An analytical Study of DTU Library Web Site Using Google Analytics R K SHUKLA LIBRARIAN DELHI TECHNOLOGICALUNIVERSITY SHAHBAD DAULATPUR

BAWANA ROAD DELHI 110042 Email: ramakant.shukla@gmail.com Abstract The paper defines the web analytics and examines various user behaviors by applying Google analytics tool to the library web site of Delhi Technological University. Suggests similar and comparatives studies for the websites of other Institutions .

INTRODUCTION:
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research. Web analytics applications can also help companies measure the results of traditional print advertising campaigns. It helps one to estimate how the traffic to the website changed after the launch of a new advertising campaign. Web analytics provides data on the number of visitors, page views, etc. to gauge the traffic and popularity trends which helps doing the market research. There are two categories of web analytics; off-site and on-site web analytics. Off-site web analytics refers to web measurement and analysis regardless of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole. On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. Onsite web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response. Historically, web analytics has referred to on-site visitor measurement. However in recent years this has blurred, mainly because vendors are producing tools that span both categories.

Objectives of the study: The following are the most important objectives of this study:
To track the usage of the library main website.

To know how web analytics can help to reveal users interest in an array of products and, consequently, affect product offering . To track visitors' behaviors. To know how web analytics help us understand where people are going, where they came from, where they drop out . To determine the efficiency of the website's menu system. To make suggestions for improving user experiences. To establish the most effective way for redesigning the website. To know how web analytics involves determining how much traffic the site experiences so that he or she can ensure that web servers can deliver web content flawlessly. To know how a web site programmer understand which browsers and browser versions most visitors use so that the site can be designed to work optimally in those versions through web analytics.

Scope of the Study

This study examined the websites of Delhi Technological University Library.

Study Period
Data collection was done during 1 Jan, 2011 to 31 Dec, 2011.

Literature Review
Atkinson Elizabeth in his paper Web analytics and think aloud studies in web evaluation: understanding user experience. (2007) explores the value of both methods when used separately through running three independent studies, on the William Hill website. The first phase involved live web analytics data collection and analysis, the second phase involved controlled collection and analysis of web analytics data and the final phase involved running and analysing think aloud evaluation sessions. The results of all three sessions were then analysed to determine the varying types of findings which are gained from each method. The conclusion of this paper presents recommendations of how both web analytics and think aloud evaluation may be used together to overcome limitations of each of the methods and to strengthen insight into user experience. This includes guidelines proposing where both web analytics and think aloud evaluation may be used throughout the User Centred Design process, to help usability practitioners to better understand user experience. Fang Wei in his paperUsing Google Analytics for Improving Library Website Content and Design: A Case Study(2007) explains that as more and more digital content goes online, libraries today are fundamentally different than they were as recently as five years ago. Websites have become an essential component of library service, and designing these websites involves both technical and administrative decision-making. During the past five years, the RutgersNewark Law Library (RNLL) has used different methods to figure out exactly what our visitors are looking for on our website. Recently, we used Google Analytics to track our visitors' behaviors, and pinpointed the motivations behind their information-seeking. The visually

enhanced reports by Google Analytics provided information on where visitors came from, what pages they visited, how long they stayed on each page, how deep into the site they navigated, where their visits ended, and where they went from there. By analyzing the data from Google Analytics, we made changes to our website and compared web usage data from before and after the changes, concluding that our website was improved in a number of ways. Anthony Ferrini and Jakki J. Mohr in their paper Uses, Limitations, and Trends in Web Analytics Project Report submitted to UCL (2007).122-140 has stated that as the Webs popularity continues to grow and as new uses of the Web are developed, the importance of measuring the performance of a given Website as accurately as possible also increases. In this chapter, we discuss the various uses of Web analytics (how Web log files are used to measure a Websites performance), as well as the limitations of these analytics. We discuss options for overcoming these limitations, new trends in Web analyticsincluding the integration of technology and marketing techniquesand challenges posed by new Web 2.0 technologies. After reading this chapter, readers should have a nuanced understanding of the how-tos of Web analytics. Omidvar, Mohammad Amin; Mirabi, Vahid Reza and Shokry, Narjes in their paper Analyzing the Impact of Visitors on Page Views with Google Analytics. International Journal of Web & Semantic Technology 2.1 (2011): have developed a flexible methodology to analyze the effectiveness of different variables on various dependent variables which all are times series and especially shows how to use a time series regression on one of the most important and primary index (page views per visit) on Google analytic and in conjunction it shows how to use the most suitable data to gain a more accurate result. Search engine visitors have a variety of impact on page views which cannot be described by single regression. On one hand referral visitors are well-fitted on linear regression with low impact. On the other hand, direct visitors made a huge impact on page views. The higher connection speed does not simply imply higher impact on page views and the content of web page and the territory of visitors can help connection speed to describe user behavior. Returning visitors have some similarities with direct visitors. Palacios, Raiza Daniela Fernandez in their paperWeb Analytics Dashboard and Analysis System ITEC 811 Project Proposal (2009) 1-5.says that modern web analytics tools collect vast amounts of information about website visitors; these reporting systems make it difficult to identify trends in data due to the number of reports available. By developing a system that logically presents automated analysis based on trends and patterns, web analytics users will be able to implement improvements to their websites. In order to develop the web analytics dashboard and analysis system, data will be collected by a third party web analytics tool.

