BA 4: WEB AND SOCIAL MEDIA ANALYTICS

MODULE I

Choosing Right Tools for Website:

 Paradox of data.

 Defining Web Analytics 2.0 over Click Stream Analysis.

 Four steps approach for the predetermined success for a website.

INTRODUCTION TO WEB
ANALYTICS
What is web analytics?
• Process of analyzing the behavior of visitors to a website.
• Tracking, reviewing and reporting data to measure web activity, including
the use of a website and its components, such as webpages, images and
videos.
• Data collected through web analytics may include traffic sources, referring
sites, page views, paths taken and conversion rates.
• The compiled data often forms a part of customer relationship
management analytics (CRM analytics) to facilitate and streamline better
business decisions.
• Web analytics enables a business to retain customers, attract more visitors
and increase the dollar volume each customer spends.
How is web analytics useful?
Analytics can help in the following ways:

• Determine the likelihood that a given customer will repurchase a product

after purchasing it in the past.
• Personalize the site to customers who visit it repeatedly.
• Monitor the amount of money individual customers or specific groups of
customers spend.
• Observe the geographic regions from which the most and the least
customers visit the site and purchase specific products.
• Predict which products customers are most and least likely to buy in the
future.
Web analytics process:
1. Setting goals. The first step in the web analytics process is for businesses
to determine goals and the end results they are trying to achieve. These
goals can include increased sales, customer satisfaction and brand
awareness. Business goals can be both quantitative and qualitative.
2. Collecting data. The second step in web analytics is the collection and
storage of data. Businesses can collect data directly from a website or
web analytics tool, such as Google Analytics.
3. Processing data. The next stage of the web analytics involves businesses
processing the collected data into actionable information.
4. Identifying key performance indicators (KPIs). In web analytics, a KPI
is a quantifiable measure to monitor and analyze user behavior on a
website. Examples include bounce rates, unique users, user sessions and
on-site search queries.
Web analytics process:
5. Developing a strategy. This stage involves implementing insights to
formulate strategies that align with an organization's goals. For example,
search queries conducted on-site can help an organization develop a
content strategy based on what users are searching for on its website.
6. Experimenting and testing. Businesses need to experiment with
different strategies in order to find the one that yields the best results.
For example, A/B testing is a simple strategy to help learn how an
audience responds to different content. The process involves creating
two or more versions of content and then displaying it to different
audience segments to reveal which version of the content performs
better.
Two categories of web analytics:
• Off-site web analytics: monitoring visitor activity outside of an
organization's website to measure potential audience. Off-site web
analytics provides an industrywide analysis that gives insight into how a
business is performing in comparison to competitors. It refers to the type
of analytics that focuses on data collected from across the web, such as
social media, search engines and forums.
• On-site web analytics refers to a narrower focus that uses analytics to
track the activity of visitors to a specific site to see how the site is
performing. The data gathered is usually more relevant to a site's owner
and can include details on site engagement, such as what content is most
popular. Two technological approaches to on-site web analytics include
log file analysis and page tagging.
Most used tools of web analytics:
• Google Analytics
• Monster Insights
• HubSpot
• Mixpanel
• Google Optimize
• Hotjar
• Kissmetrics
• Matomo
• Semrush
• SimilarWeb
• Woopra
Terminology of web analytics:
• Benchmarking − A service that gives a view of how your website is performing in contrast to
others.
• Bounce Rate − Number of times a user quits without exploring your webpages.
• Click − An action of clicking on your webpages.
• Conversion − Conversion takes place when a goal is completed, e.g., purchase, registration,
downloads, etc.
• Direct Traffic − Traffic coming directly on your website by clicking on your website’s link or
typing the URL of your website in the address bar.
• Filter − A guideline that exclude/include specific data from reports.
• Funnels − Steps visitors take to finally complete a goal.
• Goal − A metric that defines the success rate, e.g., sale or sign-up.
• Keywords − Search queries that visitors use to find your website.
• Landing Page − The first page from where a visitor enters your website.
Terminology of web analytics:
• New Visitor − The visitor who is coming to your website for the first time.
• Organic Traffic − Traffic for which you need not pay. It comes naturally, e.g., traffic from
search engines.
• Paid Traffic − Traffic for which you need to pay, e.g., Google AdWords.
• Page View − Number of times a page is viewed.
• Returning Visitor − The visitors who have already visited your page earlier. Returning visitors
are an asset for any website.
• Time on Site − The average time a visitor spends accessing your site in a time.
• Tracking Code − A small snippet of code inserted into the body of HTML page. This code
