average Session Duration: How long visitors stay on the site on average.

• Pages Per Session: Average number of pages viewed per visit.

• Bounce Rate: Percentage of visitors who leave the site after viewing only one page.

3. Conversion Metrics

• Conversion Rate: Percentage of visitors who complete a desired action (e.g., filling out a
contact form, requesting a test drive).

• Lead Generation: Number of leads generated through forms, sign-ups, or contact requests.

• Test Drive Requests: Number of requests for test drives.

4. Customer Behavior Metrics

• Click-Through Rate (CTR): Percentage of users who click on specific elements like ads,
buttons, or links.

• Heatmaps: Visual representation of where users click, scroll, and spend the most time on the
site.

• User Flow: Path visitors take through the site, from landing pages to conversion points.

5. Technical Metrics

• Page Load Time: Average time it takes for a page to load; affects user experience and SEO.

• Mobile vs. Desktop Traffic: Breakdown of traffic by device type.

• Error Rates: Frequency of errors or broken links on the site.

6. SEO Metrics

• Organic Search Traffic: Volume of traffic coming from search engines.

• Keyword Rankings: Position of targeted keywords in search engine results.

• Backlinks: Number and quality of external sites linking to the company’s website.

7. Content Performance Metrics

Top Performing Pages: Pages that receive the most traffic and engagement.

Content Shares: Number of times content is shared on social media or other platforms.

Engagement with Specific Content: Metrics like comments, likes, and interactions on blog posts
or car reviews.
 8. Customer Satisfaction Metrics

Net Promoter Score (NPS): Measure of customer satisfaction and likelihood to recommend the
brand.

Customer Feedback: Insights from surveys, reviews, and direct feedback forms.

9. Marketing Campaign Metrics

• Campaign Traffic: Traffic generated from specific marketing campaigns or promotions.

• Cost Per Acquisition (CPA): Cost associated with acquiring a new lead or customer through
marketing efforts.

10. Competitor Benchmarks

• Competitive Analysis: Comparing key metrics with those of competitors to gauge relative
performance.

• Tracking these metrics will provide a comprehensive view of how well the car company’s
website is performing and where improvements can be made to better meet business
objectives and enhance user experience.

All of these should tell you where you are lacking, and help you decide on your next action
plan.

1. Define Goals

• The car company sets specific business goals to enhance the customer journey on their
website.

Goal:

• 1. Increase the number of form submissions for test drives and inquiries by 20% over the
next quarter.

• 2. Reduce the bounce rate on the vehicle model pages by 15%.

2. Identify Key Metrics

Identify the most relevant key performance indicators (KPIs) to track the effectiveness of the website
in achieving the defined goals.

• Key Metrics:

• Form Submissions: The number of people who fill out and submit the "Request Test
Drive" form.

• Bounce Rate: The percentage of visitors who land on a page (e.g., vehicle model
pages) and leave without interacting with the site.

• Time on Page: How long visitors stay on vehicle model pages, which indicates their
level of interest.

• Click-Through Rate (CTR): The percentage of users who click on the "Learn More" or
"Request Test Drive" buttons on the homepage.
 • Lead Conversion Rate: The percentage of users who convert (submit forms) after
landing on vehicle pages.

2. Identify key metrics

• Identify the most relevant key performance indicators (KPIs) to track the effectiveness of the
website in achieving the defined goals.

• Key Metrics:

• Form Submissions: The number of people who fill out and submit the "Request Test
Drive" form.

• Bounce Rate: The percentage of visitors who land on a page (e.g., vehicle model
pages) and leave without interacting with the site.

• Time on Page: How long visitors stay on vehicle model pages, which indicates their
level of interest.

• Click-Through Rate (CTR): The percentage of users who click on the "Learn More" or
"Request Test Drive" buttons on the homepage.

• Lead Conversion Rate: The percentage of users who convert (submit forms) after
landing on vehicle pages.

3. Data Collection

Implement tools to track and collect relevant data using web analytics software like Google
Analytics, Adobe Analytics, or Hotjar.

How: Add tracking to form submissions and buttons like "Request Test Drive" or "Learn More"
about specific models.

When: Begin data collection as users navigate vehicle pages, interact with buttons, or abandon
the site after a few clicks.

4. Analyze Data

Once you have collected enough data, analyze the patterns to identify potential areas for
improvement.

Analysis:

The bounce rate on the vehicle pages is high, with 55% of visitors leaving without clicking on
additional information.

Users spend an average of 45 seconds on vehicle model pages, which is low compared to the 2-3
minutes expected.

The form submission rate is low, with only 3% of visitors filling out test drive requests.

Users who spend more than 2 minutes on the site are 50% more likely to submit a form.

5. Implement Improvements
 Based on the insights from your analysis, make data-driven decisions to improve user
experience and site performance.
Improvements:
Improve vehicle model pages by adding more engaging content like 360° views, detailed
features, and customer reviews.
Streamline the Request Test Drive form to reduce the number of fields, making it quicker and
more user-friendly.
Add live chat functionality to guide users and answer questions immediately when they are
on the page.
Add a call-to-action (CTA) with stronger wording, such as "Get Behind the Wheel Today!"
instead of "Learn More."
6. Test and Optimize

After implementing changes, A/B test different variations of the improvements to see which
version leads to better user engagement and conversions.

Test:

a. A/B test two versions of the vehicle page: one with a redesigned layout and
interactive features (images, video) and another with minimal changes.

b. Compare form submission rates with the original and optimized versions of the test
drive form.

7. Measure and report:

After completing the tests, measure the results to assess whether the improvements have
had the desired impact on performance.

Results:

a. Bounce Rate: Decreased by 12% on vehicle model pages.

b. Form Submission Rate: Increased to 10% after simplifying the test drive request
form and adding more engaging content.

c. Time on Page: Average time spent on the vehicle model pages increased to 2
minutes and 10 seconds.

d. Lead Conversion Rate: Increased by 18% after adding a stronger CTA and live chat.

8. Continuous Monitoring

• Keep monitoring the site to ensure continued success. If metrics show a dip or new trends
emerge, repeat the cycle to adjust accordingly.

• Monitor:

• Continuously track user engagement on vehicle pages to spot any emerging issues.

• Revisit and optimize CTAs and form processes as new models are introduced to the
market.