Analytics
Web Analytics
Web analytics takes the understanding of website usage to a new level.
By adding small sections of code to each page and key section within pages Analytics opens up a window of understanding on how your website is being used.
Now we can see where visitors leave the site, where they stay and how they progress.
We can set Goals and measure how effectively the site delivers against those Goals.
We can try variations on wording, layout and functionality of pages and see the impact the changes have.
We have been able to improve traffic through a client site to the Contact Us page by more than 30% using these techniques.
Monetisation
A strange new American word has joined the web tools we use.
Every visitor to your site has a value to your business.
An Example
As a simple example think about an e-commerce site.
Suppose the average value of an item sold is £1,000.
If we measure the conversion efficiency to reach that sale it might start out at 5%.
On that basis each visitor has an average value to your business of (1000x5%)=£50
£25,000 lost each month
Now it becomes clear that if 50% of the visitors bounce out from the home page which gets 1000 visitors a month, then £50x500=£25,000 is being lost each month.
That helps concentrate the mind on the value of reducing the Bounce rate.
Add £2,500 per month
Simply dropping it by 10% (to 45%) will effectively add £2,500 per month to your business.
And addressing the conversion rate of each page in the sales funnel can bring similar measurable rewards.
That is the science of e-metrics using Analytics to build your online business.