Google's Analytics Guru Dispenses 5 Web Lessons [9/17/2008]

Avinash Kaushik, considered Google's web analytics guru, dispensed the following tips on how Web analytics professionals and others operating Web businesses must operate and change in a Web 2.0 world.

The following was revealed at a Web 2.0 expo in New York.

5 Keys for Web Managers and Business Owners to Successfully Operate in a Web 2.0 World

1. Competitive Intelligence: Kaushik said that the Internet is the "best competitive intelligence" in the world today. He went on to point out that many of the analytical tools on the web today are free and strongly urged web managers to leverage them. In pointing out that many web analytic tools are free, some say Kaushik was towing the company line in obviously plugging the company's product.

2. Keep Wording Simple: When seeking top-level backing for web initiatives, Kaushik advised that reports should use simple language. He even gave an example using the words “suck” and “puked” to illustrate his point.

For example, if you were trying to describe the "bounce rate" on a site. In the report, you might write, "I came, I puked, I left." This is a simple phrase anyone can understand, and when it's coupled with coded colors, e.g., green (good) and red (sucks), it makes it even more clear.

3. No More Single Page Analysis: Kaushik describes this by saying that web analysts should move away from single-page analysis to "event logging." He explains by saying that one might want to pore over numbers for the top 20 pages of their site, e.g., the bounce rate, keywords that have delivered the most traffic in the last seven days, keywords that have delivered the least amount of traffic in the last seven days, etc. The overall idea, says Kaushik, is to focus on overall business goals, not simply specific data points. Driving this point home, Kaushik points out that most top 10 lists are static; they never change. This type of data delivers the real insight into a business -- the real "events," if you will, that are powering your business.

4. Listen to Your Customers: While not revolutionary, the advice is certainly timely, especially in a Web 2.0 world that is powered by personalization. Kaushik recommends short, simple survey questions to stay in tune with the voice of the customer. Three questions he likes are: Why are you here? Were you able to complete your desired task? If not, why not? He points out that write-in, essay-like answers, can be very helpful.

5. Test and Experiment: Again, while not revolutionary, this piece of "old-world" marketing advice is more powerful than ever in a Web 2.0 environment. To illustrate this point, Kaushik expounded that most websites are ineffective because they are built from a company perspective, usually upon the advice and ideas of what he calls HIPPOs (highest paid person's opinions). This can be a mistake, he says, because a HIPPOs view doesn't take into account a user's experience, e.g. how a user will interact with a site, what they want from a site, why they come to a site, etc.

So, how does a company override a HIPPOs advice? With data that proves them wrong -- fast, Kaushik advises.

If your company isn't taking full advantage of web analytics, implement these five keys to start.

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