Web Site Traffic Reports
In our experience, small businesses tend to be lax when it comes to measuring the value of their web site. Web site visitors today are highly fickle consumers of information. The slightest disruption in their comfort can send them straight to the "Back" button of their browser in search of your competition.
A current web site analytics tool can monitor the health of your web site. Even the simplest questions have powerful implications to your bottom line:
For example:
- How many different people visit the site?
- Where do the visitors come from?
- What keywords did they use?
- What days and times are most popular?
- Did you pay for the visit or was it free?
Having this information in hand can give you an important insight into your customers.
Conversion Analysis
Not only can the current tools from Google and Omniture measure simple numbers like visits and visitors, but they can also measure the conversions on your web site.
The first step for your company is to determine your Key Performance Indicators (KPI). Once you have the KPIs defined, then you can measure their success. A conversion happens whenever a web site visitor follows a marketing message to the KPI. A conversion can be as simple as clicking on a feature area of your web site and landing on a page with a new product offering. Conversions are often more complex -
For instance, it's one thing to know if visitors are coming from Google on a keywords such as "pond herbicide". But it's a completely different situation to know that you are paying Google for each visit from the "pond herbicide" keyword and that keyword has yet to produce a single sale!
Types of Reports
Given the proper tool, the types of traffic reports are endless. Some of the reports types we rely on go far past a standard graph of numbers and dive into the scenario above. Other report types are as follows:
- Conversion Analysis - What conversions took place?
- Scenario Reports - Define a specific scenario and measure the steps to your KPI.
- Ad Hoc Analysis - Imagine a report and create it. Literally measure anything.
- Path Reports - Define a path through pages of the site and measure the volume along that path. Or, let the tool tell you which paths are most common.
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