web analytics - 4 Things Web Analytics Can Teach You - What Your Traffic's Telling You
by Chris Malta
Listen... Your Customers Are Talking
There are a number of web traffic analytics companies, such as OneStat.com and StatCounter.com, that analyze your customers' shopping patterns. They follow your customers' clicks to, and through, your web pages, and provide you with valuable info on how your customers experience your web site:
1. You see which keywords bring you, not only the most hits, but also the highest conversion rates. People often find the generic words they use bring them a great deal of traffic, but that traffic averages a shorter stay on the site. The longer people spend on your site, the more likely they are to buy something. Analyzing that data allows you to see which keywords are effectively converting for you.
2. You see the average amount of time users spend on your site. Due to latent conversion, this is a good indicator of how business will be in the coming months.
If your users are taking their time, looking at things carefully, that tells you they are really interested, and will likely come back to complete the transaction.
3. You see if your traffic's leaving as soon as they hit your landing page - if they are, you know you have a problem. As soon as users get there, you want to reinforce to them that they're in the right place. Says John Marshall, founder and CEO of ClickTracks.com, "Make sure the keyword the user clicked is associated with, and strongly connected to, the copy in that landing page and throughout the experience. Just paying attention to that one detail could probably improve your conversion rate 20% to 50%."
4. You see where people are exiting your site. This is especially important when you have customers leaving in the middle of checkout. If you see a high rate of users, with full shopping carts, leaving on a particular page, you can pinpoint what's costing you sales, as the following examples illustrate:
- • If they're exiting on the page where you explain shipping costs, you might see your shipping appears higher than your competitors'.
• If they're leaving halfway through filling out the buyer's information, you might consider that your buyer questionnaire's too long.