captures the information about visits to a page.
• Traffic − Flow of visitors to your website.
• Traffic Sources − The source from where traffic originates.
PARADOX OF DATA
• Paradox means a self contradictory statement.
• Businesses need data about customers to make decisions. If you have more data about
the customers and their behavior you can take actions to improve customer satisfaction
and revenue generation.
• Prior to the advent of web analytics, very less data was available about the customer
behavior on the internet and particularly on any organization’s website.
• Web analytics tools helped to generate large amount of data about the customer
behavior. Good thing was that the most popular web analytics tools were free to use.
• For example: Yahoo! Web Analytics is a 100 percent free tool. It has approximately 110
standard reports, each with anywhere from 3 to 6 metrics each. It also has the ability to
create custom reports covering even more metrics.
• Even with all this data, organizations were not able generate actionable insights about
how to improve their website or connect with our customers.
• That is called the PARADOX OF DATA in web analytics.
• Paradox of data tells us that only collecting data is not important.
• We need to think differently an overcome the barriers to make intelligent decisions on
the web. That is WEB ANALYTICS 2.0
STATE OF INDUSTRY
State of the Industry today:
• Not much has not changed from the very early days of web analytics.
• The landscape is dominated by tools that primarily use data collected by web logs or
JavaScript tags.
• Most companies use tools from Google Analytics, Omniture Site Catalyst, Webtrends,
Clicktracks, or Xiti to understand what’s happening on their websites.
• However, one of the biggest changes in recent years was the introduction of a free
robust web analytics tool, Google Analytics. The number of people focusing on web
analytics in the world went from a few thousand to hundreds of thousands very
quickly, and it’s still growing.
• This process was only accelerated by Yahoo!’s acquisition of IndexTools in mid- 2008.
Yahoo! took a commercial enterprise web analytics tool, cleverly rebranded it as
Yahoo! Web Analytics, and released it for free to Yahoo customers.
• Other free tools also arrived, including small innovators such as Crazy Egg, free open
source tools such as Piwik and Open Web Analytics, or niche tools such as MochiBot to
track your Flash files.
• Some very affordable tools also entered the market, such as Mint, which costs just $30
and uses your web logs to report data.
• A search on Google today for free web analytics tools results in 49 million results, a
testament to the popularity of all these types of tools. All these free tools have put the
squeeze on the commercial web analytics vendors, pushing them to become better and
more differentiated.
WEB ANALYTICS 2.0
• Most businesses that focus on web
analytics think of analytics simply as
the art of collecting and analyzing
clickstream data, data from Yahoo!
Web Analytics, Omniture, or Mint.
• This is a good start. But very quickly
a realization dawns, as illustrated in
Figure.
• The big circle is the amount of data
you have. Lots! After a few months,
though, you realize the zit at the
bottom of the circle is the amount of
actionable insight you get from that
data. Why?
You have so little actionable insight because clickstream data is great at the what, but not
at the why. That is one of the limits of clickstream data.
We know every click that everyone ever makes and more. We have the what:
• What pages did people view on our website?
• What products did people purchase?
• What was the average time spent?
• What sources did they come from?
• What keywords or campaigns produced clicks?

All this what data is missing 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 is the
prime motivation behind redefinition of web analytics.
For thorough web analytics, we need to include not just the why but also key questions
that can help us make intelligent decisions about our web presence.
Web Analytics 2.0 is:
the analysis of qualitative and
quantitative data from your website
and the competition, to drive a
continual improvement of the online
experience that your customers, and
potential customers have, which
translates into your desired outcomes
(online and offline).
This definition is specific, it’s
modern, and it results in rethinking
how to identify actionable insights.
Figure illustrates Web Analytics
2.0.
Now let’s look at each element briefly
The What: Clickstream

• If you have a web analytics solution hosted in-house, then the what is collecting,
storing, processing, and analyzing your website’s click-level data.
• If, like most people, you have a web analytics solution hosted externally or hosted by a
vendor, then the what is simply collecting and analyzing the click-level data.
• Click-level data is data you get from Webtrends, Google Analytics, and other
Clickstream tools.
• Clickstream is foundational data; it helps you measure pages and campaigns and helps
you analyze all kinds of site behavior: Visits, Visitors, Time on Site, Page Views,
Bounce Rate, Sources, and more.
The How Much: Multiple Outcomes Analysis

Focusing deeply and specifically on measuring Outcomes means connecting customer

behavior to the bottom line of the company. The most impactful thing you will do with
web analytics is to tie Outcomes to profits and to the bonuses of your report recipients.

