our web site is your If you’re tracking an ad
connecting point with your campaign, such as PPC, SEO,
customers, and you can email, or print, you might be
learn a lot by analyzing the very interested in the following
traffic that comes through it. data results:
According to John Marshall, CEO
of web analytics company Keywords. Web
href="http://ClickTracks.com" analytics tools measure the
title="http://ClickTracks.com" visitors you gain from various
target="_blank">color="#001000" separate the results from your
size="-2">http://ClickTracks.com< PPC ads versus your SEO results,
/font>, “Web analytics is the so you understand where your
process of measuring various traffic is coming from.
aspects of your web site in order
to understand how you can • Click activity.
improve your customers’ Some of the more advanced web
experience.” analytics tools monitor
suspicious PPC activity, to help
Quantifiable Goals: What you guard against click fraud.
Analytics Measure
Before you run out and purchase a • Coupon Codes. When
web analytics tool, take a good you place advertisements in print
look at your web site and figure ads, coupon codes can help you
out what area you’re looking to gauge their effectiveness. You
improve. Analytics provides a simply provide a coupon in the ad
tremendous amount of feedback, that gives your customers a code
but the data you need to zero in to enter in order to activate the
on is dependent upon your goals. coupon. Your shopping cart system
can pick up that coupon, and
every time someone uses one, you your site is converting, you
know they found you through that might be more concerned with
ad. these measurements:
• Bounce rate. This • Unique visitors.
is the percentage of people who This refers to individual
click through one of your ads, computer users, as opposed to the
and leave within a few seconds of number of times that users come
arriving at your landing page. A to your site. It’s a measure of
high bounce rate may indicate how many people are spending
that you need to be examining how quality time on your web site.
well your landing page correlates
to your ads. • Conversion rate.
This number tells you what
• Visitor percentage of your users actually
segmentation Analytics tools make purchases on your site. If
can compare the behavior of one your conversion rate is low, that
group of visitors against that of usually indicates a problem
another. Groups are usually somewhere in your sales process.
broken down by factors such as
whether they came through a pay • Funnel report.
per click ad or an organic ad, or This measures conceptually how
whether they found you through deep visitors progress into your
your search campaign versus your site. Web analytics track
email campaign, etc. visitors through the checkout
process stages to see at which
If you’re trying to understand stage you’re losing them, so you
how your users experience your know what pages you need to
web site, or tracking your sales modify.
process to determine how well
The fundamental thing that web Marshall, “Tracking your traffic
analytics can achieve for you is lets you recognize what your
performance improvement. It buyers want and give it to them.
enables you to observe your Start by defining what you’re
customers’ behavior and trying to improve, focus on the
understand which elements of your relevant data, and make your
site are working, and where decisions based on what that data
adjustments are needed, to is telling you.”
deliver the best possible
customer experience. Advises
About the Author:
Product Sourcing Radio is Created and Hosted by Chris Malta and Rob Cowie of WorldwideBrands.com, Home of OneSource: The Internet's Largest Source of Genuine, Factory-Direct Wholesalers for online sellers. Click Here for FREE E-Biz & Product Sourcing info!
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