Web Analytics - Getting it Right
Internet marketers of today want to make more money. To do this, they must understand their visitors, their motives, where they came from, what they were looking for, and how they found the site. And most important of all: what made them make the decision to buy or what made them abandon the purchase.
Here are a few common problems solved by the proper use of web analytics:
A "Bounce" is a visitor who comes to your site and leaves without looking at any other pages. The number of bounces is compared to those who visit more than one page to give a "Bounce Rate."
There are two main problems that lead to a high bounce rate: Attracting the wrong kind of traffic and not giving the visitor what they were looking for.
If the search terms are appropriate, then the searches are driving qualified traffic to the site. If this is the case, the high bounce rate is due to the page content not properly addressing the visitor expectations.
According to Jupiter Research, 71 percent of sites do not analyze customer drop-out rates, even though 66 percent of consumers reported having abandoned a purchase while on a website.
The internet marketer should discuss the buying process with current customers. This is an excellent method of increasing customer loyalty
To be effective, the marketer must understand what to look for and how to apply the knowledge revealed by the analysis. The learning curve is not steep, and the rewards can be significant.