Web Site Analytics

Understand the relationship between visitor behavior and log file data to pinpoint Web site problem areas.

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People navigate the Web by reading and clicking. The general purpose of a commercial Web site is to control that navigation and guide visitors towards a task that supports a business objective.

Such tasks include…

• Click past the home page
• Read a product or service description
• Download a sample
• Read or print a supporting white paper
• Complete a survey
• Fill out the "Contact Us" form (lead capture)
• Complete an order (online sales)

The list of goes on and on…

Few companies track these tasks. And of the few that do, most fail to measure the clicks that precede each task. We use Google Analytics to help.

For example…

A common Web site objective is to capture a sales lead through a Web form.

Let’s say the Web site home page attracts 5,000 entering unique visitors per month and encourages 1,000 of them (20%) to view the “services page,” which in turn encourages 500 (50%) of them to view the “contact us” form.



Surprisingly, the Web site only captures 3 leads that month. This equates to 497 lost sales leads.



So where's the biggest problem?

The home page does a decent job. The service page guides visitors to the contact form. However, the form fails to capture the lead. Proper analysis would tell you the contact us form is the problem.

Instead of declaring the entire Web site ineffective, the problem area is identified and positioned for improvement.

So how do you pinpoint all your Web site problem areas? Want to learn where potential customers stop moving toward your objective?

Or learn how to get started with our Web Analytics Approach