Article Title: Website Analysis 102

Author: Richard D S Hill
Word Count: 530
Article URL: http://www.isnare.com/?aid=86383&ca=Internet
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Author's Email Address: richardhill[at]e-crm.co.uk (replace
[at] with @)

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Last month we published Website Analysis 101 and said we would
return to the subject. So I guess this is Website Analysis 102?

 
So, have you ever asked yourself, or have others ever asked
you, questions like those below, and others? If you have, did
you know how to answer them or what the answers are? If not,
shouldn't you be able to? If the answer to that is no, why have
you got a website?
 
- How do I increase revenue from my site?
 
- Can I increase the number of leads generated on my site?
 
- How do I optimize keywords for my site?
 
- Can I decrease my web based customer acquisition cost?
 
- How do I decrease my online support costs?
 
- Does "Free Delivery" or a "BOGOF" for web sales increase my
margin?
 
Web analytics provides the foundation for effective online
business and marketing decisions about these sorts of question
through accurate measurement and analysis of visitors' actual
behaviours.
 
Overall, there are probably four site types.
 
- Content: Content sites revolve around advertising, with the
goal of repeat visits and thus increased advertising exposure.
Analytics is about click tracking the ads by content pages.
 
- Customer Support: It is about self-service model and giving
customers the answers they need to reduce call centre or other
costs. Analytics is about click tracking the FAQs etc. and
marrying the information with other company information to
establish what can and cannot be answered effectively this way.
- Lead Generation: Here your goal is to get visitors to submit
their contact information so that they can be contacted.
Analytics is focused on lead capture to help understand how to
increase lead conversion.
 
- ECommerce: The goal is to get customers to fill their
shopping cart and buy. Analytics is about purchases and looking
at how the customer reached the point of purchase.
 
Which type of site is yours?
 
Not only that what is it you want people to do when they get to
your site?
 
What is the 'target action' for your site?
 
This is what you need to measure.
 
Once you have decided that you can move on to the next stage
and measure what matters. Then you have to decide how to
measure what matters and how to interpret it once you have
measured it.
 
How to measure is to find a good package such as Click Tracks
or Google Analytics. Then you need to add the page tags to all
pages and gather page-level data for at least 6 to 12 months.
You need plenty of data because visitor onsite times are often
very short and you do not want or need erroneous results. When
you interpret the information, all those pretty pie charts and
graphs, make sure you know what else was going on in the
timeframe. Your own events such as ad campaigns and PR can
influence site traffic, as can world events such as 9/11 so you
need to put site traffic into context for the period you are
analyzing.


About The Author: Richard Hill is a director of E-CRM Solutions
and has spent many years in senior direct and interactive
marketing roles. E-CRM [ http://www.e-crm.co.uk ] is involved
in ECommerce and Emarketing and helps you to grow by getting
you more customers that stay with you longer. We provide
practical solutions that pay for themselves.

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