Getting Started with Website Analysis

26th September 2008 in Website Analytics

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Web analytics is often an undervalued tool in many organizations. However, understanding website analytics can be one of the most powerful tools you have to grow your web traffic into engagement, sales and future revenue for your business.

Website analysisIf you’re just getting started with web analytics, don’t fret. There are a lot of in-depth blogs and online resources available on website analysis. One search on Amazon will pull up some great books to get you started as well (more on these below).

To get started, organizations should first identify key performance indicators – or KPIs – that are important metrics to monitor the performance of the site.

KPIs are a set of established, specific and measurable goals that you want to achieve from your website.

KPIs vary depending on your business but may include:

  • Your website conversion rate (visitor to lead, visitor to sale)
  • Percentage (%) of new or returning visitors
  • Look to book ratio
  • Number of online sales per visitor
  • Average order $ value
  • Average number of items purchased online
  • Shopping cart abandon rate
  • Revenue per product
  • Average customer lifetime value

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Reducing your Landing Page Bounce Rate

19th September 2008 in Web Design & Usability |Website Analytics

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Recently I was reviewing web analytic reports and noticed an extremely high bounce rate for one of our landing pages — 64% of visitors coming to the page were leaving right away. And worst yet, we were spending a large amount of our PPC budget getting visitors to this particular page.

High Bounce RateWith a few adjustments made to the page, we were well on our way again to improving our conversion rates for this campaign.

Benefits of Landing Page Optimization

Optimizing various elements on your landing page can reduce a highbounce rateand improve your visitor response dramatically — and ultimately your bottom line. But what do you test first?

The first elements to consider testing are your headlines and intro paragraph content. These elements are what your visitors will use to understand the content of your page and to decide whether or not they want to continue reading on.
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