Analyzing Sales Conversion On Your Web Site:
One of the great things about the web is that it’s easier than ever in to find out how you’re doing. Tools like Google’s Web analytics let you peer under the hood of your site so to speak and find out what’s working and then make it work better.
Two common web analytics terms that you need to be familiar with are: “Visitors vs Unique Visitors”
The measurement, “Visitor” counts the gross number of visits to your site. If I visit and then leave and return later, most analytics programs will count me as two “Visitors” or, sometimes, two “Visits.”
But in the same situation, the term “Unique Visitors” counts me as one unique visitor. This is the key. Your measure of “Unique Visitors” will tell you how many people stopped by your site during an specified time period.
Now let’s talk about “Page Views”
What we know about human behavior supports the idea that when people longer someone stays on your site, browsing and clicking, the more likely to buy or take some other action you want them to take, like filling in an optin form for example.
One way to figure out if they’re doing that is to look at Page View statistics.
Just as you might expect, a “Page View” is counted each time a visitor views a page on your site. The ratio of “Page Views” per “Unique Visitor” will tell you how many pages the average visitor looked at.
These are rough measures of activity so watch the general trend of your site overall. Are you getting more visitors? Are they exploring the site more? You’ll need other measures to find out what they’re doing while they’re on your site.
Analyze Inbound Links
You can find out a lot about your web site and your business by analyzing the links that come into (or point to) your site.
There are several different types of inbound links that could point to your sits. Search sites, Ads, Join Affiliate Program links, and other sites and blogs.
According to some studies, 80 percent of all web users start their search for information or products on one of the search sites, like Google or Yahoo; though that number is changing as social media becomes more popular and people rely on “word of mouth” more then traditional search.
It’s important to know which sites are driving traffic to your site, and what keywords are visitors using to find you?
Are they looking for you specifically, looking for a generic kind of business, or looking for a brand name?
If you’re doing any online advertising, then which of your ads are driving traffic to your site? What messages seem to be working?
This will be especially valuable for you if you’re using split-run tracking to test ads and placement – and you should be or your wasting money.
Affiliate marketing is a lot like paying finders’ fees or commissions for business sent to you by third parties. On the web, we call those third parties “Join Affiliate Program.”
Other sites and blogs can send you visitors, too. Are there any sites or blogs sending you a lot of business? They are candidates for cross-promotion.
Take a look at the traffic you’re getting from your own sites and from placing articles on distribution sites.
There’s no secret formula for analyzing your inbound links. Instead, look at the data in different ways. Look for ideas about what you should do more or less of. Seek out ideas for ways to increase traffic or decrease marketing cost.
The tools we’ve talked about here will give you a good idea of how many people are coming to your site, how they got here and what they seem to be looking for. In another article we’ll cover how you analyze their activity once they’re on your site.