Observation on D.T.U Web Analytic Reports

One of the objectives of the study was to know how web analytics involves determining how much traffic the site experiences so that he or she can ensure that web servers can deliver web content flawlessly. In this context, all traffic sources table may be perhaps the reasonable criterion to draw my findings / opinions regarding the aforesaid objective. All traffic sources table ensures to know how much traffic the site experiences so that he or she can ensure that web servers can deliver web content flawlessly. This table assists to know

the degree of volume on the website so that, if required, necessary steps can be taken to ensure flawlessly delivery of web content. After visualizing the aforesaid table, we can say that around 24361 visitors visited the Website of D.T.U Library. The analysis of the table reveals that various visitors follow variety of sources to reach at the Website of D.T.U Library. For the sake of convenience, we discuss here only the most prominent sources followed by the visitors. Nearly 14822 visitors follow the University Home page of Delhi Technological University as a source destination (dce.edu / referral) to reach at the Website of D.T.U Library. Approximately 3699 visitors directly reach at the Website of D.T.U Library.3735visitors follow the Google as a search engine to reach at the Website of D.T.U Library.Around 385 visitors follow the source destination (tnp.dce.edu / referral) to reach at the Website of D.T.U Library. In the light of above facts, we can say that the first three sources are primarily used in order to reach at Website of D.T.U Library which exhibits from the fact that nearly 91.35% visitors

follow

these

three

sources.

The aim of another objective is to know how a web site programmer understands which browsers and browser versions most visitors use so that the site can be designed to work optimally in those versions through web analytics. In this context, Browser table may be perhaps the suitable criterion to draw my findings / opinions regarding the aforesaid objective. Browser table helps to understand which browsers and browser versions most commonly used by the visitors on the Website of Library of D.T.U

After examining the above table, we can say that around 24361 visitors visited the Website of D.T.U Library. Nearly 22 browsers are used by the visitors; however, only three browsers are most commonly used by the visitors. The most interesting feature is that around 16 browsers are used less than 1% of the total browser used by various visitors. As a result, these 16 are considered as insignificant browsers and they are not taken into account for analysis purpose. The analysis of the table reveals that most of the visitors i.e. 8529 follow crome as a browser to reach at the Website of D.T.U Library. IE is another popular browser that is used by 7079 visitors as a medium to reach at the Website of D.T.U Library. Firefox is another famous browser that is used by 6847 visitors to reach at the Website of D.T.U Library. In the light of above facts, we can say that 8529 visitors out of 24361 visitors i.e. 92.17 % visitors follow the aforesaid three browsers; so that these three browsers are most commonly used by the visitors. However, some other browsers such as Opera, Safari etc. has very insignificant

The aim of next objective is to determine the efficiency of the website's menu system and similarly to understand how Search makers can monitor and optimize their campaigns in real time, adding and deleting keywords as they go. In these contexts, Keywords table may be perhaps the suitable criterion to draw my findings / opinions regarding the aforesaid objective. Organic search table helps to understand which keyword and keywords most frequently used by the visitors on the Website of Library of D.T.U

This table exhibits that the total 3952 searches are completed through 1265 keywords. A very wide range of keywords are used by the visitors to reach the Website of D.T.U Library. Keywords assist those users who do not know the exact URL of the site to reach at the desired site.Keywords may be single term, two words and more than two words.

From the above table it is clear that most of the visitors follow the keyword i.e. dce library to reach at the Website of D.T.U Library. The maximum number of visitors i.e. 256 visitors visits the site through this keyword. This keyword contains 2 words. Another keyword i.e. dce is frequently used by the visitors i.e 277 visitors visits the site through this keyword. Here the keyword consists of single term. Some of the visitors i.e 230 follow another keyword i.e dtu to reach at the Library website of Delhi Technological University. This keyword also consists of single term. Some of the visitors follow another keyword i.e dce.edu to reach at the Library website of Delhi Technological University. This keyword is used only by 230 visitors. This keyword contains 2 words. Another keyword i.e. delhi college of engineering is also used by some visitors as itconsists of more than two words. Many other keywords are used by visitors to reach at the Website of D.T.U Library. But, these keywords are considered least significant and do not taken into consideration.

