rick-and-mortar stores valuable info on how your
often change displays, move customers experience your
goods around, and put website:
impulse items beside checkouts.
The reason behind these changes 1. You see which keywords bring
is they're analyzing customer you, not only the most hits, but
traffic and studying behavioral also the highest conversion
patterns to understand how rates. People often find the
consumers shop. As an online generic words they use bring them
retailer, you need to study your a great deal of traffic, but that
customer traffic as well in order traffic averages a shorter stay
to increase sales. on the site. The longer people
spend on your site, the more
Listen: Your Customers Are likely they are to buy something.
Talking Analyzing that data allows you to
see which keywords are effective
There are a number of web traffic for you.
analytics companies, such as href="http://OneStat.com" 2. You see the average amount of
title="http://OneStat.com" time users spend on your site.
target="_blank">http://OneStat.co Due to latent conversion, this is
m and href="http://StatCounter.com" will be in the coming months. If
title="http://StatCounter.com" your users are taking their time,
target="_blank">http://StatCounte looking at things carefully, that
r.com, that analyze your tells you they're really
customers' shopping patterns. interested and will likely come
They follow your customers' back to complete the transaction.
clicks to and through your web
pages and provide you with 3. You see if your traffic's
leaving as soon as they hit your high rate of users, with full
landing page—if they are, you shopping carts, leaving on a
know you have a problem. As soon particular page, you can pinpoint
as users get there, you want to what's costing you sales:
reinforce to them they're in the
right place. Says John Marshall, • If they're exiting on the
founder and CEO of href="http://ClickTracks.com" costs, you might see your
title="http://ClickTracks.com" shipping appears higher than your
target="_blank">http://ClickTrack competitors'.
s.com, "Make sure the keyword
the user clicked is associated • If they're leaving halfway
with, and strongly connected to through filling out the buyer's
the copy in that landing page, information, you might consider
and throughout the experience... that your buyer questionnaire's
Just paying attention to that too long.
could probably get you a 20% to
50% improvement in your Web analytics puts you in a
conversion rate." position to see what's working on
your website and what isn't. It's
4. You see where people are a way to see where you need to
exiting your site. This is make changes and then measure how
especially important when you effective those changes are.
have customers leaving in the
middle of checkout. If you see a
About the Author:
Chris Malta and Robin Cowie of WorldwideBrands.com are the Writers and Hosts of The Entrepreneur Magazine EBiz and Product Sourcing Radio Shows. Click Here for more FREE eBiz info from Entrepreneur Magazine Radio!
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