Web Analytics Action Hero: Using Analysis to Gain Insight and Optimize Your Business (Eva Spring's Library) by Brent Dykes

Author:Brent Dykes
Language: eng
Format: epub
Publisher: Peachpit
Published: 2012-06-15T16:00:00+00:00

Percent change over time

For a specific time period (week over week, month over month) you can compare values for two equivalent time ranges to see the percent change (positive, negative, or neutral). You’ll want to ensure the earlier range is in the first column followed by the most recent so that your percent change figures have the right signs. Frequently the most popular, high-volume items in reports don’t change dramatically from week to week or month to month. For example, your top ten web pages or keywords probably haven’t changed very much at all throughout the past six months to a year.

As a result, you want to look beyond the “head” into the “long tail” to isolate the items that have experienced significant changes during a specific time period. Focusing on items with sufficient volume, take the top 500 to 1,000 items and calculate the percent change over the time period you’re evaluating. Rank the percent changes in terms of biggest percent increases and decreases. Finally, create new tables for both biggest increasers and decreasers, which will give you better insights into the trends occurring below the surface of your top results (Figure 5.4).

Figure 5.4. By isolating the biggest percent changes (positive and negative) for the top 500 internal search terms, you can spot potential shifts that can translate into opportunities.

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