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Informative Articles Click Here To View Full Title Page     Article Navigation Back To Main Page   Click Here for more articles Web Analytics - Getting it Right by: WG Moore Web Analytics Getting It Right By WG Moore Understanding and using web analytics. In recent years, website marketers were concerned with increasing ¡®hits¡¯ and the ¡®stickiness¡¯ of their sites. They were concerned with increasing page views and the amount of time spent on the site. This is definitely a hold over from the paper based businesses of the past, and has proved to not be of much use in the fast moving internet world. As a result, hits and views are no longer considered useful metrics for evaluating website success. They simply don¡¯t provide the right kind of information needed by online marketers. Now they look at conversions, drop-out rates, return on investment and revenue per visitor. 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. In order to accomplish this, they need a powerful new set of analysis tools; tools that are fast, accurate and easy to use. And most important, these tools must be able to measure performance over time. That is, the marketer needs to be able to set a baseline for any metric and then measure a percentage of increase or decrease at a later time. And the time frame needs to be long enough to show meaningful results ¨C usually 30 days or more. Here are a few common problems solved by the proper use of web analytics: Good traffic, but a high Bounce Rate 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¡¯. All websites have a bounce rate. Whether it is high or not is relative to the site. Only numbers taken over a period of time will show an average for any particular site. 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. To identify the first case, open the New Visitors report. This report should contain a list of unique, first-time visitors. The report should also show the first page visited and where they came from. The origin may be empty, due to a number of reasons outside the control of the analytics package. Select a visitor that came from a search engine. Now ¡®Drill Down¡¯ by clicking on the selected line and opening a detail view of this visitor. The detail page will show the search term used to find your site. Was the search term relative to the subject matter of the landing page? Were they only looking for something free? Looking at a number of search terms will reveal if the wrong kind of traffic is coming in. 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. High Drop-Out Rate 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 drop-out rate will show an increase, or hopefully, a decrease with time. A properly designed buying process will capture personal contact information before continuing with the checkout process. This contact information can be used to contact the lost sale and discuss the reasons. The Drop-Out report should show the visitor, the product and date and time of sale. Select one line in the report and drill down to view the contact information, if available. Call or email the visitor to learn the reasons for abandoning the sale. Also, the internet marketer should discuss the buying process with current customers. This is an excellent method of increasing customer loyalty. It also provides an opportunity to gather testimonials. Most buyers will have visited several times before they bought. Ask why they didn¡¯t buy the first time they visited the site. Also, ask why they came back and what motivated them to buy. Poor Return On Investment Probably the most difficult challenge faced by internet marketers is controlling costs. Traffic acquisition can be an expensive proposition, so it is important to get the most out of every click. The best marketing reports reveal where the money comes from, who the money comes from, and what marketers can do to improve revenues. Marketers can use this information to increase advertisements on sites that reach the most interested parties, provide a better selection of products for different types of visitors, or offer better service to their most valuable visitors. The marketing reports should show sales grouped by campaign or affiliate. At a minimum, they should show units of sales by product and product options, and preferably revenue. Compare advertising costs with revenues to identify the most profitable campaigns. Often the marketer will find that one campaign may bring in more visitors, but conversion is low, whereas another might bring in fewer, but more qualified visitors who purchase more. The use of A/B testing to increase pulling power of ads is vital to keeping ad costs down and attracting qualified visitors. Here, the marketer will find it easy to measure changes and evaluate overall performance. Instead of taking months to identify and understand the effect of a change, it will often show in hours or a few days. This agility means that even smaller e-commerce sites can succeed on limited budgets. Path Analysis / Clickstream Analysis ¨C Understanding visitors Not really a problem, but vital to keeping a healthy web business running smoothly. The marketer is also able to identify new trends and opportunities by evaluating the visitors¡¯ interest in various content available on the site. The ideal path through the site should go from the landing page to the products page to the orders page, from there to the checkout and finally to a ¡®Thank You¡¯ page. Deviations might include paths to tutorials, articles and other information pages, but these should be kept to a minimum and always lead back to the main path. Again, the marketer can select a particular visitor, buyer or drop-out and then drill down to the detail page to reveal every page visited and path taken, as well as the amount of time spent viewing each page. Knowing how long it takes to actually read the page will reveal the amount of interest in the subject matter. Combining this information with keyword searches will reveal how appropriate the content of each page is to the visitor¡¯s interests. In Summary The value of the analysis far exceeds the nominal cost of the web analytics service. Indeed, it may spell the difference between success and failure. Good web analytics packages can be hard to find, but need not be expensive. Increasingly, more and more comprehensive reports are available at better prices. 