Website Analytics Management

Imagine driving blind for miles. Sound like fun? That is what it is like for companies who are not utilizing some form of analytics to track the usage of their website. If you want to know how your websites are performing, analytics is a must. With website analytics, you can see how visitors interact with your website, identify trends and pinpoint what is preventing visitors from becoming customers. Analytics provide you with an overview of how well your site works and how your visitors are interacting with it.

Implementing Changes

The professionals at Chapman Solutions have been helping companies manage their websites and analytic accounts for years. We can help you develop a structured program to help you implement the improvements that need to be made. Once established the changes to your website will be made to produce the expected gains – and the gains will in turn increase your sites ROI.

Identify Goals via Website Traffic Analysis

Analytics allow you to set goals and in the areas that you want to improve. Whether it is tracking visitor sign-ups, product sales, downloads or other items we can help you quantify the success of each. For instance, you might set a goal to increase the sales of an item on your website by 25% in the first quarter by reducing the steps in the product’s conversion funnel. By tracking visitor actions on the site we can pinpoint what areas need improvement to achieve the desired results. Clearly defining goals through the use of analytics systems makes the seemingly impossible task of measurement suddenly become manageable.

Here are some sample goals:

100 leads per month
75 newsletter subscriptions per month
30% increase in the sales of a product
Gross product sales of $100,000 next month

Four Commercial Website Types

In the web analytics community there are four types commercial websites: content sites, lead generation sites, e-commerce sites and self-service sites. Below are some generic objectives for the four basic commercial websites. This information can be helpful in defining your own business objectives.

Content Sites – By utilizing analytics you can increase readership and the time spent on the site/pages. Basic measures include visitor length, page views, referring sites, and number of subscriptions / cancellations.
Lead-Generation Sites – Using analytics you can increase and segment lead generation efforts. Basic measures include sign-up / registrations, site downloads, time spent on the site/pages, newsletter opt-ins, and drop-out rates.
E-commerce Sites – Analytics can help increase sales and decrease marketing expenses. Basic measures include top landing pages, top referring sites, sales per visitor, cost per visitor, total sales, conversion rates, etc.
Self-Service Sites – Analytics can be used to increase customer satisfaction and decrease customer support inquiries. Basic measures include fewer calls to a call center, a decrease in visitor length, shortening the funnel to find answers, as these are measures of customer satisfaction.

Analytics Gives You The Ability To Define Metrics

Since there is so much data that can be analyzed, it is important to know what data to measure, and how that information can be used to improve the results of your website and your business. Most businesses should focus on bottom-line variables such as revenues and costs. Then the business will need to look into what processes impact their costs and revenues? Once identified, you can then begin to manipulate them to achieve a much higher return on your investments.

Providing Answers To Essential Questions

Chapman Solutions will install small snippets of code on your website that will allow us to answer such questions such as:

What part of the world are your website visitors coming from?
What sites are those visitors being referred from?
Are you attracting unique visitors to your website?
How much time visitors are spending on the various pages of your website?
Does your site navigation help visitors accomplish their intended actions?
What pages get the most and/or the least amount of traffic?
What are the bounce or exit rate of the pages of your site?
What is the conversion rate for your various products and/or services on your website?
Are there any behaviors that indicate a visitor is ready to become a customer?
Can profiling visitors, by say region, help you cross-sell and up-sell?
Which and how often search robots and directory editors visit your site?
What browsers and resolutions do your visitors use?

The Proof Is In The Data

You’ve all heard the expression, ”I know that half of my advertising is wasted – I just don’t know which half.” You don’t have to fly blind in today’s Internet marketing world. With the tools that we can provide your company can monitor and measure the ROI of your Internet marketing results with confidence.