A website attempts to deliver just three types of Outcomes:

• Increase revenue.
• Reduce cost.
• Improve customer satisfaction/loyalty.

Everything you do on your website needs to deliver against these three Outcomes,
regardless of whether your website is for ecommerce, tech support, social media, or just
general propaganda.
The Why: Experimentation and Testing

Mostly the websites are designed as per the likes and dislikes of the most influential
persons in the organization. These persons may not have the idea of what customer
needs and wants. Still their opinion is final in designing the website. This is a wrong
approach.
By leveraging the power of Experimentation and Testing tools such as the free Google
Website Optimizer or commercial tools such as Omniture’s Test & Target, Autonomy’s
Optimost, or SiteSpect, you can change your strategy.
Rather than launching a site with one idea, you can run experiments live on your site
with various ideas and let your customers tell you what works best.
The Why: Voice of Customer

It is very important to understand the power of qualitative data.

For example: Web analytics tools give you a report on the top pages viewed by
customers on your website. How would you know which of the top pages visitors
actually wanted to see? Maybe they could not find the pages because of a missing
internal site search engine or the broken navigation on your site? You have no idea.
Your web analytics tool can report only what it can record. What your customers wanted
but did not see was not recorded.
That’s why Voice of Customer (VOC ) is so important.
Through surveys, lab usability testing, remote usability testing (beta testing), card sorts,
and more, you can get direct feedback from customers on your website or from your
target customer base.
The What Else: Competitive Intelligence

Common web analytics tools or CRM tools can give you data about your own website
only. You have very little information about your competitors.
On the Web, though, you can gather tons of information about your direct or indirect
competitors! And usually that info is free!
On some websites, you can type in the URL s of your competitors and within seconds
compare your performance with theirs. You can see how long people spend on your site
vs. theirs. You can see repeat visits, page views per visitor, growth, and so on. (
www.similarweb.com).
That’s the power of Competitive Intelligence data. Knowing how you are performing is
good. Knowing how you are performing against your competition is priceless—it helps
you improve, it helps you identify new opportunities, and it helps you stay relevant.
IMPLEMENTING WEB
ANALYTICS 2.0
You need to make two critical changes to succeed in the world of Web Analytics 2.0.
The first is a strategic shift—a change to the mental model you apply.
The second is a tactical shift—one that will challenge your current thinking about tools
and how to use them.
The Strategic Imperative:
The biggest challenge to changing our web analytics strategy will be to evolve our mind-
set to think 2.0.
In the world of Web Analytics 2.0, clicks don’t rule; rather, the combination of the “head
and the heart” rules. When you are ruled by the head and the heart, you care equally
about what happens on your website as you do about what happens on your
competitor’s.
All the while you are automating as much decision making as you can to eliminate
reporting and even some analysis. Your world is one of continuous actions (that is,
surveys, testing, behavior targeting, keyword optimization) and continuous
improvements, where customers, not HiPPOs, rule.
The Tactical Shift:
The second change, is to
embrace the concept of
Multiplicity.
Under this strategy, every web
decision-making program in a
company will need to solve the
Five Pillars: Clickstream,
Multiple Outcomes Analysis,
Experimentation and Testing,
Voice of Customer, and
Competitive Intelligence.
Figure 1.5 shows the approach
your tools strategy must take to
meet the need of Multiplicity.
Bonus Analytics:
Two tools at the very bottom of Figure 1.5. are bonus items.
For large companies, both of these tools are almost mandatory. Neither measures what a
traditional web analytics tool does, so there is no overlap, but each brings its unique
strengths to the business of web data.
Maxamine gives you critical data relating to search engine optimization gaps, missing
JavaScript tags, duplicative content, broken website functionality (broken links and
“bad” forms), security and privacy compliance, etc.
Coradiant gives you critical data, down to an individual user level. You can find
problems on your website quickly.
With Coradiant, you can also understand why, for example, your conversion rates are
down. Is it because suddenly your cart and checkout pages were slow and not making it
to your customers? Or is it because of 404 errors on your important pages?
These are key questions that traditional tools have a hard time answering.
FOUR STEP APPROACH
FOR
SUCCESS OF WEBSITE
• Large number of free web analytics tools are available. However, it is critical to choose
the right tools for the success of our website.
• Choosing wrong tools can take us in the wrong direction and damage our website.
• It is also important that we don’t waste time in trial an error.
• We tend to pick tools like we are picking a marriage partner. When we choose wrong,
we don’t want to accept it.

