Web Analytics

Web Analytics + Conversion Optimization… The Link

Question: Do you have an analytics program on your site, such as Google Analytics?
Answer: Yes, Google Analytics
Question: How do you use it?
Answer: One or more times a week, I look at the number of visitors, page views, minutes on the site and conversion rate.
Question: How do you use this information to make money?

Most of the time, this is where the Q & A ends.  You can have all the data in the world, but if it doesn’t yield actionable insights, what good is it?

What Are Actionable Insights . . .

Here are some examples:

• Visitors are toggling back and forth between the same two pages.  This probably means they are confused and trying to understand something.  Confusion leads to frustration.  Frustration burns up the limited amount of patience new visitors bring to your site, and leads to site abandonment.  Our job is to find the problem and recommend ways to fix it . . . an actionable insight.
• You have two landing pages.  On one, traffic is high and conversion is low.  On the other, traffic is low and conversion is high.  On the first, we will figure out why the conversion is low.  On the low traffic page we figure out how to drive more traffic to that page.  This is actionable.  It plugs a leak in your site.
• You launch a new website.  Traffic is up.  Page views are up. Conversion is up.  But what if you also launched a new PPC (pay-per-click) campaign, to support the new site, that is more effective?  Maybe there are more page views because, on the new site, it is harder for people to find what they are looking for.  Properly designed and segmented analytics uncover these problems.

What is a Forensic Conversion Specialist . . .

Like CSI, we use an analytical approach to discover the cause of poor performance.  Figuring out where your site is leaking money is detective work.  Good analytics is good detective work.  What are your issues?  Contact us now to find out.