Some of the topics discussed in this podcast:

• Where should someone new to testing begin?
• Does method matter?
• Is suboptimization a risk?
• Can we trust the statistics behind tools?
• What test result has been the most surprising?

Listen in iTunes
Or search for WebAnalystsInfo in iTunes on your device.
Download the podcast

The panel in this podcast about testing:

Bryan Eisenberg is the co-author of several best-selling books: Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing. He is also the co-founder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of several venture capital backed startup companies (such as Bazaarvoice, iPerceptions, UserTesting.com, and ClickEquations) and is on the board of trustees of the Direct Marketing Education Foundation.

Lance Loveday is the founder and CEO of Closed Loop Marketing. His company has become highly sought after, serving a wide array of clients—from startups to big brands such as Hewlett-Packard, Brocade, and Lockheed Martin. Lance is co-author of the book Web Design for ROI.

Anne Holland is the publisher of WhichTestWon? and president of Anne Holland Ventures Inc, an online business media company. She is the founder and former president of MarketingSherpa, and has for more than 20 years been conducting tests and research into what works best in marketing.

Chris Goward is the CEO of WiderFunnel Marketing Optimization and an expert in website conversion rate optimization. Chris has been optimizing online and offline marketing for companies such as eBay, Epson, SAP, Getty Images, BabyAge.com, Rudder.com, Outrigger Hotels, and Google.

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I therefore decided to give BAM Analytics Pro a second look, and I must say I am particularly fond of being able to apply segments to reports. I am still not sure about browsing through a ton of reports that I don’t want to look at when I’m on the go, but I must say that Blast Advanced Media has done a very nice job.

One thing they may want to consider adding is the possibility for a user to select which reports should be listed when opening the app (that is, some sort of custom list). Maybe bookmarks?

Some screenshots showing how you can create custom reports and select advanced segments:

Features added to BAM Analytics Pro:

• Custom reports were added about a month ago
• Advanced Segments were added last week
• Report drill-down was just added

Previous blog posts about iPhone apps for Google Analytics:

Analytic, Cracklytics, and AnalyticsPro (March 9, 2010)

Analyze This!, Visits, Pocket GA, Touchlytics Lite, BAM Analytics, Analytics Agent Free, Analytics App, and Ego (January 1, 2010)

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Analytic (free)

This app is very basic and possibly a very early release. It’s confusing to understand which date range you’re analyzing, and the graphs are not very informative. For some reason the developer thought that it’s most important to know which web browsers visitors are using. While I applaud there being a big selection of Google Analytics apps on App Store, it’s hard to see which gap this app is currently supposed to fill. I am, however, looking forward to a much-improved release from the developer.

This app has three views:

• Dashboard > Page Views, Bounce Rate, Avg. Time, New Visits, Pages/Visit (graphs lacking dates)
• Visitors > Browsers (no values, just a pie chart)
• Traffic Sources > A basic pie chart and graphs showing Direct Traffic, Referring Traffic and Search Engine Traffic

[ Download from App Store ]

Cracklytics ($0.99)

Viewing stats for different profiles is kind of like flipping through a stack of cards. You can choose between today, yesterday or last month and look at graphs for Visits, Bounce Rate, Page Views, and Pages/Visit. You may not base any decisions on the data presented in this app, but it’s quite appealing in its simplicity and clean design. I don’t get the choice of name though.

[ Download from App Store ]

AnalyticsPro ($6.99)

This is currently the most extensive Google Analytics app for iPhone. What its focus is? There is no focus, instead the developers have tried to cover as much of Google Analytics as possible. I think this one is a worthy challenger to Analytics App. In fact, I think I’d pick this one.

What it has:

Summary Report: Visits, Absolute Unique Visitors, Page Views, Average Page Views, Time On Site, Bounce Rate, New Visits, Traffic Sources, Referral Sources, Top Content, Top 10 Countries and Operating System.

Report sets: Summary Today, Summary Yesterday, Summary 7 Days, All Visitors, Countries, Location, Language, Visitor Loyalty, Browser, Operating System, Colors & Resolution, Flash Version, Java Support, Network Domain, Network Location, Hostname, Connection Speed, Traffic Sources, Search Keywords, AdWords Campaigns, Keyword Positions, Campaign Performance, Ad Versions, Top Content, Content By Title, Top Landing Pages, Top Exit Pages, Site Search Keywords, Site Search Categories, Event Categories, Event Actions, Event Labels, Event Trending, Goal Completions, Goal Starts, Goal Value, E-Commerce Summary Today, E-Commerce Summary Yesterday, E-Commerce Summary 7 days, Transactions, Revenue, Products, Product SKU, and Product Categories.

[ Download from App Store ]

Oh, and in case you’re looking for a Google Analytics app for Android, have a look at June Dershewitz’s blog.

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Do you know how to interpret a site overlay? If you think that it shows how many times visitors have clicked the links on the page you’re looking at, guess again. That is actually only the case if all the links on a page are leading to different pages. If you have two links leading to the same page, your site overlay may be fooling you.

If we take the Site Overlay function in Google Analytics as an example, it shows you how many times a linked page has been visited, not how many times someone has clicked the specific link leading to that page. If you have three different links leading to the same page, all three links will have the same value in Site Overlay. It looks only at which page you visited after you clicked, not the click itself.

See this example where I created a very basic page containing eight links leading to the same page. I clicked one of the links seven times. If you look at the example, you may think that Site Overlay is suggesting that I clicked each individual link seven times. That’s not the case.

Check what the site overlay function in your web analytics tool is actually telling you!