The 10/90 Rule:

Our goal: highest value from web analytics implementation.

• Cost of analytics tool and vendor professional services: $10.

• Required investment in “intelligent resources/analysts”: $90.

Bottom line for magnificent success: it’s the people.

The 10/90 Rule exists because of four basic problems:

• Websites are massively complex, and although tools can capture all that data, they
don’t actually tell you what to do.
• Most web analytics tools in the market, even today, simply spew out data. Lots of it.
• We now have t o deal with quantitative data, qualitative data, results of our
multivariate experiments, and competitive intelligence data that might not tie to
anything else.
• One of the most powerful ways to convert data into insights is to keep up with the
“tribal knowledge” in the company: unwritten rules, missing metadata, the actions of
random people, and so on.
• To solve these four problems, you need an analyst. Invest multiple times more in her or
him, or more of them, if you truly want to take action on your data.
• Otherwise, you are simply data rich and information poor.
 STEP 1
SELF ASSESSMENT
Use the following three questions to prompt the critical self-reflection that should help
you pick the right Web Analytics 2.0 tool.
Q1: “Do I want reporting or analysis?”
Organizations should sincerely identify their expectations from Web Analytics 2.0.
They may either want just the compiled data in form of reports (not analyzed) or they
may want readymade analysis of the data.
Some of the reasons why organizations may choose only reports are as follows:
(i) Decentralized decision making: The organization is structured so that lots of
different leaders make decisions, and their buy-in is required for any action. These
leaders need data that they can process, not analysis that tells them what action to take.
(ii) Company cultures: Does the company have layers of management? Is it matrixed?
Paperwork driven? Often the culture dictates checks and balances, with multiple
oversights and the need for proof. This kind of culture requires a supply of information
(data).
(iii) Availability of tools/features: A number of tools are geared toward reporting and
not analysis.
(iv) History: Older companies historically have worked by people publishing reports
and data.
(v) Propensity of risk: Does your company empower risk taking? Or is taking risks a
career limiting move? Doing true analysis means letting go of some control and trusting
people who know how to do their jobs. If your company’s culture does not encourage
that then you need reporting.
(vi) Distribution of knowledge in people/teams (tribal knowledge): I f you really want
to analyze data, you need to know the context to make sense of the numbers. If
information and execution are isolated in your company, no amount of empowering the
analyst will help.
If your analysts are not plugged in, the best they can do is provide data to people who
might be plugged in (ideally the company leaders).
(vi) Availability of raw analytical brainpower: Bringing it back to the 10/90 rule, if you
have invested appropriately in analysts, then it makes sense to choose a tool that allows
your company to do true analysis.

If you are choosing a web analytics tool, you should take a hard look at your company,
its decision-making structure, and its needs.
Then be honest and decide whether reporting or analysis provides the most benefit. If
your company really needs robust reporting, choose a tool that does that.
If your company thrives on analysis, then choose accordingly.
Q2: “Do I have IT strength, business strength, or both?”
Some companies are good at information technology (IT), and others are good at
business (marketing, analysis, and strategic decisions). A very rare few are good at both.

If you have solid IT and business strength in your company, then you can go at it all by
yourself, and you’ll be fine. Someone in the company, in the worst case, will have the
part-time job of assuring that technical issues happen as expected.

If you don’t have solid IT strength (IT folks who know and get web analytics), then
you’ll have to add an external partner. Many authorized consultants or one-person-army
folks outside your company can do this for you.

