Website Analytics
There is a term, "information overload", which often applies when it comes time to understand and analyse your web-traffic logs. Web analytics allows you to, literally, administer 1000s of logs of information relating to who visits your site, where they come from and what they do.
From our perspective, the information required is dependent on WHAT you are trying to achieve. Speak to Webformula today to see how we can help you understand your current site traffic and to isolate pitfalls and build traffic flow.
Site Analytics and User Testing
Does the fact you had, for example, 23000 visitors to your site during June 09 qualify as a valid statistic? Lets analyse.... firstly, of that information are you discounting visits to the site from members of staff? Most businesses have their corporate site as their homepage, could you be adding an extra 1000 visits the site from pointless internal visits? Secondly, if a proportion of your site visits are from members of staff who login each morning, then head straight to their favourite sites already be impacted the "bounce rate" from your homepage? You can already see how any analytics could already be potential skewed.
Do your site visitor logs include Search Engine 'bot visits? Are you defining site visits correctly? We understand, especially from the perspective of the Marketing Manager or Director, that increasing site traffic flys the flag for your department, but does it give a true understanding of what's REALLY happening?
The KPI (Key Performance Indicators) for all retail businesses include Revenue, Sales and Conversion Rates. This allows you to correctly allocate your budget on a Cost Per Acquisition basis. Maintaining a portfolio of online campaigns ranging from PPC (Pay Per Click Advertising schemes such as Google Adwords), Email Marketing and Affiliate Marketing, all requires careful and methodical understanding of campaign success and campaign failure.
At Webformula we insist that our clients install a package (whether this is the free tool offered by Google Analytics, WebTrends, Omniture) which allow us to simply and effectively view the success rates of your online marketing campaigns. Spending £1000s of your budget each month on Adwords without an understanding of which 'keywords' convert, which campaigns offer the greatest return on your time and financial investment leaves you flying blind.
Do you see a greater proportion of your site visitors from Adwords Campaign 'A' requesting information, whilst click thrus from Campaign 'B' have a far greater conversion to sale? Are your landing pages from Campaign 'A' including "Buy Now" or other calls to action missing from Campaign 'B'? Are you losing customers due to long-winded and time consuming forms to fill in prior to a customer even seeing shipping charges? Are your customers leaving your website frustrated and heading straight to your competitors?
Building Site Analytics into your web portfolio is an essential tool. Understanding the information available is the key to your online success.
Contact Webformula today to discuss how we can assist with the development of your own website analytic package and to provide your business with a greater understanding of the information available.
Essentially,
we're your in-house online marketing department. We respond to your
requests and action the most cost-effective and productive approach in
order to succeed and enable your business to meet and exceed its online
targets.