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Say you let visitors rate a page and that −10 equals “very unhappy,” 10 equals “very happy,” and 0 equals “no opinion”. If you have three votes and one is for “very happy,” one for “very unhappy,” and one for “no opinion,” the “very happy” and the “very unhappy” votes would cancel each other out. Now, if you’d have two votes for “very unhappy” and one for “very happy,” you’d get ((−10×2) + 10) ÷ 3 = −3.3. You would instantly be able to tell that there are more “unhappy” than “happy” votes.

Now, you should be looking at “Avg. Value” and not “Site Avg.” in the Event Tracking-Actions report.

In this example code, you should replace “My page” with the name of the page the visitor is rating:

pageTracker._trackEvent(‘Rating’, ‘My page’, ‘Very unhappy’, -10);
pageTracker._trackEvent(‘Rating’, ‘My page’, ‘No opinion’, 0);
pageTracker._trackEvent(‘Rating’, ‘My page’, ‘Very happy’, 10);

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If you would like to give my podcasts a listen, try:

Podcast with Bonnie Thomas, Marketing Director of Memetrics
Download podcast (MP3)

Interview with Matt Roche, CEO of Offermatica
Download podcast (MP3)

Wine or Gasoline? A Podcast with Mario Fantoni of TaguchiNow
Download podcast (MP3)

Podcast with Mark Wachen, CEO of Optimost
Download podcast (MP3)

I am currently planning a new round table podcast about testing featuring thought leaders.

Two podcasts about web analytics as well:

Web Analytics in Europe
Download podcast (MP3)

Interview with John Marshall, CEO of ClickTracks
Download podcast (MP3)

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Read Mark Red’s press release

Some of the services offered by Google Website Optimizer Authorized Consultants:

• Experiment design
• Experiment set up and implementation
• Report analysis

There are currently 21 WOACs in Europe, covering 11 countries. Two of them are working in the Nordic Region.

Sweden: 1
Italy: 1
Greece: 1
France: 1
Germany: 1
Finland: 1
Turkey: 1
Spain: 3
Belgium: 3
The Netherlands: 4
UK: 9

The other 35 countries in Europe do not currently have a single WOAC. In other words: 76% of Europe does not have a WOAC.

There are currently 50 WOACs in the entire world.

Coverage per region:

North America: 25
Europe: 21
Asia: 1
Middle East: 1
Oceania: 4
Latin America: 1

Some WOACs cover several countries and regions.

Find a WOAC in your region

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Three of them can be downloaded for free (Analyze This!, BAM Analytics and Analytics Agent Free). The only app that is free and not available in a paid version is Analyze This!

There is a time and place for all of the apps, but I’ve picked my personal favorites for different situations:

• Comparing the number of goal completions for a period to the previous period and corresponding period last year: Analyze This!
• View revenue and goal conversion rate per campaign: Analyze This!
• View revenue per product: Analyze This!
• Compare e-commerce revenue for a period to the previous period and corresponding period last year: Analyze This!
• Quick access to visitor, visit and page view counts: Visits
• Quick access to keyword and referral source counts: Visits
• View number of visits together with number of Feedburner subscribers and Twitter followers: Ego
• Keyword reports containing conversion rates: BAM Analytics
• Keyword and landing page reports containing bounce rates: BAM Analytics
• Viewing multiple trends at once: Pocket GA
• Extensive technology reporting: Analytics App
• Look for leads (network locations): Analytics App
• Site search reports: Analytics App
• Event tracking reports: Analytics App
• Recency: Analytics App
• Length and depth of visit: Analytics App
• Visits and days to purchase: Analytics App
• Top content: Analytics App

Conclusion:

No single app covers everything. You can, however, get far using Analytics App (the most costly one) if you are not running an e-commerce website and you’re not making money from campaigns.

If you only want an executive overview of page views, visits and visitors opt for Visits.

If you want an executive overview of goals, e-commerce and campaigns, use Analyze This!

If you’re a search engine marketer, select BAM Analytics.

All apps:

Analyze This! (free)

Visits

Touchlytics Lite

Touchlytics

BAM Analytics Pro

BAM Analytics (free)

Analytics Agent Pro

Analytics Agent Free (free)

Analytics App

Ego

Disclosure: I have been involved in the development of Analyze This!

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1. Free Google Analytics Plug-In for Microsoft Excel (GA Client/Add-On for Spreadsheets)
2. How to View Event-Tracking Reports in All Google Analytics Accounts
3. A Fun Game: Guess the Outcome of 15 Tests
4. Interview With Alex Yoder, CEO of WebTrend
5. 15 Google Analytics Resources (Plug-Ins, Tools, Blogs, and Hacks)
6. Study of the Web Analytics Market in Sweden
7. Interview With Joe Davis, CEO of Coremetrics
8. Google Analytics App for iPhone (Analyze This!)
9. Quick Response Codes Help Cross-Channel Measurement
10. Webtrends, Widemile, Web Analytics, and Website Optimization — Interview with Alex Yoder, CEO, Webtrends

The 3 most read old posts in 2009

1. Measuring a Niche Website
2. Data Visualization (Resources in the Form of Blogs, Posts, Books, Presentations, Examples, Services and a Test)
3. A Review of Tapefailure, RobotReplay and ClickTale

My 2009 favorites

1. Prioritize Pages to Optimize Based on Monetary Contribution
2. A Fun Game: Guess the Outcome of 15 Tests
3. Free Google Analytics Plug-In for Microsoft Excel (GA Client/Add-On for Spreadsheets)
4. Infidelity Rate and Google Infidelity Share for Web Analytics Vendors
5. Google Analytics Opt Out (Block Tracking)

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1. Offer the possibility to opt out of being tracked by Google Analytics
2. Anonymize IP addresses tracked by Google Analytics

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