From the above table it is clear that the page which is titled as Central Library Delhi Technological University | Library DTU is viewed 19695 times. The above table clearly reveals that first title page is predominantly used for pageviews. However, other page titles are rarely used by the visitors. Organic search table of website of Library of D.T.U also revealed that the whole website is well planned and properly navigated menu system which ensured the efficiency of the website's menu system. Moreover, the overall structure and home page of the website of Library of D.T.U is well customized keeping in mind the needs of the target users as a result it is more search makers friendly and provide ease at the time of usage and ensure convenience to them in their real time campaign.

Engagement table indicates the behavior of the visitors. It also reflects the motive of their visits

This table shows the time duration spent by the various visitors on the site. From the aforesaid table, it is clear that visitors i.e. 10477 visitors spent time up to 10 seconds on the site Another point that reveals the table is that only few visitors i.e. 2707 visitors spent time between 11 to 30 seconds on the site Similarly, approximately the same number of visitors i.e. 2214 visitors spent time between 31 to 60 seconds on the site At this level, around 4008 visitors spent time between 61 to 180 seconds on the site . Time on site for all visitors helps to determine how far the financial investment on the Website of Library of D.T.U is worth full because by and large, more time spent on the site by the visitors clearly exhibits the real worth of the site. Moreover, average time spent on the website indicate the quality of the content available on the website and also loudly pronounced how far the website is enabled to achieve the desired results. The Website of Library of D.T.U is by and large able to attain the aforesaid objective. Hence, Time on site for all visitors provides strong contender to justify the financial investment on the website and to produce desired results.It seems that users are using this site for reaching to the links provided in the site for related resources that is why the majority is visiting for up to 10 seconds only where as the visitors spending 61-180 seconds reads the rules and regulations etc.

objective to know how web analytics help us understand where people are going, where they came from, where they drop out and what might help them to convert can be under stood from above table.

Visitors from more than 65 countries visit at the website of Library of D.T.U.

CONCLUSION.

To full fill the objective to establish the most effective way for redesigning the website Bounce Rate for All Visitor may be perhaps the suitable criterion to draw my findings / opinions regarding the aforesaid objective. Bounce Rate for All Visitor table helps to determine how far the Website of Library of D.T.U is suitable from the visitors view point because there is direct correlation between the Bounce Rate for All Visitor and the design of the website which clearly exhibits the real worth of the website. The higher bounce rate ratio normally indicates to poor design of the website whereas the lower bounce rate ratio indicates to effective design of the website. Precisely, the overall bounce rate depends upon the quality of the content available on the website and also loudly pronounced how far the website is enabled to achieve its overall objectives. to track the usage of the library main website, Visits for all visitors may be perhaps the suitable criteria to draw findings / opinions regarding the aforesaid objective. Visits for all visitors helps to know how the Website of Library of D.T.U is suitable for all the visitors because visits for all visitors clearly express the actual usage of the library main website. Moreover, daily average visits by the visitors on the website also indicate the quality of the content available on the website and loudly pronounced how far the main website is effective and useful from the users point of view. Nearly on an average 66 daily visits are made to reach at the website of Library of D.T.U by the visitors respectively; it clearly reflect the usage of the library main website. In this way, visits for all visitors table serve as an effective measure to reveal the usage of the library main website by the visitors. ISSUES FOR FURTHER RESEARCH When the analyst undertook the comparative investigation regarding the web analytics of websites certain issues came across to the notice for those who wants to conduct further and more advanced research on this topic are stated below:The web analytics of websites can also be extended to various universities libraries websites; keeping in view, the fact that the homogeneous library websites should be taken into consideration for web analytics in order to bring some sort of consistency in findings and comparison; but, as far as possible, the heterogeneous library websites should be avoid for overlapping and contradictory results. A time frame can be extended to complete academic session so that the holistic view about the university library websites can be easily drawn.

The large number of web analytics reports can be used to further extend the scope of comparison between / among the university librarys websites. To sum up, it can be stated that the web analytics of websites has a positive impact in the sense that it gives the overall view about the websites and assist to analyse the worth of library websites. Furthermore, it provides clue about the behaviour and pattern of the visitors particularly in the dynamic web-era.

References:
1. Atkinson Elizabeth Web analytics and think aloud studies in web evaluation: understanding user experience. (2007) 2. Fang Wei Using Google Analytics for Improving Library Website Content and Design: A Case Study(2007) 3. Anthony Ferrini and Jakki J. Mohr Uses, Limitations, and Trends in Web Analytics Project Report submitted to UCL (2007).122-140. 4. Omidvar, Mohammad Amin; Mirabi, Vahid Reza and Shokry, Narjes Analyzing the Impact of Visitors on Page Views with Google Analytics. International Journal of Web & Semantic Technology 2.1 (2011): 14-32. 5. Palacios, Raiza Daniela Fernandez Web Analytics Dashboard and Analysis System ITEC 811 Project Proposal (2009) 1-5.