ast month we published
Website Analysis 101 and - Does "Free Delivery" or a
said we would return to the "BOGOF" for web sales increase my
subject. So I guess this is margin?
Website Analysis 102?
Web analytics provides the
So, have you ever asked yourself, foundation for effective online
or have others ever asked you, business and marketing decisions
questions like those below, and about these sorts of question
others? If you have, did you know through accurate measurement and
how to answer them or what the analysis of visitors' actual
answers are? If not, shouldn't behaviours.
you be able to? If the answer to
that is no, why have you got a Overall, there are probably four
website? site types.
- How do I increase revenue from - Content: Content sites revolve
my site? around advertising, with the goal
of repeat visits and thus
- Can I increase the number of increased advertising exposure.
leads generated on my site? Analytics is about click tracking
the ads by content pages.
- How do I optimize keywords for
my site? - Customer Support: It is about
self-service model and giving
- Can I decrease my web based customers the answers they need
customer acquisition cost? to reduce call centre or other
costs. Analytics is about click
- How do I decrease my online tracking the FAQs etc. and
support costs? marrying the information with
other company information to Once you have decided that you
establish what can and cannot be can move on to the next stage and
answered effectively this way. measure what matters. Then you
have to decide how to measure
- Lead Generation: Here your goal what matters and how to interpret
is to get visitors to submit it once you have measured it.
their contact information so that
they can be contacted. Analytics How to measure is to find a good
is focused on lead capture to package such as Click Tracks or
help understand how to increase Google Analytics. Then you need
lead conversion. to add the page tags to all pages
and gather page-level data for at
- ECommerce: The goal is to get least 6 to 12 months. You need
customers to fill their shopping plenty of data because visitor
cart and buy. Analytics is about onsite times are often very short
purchases and looking at how the and you do not want or need
customer reached the point of erroneous results. When you
purchase. interpret the information, all
those pretty pie charts and
Which type of site is yours? graphs, make sure you know what
else was going on in the
Not only that what is it you want timeframe. Your own events such
people to do when they get to as ad campaigns and PR can
your site? influence site traffic, as can
world events such as 9/11 so you
What is the 'target action' for need to put site traffic into
your site? context for the period you are
analyzing.
This is what you need to measure.
About the Author:
Richard Hill is a director of E-CRM Solutions and has spent many years in senior direct and interactive marketing roles. E-CRM [ http://www.e-crm.co.uk ] is involved in ECommerce and Emarketing and helps you to grow by getting you more customers that stay with you longer. We provide practical solutions that pay for themselves.
Read more articles by:
Richard D S Hill
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