One last reason to assess your IT strength is if you want to develop your web
applications in-house and not with an application service provider (ASP).
Q3: “Am I solving just for Clickstream or for Web Analytics 2.0?”
It is a question that tries to judge what you are solving for to help you understand the
level at which you are approaching the solution set. This question is all about knowing
whether you need a tool to help you “understand clicks” or whether you need a tool to
do a lot more.
The question helps you crystallize your short-term and long-term goals.
No one can predict how the world will be in three years, so buy a tool today that will
serve your needs along that two- to three-year horizon. On the Web, everything changes
too fast, which makes any other strategy imprudent.
 STEP 2
VENDOR ASSESSMENT
If you are selecting a fee-based web analytics tool for your company, the following
sections give you 10 questions to ask.

Q1: “What is the difference between paid tool/solution and free tools from Yahoo! and
Google?”
You want your fee-based vendor to provide specific and tangible examples of reports
and metrics that the free vendors don’t provide. A good analytics vendor will have a
crisp answer that focuses on their best features, reports, metrics, integration points, and
so on. Data privacy and customer support is offered by free tools also.
Each company needs a unique solution. You should carefully consider the fit of those
tools for your company.
Q2: “Are you 100 percent ASP, or do you offer a software version? Are you planning a
software version? ”
Currently most analytics vendors, whether free or fee-based, provide an ASP-based tool
with no software-based offerings. Some vendors, such as Webtrends, Unica, and Google
(with Urchin), offer solutions you can buy and implement in-house.
You can also ask the vendor about first-party and third-party cookies, including which
type they use as a default as well as the pain and cost of using first-party cookies.

Q3: “What data capture mechanisms do you use?”

You can capture data from your website in a number of ways. JavaScript tags are
currently the most common method. You can also use web logs, packet sniffers, or web
beacons.
You want a vendor that can evolve beyond just tags (Multiplicity) as the Web evolves
and becomes harder to track.
Q4: “Can you calculate the total cost of ownership for your tool?”
Vendors can quote a first price which could be low and there can be other hidden
additional charges. You should look at the total cost of ownership (TCO) for you.
You need to consider the following elements of TCO:
• Cost per page view (most ASP-based vendors charge per page view).
• Incremental costs beyond the initial lump sum. You incur such costs if you go over
your allotted page views or if there are any “advanced” features.
• Cost of professional services (initial install and then post-launch troubleshooting or
customizations).
• Annual support costs after the first year.
• Additional hardware you need at your end.
• Cost of “administration”—that is, the staff to manage the vendor relationship. This cost
could be a partial head count, representing someone to create all the reports and
publish them and someone to coordinate between vendor, IT, and marketers.
• Cost of analysts needed to draw insights. You could lump this element with the
previous one, but it is important to be aware of the 10/90 rule and realize that you
can’t just buy the tool; you also have to hire a relatively intelligent brain to interpret the
data.
• Additional head count (partial or full) to maintain the tags, liaise with your IT, update
pages on the site, and so on. If relevant, this also includes the head count required to
coordinate with marketing and sales and internal BI teams to ensure the data is tagged,
collected, and passed on accurately.
Total up these factors across vendors, and make an informed choice. It is not hard to
imagine that the TCO could easily be multiple times the cost quoted by the vendor.
Q5: “What kind of support do you offer? What do you include for free, and what costs
more? Is it free 24/7?”
During vendor pitches you’ll hear that everything is free. And some web analytics
vendors do indeed offer a bunch of absolutely free support as long as you stay with
them. But often some limits and caveats are not explicit.
It is critical that you understand exactly what services are included and exactly how
much it costs to get the services you need.
For example, if a vendor provides free support only during business hours, what is
the cost for 24/7 support?
Q6: “What features in your tool allow me to segment the data?”
Segmentation is the key to finding insights. Sometimes you have to pre-code everything
in custom JavaScript tags on each page of site to segment the data post-capture? Or can
you capture data with a standard tag and do segmentation later?
Q7: “What options do I have for exporting data from your system into our company’s
system?”
• “Can I get all the raw data?”
• “Can I export processed data?”
• “How easily can I export 100,000 rows of processed (not raw) data out of your tool into
my other company systems?”
• “What happens if I terminate my contract with you?”

