Use Analytics to Evaluate Your Site’s Success
Understanding how users navigate, purchase from, and make use of a Web site helps e-commerce decisions. Here, Avril May from www.theseoconsultantlondon.co.uk explains how to benefit from Web analytics.
Understanding how users navigate, purchase from, and make use of a Web site is an important task. Web sites reach viewers through returns from a search engine, site ads, links in an e-mail, and word of mouth. To more fully understand whether a Web site is serving its goals, it helps to know the site’s traffic patterns. In this article, I explore how to use Web analytics and benefit from usable data.
Web analytics software can tell you a lot about the use of a Web site. It tracks the page views, measuring how many pages were viewed during a certain time frame, the number of visits, session data, keywords, geography, referrals, individual visitors, and hits.
Web Analytics Data is Revealing
Here is a question to consider: First, is the site effective? Make sure that the site is achieving three specific goals: acquiring new visitors, converting visitors to customers, and retaining customers through top service. Draw the data together, including Web traffic reports, demographic data, psychographic data, customer feedback, direct customer data, transaction data, affiliate data, and industry research.
Measure the site views by time: by time of day, by season, during different weather events and patterns, and on specific holidays. Develop benchmarks to evaluate effective use of the site. Match the benchmarks to the analytics solution. Some analytics programs will give the view of a dashboard – these dashboards can include the top-line or total sales revenue versus net sales, sales call quality, and …