Web Analytics And Conversion Optimisation :
What’s inside: An introduction and history, and the key terms and concepts for web analytics and conversion optimisation. How it works focuses on the building block terms of web analytics, including tracking and the analysing data. Tools of the trade provides some useful analytics package providers, as well as online resources for analysing behaviour. Pros and cons highlight the importance of tracking and optimising, followed by a summary and the bigger picture.
introduction
Picture the scene: you’ve opened up a new fashion retail outlet in the trendiest shopping centre in town. You’ve spent a small fortune on advertising and branding.
Picture the scene: you’ve opened up a new fashion retail outlet in the trendiest shopping centre in town. You’ve spent a small fortune on advertising and branding.
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| Web Analytics And Conversion Optimisation |
You’ve gone to great lengths to ensure that you’re stocking all of the prestige brands.
Come opening day your store is inundated with visitors and potential customers. And yet, you are hardly making any sales. Could it be because you have one cashier for every hundred customers? Or maybe it’s the fact that the smell of your freshly painted walls is chasing customers away before they complete a purchase. While it can be difficult to isolate and track the factors affecting your revenue in this fictional store, move it online and you have a wealth of resources available to assist you with tracking, analysing and optimising your performance.
To a marketer, the connected Internet offers more than new avenues of creativity. By its very nature, the Internet allows you to track each click to your site and through your site. It takes the guesswork out of pinpointing the successful elements of a campaign, and can show you very quickly what’s not working. It all comes down to knowing where to look, knowing what to look for, and knowing what to do with the information you find.
Come opening day your store is inundated with visitors and potential customers. And yet, you are hardly making any sales. Could it be because you have one cashier for every hundred customers? Or maybe it’s the fact that the smell of your freshly painted walls is chasing customers away before they complete a purchase. While it can be difficult to isolate and track the factors affecting your revenue in this fictional store, move it online and you have a wealth of resources available to assist you with tracking, analysing and optimising your performance.
To a marketer, the connected Internet offers more than new avenues of creativity. By its very nature, the Internet allows you to track each click to your site and through your site. It takes the guesswork out of pinpointing the successful elements of a campaign, and can show you very quickly what’s not working. It all comes down to knowing where to look, knowing what to look for, and knowing what to do with the information you find.
