Of course conversion rate will always matter but what happens when your site’s conversion rate is consistently below 1% or .5%? It won’t be long before conversion rates less than 1% are the new normal. There are two forces at work here: 1. Increased comÂpeÂtiÂtion as peoÂple spend more time shopÂping online—more shopÂping equals more […]
Web Analytics Starts With Asking The Right Questions
Web analytics tools are only as good as the questions you ask of them. Knowing how to use Google Analytics or Omniture – how to pull certain metrics and create reports, doesn’t do you any good until you have a reason to do so. There are two kinds of questions: reactionary questions and investigative questions. […]
The Essence Of Web Analytics
The essence of web analytics is to boil down business objectives into unique actions on a web site. Its not about amount of visits, time on site, or most visited pages. When you match a desired outcome from a web site to a business goal and then devise a strategy around getting that desired outcome […]
The Balance Between Visits And Conversion Rate
See if this scenario sounds familiar: This report shows visits are up year over year. Yea! Well done everyone, the markting budget is paying off! Let’s keep the momentum going and see if we can continue to drive even more visits to the site! This report shows conversion rate is down year over year. Boo! […]
Don’t Write Checks With Your Ads That Your Site Can’t Cash
Landing pages are underestimated in the role they play in paid search. I think the reason is because it’s a lot easier to tweak adtext, bids and keywords than the landing page. For the query “front load stacked washer and dryer†this is the ad and landing page Sears gives me: Can you imagine walking […]
Analyze Search Terms On Paid Search Landing Pages
Is the keyword you’re bidding on in AdWords a good match for the landing page you have chosen for that keyword? And if not, (after looking at low conversion rates or high bounce rates) what landing page would be better? One way to find out is to see if the visitor does an internal search […]
Conversion Funnel Web Analytics Measurement Model
Instead of using margin and volume to make your web analytics framework, It may be easier to build it out using a conversion funnel. The different steps of the funnel give you ideas and starting points for brainstorming the functions your site has. It also forces you to think through your marketing and web analytics […]
What Does Web Analytics Tell You About How You Are Training Your Customers?
After reading a post by Seth Godin the other day called Train Your Customers, I asked myself, “how could you measure in web analytics the ways in which you are training your customers on your website?†So I took his list and thought up how to measure them using different metrics for each. I think […]
Using Goal Compleation In Advanced Segments
I really like using goals as advanced segments to find out what is working on the site. Say your Goal #1 is a lead generation goal to get email sign-ups from people who want you to contact them later for more information. Set up an advanced segment for Goal1 Completions and then add it, and […]
3 Great Uses of Advanced Filters in Google Analytics
While going through different reprots in Google Analytics, analyzing what is and isnt working can be difficult if you have thousands of keywords, referring sites and pages in your reports cluttering everything up. You want to be able to efficiently look through them to find something useful. To do this use the Advanced Filter under […]