Web Analytics – Understanding the data
We are constantly asked how do you make heads or tails from all the data that is derived from analytics. How can you utilize all the information to help increase our business? What do the numbers really mean?
Very simple – we use data to drive our decisions and to give us the best possible process of a successful strategic action. We pour over the numbers for our clients to better understand the behavior of the customer/visitor. First we establish a goal of the website and then develop an experience tree to better understand what may be the users behavioral patterns to reach the end goal. The goal may be the thank you page from a received order, or a thank you page for signing up for the golf courses email club…you get the idea. Together we identify the most profitable conponent metric for the business and create the tree to that profitablity. Web analytics play a significant role in developing the correct “funnel” or customer experience. We measure the length of stay, number of pages that coorespond with the end goal stats etc… We may find that vistors are all over the site absorbing content… is this good? most conventional thought process says that it is; however, what if the visitor was constantly looking around your site to get to the goal page? Streamlining the process is vital and can only be acheived through effective web analytics where it is the customer that determines the funnel process… Not the HIPPO. (Highest Paid Person in the Office)
An excellent blog was written on this topic from http://articlewrap.com/clifinar-and-web-analytics