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. -0- About the author WG Moore is a web analytics specialist with over 20 years of hardware, software and web development experience. Visit http://www.webstatsgold.com for more articles and information on web analytics. You may contact him at will@webstatsgold.com Copyright 2005 by WG Moore Permission is granted for this article to forward, reprint, distribute, use for in ezines, newsletters, websites, to offer as free bonus or part of a product for sale as long as no changes are made and the byline, copyright, and the resource box below is included. About the author: WG Moore is a web analytics specialist with over 20 years of hardware, software and web development experience. Visit http://www.webstatsgold.comfor more articles and information on web analytics. You may contact him at will@webstatsgold.com Circulated by Article Emporium   ©2005 - All Rights Reserved This Static Spot is open for sponsor Read Articles: The Cybermagic of Whitelists Are opt-in email lists still valuable... Top 10 Ways To Protect Yourself From ... Unique Features that leading Web Host... 10 Helpful Tips For Running A Profita... 11 Proven Methods For Maximizing Your... The Key To Distributing Articles Hackers And Hoaxes Anatomy Of A Reciprocal Linking Campaign How To Request A Reciprocal Link "The Web's Best-Kept Traffic Secret" 5 Good Reasons For Using Yahoogroups ... Golden Rules For The Use Of Autorespo... Golden Rules For Unsing Autoresponders How Interactive Websites Keep Visitor... Google Brings the Earth to Your Desktop How to create your own streaming aud... 3 Ways To STOP Affiliate Link "Hijack... When Pesky Programs Won't Go Away How To Create A Website That Search S... 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Ten Steps To Grow Website Traffic Using Content Hubs To Promote Setup a home wireless network: A sho... How To Generate Web Site Traffic For ... Top Search Engine Ranks- The Only Sec... 5 Critical Promotion Mistakes People ... Getting The Most From Traffic Exchanges What Posting Articles Online did for ... Using Anchor Text Optimization In You... 15 Ways to Promote eLearning Programs More Article Pages 1 What Makes An Ezine Worth Reading? What makes your ezine hot stuff? With literally thousands of ezines online today, how can yours stand out or is it doomed to stay in the junk mail folders?? The first thing to think about is, what is your ezine about? Do you have a clue? If you don't know then you can bet a million dollars that your readers haven't the slightest idea what you are talking about. Define what your purpose is in the first place. Information, Advertising, Current Events, Reviews. The choice is yours and the possibilities are endless.. One of the biggest mistakes I see a lot of people do is to mirror another ezine. We all have ezines that we love to read and learn from but that doesn't mean that you need to duplicate the exact same type of ezine. Many of us get sucked into this online world completely forgetting our original goals and end up just jumping on the band wagon instead of being unique. What works for one may not work for you. Don't get fooled into that "If I can do it so you can you" Syndrome. It is not just about copying and pasting anymore... > Put some flair into your words. You don't have to sound like a robot. Develop your own style of writing so that everyone knows your style and will come to appreciate it even more. > You don't need to reveil your entire life story but stories that are relevant to the topics are great openers. > If you use advertising in your ezine, try to compliment the advertising according to your topics. Targeted advertising means a more increased chance of someone purchasing your products and services. > Ask and you shall find out. Poll Your Readers and find out what interests them. You may be surprised at the responses. Publishers have to think in three ways. As A Publisher This is my name on this ezine. Do I care what I publish or will I just keep this ezine the same way? Do I care what my readers think, will paid advertisers want to pay to advertise with me? Am I committed to helping people through the power of email advertising or do I just care of making a fast buck telling people about every fly-by-night program that comes along? As A Reader What keeps you subscribed? Is it because of the good information. Do you find yourself waiting for another exciting issue to come out. If the issue doesn't arrive do you contact the publisher to find out if an issue is coming out. Do you read the issue and feel you have learned something new? Something that will help make your life better, easier, more helpful? As An Advertiser If I want to advertise in this ezine, why should I? Is it because of the low prices or is it because the ezine has a responsive list of people who WANT to read what the publisher has to say. If the publisher doesn't care what they put in their ezine, then why should I bother pulling out my credit card? Many publishers new and old all go through this problem. That is when you need to sit down and view yourself from those three perspectives and then you can understand where you, your ezine, and your reputation is headed. Donesia Muhammad is the owner of Ezine Ad Helper.com where you can by quality ezine advertising for one low price. Doesn't Your E-Business need help with their advertising. Let Ezine Ad Helper guide you the right way. http://EzineAdHelper.com   ©2005 - All Rights Reserved