Information Technology Reference
In-Depth Information
Navigation Reports
Yahoo! clustered a number of great reports together under the header navigation,
and i picked two of them for later discussion in chapter 10, “Distinctive Reports and
Usage.” the two reports are:
s
•
cenario analysis
•
p
ath analysis
this leaves us with the following seemingly simple, but yet very powerful,
reports:
e
•
ntries
•
B
ounce Rate
•
e
xits
•
p
age Depth
t
•
ime spent on site
211
•
p
age Views per Visit
these reports become even more powerful when you start customizing them.
the general theme is how your visitors navigate your site. let's look at a customization
example using the Bounce Rate reports.
the
bounce rate
is the percentage of people exiting the site immediately after
entering. Yahoo! Web analytics records a
bounce
for each single page access event.
Bounce Rate
The bounce rate is defined by the Web Analytics Association as follows: “If bounce rate is being
calculated for a specific page, then it is the number of times that page was a single page view
visit divided by the number of times that page was an entry. If bounce rate is calculated for a
group of pages, then it is the number of times pages in that group was a single page view visit
divided by the number of times pages in that group were entry pages. A site-wide bounce rate
represents the percentage of total visits that were single page view visits.” I encourage you to read
the Yahoo! compliance table to see how their method of calculation squares with this definition:
http://visualrevenue.com/blog/2008/03/web-analytics-definitions-waa.html
.
the tool provides some segmentation out of the box by letting you select
Bounce Rate reports for:
a
•
ll Visits
•
f
irst time Visits
R
•
eturning Visits