Google Analytics - Drilling Down for Actionable Information

Studies reveal that few companies are spending time and effort performing site metrics. That's a shame, because it is a critical component of Web site marketing. The data you need is right in your server log files.

Many e-metrics tools are being used for ecommerce sites. Perhaps the most popular is Google Analytics. Google Analytics can be set up with a Google Adwords account. The program allows you to track up to four visitor goals and provides extensive information on keyword conversion and return on cost. It is an excellent, free commerce analytics tool most clients would be wise to use. The code to be added to your regular web pages and your sales pages is simple and straightforward.

For deeper or more thorough insight into sales activities and trends, there are other analytics tools that will work well with your shopping cart program. For Web sites with hundreds of product lines, the Google Analytics limit of four trackable goals won't be sufficient.

Extracting data from your log files is easy using a log file analysis program. That basic data is gathered onto a spreadsheet like the one below in the left hand column and is further processed in the drill down column at right.

This information is important to helping you decide whether your Web site content development is on the right track. Are your information downloads of interest to your visitors? Are visitors seeing the right pages? What navigation paths are they following? Are your most loyal users staying for long and reading much? Reporting can be customized to suit your particular content and web site marketing goals, so going that one step further to drill down into Web site data makes sense.

The end result is the development of a site that is not only more search engine friendly, but which is of maximum use to your visitors and loyal customers. Turn up that conversion to sales ratio by getting into this goldmine of actionable information.

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e-tailing | e-commerce | e-metrics | SEO

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