Measurement & Analysis

Every couple of days I like to log into my Google Analytics account and take a look at the traffic. It is part of my perpetual quest to improve visitor experience on my sites and others we service. I have learned that a good analytics strategy always stems from establishing key performance indicators. The initial installation and configuration of your software should also be strategically planned.

Consider…

- Goals and goal $ values

- Conversion

- IP address blocking

- Filtering Traffic Sources

Example Ecommerce Screen

When the data you are collecting is 100% pure so is the action you will take.

Engaging Keywords

Find the good and bad keywords. This is especially useful for Pay per Click campaigns.

Data Driven Tweaks

With analytics data, you can spot patterns that can be changed by taking action. For example you may find certain important pages have a high bounce rate. A bounce is when a visitor leaves your site on the same page they entered on. See the Bounce Rate Column below.

Bounce Rate

The bounce metric is the easiest one to understand, especially for marketing professionals. If a visitors lands on your webpage and leaves on the same page they entered your site on, it is a 100% bounce rate. If you have landing pages that are important in the process of conversion, I would look at the bounce rate of those pages. If you see a 50% bounce rate, it means every second visitor is leaving your site without viewing any other pages; that sucks! What can you do to improve your bounce rate?

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