Q8: “What features do you provide for me to integrate data from other sources into
your tool?”
you execute the Web Analytics 2.0 strategy you’ll have to integrate different sources of
data to get a complete picture. You need to determine how easily your potential vendor
can work with importing outside data.
Q9: “Can you name two new features/tools/acquisitions your company is cooking up
to stay ahead of your competition for the next three years?”
This is a forward-looking question. You want to know whether your vendors are
worried about tomorrow (a good thing) and what they are doing today to deal with
future challenges. Their answers will give you a sense of how much they know about
their own position and that of their competitors.

Q10: “Why did the last two clients you lost cancel their contracts? Who are they using
now? May we call one of these former clients?”
You want to be confident that you are making the right choice, and there is no better way
than to learn why each vendor recently lost someone’s business.
 STEP 3
TOOL ASSESSMENT
(PILOT TESTING)
These are the key areas you want to evaluate during the pilot:
Usability: Determine the accessibility/intuitiveness of the tool. Establish whether your
target audiences (for example, business, data analyst, and IT) can actually use and
customize the tool set and reporting or whether you must get dedicated resources to
create the necessary reporting and dashboards on their behalf. Get a feel for the extent of
training needed.
Functionality: Test the functionality in realistic business situations: does it really do
what it said on the tin? Can you use out-of-the-box reports/features and page tagging, or
do you need to customize and extend data collection to meet your needs? (You may need
to run a handful of scenarios with vendors.) Ascertain what is of actual value to the
business.
Technical: Understand the effort to implement, configure, and customize—get a feel for
the actual implementation plan. Determine any unexpected overhead on your
environment. Test potential interoperability with your other systems/data sources.
Response Determine the level of response for both the ASP and software solutions
(performance, ability to handle the volumes, availability of reports/data, benchmarking
exercise).
Total cost of ownership Identify any additional costs that will be incurred for your
business that are not obvious in the vendor’s proposal (additional administration,
licenses, and so on).
Apart from checking the above factors you need to ensure the following:
• Test the tool for enough time (minimum six weeks)
• Perform similar tasks on each vendor’s tool.
• Check the tool on large sample data not only 6 week data.
• Try different segmentations possible on the tool.
• Understand how search analytics of tool works. How it identifies organic and paid
traffic.
• Test support quality across tools and also try to reconcile numbers across tools.
• Allow different staff members to use the tool – interns to VPs.
• Check how easy it is to create customized dashboards and customized versions of the
same reports for different business units or to add computed metrics.

You don’t have to do everything on both of the previous lists. Pick the most relevant
factors to your company, and give each a weighting so that you can go through your
most important criteria during the pilot.
 STEP 4
FINALISE SLA
(SERVICE LEVEL AGREEMENTS)
A service-level agreement (SLA) is a contract between a service provider and its
customers that documents what services the provider will furnish and defines the
service standards the provider is obligated to meet.
The vendor may charge additional amount of fees for the SLA needed by you. For that
reason, it is critical that you thoroughly consider your needs and then ask for what you
need—and decide the price—during contract negotiations.

The following is a list of important SLA that you should check:

• Availability and response of software/functionality: In this SLA you agree on

Standard availability/guaranteed uptime, speed of service, compensation for
downtime, service response in case of unexpectedly high load or traffic.
• Availability of reports/data: Time within which collected data and reports will be
made available.
• Technical/best practice support: Vendor resources dedicated to you (manpower -
number of account managers, technical, consultants assigned to project). Response to
customization/change requests (quotation, delivery of service, and so on). Issue
escalation procedures (online, phone, email, priority levels, status reporting, and
response times). Supporting material (availability of online help, accuracy of
documentation, live support).
• Security: Protection of data/servers, User access to the system, data Backup, archiving,
and recovery. Monitoring in place and availability of that data.
• Communication: Agreed points of contact (on either side). Timing of notifications
(planned maintenance/outage, status reports, and so on).

Above points are critical while negotiating a big contract, but, even as a small or
medium-sized business, you can use the previous information to understand the deep
nuances that go into buying an analytics tool and be prepared.
 T h a n k Yo u ! !
Important Questions
• What is Web Analytics? What are its benefits?
• Explain the “Paradox of data” and the need for Web Analytics 2.0.
• Differentiate between Clickstream Analysis & Web Analytics 2.0.
• Write a note on various tools available for Web Analytics 2.0 and their utility.
• Explain in details the 4 step approach for successful implementation of Web
Analytics 2.0 / ( 4 step approach for predetermining the success of your
website ).